ASAI™ — Additional Sales Activity Index
Definition
ASAI™ is a KPI that measures whether additional value was actively offered, regardless of whether the customer accepted the offer.
Within the ASAI™ framework, additional sales refer to the active offering of: complementary products, service upgrades or extensions, additional coverage or packages, expert recommendations that enhance the value of the primary purchase (in most cases: cross-sells and upsells).
How to calculate ASAI™
First, you need to collect answers from your customers to the following question: “Was a complementary item offered to you?”
The responses can either be “Yes” or “No”.
After you have the responses, you use the following formula:
The result is expressed as a percentage and reflects the proactive advisory behavior within a defined period, location, or team.
(Depends on how you collected your customer responses.)
Benchmarks
| ASAITM [%] | Interpretation |
|---|---|
| 0 - 20 | Passive selling |
| 21 - 40 | Occasional selling |
| 41 - 60 | Active selling |
| 61 - 80 | Strong selling |
| 81 - 100 | Best-in-class advisory selling |
It is very important to measure ASAI™ for every unit — in retail for every store, in services for every team, etc. Experience shows that there are large ASAI™ deviations across locations and teams in almost every company.
Why use ASAI™
In modern retail and service-based businesses, monetizing every customer to the fullest is a clear priority. To achieve this, businesses often try different promotions, price strategies, special offers, but they often overlook one of the strongest profit centers — additional sales (upsells, cross-sells, add-ons, etc.) that result from a quality sales interaction with a sales advisor.
Traditional metrics like total revenue, conversion rates, and AOV, tell you the result, but not how it was achieved. They do not reveal whether sales staff actively engaged customers, identified additional needs, or offered relevant complementary solutions.
After more than 5 years of measuring additional sales in more than 500 shops, the Additional Sales Activity Index (ASAI™) was developed in order to provide a simple, reliable standard for measuring sales behavior across different industries and interaction types.
Additional Sales Calculator
Total additional sales per month: $0
Based on the standard additional sale conversion rate of 30%
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Terms of Use
For Feedback & Survey Platforms
Until explicit notice, ASAI™ is free to use if:
- You label it by its full, appropriate name (ASAI™)
- You put the ASAI™ widget certificate somewhere on your website where it is visible to visitors (e.g., in the footer)
Others
Until explicit notice, ASAI™ is free to use.
If you decide to use ASAI™, you need to label it by its appropriate name (ASAI™).
Copyright and Trademark
ASAI™ is a proprietary methodology developed and authored by Tomaž Dimnik. All content associated with this methodology—including its structure, definitions, and interpretive frameworks—constitutes original copyrighted work.
Trademark & Copyright: The name ASAI™ and its underlying methodology are protected under intellectual property laws.
Rights Holder: All rights are reserved by Cohortem d.o.o.
Authorization: While currently free to use under the conditions outlined in our Terms of Use above, any unauthorized use, reproduction, or distribution without proper attribution is strictly prohibited.
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