Not every phone call becomes a contract, and the rentals you lose tell you as much as the ones you win. This dashboard tracks inbound reservations through quote, booking, and fulfillment, then breaks down why deals fall out — including the demand you lost because the requested unit wasn't available, the clearest signal of what to buy next.
What this report answers
The funnel page answers the counter manager's question: where do we lose deals, and how much demand never gets served? It steps reservations through Quoted, Booked, and Picked Up/Delivered, with conversion rates between stages shown on a chart rather than a card. Lost to No-Availability is the headline — demand lost specifically because the unit was out or not owned, which is the redeploy-or-buy signal. The lost-demand page ranks every fall-out reason (No Availability, Price, Lead Time, Customer Cancelled, Credit Hold) and shows where unmet demand concentrates by asset class.
The metrics that matter
The stage-to-stage conversion rates — quote-to-book and book-to-fulfill — tell you where the counter is leaking deals. Lost to No-Availability is the most actionable number on the page: every unit a customer wanted that you couldn't supply is revenue that walked, and concentrated no-availability in one asset class is a direct argument for the next purchase order. Reading lost reasons together separates problems you can fix at the counter (Price, Lead Time) from inventory gaps (No Availability) and credit policy (Credit Hold).
Why the data is trapped
Reservations, quotes, bookings and fulfillment statuses live in the rental ERP — Point of Rental, Quipli, Texada, Alert EasyPro — and many systems capture a lost reason, but they rarely surface the funnel as a connected, stage-by-stage view with rates. The no-availability signal in particular is buried in individual reservation records, so the single best argument for what to buy next never reaches the person making fleet decisions.
How to read it
Read the funnel top to bottom for the leak: a big drop from quoted to booked points to price or lead time; a drop from booked to fulfilled points to availability or last-minute cancellations. Then go to lost reasons. No Availability by asset class is your fleet-buy shortlist — those are paying customers you turned away for lack of stock. Use the by-branch stacked bar to see whether redeploying from an overstocked branch could have caught the demand before buying new.
The sample uses fully synthetic, anonymized data — no real reservations or customers.
Metrics it tracks
| Metric | What it means |
|---|---|
| Reservations Created (count) | SUM(reservation_flag) — total inbound rental reservations/quotes started (reservation_flag is integer 1 on every row). |
| Quoted (count) | SUM(quoted_flag) — reservations that got a formal quote/price. |
| Booked (count) | SUM(booked_flag) — quotes that converted to a confirmed booking. |
| Picked Up / Delivered (count) | SUM(fulfilled_flag) — bookings that actually went out on rent (revenue realized). |
| Lost to No-Availability (count) | SUM(lost_no_stock_flag) — demand lost because the requested unit was unavailable (the redeploy/buy signal). |
Used by: GM / counter manager improving close rate and finding lost-demand leaks
Frequently asked questions
What does the quote-to-contract funnel measure for a rental yard?
It tracks inbound reservations through four stages — reservation created, quoted, booked, and picked up/delivered — and shows the conversion rate between each. The drop-offs tell you where deals leak: a fall from quoted to booked usually means price or lead time, while a fall from booked to fulfilled points to availability or cancellations.
Why track demand lost to no-availability?
Every customer who wanted a unit you couldn't supply is revenue that walked out the door — and it's invisible in your sales numbers because no contract was ever written. Lost-to-no-availability, broken out by asset class, is the clearest data-driven argument for which category to buy or redeploy next.
What are the common reasons rental deals fall out?
No Availability (the unit was out or not owned), Price, Lead Time, Customer Cancelled, and Credit Hold. Ranking lost demand by reason separates fixes that belong at the counter — price and lead time — from inventory gaps and credit policy, so each gets sent to the right owner.
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