What is an average ticket and how to understand it will improve your sales
Average ticket is an indicator of sales performance . The word “ticket” refers to the amount spent on a purchase (such as the amount printed on a supermarket ticket, for example). Thus, the average ticket can be calculated as a function of the monetary value of a company's total sales divided by the number of sales. Another calculation of the average ticket takes into account the number of customers and what is the average value of their purchases in a given period.
In fact, it is possible to calculate the average ticket of different product lines, sales channels or each of your salespeople specifically, among many other cases.
Depending on what you want to analyze in your business, a different type of average ticket can be used to help you define a strategic plan of goals and objectives or a good sales plan .
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In this post, in addition to showing what an average ticket is, you will see examples of how to calculate this sales indicator in an agile and practical way.
Willing to definitely learn what the average ticket is? So, read on with us!
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Defining proper KPIs is critical for any business. Do you want to know the difference between final and intermediate indicators and how to define the ideals for your sales team?
What is an average sales ticket anyway?
To make it easier to understand what an average ticket is, let's introduce the two main formulas.
One that takes into account the number of customers and another that refers to the number of sales.
So, if you want to fully understand what an average ticket is, you must take these two angles of view into account.
An average ticket concept that is based on the number of deals closed, for example, is very useful for measuring the performance of a salesperson.
Thus, if he made more than one sale to the same customer in a given period, it is possible to better assess his performance in each negotiation made.
Already, an average ticket concept based on the number of customers can be useful to assess which are the most important customers in your business, those that contribute the most to your revenue and profitability.
Was it clear to you what is the average ticket and the variations of this concept?

How to calculate average sales ticket
To calculate the average sales ticket you must divide the total sales for a period by the number of customers who purchased. You can also divide by the number of sales made, as these two averages are not always equal.

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What is the average ticket for
The average ticket is used to assess the sales performance and purchase potential of customers, among other factors. It is a KPI widely used to assist in planning, sales forecasting and decision making.
Okay, now that you understand what an average sales ticket is and what it's for, let's go to the formulas and examples for calculating the average ticket of the two main approaches.
How to Calculate Average Sales Ticket Based on Number of Sales
Before calculating this average ticket, let's stipulate some data about a fictitious company:
• Total Sales Volume in the period, or Total Sales (VT): BRL 1,263,500.00
• Number of Customers who Purchased in this period (C): 133
• Number of Sales Made (V): 230
Let's indicate this type of average sales ticket by the TMv notation .
To calculate the average sales ticket based on the number of sales, you must divide the Total Sales Volume by the Number of Sales Made.
The formula can be represented like this:
TMv = VT / V
Substituting the values in the formula, we will have:
TMv = 1,263,500 / 230
TMv = BRL 5,493.50
Therefore, we can say that in the period studied, each sale generated – on average – R$ 5,493.50 for the company.
Thus, a sales manager can assess that, if he manages to increase his average sales ticket by a little more than R$500.00, he can reach R$6,000 for each sale.
Thus, even if the number of sales does not increase, the company's total revenue will reach R$ 1,380,000.00.
Therefore, this manager will be able to employ up selling and cross selling strategies to increase his average ticket, for example.
How to Calculate Average Sales Ticket Based on Number of Customers
It is very common to calculate the average sales ticket per customer.
This data can also be used to assist in your planning and analysis of results.
For example: how to define your key accounts customers, also called key customers?
Typically, these customers are those in the 20% with the highest turnover. Thus, you can compare the company's average ticket in a given period with the average ticket of each customer and find those that are well above the average, to serve them in a differentiated way.
Now let's see how to calculate the average sales ticket based on the number of customers. Let's use the following notation to represent this average ticket type: TMc.
The formula used for this is:
TMc = VT / C
Substituting the same values defined in the previous example, we have the following equation:
TMc = 1,263,500 / 133
TMc = BRL 9,500.00
This means that each customer of this company purchased – on average – in the period analyzed, an amount of R$9,500.00.
Thus, a customer who has an average ticket of R$30,000.00, for example, is more than 3 times profitable for the company than the average for the others.
Not only does it deliver more money to the company, but the profit margin is higher.
Why?
Because the cost of acquiring and maintaining a customer, whether he has an average ticket of R$500.00 or R$30,000.00, is the same. If the cost to acquire a customer is $350, the first customer in this example would almost cost the business.
Likewise, 3 average customers (R$9,500.00 in billing) make less profit than a single one of R$29,500.00.
Thus, serving your most profitable customers in a differentiated way is a way to retain them and retain them in your business.
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