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A sales audit should identify where opportunities stop progressing and what the business can change. It combines CRM records with actual conversations and the advertising promise. A summary of manager activity alone cannot explain why a buyer did not take the next step.
Prepare a representative evidence set
Agree on a period that includes time for follow-up and on the offers and teams being reviewed. Provide appropriately scoped CRM access, relevant call recordings or messages, current scripts and a description of lead assignment. Remove unnecessary personal information from exported review material.
Include successful deals, rejected enquiries, unanswered contacts and records still in progress. Looking only at lost deals misses the practices that already work. Looking only at completed records hides leads that nobody has processed.
Inspect the funnel definitions
Write down what each stage means and what evidence moves a record forward. Check that contacted, qualified, meeting scheduled, meeting attended, booking and completed deal remain distinct where those stages apply.
Compare source submissions with CRM records, then review duplicates and missing campaign fields. A sales conversion rate is only meaningful when its starting population is clear. Our leads-without-sales guide explains the stage-by-stage diagnosis.
Review the conversation and the record together
Check whether the manager understood the request, confirmed relevant qualification, answered the buyer’s question and agreed on a next step. Then inspect whether the CRM reflects that conversation. Good notes cannot replace a useful conversation, and a useful conversation can still be lost if there is no follow-up task.
For property enquiries, review project fit, budget, language, purpose and timeline. Compare the conversation with the exact ad and landing page that introduced the buyer. Some objections require an offer correction rather than another script.
Check workload and accountability
Review assignment rules, coverage during absence, overdue tasks and how a manager escalates an unresolved question. Compare people working with similar sources and opportunities. Raw deal counts can mislead when inventory, lead quality or time in the pipeline differ.
Require an actionable output
The audit should identify the affected stage, evidence, likely cause, responsible owner and proposed correction. Separate confirmed defects from hypotheses that need a test. Prioritise missing ownership and delivery problems before polishing a script that nobody consistently uses.
Agree on a baseline and review date for each correction. The follow-up should use the same definitions so a reporting change is not mistaken for improved sales. Ongoing sales quality control serves a different purpose from a one-time audit.
See sales team development, analytics and wote.sales for the implementation options.