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.
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.
- Do
more of each.
$/Close is Skyward;
Keep doing what you are doing.
$/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.
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.
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.
- 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.
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.
- 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.
- 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 projects and services.
- Replace old POP with new POP that promotes custom projects and services.
You have not run
an in-store promotional events in some time.
- Add
in-store seminars to promote custom products.
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.
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.
This is the plan for the next stat period.
Add it to your to-do-list.
- Focus on custom projects.
- Continue in-store sales training.
- 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 custom product.
- Produce new POP to reflect your custom installation services and product.
- Eliminate Yelp & magazine advertising.
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.
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.
Ed's AV Handbook
Copyright 2007 Txu1-598-288 Revised 2024
Sponsored By
Architectural Speaker Tuning System
for
in-wall/ceiling custom installed speakers.
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Handbook Chapters
1 AV
Terms
2 AV Physics
3 Sound Reproduction
4 Video Reproduction
5 The AV System Sequence
6 The Room, Speaker, & TV
7 Acoustical Strategy - Small Room
8 Home Theater by Design
9 AV Sales Training
10 AV Business & Marketing
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