Business Success

Focus on local customers to maximise win rate

Written by Oliver Pennington | Apr 30, 2013 2:35:36 AM

Your win rate decreases as you get further away from prospective customers – to the tune of 4-5% for every 10 km further away you are from a lead. This is what we found when we looked at the relative win rate of quotes segmented by the distance between businesses and customers.

In this chart, the horizontal axis shows the distance between businesses and customers every 10 km up to 200 km and the relative win rate for each group.*

If you’re more than 10 km away from a customer, your chance of winning a job falls by about 20% compared with businesses that are within 10 km. If you go a further 10 km out, your chances go down by about 25% compared with the closest businesses.

At 100kms from your customer, you’ve got about a 60% chance of winning the job compared with the closest businesses. If you’re over 150 km away, your chances fall to about 25%.

So we recommend you keep a local focus. Customers prefer local businesses. So when you see local leads in your inbox, jump on them! Tell the customer that you’re a local expert and that you can be on-site for a comprehensive quote in a matter of minutes.

*We calculated the proportion of bids from Jan to April 2013, where customers reported selecting a business on the website. We segmented this for each 10km range, then indexed those scores against the top performing group (the 0-10km group). This gives us a relative win rate for each distance.

 

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