Why Average Order Value Matters More Than Lead Volume
Generating more leads is expensive. Increasing the value of each sale costs almost nothing. A 10% increase in average order value across 200 annual sales is the equivalent of finding 20 additional customers — without spending a penny on marketing.
Strategies to Increase AOV
1. Always Present the Full Range
Reps who default to quoting standard white UPVC leave money on the table. Present options:
- Standard white → premium colours (grey, cream, black)
- Double glazing → triple glazing
- Standard handles → premium hardware
- Basic sills → extended stone sills
2. Bundle Products
Offer packages that combine products at a slight discount:
- Windows + doors together
- Full house windows + roofline
- Front and back door together
Customers perceive better value, and your average order jumps significantly.
3. Finance Options
Offering monthly payment plans makes larger orders accessible. A customer who can't afford £12,000 upfront might happily commit to £200/month.
4. The Whole-House Conversation
Don't survey just the windows the customer asked about. Walk the entire property and point out opportunities: "I noticed your back door is the original — we could include that in today's quote at a better rate than doing it separately later."
Tracking AOV in Your CRM
Monitor average order value by:
- Rep: identify who consistently achieves higher values and learn from them
- Lead source: do some channels generate higher-value customers?
- Product type: which products carry the best margins?
- Month: seasonal patterns in order values
Setting Targets
Give each rep an AOV target alongside their sales targets. Review it monthly and coach those who consistently underperform. Often it's a confidence issue — reps afraid to present premium options need reassurance that customers appreciate having choices.