Average Selling Price (ASP) Trend
Month-over-month or quarter-over-quarter movement in the average selling price of closed deals
What is Average Selling Price (ASP) Trend?
Average selling price (ASP) trend compares the average price at which deals close in one period with the previous period, in absolute terms and as a percentage change. It shows whether pricing power is improving or weakening.
A falling trend can signal discounting or a shift to lower-value products.
How this KPI is measured
- Function
- Sales
- Sub-function
- Pricing
- Industry
- All Industries
- Type
- Lagging
- Impact
- Revenue
- Unit
- $
- Measurement frequency
- Monthly / Quarterly
- Formula
- ASP this period vs. ASP prior period (absolute and % change)
How to calculate it
Calculate the average selling price for this period and the prior period, then compare them.
For example, if ASP rose from 20,000 to 21,000, the change is +1,000, or +5%.
Interpret the trend with product mix, discounting and customer segment in mind, since changes may come from what is being sold rather than price.
Where it is used
Monitoring pricing power
See the direction of pricing.
Explaining revenue changes
Separate price from volume.
Guiding pricing decisions
Judge the effect of price changes.
How to improve it
Tips and common mistakes
- Mix changes can move ASP without any price change.
- Look over several periods.
- Compare with competitors where possible.
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