Salesperson Audit

When was the last time you audited your territory or sales team?

Honestly, when was the last time you took a good, hard look at your territory or your sales team? I mean looking at it like an audit would?

If you’re like most sales managers or business leaders, the answer is probably… never. Sure, we do annual reviews. But typically, reviews are not a deep analysis like a true audit. They often include a few metrics, a few generalized ratings, with some commentary.

Now, think about other areas of your business: Accounting, operations, and Inventory. All are audited. So why not sales?

Why We Avoid Sales Audits

One big reason is what I call the “gray area excuse.” Sales is often viewed as more art than science. We tend to think, “Either they’ve got it or they don’t—just let them go out and sell.”

Another reason? Many sales managers weren’t actually salespeople themselves. That can make them hesitant to dig in or challenge their team’s approach.

But here’s the truth: a well-done audit isn’t about catching people doing something wrong. It’s about helping them grow. A good salesperson should welcome it. I worked as hard as possible to grow my sales. I wanted to hear ways I could improve. If my manager wants to ride along, observe, and coach, great! Free coaching and usually a free lunch. What a great day!

How I Discovered the Power of a Sales Audit

Years ago, I inherited a team of 18 salespeople. New team. New territory. New industry segment. It was like drinking from a firehose. I needed a system to stay grounded, focused, and be an effective leader.

Based on my DISC profile, I needed control, accuracy, and meaningful data. (Side note: that combo is great for analytics, but not always for your stress levels!) So I built an audit-style review. It helped me track progress, identify gaps, and most importantly, have productive conversations with each salesperson.

What a Sales Audit Looks Like

My audit covered four core areas:

Selling Skills
Technical Knowledge
Territory Management
Trusted Advisor Capabilities

I used a simple 5-point rating scale—not to label people, but to spark discussion. Here’s the key: I had each salesperson rate themselves before our meeting. Then I rated them. During our conversation, we compared notes.

The magic wasn’t in the numbers. The real value came from the conversations that followed. Where did we agree? Where did we see things differently? And how could we build a plan to close the gaps?

It’s About Growth—Not Gotchas

Most of the time, these audits were incredibly positive. They showed my team I cared about their growth and success. We built development plans together, aligned personal goals with business goals, and clarified how each person fit into the bigger picture.

In the rare situation that someone didn’t want to grow, if they resisted feedback, or refused to improve, then yes, the audit became more of a disciplinary tool. Fortunately, that was rare.

Final Thought

If you want to elevate your sales team, don’t wait for the annual review. Build a simple audit process. Use it to engage your people, help them grow, and make sure everyone’s moving in the same direction.

Sales is just like every other part of the business: what gets measured gets improved. And if it isn’t measured, it gets lost in the speed of our business.

If you want to learn more about a customized audit for your team, reach out and schedule a discussion.