U.S. Sales Execution Risk Scorecard

Created by: Aron Schreier I Strategic Advisor to CEOs & CFOs I Sales Performance Training for International Companies Selling in the U.S. Market

Sales performance in the U.S. market is shaped by how well your sales approach aligns with U.S. buyer expectations, decision-making norms, and operating realities. This scorecard is designed for international companies selling—or preparing to sell—into the U.S. Use it to identify execution gaps that slow pipeline, stretch sales cycles, and quietly undermine credibility with U.S. buyers.

Section One: Tell Us About Yourself

What best describes your role?

How long have you been actively selling into the U.S. market?

If currently selling in the U.S., which best describes your biggest challenge in the U.S. market right now?

Section Two: Sales Execution in the U.S. Market

Q1. We consistently generate qualified pipeline with U.S. buyers—not just activity or early interest.

(0 = Not at all / 5 = Completely)

Q2. Our team uses a clear, shared sales methodology.

Q3. Activity levels (calls, meetings, and pipeline maintenance) are strong and steady.

Q4. Managers coach reps regularly and effectively.

Q5. Reps handle U.S.-style budget discussions, pushback, and direct questioning with confidence.

Q6. We avoid excessive free consulting or over-custom work before U.S. buyers are truly qualified and committed.

Q7. Deals move through stages without routinely stalling.

Q8. We qualify U.S. decision-making authority early (economic buyer, influencers, and internal politics).

Q9. We run a defined process with mutual commitments—buyers don’t control the deal.

Q10. Our work environment (location, tools, and expectations) supports effective selling into the U.S. market.