Ed's
AV Handbook
Batting practice for the AV Professional
and primer for the novice
Chapter
10 Page 4
AV Business & Marketing
assess & adjust
continued
The
Micro Audit
The micro audit is a statistical exam of the fundamentals that
drive the P&L and the Balance Sheet. The data
includes
the number of completed promotions, generated leads,
presentations, closes, $ales, batting average, and
dollars per close.
The micro audit begins with The To-Do List.
The 'To-Do List' and
the stat counts
Initiate the stat exam with the assistance of
a daily To-Do List that includes:
a. People to
call.
b. Projects
to address.
Prioritize the list.
Begin with the 1st item & continue
until completed. Also
add the following five abbreviations at the bottom of the list.
- P
= Promotions completed (customer
phone calls emails & letters, advertising,
events, etc.)
- L
= Leads produced
- Pr
= Presentations made
- C
= Closed sale
- $
= Sales amount
Keep a daily count of each stat with simple pencil
marks.
- Run an ad, make a mark under P.
- Place a customer phone call,
make a mark under P.
- Send a thank you letter,
make a mark under P.
- Get a lead, make a mark
under L.
- Make a presentation, make a
mark under Pr.
- Close a sale, make a mark
under C
- And note $ales
amounts under $.
Tally
each stat count weekly, monthly,
quarterly, annually.
Then calculate the following two stats.
- Batting
Average (closes ÷ presentations)
- Dollars
per Close ($ales ÷ closes)
Stat
charts
Convert the 7
stat results to points on a line chart -- one chart for
each stat. Over several periods the charts
develop into a dashboard that illustrate each stat's
history and condition. A chart’s slope or
direction is also a predictor of the future.
- Promotion
- its direction predicts leads.
- Leads
- their direction predicts presentations.
- Presentations
- their direction predicts opportunities to close.
- Batting
Average - its direction predicts closes.
- Closes
- its direction predicts sales.
- Dollars
per Close - its direction predicts sales
productivity
- Sales
- its direction predicts the direction of the
P&L and the Balance Sheet.
Chart
prescriptions
The following are the prescribed plans of action for a chart's
direction.
1. If a Chart's direction is at a steep skyward
inclination:
- Keep doing what you’re doing.
- Do not change anything.

2. If a Chart’s direction is less than skyward but
still upward:
- Look at the tactical
areas that affect that chart.
- Keep doing what works
and do more of that.
- Do not make any drastic
changes.

3. If a Chart’s direction is flat:
- Look at the tactical
areas that affect that chart.
- Do more of what works.
- Eliminate what does not
work.

4. If a charts direction has a downward
slope:
- Reevaluate each tactical
area of the market plan that affects that stat.
It is
time to change tactics.

5. If the direction of a Chart is dropping as a dive-bomber:
- Parachute out.
Change your strategy and or tactics.

Ed's AV Handbook
Copyright 2007 Txu1-598-288 Revised 2021

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