Average Ticket
Definition
Average ticket is the mean revenue generated per service call, calculated by dividing total invoiced revenue by the number of completed jobs.
What Average Ticket Means for Your Business
What it means
Average ticket is the heartbeat of field service revenue. It combines pricing, close rate, and upsell effectiveness into a single number that shifts the moment any of those levers move.
Why it matters
Lift average ticket 10% and you lift revenue 10% without a single extra truck, call, or customer. It is one of the fastest-moving, highest-leverage metrics in the business.
How contractors use it
Managers track average ticket per tech, per trade, and per call type. They pull the laggards up through training, better price books, and good-better-best options on every estimate.
Real-World Example
An HVAC shop ran a 30-day training push on good-better-best presentation. Average ticket climbed from $640 to $790. Across 210 monthly calls that was $31,500 more per month, or $378,000 annualized.
Related Terms
Close Rate
Close rate is the percentage of presented estimates that result in a booked job or signed contract.
Upsell Rate
Upsell rate is the percentage of service calls on which a technician successfully sells additional work beyond the original reason for the visit.
Price Book
A price book is a standardized catalog of labor and material tasks with pre-set flat rate prices that technicians use in the field.
Technician Revenue
Technician revenue is the total dollar amount of work that an individual field technician has billed over a given time period.
Customer Lifetime Value
Customer lifetime value, or CLV, is the total amount of revenue a customer is expected to generate for a business over the entire duration of the relationship.
Put This Into Practice with Free Software
Kaldr Tech handles average ticket and everything else you need to run your shop. $0/month, 3.5% + 30¢ per transaction.