Business RegistersLead stages and your win rate
Five stages are enough for most small businesses. What matters is that each one means the same thing every time.
The five stages
| Stage | What it means | What moves it on |
|---|---|---|
| New | Someone asked, you have not replied yet | You reply |
| Contacted | You have talked or messaged and know what they need | You send a price or a plan |
| Quote sent | They have a price in writing | They say yes or no |
| Won | They agreed or paid | The job is done |
| Lost | They said no, or stopped replying after your last follow-up | Write the reason in the note |
Reading your win rate
The tracker shows how many closed leads you won. If you closed 20 leads and won 6, your win rate is 30 percent. That number tells you what a lead is worth: if an average sale is 5,000 and you win 30 percent, each lead is worth about 1,500 before costs. It tells you how much you can afford to spend to get a lead.
Using the numbers
- If many leads are stuck at "Quote sent", your price or your follow-up needs attention.
- If many are lost with the same note, such as "too far", that is a signal about your offer or your area.
- If few leads arrive, look at "where they came from" to see which source works.
Keep it honest
Move a lead to Lost when you are sure, so the list stays clean and the win rate is true. A list full of dead leads hides the live ones. See the follow-up routine for what to do before you give up on a lead.
Common questions
Can I add my own stages?
This tracker uses five fixed stages to keep the page simple. Use the note for more detail.
Where do I record why I lost a lead?
In the note. Write one short reason and read them once a month.
Keep going
The registers keep their data in your own browser and send nothing to us. Names, numbers and prices in the examples are made up. No law, tax or fee is stated here: check local rules where they matter. Checked 14 November 2026.