New Business Audit

Assess and diagnose your firm's process to win new business.

The New Business Audit (NBA) is a short, well-defined consulting project that'll help you assess and diagnose your process to win new business. The audit is ideal for firms looking to rapidly improve their sales process, and will provide insights and next-steps to begin the improvement process.

By the end of the audit, you'll know:

  • The weakest points in your sales process
  • How to take action to improve your selling
  • Which lead sources typically lead to the best clients
  • Who is likely to be a Perfect Client and why
  • The content you need in order to close your Perfect Clients

The audit will culminate with recommendations, including my Top 3 Recommendations that are your firm's highest leverage points to improve your new client acquisition.


What's Included

NBA's value lies in the specific recommendations you'll receive to improve your process to win new business. You'll get a written document that covers the fundamentals of the business development and sales program at your firm.

Your New Business Audit is a 5-page document that summarizes where you are now, where your sales program could go, and the specific steps needed to get there.

NBA is broken into 4 separate sections:

Sales Strategy

Your sales strategy is the heart of your sales program. This section of NBA will cover your Perfect Client, your value proposition, your differentiator(s), your product/service ladder, your lead sources, and referral strategy.

Sales Process

Your sales process is the set of specific steps you take in order to convert a lead into a customer. This section will define your current process, and identify the weakest points of the process.

Sales Assessment

Your past history - the clients you won and lost - can tell us a lot about what's working and what's not. The sales assessment is a done-with-you accounting of your sales process, with particular attention paid to your most successful clients, and the deals you should've won, but didn't.


As part of the intake process, I'll interview the 2-3 most active seller / business developers at your firm to get a solid understanding of where your leads come from, what happens when they come in, and how the sales process is executed.


The recommendations section is just what it sounds like: a list of recommendations based upon my findings throughout the process. Recommendations will serve as a to-do list to improve your sales process, and will include areas where I can help you directly. My recommendations may or may not include optional follow on services like consulting and/or coaching.


How It Works

NBA typically takes 5-10 business days to complete from the project start date.

The investment for NBA is $2,500 USD, paid upfront.

The schedule is as follows:

  1. You complete an intake form (2 days)
  2. Intake call - 1 hour
  3. I'll complete the audit (3 days)
  4. Recommendations call - 1 hour


Getting Started

To get started, all you need to do is submit your payment using this form. I'll send you a document to complete prior to our intake call. If you have any questions, email me directly at liston [at] liston [dot] io.


Who is this for?

NBA is for small firms looking to improve their business development process. If you're lacking a clear sales process, with clear objectives, or feel you could improve your process but you're not sure how, NBA is for you.

What do I get with the New Business Audit?

The main deliverable is an audit report and recommendations. I'll deliver both over a recommendations call, and also give you a written report you can keep, review, and share with your team if you like.

We don't do outbound sales. Can NBA still help us?

Definitely! NBA isn't an audit specific to any source of lead generation, though I will consider how you could adjust your process depending on the quality of leads, and where they come from.

Do you offer some sort of guarantee?

Yes, I do. If you change your mind for any reason, you may request a full, no-questions-asked refund within 24 hours of the intake call. After that, there are no refunds for any reason. If you'd like to learn a bit more about me and the way I approach sales, please check out my podcast before you decide to work with me.

Will you do the audit on site?

No. NBA (and all of my other services, except onsite training) are 100% remote. My past clients have been happy with the flexibility of scheduling, online video meeting, and project management I have in place to facilitate remote work. I think you'll be happy with it, too 🙂

Is NBA all of the help I need, ever?

That certainly depends on you and your business. NBA is designed to accelerate the time between now and clarity on what needs to be done to improve your process to acquire new business. My recommendations may include offers to help train or consult with your company, but it's totally optional.

Do you have more comprehensive services?

Yes. I offer consulting packages where I create marketing plans designed to build your thought leadership, or sales plans and packages designed to improve your sales process and skills. Please contact me if you have questions about these services.