7 Proven Strategies to Convert More B2B Quotes into Sales

You're generating quotes. Customers are requesting them. But too many quotes are dying in your pipeline without converting to orders.

Sound familiar?

According to Gartner, 65% of B2B sales organizations will transition to data-driven decision making by 2026. That means your gut feeling isn't enough anymore—you need proven strategies backed by results.

If your quote-to-order conversion rate is below 30%, you're leaving money on the table. Here are seven strategies that top-performing wholesalers use to convert more quotes into sales.

Strategy 1: Respond in Under 60 Minutes

The statistic: Distributors who respond first are 50% more likely to win the deal.

Speed kills—competitor delays, that is. When a buyer requests a quote, they're actively shopping. They've likely sent requests to multiple suppliers.

Action steps:

• Set up mobile push notifications for new quote requests
• Create a "quote duty" rotation among your sales team
• Use auto-responders to acknowledge receipt immediately
• Set clear response time SLAs (1 hour for rush, 4 hours for standard)

Strategy 2: Provide Transparent, Itemized Pricing

The insight: Clear quotes reduce misunderstandings and build trust.

Modern buyers expect transparency. Break down your pricing to show:

• Base product cost: Unit price before discounts
• Volume discounts: "Save 15% when you order 500+ units"
• Applicable taxes: Show tax calculations
• Shipping costs: Don't hide delivery fees
• Total investment: Clear bottom line

Why this works: When buyers understand exactly what they're paying for, they're less likely to negotiate further or seek competitive quotes.

Strategy 3: Create Urgency with Time-Limited Offers

The psychology: Scarcity drives action.

Don't let quotes sit forever. Add expiration dates:

• Quote valid for: 7 days, 14 days, or 30 days
• Promotional pricing expires: "Lock in these prices by March 15"
• Limited inventory: "Only 500 units available at this price"

Important: Make deadlines realistic. Artificial urgency damages trust if overused.

Strategy 4: Enable One-Click Quote Acceptance

The friction point: Every extra step reduces conversion.

Make it ridiculously easy to say "yes":

• Approval buttons: "Accept Quote" directly in the email
• Pre-filled checkout: Quote details auto-populate the order
• Saved payment methods: Use stored payment info for repeat customers
• E-signature integration: Sign agreements digitally

The result: Conversion rates improve by 20-40% when you eliminate friction.

Strategy 5: Use Data to Personalize Recommendations

The insight: Relevant cross-sells increase average order value.

When generating quotes, include:

• "Customers also bought": Show complementary products
• Reorder recommendations: "You usually order X with Y"
• Upgraded options: "Consider our premium version for..."
• Bundle deals: "Save 10% when you add these three items"

Strategy 6: Build a Follow-Up Sequence

The reality: 60% of customers say "no" four times before saying "yes" (source: Marketing Donut).

Most quotes don't get rejected—they get forgotten. Create a systematic follow-up process:

Day 3: Check-in email

"Hi [Name], I wanted to see if you had any questions about the quote I sent on Monday?"

Day 7: Value reminder

"Just following up on quote #1234. As a reminder, this pricing is valid through [date]."

Day 14: Last chance

"Your quote expires in 3 days. Would you like to move forward?"

Strategy 7: Show Social Proof and Trust Signals

The psychology: B2B buyers are risk-averse. Reduce perceived risk.

Include trust elements in your quotes:

• Customer testimonials: "Company X saved 30% by switching to us"
• Industry certifications: ISO, quality standards, awards
• Case studies: Link to relevant success stories
• Guarantees: "30-day satisfaction guarantee" or "Price-match promise"

The Compound Effect

Here's the powerful part: These strategies compound.

If you:

• Respond 2x faster (Strategy 1)
• Reduce friction (Strategy 4)
• Follow up systematically (Strategy 6)

You can realistically expect to convert 40-60% more quotes into orders—without spending more on marketing or sales.

Remember: The sale doesn't end when you send the quote. That's when it begins.