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Ed's AV Handbook
Batting practice for the AV Professional
and primer for the novice

Chapter 10  Page 5

AV Business & Marketing
Using the charts

The following illustrates the use of the chart prescriptions.
For this example assume the following chart results: 
            Promotion = Downward   
            Leads = Flat  
            Presentations = Flat  
            Closes = Upward
            Sales = Upward
            Batting Average = Upward  
            $/Close = Skyward

Begin the chart evaluation with the most significant stat -- Sales.

Sales are Upward;
Keep doing what works, and do more of that. 
Do not make any drastic changes.
Sales are upward because $/Close is skyward and Batting Average is upward.

- Do more of each.

        $/Close is Skyward;  
        Keep doing what you are doing.

        $/Close is skyward due to an increase in closing custom projects
Do not change anything regarding $/Close.

        - Continue to seek custom projects.

       Batting Average is Upward;
        Keep doing what works, and do more of that. 

        Batting average is upward due to the addition of in-store sales training & sending employees to manufacture training seminars.
Do not make any drastic changes regarding Batting Average.

        -  Schedule more training and seminars.

Leads are Flat;
Do more of what works and eliminate what doesn't.

Leads from direct mail promotions, and request from previous customers have been very productive.  
YELP and local magazine advertising leads have not.

- Focus on prompt responses to all customer phone messages and requests.
- Eliminate YELP and magazine advertising.

Presentations are Flat;

Do more of what works and eliminate what doesn't.

Appointments with previous customers and their referrals have increased.  
Floor traffic presentations have decreased and yield a small percentage of qualified leads.
Yelp and local magazine leads have not led to qualified leads.

- Focus on presentations to previous customers and their referrals.  
- Do not avoid off the street leads. But be aware of their less productive condition.

- Eliminate Yelp and magazine leads.

Promotion is Downward;

Re-evaluate each promotion tactical area of the market plan that effects that stat:
Personal sales, Advertising, Promotional events, Point-of-Purchase material.
It's time to change/review tactics.

Your sales staff as illustrated by their batting average and $ per close is productive.
- Keep Them.

Direct mail advertising to current customers has been successful. 
- Do More.

Yelp and magazine advertising has not produced. 
- Eliminate them.

Custom sales are rising. 
- Promote custom products and services.

Current Point-Of-Purchase material consists of old manufacturer posters.  
- Replace old POP with new POP that promotes custom projec
ts and services.

You have not run an in-store promotional events in some time. 
- Add in-store seminars to promote custom products.

Summary of the prescriptions and the revised game plan:
This is the plan for the next stat period. 
Add it to your to-do-list. 
  1. Focus on custom projects.
  2. Continue in-store sales training.
  3. Send more staff to manufacturer's training seminars.
  4. Concentrate on previous customers and their referrals.
  5. Respond quickly to service requests and inquiries from previous customers.
  6. Continue the direct mail advertising campaign to previous customers.
  7. Add in-store seminars promoting custom product.
  8. Produce new POP to reflect your custom installation services and product.
  9. Eliminate Yelp & magazine advertising.  
Assess adjust recap          
Take control of your business with the powerful tools of the Stat Dashboard, the P&L, and the Balance Sheet.  They reduce the stress caused by a lack of informed knowledge.  However, as the ability to play a musical instrument, hit a 90 MPH fastball, create a world-class speaker, they require a disciplined application.

Conclusion | Business is straight forward. 
In a nutshell, fulfill your customers' desires.  Sell more than you spend.  Use a marketing strategy to guide the business.  Employ the tactical 4P's of marketing to put it on the road.  Audit the macro data and its micro stats to assess the results.  Engage the prescribed adjustments to keep it on a profitable path. 

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

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