Your B2B sales funnel is leaking.
Potential customers are requesting quotes—but most never convert into paying customers. You're doing the work, but not seeing the revenue.
Here's the reality: Only 25-30% of B2B quotes convert to orders in the average wholesale business. But top-performing wholesalers convert 40-60% of quotes.
They've built a systematic sales funnel that nurtures quotes through each stage.
Understanding the B2B Quote-to-Order Funnel
Stage 1: Discovery → Customer becomes aware of your business
Stage 2: Inquiry → Customer requests product information or quote
Stage 3: Quote Delivery → You send formal pricing proposal
Stage 4: Evaluation → Customer compares options, gets internal approval
Stage 5: Negotiation → Price, terms, or scope discussions
Stage 6: Close → Customer approves quote and places order
Stage 7: Fulfillment → Order delivered and invoiced
Critical insight: Most businesses focus only on Stage 3 and hope for Stage 6. They ignore Stages 4-5, where deals are won or lost.
Stage 1: Discovery
Objective: Get on the radar of potential wholesale buyers.
Create SEO-optimized content, build strategic partnerships, and attend trade shows.
Stage 2: Inquiry
Objective: Make it easy for buyers to request information or quotes.
Offer multiple contact points, remove friction, and use lead magnets.
Stage 3: Quote Delivery
Objective: Provide accurate, professional quotes quickly.
Speed of response matters: The first responder wins 50% more deals.
Benchmark targets:
- Urgent requests: <1 hour
- Standard requests: <4 hours
- Complex requests: <24 hours
Stage 4: Evaluation
Objective: Stay top-of-mind while customer evaluates options.
Send follow-up content that justifies your pricing, overcome objections proactively, and add urgency without being pushy.
Stage 5: Negotiation
Objective: Address objections and find mutually beneficial terms.
Use conditional concessions and offer non-price value. Document everything.
Stage 6: Close
Objective: Get formal approval and process the order.
Make acceptance effortless with one-click approval, send immediate confirmation, and capture feedback.
Stage 7: Fulfillment
Objective: Deliver exceptional experience that drives repeat orders.
Keep customers informed, exceed expectations, and set up the next order.
Measuring Funnel Performance
Track conversion rates between stages:
| Stage | Benchmark |
|---|---|
| Inquiry → Quote Sent | 70% |
| Quote Sent → Evaluation | 60% |
| Evaluation → Negotiation | 50% |
| Negotiation → Close | 70% |
| Overall Quote → Close | 40% |
The Compounding Effect
Before optimization:
- 100 quote requests/month
- 25% conversion rate
- 25 orders = $50,000 monthly revenue
After optimization:
- 100 quote requests/month (same)
- 40% conversion rate (+15%)
- 40 orders = $80,000 monthly revenue
Result: $360,000 additional annual revenue from the same leads.
Your Next Steps
- Audit your funnel: Where are quotes getting stuck?
- Pick one stage: Don't try to fix everything at once
- Implement one tactic: Start small and measure impact
- Iterate: Adjust based on results
- Scale: Roll out successful tactics across all stages
Remember: Small improvements at each stage compound into massive results.
A 10% improvement at each of 5 stages = 61% overall improvement.
Build a systematic, optimized funnel—and watch your conversion rates soar.
AddToQuote Team
B2B Commerce Experts
Helping B2B merchants streamline their quote management and close more deals.
