Sell more where you already win. The WebCargo/Freightos analysis of 500,000 quotes (2025) found existing customers win at 22.7% versus 13.4% for new ones — and the curve compounds: customers who quoted just once won 10.5% of the time, while those at 21–50 quotes won 20.6%. The playbook follows the data: graduate every win into an account with real credit terms, keep quoting it, and measure wallet share against invoiced revenue — not against what the CRM hopes.
| Win rate | Relationship | What it tells you |
|---|---|---|
| 13.4% | New customer | The cold-quote baseline — the starting odds for every hunter |
| 22.7% | Existing customer | The relationship premium: nearly double, on the same quotes |
| 10.5% | Customer at 1 quote | One quote is a coin toss, not a relationship |
| 20.6% | Customer at 21–50 quotes | Quoting volume compounds — familiarity is earned per quote |
WEBCARGO/FREIGHTOS ANALYSIS OF 500,000 QUOTES, 2025
What does the 500,000-quote curve actually show?
Two things at once. First, the headline gap: the path from new to existing roughly doubles your win rate on identical effort. Second, and easier to miss, the gradient inside “existing”: a customer who has quoted you once behaves almost like a stranger (10.5%), while one at 21–50 quotes wins at nearly the full relationship premium (20.6%). The first win isn’t the prize — it’s the ticket to a curve where every subsequent quote gets cheaper to win.
Why does familiarity double the win rate?
Nothing mysterious: credit is already cleared, operations are already proven, the documentation quirks are already known, and switching to a rival now costs the customer something. The strategic consequence is uncomfortable for a pure hunting culture: the second lane sold into an existing account usually beats the first shipment from a cold one — yet most pipelines are built to celebrate only the latter.
How do credit terms become a sales lever?
In forwarding, the win isn’t the handshake — it’s the account trading on terms. That’s why winning a deal here opens an activation gate: contract document and effective date, currency, credit limit, payment terms and days, billing email — captured while the handshake is warm, with the platform’s AI checking the uploaded documents and flagging mismatches. Sensible net-30 or net-60 terms are a competitive lever that closes accounts price alone can’t. (The other side of that lever — credit-control policy and collections — is Receivables AI’s territory; this side is terms as the thing that turns a win into a working account.)
How do you measure wallet share without lying to yourself?
Against money, not memory. The customer lifecycle runs lead → prospect → account, and once an account is trading, the Book of Business view reports invoiced revenue per account and per account owner from the platform’s own billing data — not self-reported CRM numbers. Pair it with the coverage snapshot (which accounts are quietly going cold) and the uncomfortable questions ask themselves. The full farm-side methodology is in the complete guide; the calculator puts a number on what doubling your existing-customer quote volume is worth.
From reading to hunting.
Everything on this page runs live on a working board — queue, cadence, quotes, wallet share. Bring your pipeline and watch Monday morning rank itself.
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