Eric DeeranOne mission — help agency owners build businesses they actually love running.

Most Businesses Don't Know Their Numbers

1 Oct 2026 · 0 min

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0:26

In this excerpt from his YouTube video, Eric Deeran points out that many high‑ticket businesses operate without knowing their fundamental sales metrics. He lists the key numbers they often overlook: cash per booked call, cost per booked call, show rate, close rate, and average order value (AOV). Deeran explains that "cash per booked call" is essentially a composite metric that blends the show rate, close rate, and AOV into a single figure, offering a clearer view of profitability per sales interaction. Because these businesses fail to track these numbers, they suffer financial losses and make uninformed decisions. The segment serves as a warning and a call to action for business owners to start measuring and understanding these core KPIs.

I can't tell you how many people we talk to, how many high-ticket businesses we talk to, because they don't know what their cash per booked call is. They don't know their cost per booked call. They don't even know their show rate, their close rate, or AOV. Because they don't know all those things, they suffer and they lose money because they don't know their numbers, right? Because what cash per booked call is, it's essentially your show rate, your close rate, your AOV, and all of that is blended into one piece here, right? And so it's all of these numbers added up into one instead of looking at your show rate, your close rate, and your AOV, which can be confusing to look at if you're looking at all of them together.