The Sales Audit is the comprehensive, systematic, periodic, analysis, evaluation and interpretation of business environment, objectives, strategies and principles to determine the areas of problem or opportunities and recommending the plan of action to improve the sales performance.
A sales audit normally has a three-fold focus. A thorough evaluation and analysis is essential, as sales make money and the sales staff makes the sales. Areas to evaluate include hiring, training, procedures and expectations.
The second area of focus is the customer. Correct identification of a company’s target market and the ability to adapt to changes within that market are crucial. Establishing a correct customer profile enables the sales staff to apply established criteria in qualifying potential sales opportunities. Areas to evaluate include customer profile, identifying customers’ motivations to buy, factors affecting the economy of buying, and current buying trends.
The third area focuses on the sales plan. Effective sales plans incorporate quality, quantity, and direction. Areas to evaluate include order and inventory management, research and development, market competition, and the integration of the sales plan to the company’s goals and vision.