The average quote to order ratio is around 8 to 1, and the first thing to do is to ensure this ratio is measured so that you have a starting point.  Obviously the ratio is higher with existing customers than with prospects and enquiries.  There are a number of things you can address to improve your ratio. Here are my suggestions:

1. The most important element is understanding the brief and the customers' needs. They may be asking for a solution that you know you have a better option for. 
2. Ensure your quote matches the customer expectations and always include an image and product spec. Ensure the pricing matches. Is it an all in one price or are the elements to be broken down? Even if not asked, quote for the next price up.
3. Quote for alternatives that also meet the objectives, despite not being asked - it shows the client you are thinking about their needs.
4. What can you add over and above ‘the standard'? For instance, 72-hr turnaround, redraw logo for free on your first order, free screen charge or 50% reduction on first order, incentive for a £1,000 order, 5% extra free, fulfilment, storage, pantone matched items. 
5. Use promotional or related software that speeds up the service. If you can get quotes back in minutes it says a lot about your company.  Promoserve is a good example of this. 
6. Send a sample if you think it will make a difference but be mindful to get an agreement to return. Make it look like this is a special favour. 
7. You can also use your website to stimulate questions that you will need before enquires are completed. This is very important as a lot of customers are unaware of some of the considerations. For example, type of branding available, delivery deadlines, artwork requirements.
8. Price will be in many areas a key element, but its by far NOT the only element. Be sure to convey your service standards, the quality of the product and examples of branding. Why not include testimonials on every quote and what other associations and accreditations you may have. This provides reassurance for your enquirer. 
9. Find out from your enquirer what the key decision will be based on - will it be price, product or delivery? They may say it is price, but by asking the right questions you will often find out that meeting the brief is in essence the reality.
10. Lastly treat your enquirer with total professionalism. Ensure you have minimum standards of answering the call, gaining important brief information, and that all your staff do this in the same way. You will only be as good as your weakest link.
11. Most importantly when you don't get the order, find out why by calling the prospect and monitoring the data. Find out what it was the winner did.

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