Ed's AV Handbook.com
Home Theater & High Fidelity Stereo Audio


Chapter Nine
AV Sales Training

Page 5

Batting practice for the audio/video pro and a primer for the novice 



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Using the Dashboards
           The following outlines how to use the dashboard prescriptions.  For this example assume the following chart results.

   Promotion = Flat
   Leads = Flat
   Presentations = Flat
   Closes = Flat
  $/Close = Skyward
   Batting Average = Upward
   Sales = Upward 

Begin your evaluation with the most significant chart -- the Sales Chart. 

Sales Chart is Upward but not skyward.
          Engage the upward prescription.  Look at the tactical areas that effect sales.  Do not make any drastic changes.  Do more of what works which is $/Close and Batting Average.  
Therefore
focus on improving your $/Close and Batting Average. 

$/Closes are Skyward
          Therefore engage the skyward prescription.  Which is keep doing what you’re doing and do not change anything with regards to $/Close.  You have been closing more custom projects and exposing customers to your best product -- continue as is.

Batting Average is Upward
          Therefore engage the upward prescription.  Look at the tactical areas that effect your batting average.  Do more of what’s working.  But do not make any drastic changes.  
If it is upward because you have been effectively using 
A Sale in 5 Steps, then take more batting practice -- re-read the 5 Steps. 

Promotion, Leads, and Presentations are Flat.
          Therefore engage the same flat prescription for each.  Do more of what works and eliminate what does not work. 

          Promotion oriented follow up thank you letters and e-mail have improved. But follow up phone calls are down because you have been web surfing when you could have been calling customers.  In addition, time invested on fruitless manufacturer's web leads have been unprodcutive.  Therefore eliminate unnecessary web surfing and the unproductive leads.  Reallocate this time to follow up thank you letters, email, and phone calls.  

       Leads from previous customers have been very productive.  But again manufacturer leads have not.  Therefore focus on previous customers and their referrals.  Follow up quickly customer issues and requests.   Eliminate the manufacture leads.  

         Presentations - in-store meetings with previous customers and their referrals have been very effective.  Presentations resulting from manufacture advertising leads have not.   Focus on previous customers and leads from previous customer.  Eliminate or at least put less emphasis on persuing manufacturer leads.   


To sum up; here is the revised sales game
plan.


       Promotion
       -
Continue with your follow up thank you letters and e-mail.
         - Stop web surfing and reallocate this time to customer follow up.

        Leads
         - Continue to follow up on all customer service and requests.
         - Eliminate or put less emphasis on manufacture
leads.

       Presentations
         - Focus on previous customer in-store and home meetings. 
 
         - Put less emphasis on persuing manufacture leads.


       Sales
         - Focus on improving your $/Close and Batting Average.


     $/Close
         - Continue as is --  present your best product with a focus up on custom leads.


       Batting Average
         - Take additional batting practice.  Revisit the 5 Steps.

         
Now make your adjustments and prepare for next cycle of your self-management process.

Closed
          You have produced a strategic plan.  You have implemented your personal 4P tactics to fulfill that strategy.  And your stat dashboards have put you in control.  You can now confidently state that you do know your song well.

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Ed's AV Handbook.com
Batting Practice for the AV Pro and a Primer for the Novice.
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