Do you know what the average invoice for each of your stations is?

Knowing how much your station’s average invoice is, can be a great management tool.

First, your average invoice tells you what the market believes your advertising to be worth.

Reviewing your average invoice per account executive can also tell you what each account executive thinks your stations are worth.

Some other uses for average invoice:

1. Every account executive should be required to present a minimum of one 52-week average invoice or greater proposal per week. Based upon a 10% closing ratio, they’ll have 5 good long term clients by year’s end. (By the way, if their closing ratio is higher than 20%, they’re not super-stars; they’re merely picking the low hanging fruit.)
2. If you’re creating sales ‘packages’, they should always be above or at average invoice. Average invoice has told you what your account execs and your clients have told you what you’re worth. If your ‘package’ is really outstanding, shouldn’t it be perceived to be worth more than the average?
3. A focus on even the slightest improvement in average invoice each month, over time, will produce huge results.

Averages can be deceiving, but understanding your average invoice and managing your average invoice, will yield revenue results.