In the daily hustle and bustle of running a business, the shape of your sales process probably doesn’t get a lot of thought. However, the way your sales team operates is fundamental to your overall success. For this reason, many top companies choose to run a sales process audit every year or every few months.

Stepping back in this way allows you to assess and hone your sales strategy, based on key data and input from your sales department. In the long run, that can only help your results.

Wondering what a sales audit looks like and how to conduct one? Here’s a look at everything you need to know. 

What Is a Sales Audit?

As the name implies, a sales audit is a comprehensive review of sales processes within your organization. This will usually include your personnel, your workflow, the tools you use, how you guide the buyer’s journey, KPIs, and much more.

Sales audits can be conducted internally or by an external auditor. Either way, the person conducting the audit will need access to multiple data points, such as:

  • Number of leads entering the sales funnel
  • Deals won and lost
  • Value of won deals
  • Time spent on nurturing leads

Along with raw sales data and input from your salespeople, the auditor may want to take into account feedback from your marketing team. Sales and marketing are heavily reliant on each other, after all.

Why You Should Run a Sales Audit

Just like a coach watching film, a sales audit allows you to assess the strengths of your sales department and identify any mistakes. 

For instance, you may discover that email outreach leads to more won deals than cold calling, or that some demographics make smaller purchases than others. Such insights can be used to guide future decisions.

If you use the results wisely, you should be able to make adjustments that drastically improve the performance of your business — in terms of revenue, efficiency, and client satisfaction.

How Often Should You Conduct Sales Audits?

Many companies choose to conduct a sales audit once per year, perhaps mirroring the tempo of financial auditing.

But sales auditing is a very different process. You’re not just checking accounts and listing assets — this is your chance to reassess every move you’ve made since the last audit. The more time that goes by between audits, the longer it will be before any missteps are corrected.

We recommend scheduling a sales audit every six months, and you can even perform mini audits every quarter. 

That said, the right cadence varies, depending on the size of your business. While larger enterprises can afford to run audits every few weeks, small companies may want to wait longer between audits.

how often should you conduct a sales audit

10 Questions for Your Next Sales Audit

If you have never conducted a sales audit before (or even if you have), the idea of covering all the bases can seem daunting.

To help get you started, here are some questions that you almost certainly need to include.

1) Are Your Sales Reps Getting Enough Qualified Leads?

Even if you have the best sales team in the world, they are going to struggle if they are not receiving enough leads.

Just as importantly, the leads need to be qualified. There is no point in spending time building a relationship with people who have no intention of making a purchase, or do not have the authority to do so. 

In your sales audit, make sure to review the number of leads you are generating, and to assess the average quality of those leads. If either figure remains static over time or even declines, you might need to change your marketing strategy.

2) Are Your Sales Reps Motivated and Following the Current Process?

To be an effective salesperson, you need to be very persistent. Only individuals who are truly motivated will have the drive to close deals and pick themselves up after failure. 

So, an important question to ask during a sales audit is: “Are my sales reps motivated?” The answer may help you understand changes in closing rates and revenue, over time.

Of course, motivation isn’t everything. You can spend months working on a brilliant sales strategy, but it will only work if your sales reps choose to implement it. When you conduct a sales audit, it’s a good idea to assess whether your sales team is sticking with the plan or going off script. 

3) How Have Recent Hires Performed in Your Sales Team?

Hiring the right people can have a major positive impact in any area of your business. But individual talent is probably more important in sales than in many other departments. 

In your sales audit, take a look at the performance of salespeople you have hired in the past couple of years. Taking into account the natural upslope of onboarding, are you happy with the numbers you see?

If you are, clearly your hiring and onboarding processes are working well. 

If you’re not satisfied, it could mean:

  • You’re not hiring the right people
  • You are hiring the right people, but not training them well

In both cases, you have a clear indication of a problem to work on.

4) What Percentage of Your Leads Become Customers?

While it’s sometimes necessary to think about individual parts of your sales funnel, closing the deal is ultimately what matters most. So, an essential component of any sales audit is an analysis of your overall conversion rate.

This metric is perhaps the best way to measure the general health of your sales process. Much like the sound of a car engine, your conversion rate will either tell you that things are running smoothly or that you need to make some repairs.

5) What Is the Average Time for Converting Leads Into Customers?

Time is a valuable resource in sales. During your audit, it’s a good idea to calculate just how long your reps spend converting leads into sales.

While the total average time can be a useful metric for tracking your overall sales performance, you might gain greater insight by breaking down the figures. 

For example, comparing the average conversion time for different outreach methods should reveal the most efficient strategies. You can then drop the slow routes completely, or find ways to improve them if they provide good returns.

6) What Are the Demographics of Your Customers?

You might think that demographic data is more important for your marketing strategy than your sales audit. But the more you understand about potential customers, the better you can tailor your approach to sales.

By studying the demographics of your existing customers in the sales audit, you can create buyer personas. Your sales management team can then craft offers that are specific to these personas, and build scripts for outreach.

In turn, this should help your sales staff to convert more customers, and complete deals faster.

7) Where in the Buyer’s Journey Are You Losing the Most Leads?

No matter what approach you take to sales, some leads are going to bail on you. Of course, you should be aiming to minimize the number of people who take the escape route.

To build a sales funnel that doesn’t leak, you need to find where the holes are. A sales audit gives you the perfect opportunity to identify the problem areas and improve your pitch.

8) Are You Using the Right KPIs?

KPIs are designed to provide a week-to-week, month-to-month yardstick for your sales team. In between sales audits, these metrics are your primary method for measuring progress within your sales department.

At least, that should be the case. When you come to perform your audit, it’s worth taking stock and asking yourself whether your KPIs are actually doing the job.

Are your KPIs achievable? Is the bar set too low? Do you see good revenue when your sales team hits their KPIs? Could you add more detail to make the results more relevant?

Once you dive into this subject, the questions keep coming. But they are worth answering, because upgrading your KPIs can have a significant positive impact on your sales process.

the ingredients of a good kpi

9) Do You Have Enough Sales Reps?

Training your existing sales staff is a good way to unlock greater returns. However, there is a limit to what your existing sales team can achieve, even with all the knowledge and motivation in the world.

At some point, you need to ask: do we have enough salespeople?

You see, your sales team is a little different from most other parts of your business. Unless these people can do their job properly, there won’t be any customers to service.

While it might be tempting to make efficiency savings in this area, you could be unknowingly cutting off your stream of revenue. After all, effective sales is not something you can rush — it’s all about listening to the customers and delivering a tailored message.

10) Are You Using the Right Sales Stack?

Even the best-trained, most highly motivated reps will struggle to hit your sales goals if they are working with the wrong tools. A sales audit provides the perfect opportunity to review your sales stack and consider improvements.

Key points to look at include:

  • Your CRM
  • Sales enablement tools
  • Automation tools
  • Reporting tools

Along with upgrading your existing stack, you might want to consider making a few key additions. For example, if your conversion rate is low, you might want to embrace lead intelligence through a dedicated app, like Datanyze.

Bonus: Are Your Customers Happy?

Most of the questions above look within your organization. But some of the most important people in your success are on the outside: the customers. 

Most successful businesses have a high retention rate. After all, converting existing or previous customers is easier than finding new leads. A key part of that is keeping your clients happy. 

As part of your sales audit, make sure to take into account customer satisfaction.

How to Conduct an Audit and Improve Your Sales Process

Looking through the questions above, you may be starting to build a mental picture of your next sales audit.  

But how exactly do you conduct one?

While every business approaches the task differently, we would recommend the following plan of action:

  • Analyze your funnel
  • Talk to your team
  • Study your sales goals
  • Look at your leads

Having worked through these points, you should have plenty of insights. But to benefit from the information, you need to act on it.

Make sure to finish your audit by planning your next steps — whether that is changing your KPIs, hiring new staff, training your existing salespeople, or improving your sales stack.

sales audit action plan

Improve Your Sales Stack With Datanyze

If you decide that improving your sales stack is a priority, you should definitely consider trying Datanyze.

With just one click, our Chrome extension allows your salespeople to gather contact details and company information from any LinkedIn profile or company website. The database contains 120 million professionals, and it is fully compliant with GDPR and CCPA.

Once a prospect is saved, everyone on your sales team can then access the collected information. You can even export the data to your CRM.

In combination, these features can help your sales staff to identify high-quality leads, make contact faster, and break the ice much more easily.

Want to give it a try? Sign up today to get your 90-day free trial.