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The Only Sales Metric I Track

30 Sept 2026 · 1 min

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In this segment, Eric Deeran explains the single sales metric he relies on: cash per booked call. He defines the metric as the product of show rate, close rate, and average order value (AOV). Using two hypothetical closers, he shows how a higher cash per booked call (e.g., $3,000) can outweigh a lower show/close rate if the ticket price is high, whereas a closer with high show and close rates but low ticket price may generate only $1,000 cash per booked call. Deeran then frames a cost‑per‑call decision: if a call costs $500, the higher cash per booked call yields a better return on investment, making the high‑ticket closer the preferable choice.

Chapters

What I look at is I look at cash per booked call. The cash per booked call is the show rate times the close rate times the AOV. And so if you have closer number 1 and you have closer number 2, closer number 1 could have a really bad show rate and a really bad close rate, but they're selling something extremely high ticket and their cash per call is say $3,000. Closer number 2 could have a really high show rate, a really high close rate, but they're selling something really cheap. They're not getting the full payment plan or they're not getting the full amount of money upfront. They're getting really small payment plans. They could have something like a $1,000 cash per booked call. And then when I look at that, let's say that I pay $500 for a call. Well, out of those 2 people, who would you rather give calls to? The one where you put $500 in and get $3,000 out, or would you rather put $500 in and only get $1,000 out? Well, obviously I'm going to pick closer number one because they are clearly making me more money for my money.