Many businesses judge sales by a feeling of «good» or «bad». But a feeling is no basis for a decision. Track a few specific metrics and you'll see where the problem is and where the opportunity lies.
The key metrics
- Conversion: what share of inquiries turn into a purchase
- Average order value: how much a single deal is worth on average
- Sales cycle: how long a customer takes from inquiry to purchase
- Customer acquisition cost: what one new customer costs
- Repeat-purchase share: how many customers come back
- Reason deals are lost: why people say «no»
Why it matters
Together these numbers show the real state of the business. For example, if sales aren't growing, the cause may be in acquisition (few inquiries) or in conversion (plenty of inquiries, but the salesperson can't close). Without metrics you can't tell the difference.
An important principle
Don't try to measure everything at once. First pick the 2-3 most important metrics and track them regularly. What gets measured gets managed — what isn't measured is merely guessed at.
We build a dashboard in your CRM that calculates these metrics automatically — the owner sees the real picture at a glance and decides based on a number.