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Your Business Isn't Losing on Price.

It's Losing Where You Aren't Looking.

Before you begin

Steve Walsh

FOUNDER, BISON INTERNATIONAL GROUP
Helping entrepreneurs identify hidden gaps, return to the fundamentals, and build businesses designed to grow.

Most business owners think they have a marketing problem.

In reality, small gaps quietly become the biggest barriers to growth over time.

This free five-minute Sales Gap Audit helps you uncover those gaps and get back to the fundamentals that built your business.

5 minutes

Complete the audit

100% Free

no cost. no obligation

Instant Clarity

Know exactly where to focus

Built from decades of operating, investing, and advising growing businesses.

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Sales Gap Audit™

FREE SALES ASSESMENT

You're Not

Losing on Price.

You're Losing on Trust.

You're Not Losing on Price. You're Losing on Trust.

Most owners think they have a marketing problem. They don't. They have a sales gap. The Sales Gap Audit™ finds it in five minutes.

SECTION 01: YOUR BUSINESS

Business Name *

Industry

Annual Revenue

How do you currently get most of your new customers?

SECTION 02: YOUR SALES REALITY

How does a prospect become a customer right now?

"Most business owners do not have a sales process. They have a sales habit, and they have confused the two." — Dan Kennedy

Select the answer that most honestly describes what actually happens today.

We do not have a defined process — it depends on who we are talking to and how the conversation goes.

Someone hears about us, contacts us, and either buys or they do not

We quote or pitch — then follow up a couple of times — then move on

We give value before asking for the sale — consultations, free resources, demonstrations

We have a documented, repeatable sales process with consistent conversion rates

SECTION 03: THE TRUST GAP

"When trust is high enough, price resistance disappears. Every dollar of discount is the business paying for its own trust deficit."

Before a prospect pays you, how many times do they experience your value for free?

This is the most important question in this entire audit. Answer it honestly.

Zero — we pitch or quote immediately. The prospect has not experienced anything from us before we ask for the sale.

One — maybe a free consultation or estimate. One touch before the ask.

Two to three — we give some value before selling. A sample, a guide, a consultation plus follow-up value.

Four or more — we have a deliberate system for delivering value before every sale. Trust is built before the conversation starts.

When a prospect asks why they should choose you over a competitor. What is your honest answer?

Our experience, qualifications, or the features of our service. We list what we do and how long we have done it

Our price — we are competitive or cheaper. Price is our primary differentiator in the prospect conversation

Our service and customer experience — we take better care of clients. We lead with how we treat people, not what we charge or what we offer

Something specific that no competitor in our market offers. We have a clear, demonstrable differentiator that makes comparison difficult

SECTION 04: YOUR LOST REVENUE

Where is sales revenue walking out the door right now?

Select everything that is true in your business. This is where the money is.

Lost leads we never followed up with — prospects who showed interest and we never contacted again. The fortune is in the follow-up. Most businesses do zero.

Former customers we stopped hearing from — and never called to find out why. A former customer trusted you once. Reactivating them costs nothing and takes one call.

No formal referral system — customers tell their friends informally but we never ask or incentivize. Your happiest customers are your best salespeople. Most businesses never activate them.

Discounting to close sales — we lower our price when prospects push back. Every discount is evidence of a trust deficit, not a price problem.

Never offering the next thing — customers buy once and we never present another option. Existing customers are five times easier to sell than new prospects.

Slow response to inquiries — leads contact us and wait more than a few hours for a reply. Speed of response is one of the highest-impact trust signals in any sale.

SECTION 05: ONE OF ONE

Is your business competing, or are you the only logical choice?

"When you are one of one in any category, it starts with what you do differently in sales that makes you different from every competitor. Trust is the key to selling."

Answer these honestly. Your score here determines how defensible your position is in your market.

When you are one of one in any category, it starts with what you do differently in sales that makes you different from every competitor. Trust is the key to selling

Is there anything you do before or during the sale that no competitor in your market does?

Honestly — not that I can identify. We sell the same way as everyone else

We provide better service — but our sales approach is similar to competitors.

We do some things differently — but they are not formalized or consistent.

Yes — we have a clear, specific differentiator that we lead with and that prospects comment on.

How many of your current customers have sent you a new customer in the last 12 months?

None that I am aware of

A few — 1 to 3 customers have referred someone

Some — roughly 10 to 20% of my customers refer regularly

Many — referrals are one of our primary sources of new business

FINAL STEP: DELIVER MY REPORT

Where should we send your Sales Gap Report?

Your personalized report identifies every sales gap in your business, calculates the annual dollar cost of each one, and gives you one specific action to start closing the biggest gap this week.

First Name *

Last Name *

Email *

Phone *

SALES ARCHITECT™ + SALES BLUEPRINT™

The Sales Architect Program™ & The Sales Blueprint Program™

How You Sell. Fixed. This Week.

The Sales Architect Program fixes how you sell, starting tomorrow. The Sales Blueprint Program finds every dollar your business is leaving on the table beyond the sale. Most owners buy one and never come back for the other. This is both, in one order, for less than either one costs alone.

The SALES ARCHITECT™

Your Sales Report: Shows your three biggest sales problems in plain English. What they are. What they cost you. How to fix each one.
Your 7-Day Action Plan: One thing to do each day for seven days. Built from your answers. Starts tomorrow morning.
The Client Comeback Script: The exact words to say when you call five customers who stopped buying from you. Works this week.

THE SALES BLUEPRINT™

A full sales report built from your answers: every gap in how your business makes money, built from your answers.
A sales discovery session: six questions that find money hiding in your existing business.
Your referral money gap: the exact dollars you lose because customers are not sending you new business.
Your pricing gap: what you lose every year by not charging what you are worth.
How to become the only choice in your market: the trust principle that kills price competition.
Your 12-month plan: exactly what to build and when.

$125.95

$67

One-time payment · Delivered instantly · Built from your audit answers

GET THE COMPLETE SALES SYSTEM — $67 Everything in one complete package.

🔒 Safe checkout · Instant delivery · Built from your answers

Find your hidden sales gaps. Get the Complete Sales System for $67. Start fixing what you aren't seeing.

Bison INTERNATIONAL Group

The private equity firm built by Steve Walsh, turning owner-operated businesses into machines that bring in money every month through the Walsh Operating Model™.

801 Grand Ave, Suite 330

Des Moines, IA 50309

ConnECT WITH ME

[email protected]

The Method

Free Sales Gap Audit™ · 5 Min

Sales Blueprint Program™ + Sales Architect Program™: $67

Strategy Session · $497

Bison INTERNATIONAL

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Sales Architect Program™, Sales Gap Audit™, Sales Gap Report™, and Client Reactivation Script™ are trademarks of Bison International Group.

The Sales Architect Program™ · Vol. I

The content on this page is for educational and informational purposes only and does not constitute financial, investment, tax, or legal advice. Case study information reflects active engagements and is not a guarantee of results. Individual outcomes vary based on execution, market conditions, and other factors. Consult a qualified professional before making financial or business decisions.