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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.  Begin with the 1st item & continue until completed. 
Also add the following five abbreviations at the bottom of the list.
  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 2021

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