AV Business & Marketing
Using the charts
Sales are Upward;
illustrates the use of the chart prescriptions.
For this example assume the following chart
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.
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.
more of each.
$/Close is Skyward;
what you are doing. Do not change
$/Close is skyward due to an increase in closing
to seek custom projects.
Batting Average is Upward;
Keep doing what
works, and do more of that. Do not make any
Batting average is upward due to the addition of
in-store sales training & sending employees to
manufacture training seminars.
- Schedule more
training and seminars.
Do more of what works
and eliminate what doesn't.
from direct mail promotions, and request from previous
customers have been very productive.
YELP and local magazine advertising leads have not.
on prompt responses to all customer phone messages
- Eliminate YELP and
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
Yelp and local magazine leads have not led to
- Focus on
presentations to previous customers and their
- Do not avoid off
the street leads. But be aware of their less
- Eliminate Yelp and
each tactical area of the market plan
that effects that stat.
It's time to change tactics.
Your sales staff as illustrated
by their batting average and $ per close is
- Keep Them.
Direct mail advertising to
current customers has been successful.
magazine advertising has not produced.
Custom sales are
custom products and services.
POP consists of old manufacturer posters.
- Replace old POP
with new POP that promotes custom projects.
You have not run
any in-store promotional events in some time.
in-store seminars to promote custom products.
of the prescriptions and the
revised game plan:
the plan for the next stat period.
Add it to your to-do-list.
- Focus on custom projects.
- Continue in-store sales
- Send more staff to
manufacturer's training seminars.
- Concentrate on previous
customers and their referrals.
- Respond quickly to service
requests and inquiries from previous customers.
- Continue the direct mail
advertising campaign to previous customers.
- Add in-store seminars promoting
- Produce new POP to reflect your
custom installation services and product.
- Eliminate Yelp & magazine
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
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