GTM Glossary · Metrics
Average Selling Price (ASP)
The mean value of closed deals in a defined period and segment.
[01]What It Means
ASP describes what the market actually pays, not what the price list says. Tracked by segment and country, it exposes where discounting has become structural and where positioning supports premium pricing.
[02]Why It Matters
European buyers negotiate differently by country and sector, and procurement rewards vendors who hold a defensible price story. A falling ASP with rising volume is often the first sign that a motion has drifted down-market.
[03]Where It Goes Wrong
Reading ASP as a single company-wide number and missing segment divergence.Letting the first local reference deal set an anchor the whole market then expects.Confusing lower ASP with market entry progress when it is really margin erosion.
[04]Related Terms