You should be drilling down because there’s gold in them hills! It’s easy to speak to averages because it requires less work. But averages hide important details.
For example, your average price doesn’t tell you how much of your volume is sold on deal, or that one major deep discount blowout sale drove so much volume in 2 weeks that it is impacting the entire year’s average. You could be too high or too low of your pricing goal vs your competition most of the year but the average hides that. What if you didn’t get that sale next year? Continue reading