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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. 
Add the following five statistical abbreviations at the bottom of the list.
Return to execute the 1st item on the list.  Continue to the next until completed.
  1. P   =  Promotions completed (customer phone calls emails & letters, advertising, events, etc.)
  2. L   =  Leads produced    
  3. Pr =  Presentations made  
  4. C   =  Closed sale  
  5. 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. 
  In addition, add and calculate the following two stats.

  1. Batting Average  (closes ÷ presentations)
  2. 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.
  1. Promotion - its direction predicts leads.
  2. Leads - their direction predicts presentations.
  3. Presentations - their direction predicts opportunities to close.
  4. Batting Average - its direction predicts closes.
  5. Closes - its direction predicts sales.
  6. Dollars per Close - its direction predicts sales productivity
  7. 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.

Skward Chart

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.

Upward Chart

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.

Flat Chart

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.

Downward Charat

5. If the direction of a Chart is dropping as a dive-bomber:

    - Parachute out.  Change your strategy and or tactics.

Dive Chart

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Ed's AV Handbook   
Copyright 2007 Txu1-598-288 Revised 2024

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