What is a Sales Audit? Tips, How To Product It, Advantage

In sales, each day represents a fresh chance to engage prospects, complete transactions, and move closer to your objective. However, it is also crucial to conduct frequent sales audits to ensure that your team is meeting or exceeding your goals.

What is a Sales Audit?

A sales audit is an examination of a company’s past and present sales strategies. Audits of sales enable businesses to assess their existing situation so that they may develop more effective sales and business strategies.

This method involves both the sales and marketing departments and can assist experts in determining the company’s strengths and limitations. An internal sales audit is often carried out by auditors, however sales or marketing managers might also conduct one.

What is a Sales Audit?

Audits of sales give an overview of a business’s sales strategies, tools, efforts, inventories, and goals. Understanding these factors can assist sales professionals in reevaluating their processes and adopting more efficient and productive approaches.

This can assist sales department managers in setting more achievable sales objectives and boosting corporate earnings.

Who Conducts Sales Audits?

Sales auditors typically perform sales audits. These specialists may be internal employees of the organization being audited or independent contractors. Utilizing their knowledge, sales auditors provide strategies for a firm to enhance its procedures.

In order to conduct the audit, sale audits may examine financial papers, interview workers, watch sales activities, and identify existing sales targets. This information enables them to conduct a comprehensive audit and provide an accurate portrayal of the company’s existing sales process.

Who is a Sales Audit For?

Clearly, your sales audit is primarily a resource for your sales force. It provides concrete insight into your team’s sales performance.

Nevertheless, your marketing, service, and customer service teams may all benefit from the information and insights you compile for your sales audit.

Knowing such things as:

  • Which services and goods are more lucrative?
  • Which services and products do not yield a profit?
  • Which phases of the sales process are most likely to result in lost customers?
  • And the typical length of the sales process

Is all knowledge that the remainder of your team may utilize to enhance their everyday job.

How to Conduct a Sales Audit

To discover how to perform a sales audit, consider the following steps:

1. Examine the Company’s Sales Practices

Identify a company’s sales procedures, particularly its sales process, which consists of a sequence of actions designed to induce a customer to make a purchase. To establish if the sales process is effective, it is useful to collect data on the company’s existing leads and sales using the process.

If the sales team is hitting sales targets, the sales process is likely effective. If the sales team is not achieving the projected sales using the sales process, you can evaluate further to identify any gaps or inefficiencies in the sales process’s stages.

What is a Sales Audit?

2. Take an Inventory Of Marketing and Sales Tools

Sales tools assist the sales staff in automating common processes, such as calculating the amount of leads a landing page generates.

It is beneficial to compile a list of the company’s marketing and sales tools, as this enables you to determine where the sales process may be optimized.

For instance, if the sales staff manually schedules social media postings instead of utilizing a platform to manage their posting schedule, this may be an area for improvement.

Taking an inventory may also assist discover instances of duplication, such as when the same tools are used to do the same activities. The marketing and sales money can be preserved if these duties are performed with the more effective instrument.

3. Evaluate the Quality Of the Company’s Current Sales Leads

A sales lead is a consumer who demonstrates interest in a company’s products or services. Developing these prospects assists the sales staff in closing deals.

When evaluating the quality of the company’s existing sales leads, you should examine aspects such as the target demographic, the mode of interaction, and the customer’s past purchases.

Ideally, a sales lead closely fits the demographics of the target audience and interacts with the business by subscribing to a mailing list or asking further information.

A lead that demonstrates these behaviors may be more likely to make a purchase from the firm than a lead who does not fit the target population and just participates via social media posts.

It is essential, while reviewing sales leads, to consider how the marketing and sales teams handle leads and connect with customers.

To enhance sales and the efficacy of a company’s sales process, you may recommend techniques that foster consumer trust and strengthen customer relationships.

4. Study Sales Reports And Data

Examining sales reports and data assists in gaining a deeper knowledge of how these reports and data affect sales choices. Determine how the sales team use sales reports to make choices and influence the development of future sales material.

The data may reveal how the sales and marketing teams evaluate performance and how they utilize the data to achieve success again and again.

If it looks that the data is not valuable to the team, you may choose to modify the metrics used to gauge performance and collect sales data. Common sales reporting metrics include the following:

  • Number of sales

  • Customer acquisition

  • Return on investment

  • Average revenue per customer

  • Customer retention

  • Lead generation

5. Consider Sales Efficacy And Customer Service

During a sales audit, it is vital to check the coordination between the sales team and other corporate divisions to verify that employees are pursuing the same objectives.

Examining the connections between sales reps and customers is also crucial for ensuring that a firm provides superior customer service.

Good relationships with customers contribute to greater client retention and sales growth. Maintaining client connections may also aid in the development of customised customer content and goods.

6. Create a Report

Create a report detailing all of the audit’s results. This offers documentation for the sales and marketing managers to evaluate their team and process, and aids in the development of sales-enhancing tactics.

What is a Sales Audit?

The report may contain your own recommendations on how to streamline the sales process, enhance the quality of leads, and raise sales team productivity.

Attempt to be objective in your reporting, and present a comprehensive breakdown of the sales data and findings uncovered throughout the audit.

Advantages of Sales Audit

Maximizing Profits

Effective Sales Audit will not only uncover loopholes, but also unexamined chances for the company’s Sales, maximizing Sales and boosting profits.


Due to the fact that budgeting includes all of the procedures involved in Sales Audit, auditing facilitates the organization’s sales budgeting for the future period.


An efficient Sales Audit will give clear data to the business as well as its shareholders, so preserving the firm’s reputation among external stakeholders and also fostering its steady growth.

Capital Market

All major banks and governmental bodies accept standard audit reports. Thus, a standardization is maintained and the corporation creates a name for itself on the capital market.

The firm must adhere to the standards of the capital market, and the Sales Audit reports are helpful in this regard.

Lower Capital Cost

By conducting frequent and timely audits, the organization may present financial statements to the public that are transparent and error-free. The company may save billions by avoiding mistakes in the present, hence minimizing its future capital expenditures.


A Sales Audit may detect and halt Sales Fraud, unethical selling activity, and protect the company’s reputation in the marketplace.

Operational Improvisations

Since Sales Auditors are engaged in practically every step of a company’s revenue production, they are in a better position than the Marketing team to advise on how to enhance processes and increase efficiency.

Business Value

Sales Auditing contributes to the development of the business’s value. A moderately-sized company with a modest turnover and clear Sales audit reports will always be more valuable than a large multinational with murky Audit reports.

Dispute Settlement

Audit reports can always be utilized to settle prior account disputes. It might be difficult to maintain historical accounting, and it can be even more difficult to audit them on short notice. In such instances, time and money can be saved if the organization has adhered to the practice of routine audits.

Ethical Behavior

Sales Audit reports are vital for taxation, shareholders, legal entities, and the company’s internal record keeping and analysis.

Regular audits may aid in establishing a company’s reputation in the marketplace, and ethical ideals are instilled in personnel and taken with them wherever they go. The business is regarded as an industry standard.

Disadvantages of Sales Audit :


The Sales Audit entails interacting with the Sales and Marketing departments and their respective chiefs, as well as, on occasion, with every team member to review the particulars of a transaction.

This might be laborious for the Auditor, who may also be required to seek clarifications from other departments. This incurs substantial expenses for the organization.

What is a Sales Audit?

Staff Harassment

Due to the fact that multiple employees are participating in Sales Auditing, there is a potential that some of them may feel repeatedly harassed and irritated. This can lead to disputes.

Chances of Fraud

Given that Audit report content may make or break a company’s image, auditors are frequently pressured to commit fraud in their reports. Internal fraud can be advantageous to a company in the short term, but it can be detrimental to the organization’s reputation in the long run.


Frequently, audit reports are dependent on the company’s own data, which is frequently falsified; hence, audit reports themselves may be fraudulent. This is one of Sales Auditing’s primary concerns.

Auditing begins at the smallest scale. Self-auditing as an individual would benefit us on a personal level as well as the organization as a whole. Self-auditing and Sales Auditing would be comparable.

Tips For Conducting a Sales Audit

Consider the following as you do a sales audit:

  • Ask for comments. Asking the sales staff for comments on what they believe works well and what may be improved within the process will enable you to concentrate the audit and give useful ideas.
  • Establish objectives that can be measured. Set quantifiable audit impact objectives before beginning the audit. This can help you track the audit’s progress and allow you to achieve certain outcomes.
  • Organize yourself. Utilize tools, such as spreadsheets, to assist with the organization of audit-related data. Additionally, it is beneficial to categorize your materials so that you can refer to them later in the process.
  • Consider competing sales processes. Identifying the sales processes of rivals enables you to assess the efficacy of your company’s sales techniques and establish audit targets.
  • Sales Objectives. Each transaction should have a well-defined target, such as boosting sales by 10% this year or acquiring more customers.
  • Policies. Sales must adhere to both the internal and external company policies.
  • Sales team. If the Sales team has insufficient or excess personnel. Whether or not the distribution and attainment of the objective are performed correctly.
  • Sales Strategies Whether or if the procedures used to accomplish sales are within the organization’s guidelines and whether or not they violate ethical standards.

Sales Audit Checklist

Now that you understand what a sales process audit is, you may complete this review with the following questions.

Sales Staff Checklist

The workplace environment in which your sales representatives work may have an effect on their efficiency and well-being. Your auditor must examine the firm from the perspectives of both sales representatives and management to ensure that their unique requirements are being satisfied. This also involves a look at the culture and how diversity and inclusiveness play a role.

Here are a few questions you should pose to your sales staff:

  • Are your sales representatives content with their customer base? Do they require additional resources or do they feel overloaded?
  • Are certain target markets designated to your sales representatives? Do they have a firm grasp on their demographics?
  • Are your sales representatives enthusiastic? What further can be done to motivate further? (Here are some sales motivation techniques to help you get started.)
  • Are representatives currently adhering to your company’s sales process? How can the alignment of the sales process with the buyer’s journey be documented?
  • How has the leadership team assisted the sales representatives? What further assistance measures are available?
  • Does your sales staff possess a variety of sales techniques? Consider our sales animal quiz to determine your team’s main selling style and how to improve.
  • Are you employing the correct individuals? How effective were your most recent employees during the past year?
  • What is the current sales team culture? Collaboration or competition?

Sales Training & Preparation Checklist

You will want to assess the effectiveness of your new sales rep onboarding procedure. This portion of the audit should examine standardized training practices and current personnel files.

These are crucial pieces of information that can influence staff retention, turnover, and the identification of salespeople who have space for improvement.

You should ask the following sales training and preparation questions:

  • What is the current training regimen for your representatives? Have your sales representatives been trained on your organization, competitors, industry, and services? (Below are some coaching and training suggestions for salespeople.)
  • How often do you train your representatives? Are there regular workshops to enhance the selling abilities of your representatives?
  • How efficient is the new representative onboarding process? Exist product and sales method trainings?
  • Are your representatives prepared with the skills essential for success? Do they have technology and software to track their progress that is in working order? Do they have client-impressing and -informing branding materials (such as sales collateral)?

Sales Presentation Checklist

The story should be engaging while delivering your value offer. Ensure that, during a sales audit, your presentation is lucid, engaging, and continues to persuade consumers to purchase.

Update it as needed by removing outdated pictures and data, and enhance it so that it stands out from the competition.

Here are some possible questions to ask during a sales presentation:

What is a Sales Audit?

  • You are delivering a presentation to decision-makers, correct? How can you contact decision-makers if not?
  • Is your pitch designed to alleviate your consumers’ pain spots, or is it merely a sales pitch? (Check out what constitutes an effective sales presentation.)
  • In your sales presentation, have you been able to set yourself apart from competitors?
  • Is your presentation aesthetically pleasing and simple to comprehend?
  • How frequently do your sales representatives hone their pitches? Are they capable of both in-person and remote pitching?

Sales Strategy Checklist

During each audit, evaluate your sales plan to discover what may be enhanced and modified for the market. Analyze the strengths and limitations of your present procedures and revise your plan to maintain client interest and loyalty.

For inquiries regarding your sales approach, you may ask:

  • What additional business options exist that you can pursue? How can you anticipate and plan for success?
  • What are your immediate and long-term objectives? What measures are necessary to attain these objectives?
  • Exist any unneeded or omitted steps in the sales procedure?
  • What is the nature of the lead generation process? What are the origins of fresh prospects?
  • How does the quotation management procedure work? Who is liable for determining quotations? What is the subsequent procedure when a quotation is provided?
  • Are frequent meetings held with the sales staff to review the overall strategy and establish objectives? What is the efficacy of these meetings? What can be made better?
  • How do you continue to set yourself apart from competitors? Are you observing their company tactics and actions?
  • Review your important performance metrics (KPIs). How do your KPIs compare to those of your rivals and to your historical performance? Are any KPIs irrelevant or missing?
  • How are you keeping track of your achievements and failures, and what insights can you glean from them? Conduct you weekly sales reports to better comprehend performance?

Sales Audit Procedures

Lastly, you must not forget to inquire about nonconformances during the sales process. In order to prevent unethical or inadvertent fraud during sales transactions, it is important to review sales reports.

You need to ask:

  • Have deposit records been reviewed in the last three months? How do they compare to previous records?
  • Have we evaluated internal controls to identify sales process irregularities?
  • Has an analysis of sales revenue been conducted? Are certain sales representatives’ under- or overperformance unexplained?
  • Have recent bank statements been verified?
  • How do we keep customer information?

The aforementioned questions will guide your next sales process audit in the proper path. Although exhaustive — and sometimes even granular — sales audits are essential for identifying new prospects and improvement areas for your firm, they are not sufficient.

In order to optimize your sales process, be sure to ask your team members for extra input in addition to these questions.

How Often Should You Run a Sales Audit?

At least once every year, your organization should conduct a sales audit.

Depending on the size of your sales team, quarterly or even monthly sales audits may be beneficial, particularly if a substantial component of your team’s remuneration is commission-based.

If you’re unsure of when to conduct a sales audit, it’s helpful to know that a sales audit is effective if you’re attempting to determine how to increase your company’s profitability. They are also helpful if you are considering investing in new sales tools or adding a new team member.

An yearly sales audit will provide you with the information you need to determine where your income is coming from, who is providing the most money, where you may be losing revenue, and most importantly, where you may gain more revenue.

How to Complete a Sales Audit

Now that we’ve discussed what a sales audit is, when it should be conducted, and who it is for, let’s discuss how to do one.

The objective of a sales audit is to provide you with a comprehensive understanding of how your sales process is operating.

Where should one begin first?Data!Use your CRM or whatever system you use to monitor leads and quotations to get to the appropriate page. Use it to collect the information and data necessary to respond to the query.

“How effective is my sales process? What is the rationale for your affirmative or negative response?”

However, keep in mind that data is just part of the equation.

You’ll also need to speak with your sales staff to determine which aspects of the process they’re having trouble with, where they believe they need additional assistance, and which tools may make their tasks simpler.

The questions you pose to your sales team will be unique to your organization and team. For instance, an inward sales team will have different priorities than an outward sales team.

However, on the data side, we can surely assist you in launching your sales audit! Next on the list:

Questions to Ask in The Sales Audit Process

The objective of the sales audit procedure is to provide answers to the following questions:

  1. How many leads do we produce on average over a specific time frame?
  2. How many of these leads can be qualified by our marketing efforts?
  3. How many qualified marketing leads can we pitch?
  4. How many of the leads we can pitch become sales qualified leads?
  5. How many sales qualified leads do we convert?
  6. How long, on average, does it take for a lead to convert into a customer? Depending on the acquisition channel, does this differ?
  7. Which marketing nurturing streams have the highest open and click rates, and which have the lowest? The objective here is to generate more marketing-qualified leads.
  8. What content could boost the quantity of marketing-qualified prospects we can pitch? The objective here is to improve the amount of qualified sales leads.
  9. What material may be useful in increasing the rate at which sales-qualified leads convert into closed deals?
  10. Have sufficient leads been generated for the sales staff to work?
  11. Do we need to add to our sales team?
  12. What are the individual statistics of each member of the team? How may this knowledge assist them in enhancing their abilities or learning from others?

How Do You Do a Sales Audit?

There are several auditing methods and approaches for sales dependent on the CRM software you employ, your business strategy, and other variables. There are five overall components that should be evaluated.

1. Your Sales Process And Road Map

This is an examination of the lead-to-customer process, flow, or funnel you’ve developed. Is the present procedure assisting your team in achieving its objectives? Where do clients fall through the cracks?

Here, the visitor-to-lead, lead-to-marketing-qualified-lead, marketing-qualified-lead-to-sales-qualified-lead, and sales-qualified-lead-to-close percentages can assist in identifying gaps.

2. Your Sales Tools and Content Assets

Are there manual chores that your sales staff does that break flow or divert their attention? You may need a new tool, or you may need to improve and organize the tools you already have.

The same applies to content developed for the marketing team. Is it still relevant? Is it in need of revision? And is it simple to locate and exchange leads when they are required?

Lastly, does your sales team have any additional assets for the year, such as webinars or Twitter chats, to fill in the gaps?

3. The Quality Of Your Existing Leads

When examining sales percentages and gaps, be cautious to account for the possibility of poor lead quality. Your lifecycle marketing funnel may need to be changed if marketing is transferring leads to sales too early.

Or, perhaps the team invested extensively in public relations the previous year, which generated a great deal of visibility, but was more of a top-of-the-funnel tactic; therefore, leads must be better nurtured and their confidence in the firm must be established.

What is a Sales Audit?

Whatever it is, both sales and marketing are accountable and have responsibilities to play in enhancing the quality of leads.

4. Your Reporting

This is a comprehensive examination of your data and the weekly and monthly reports used to gauge achievement. Are these contributing to the team? Are they correct? Do you require a data cleanup to obtain a clearer view and keep your team on track?

Do you have the tools necessary to give sales (and marketing) with in-depth insights and analytics that assist them understand your leads? Does the sales team require training on how to optimally utilize the CRM and the collected prospect data at the contact level?

5. Sales Effectiveness

Some individuals refer to this as sales synergy, however we won’t utilize that term. This refers to the manner in which your sales force interacts with prospects, with one another, and with the organization as a whole.

Your marketing staff is not an island, and neither is your sales team. How are different people performing?

Which performance archetype is this? How can they be more inspired? The people aspect of sales begins with an internal examination of your team, their duties, and how to allow their success.

Don’t Forget About Customer Service!

Customer service is the ultimate and concluding phase in the sales audit process. You’ve constructed a lead nurturing and conversion machine inside your sales and marketing departments, and you’re now doing a thorough audit to upgrade tools, create new content, and assess team performance.

All of this work isn’t to just get more leads in as customers –– but also to encourage repeat purchases from your existing customers.

At the marketing level, word-of-mouth is the most effective method for generating and expanding qualified leads. Your pipeline for the upcoming year will be in the green if you make your existing clients ecstatic with an exceptional sales funnel and customer service.


A sales audit assesses the efficacy of every part of the sales process and assists businesses in determining whether or not their revenue-generating tactics are efficient and cost-effective. Others prefer to have an external consultant do the examination objectively.

A sales audit is a comprehensive examination of a company’s whole sales procedure, including the usage of specific software, the personnel, and the management techniques. This sort of audit is distinct from a financial audit in which operating expenses and sales revenues are compared.

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