Here's what the audit usually finds. Read it first and you may not need me.

It's qualification, not closing — In eight of the last ten audits the deals being lost had already been lost weeks earlier, to a buyer who was never going to buy. Closing training would not have touched any of them
The CRM describes a process nobody follows — Stages that mean different things to different people, and a "proposal sent" column that includes deals where nobody has read it. The data is not wrong so much as meaningless
Nobody knows why deals are lost — "Price" is recorded on most of them and is true on very few. It is the answer buyers give to end a conversation politely
Follow-up stops far too early — Usually at two attempts. The deals that close late close after five or six, and there is rarely any system that gets anybody that far
The good sellers can't explain what they do — Which is why copying them fails. Finding out is a research job rather than a training one, and it is most of what this audit is
What that means for you — If two or three of those landed, you have most of the value of the audit for free. Fixing them yourself is entirely possible and is not a worse outcome from where I stand

The last forty lost deals — Not the won ones. Wins teach you almost nothing because everybody agrees afterwards why they happened
Three recorded calls, in full — Chosen by me rather than by you, from the middle of the pipeline. The ones a team offers up are the ones a team is proud of
The CRM as it actually is — Including the fields nobody fills in, which are usually the most informative thing in it
Your pricing page and your proposal — Read as a buyer would read them, cold, without the context your team has in their heads
One ride-along — A morning shadowing whoever is currently best at this. Watching beats interviewing by a distance
What it does not look at — Individual performance. This is an audit of a process, and it is not a way of building a case about a person — if that is what is wanted, say so now and the answer is no

Ten calls, made by me — To buyers who chose somebody else or chose nothing. Fifteen minutes each, and roughly six of the ten agree to talk
Why they talk to me and not to you — Because I am not selling them anything and cannot be. The same question from their account manager gets a polite version of the same answer
What they say is different — "Price" almost never survives the second question. What usually emerges is a timing problem, an internal objection nobody surfaced, or a proposal that didn't answer the actual worry
It is done with your permission — Introduced as a review, with your name in it, and any buyer who wants to end the call ends it. Nobody is pressed
You get the recordings — And the transcripts. Some of them are uncomfortable listening and those are the valuable ones
Nothing is used elsewhere — The calls exist for your audit and are deleted after it, and no anonymised version turns up in anybody else's report

A document, not a deck — Twelve to twenty pages of findings, with the evidence attached and the recommendations ranked by how little effort they need
Written so you can act without me — Deliberately. A report that requires its author to interpret it is a sales document with page numbers
One session to argue about it — Ninety minutes with whoever needs to be there. Disagreeing with a finding is useful — several have been wrong and got corrected
I won't write your scripts — Or run your team, or sit in on your calls afterwards. Where you need that, it is a different person and often a full-time one
I won't tell you to buy software — No reseller arrangements, no partner commissions, no referral fees from anybody. If a tool would genuinely help, you get the name and no money moves
I won't take a share of revenue — It changes what advice I would give and makes it impossible for you to tell whether it changed

Fixed before it starts — The number does not move, including when the CRM turns out to be worse than described. That risk is mine and pricing it is the job
No retainer attached — The audit is not a qualifying stage for something bigger. Where ongoing help is genuinely useful you will be told, and often the honest answer is to hire somebody internally
Nothing free up front — A free audit is a sales meeting with a spreadsheet. This one costs money because it takes two weeks of real work
Smaller teams — Under about eight sellers, take the short version. The full one would produce the same three findings at three times the price