The framework
100 points. Four categories. Published criteria.
Every call I review — free audit, coaching client, or recruiting candidate — is scored against this exact rubric. It doesn't bend to the call, which is the only reason your score this week means anything next to your score last week.
30
Discovery
Whether you found the real problem, the money behind it, and the decision path — before you ever talked about your offer.
See the criteria30
Objection Handling
What you did the moment resistance appeared — whether you slowed down and isolated it, or reflexively defended.
See the criteria30
Closing
Whether you asked clearly, handled the answer, and left with a real commitment instead of a maybe.
See the criteria10
Cadence & control
Control of the call: talk ratio, structure, energy, and whether you or the prospect was steering.
See the criteriaWhat each score band actually means
The number is only useful if everyone reads it the same way. Here is how I read it.
- 90–100
Reference call
This call gets saved and used for training. Nothing structural is missing; remaining notes are refinements.
- 80–89
Strong
The framework was executed. One category is soft, and it's usually the difference between a close and a follow-up.
- 70–79
Functional with a leak
You'll win some of these. There's one repeatable habit costing you deals, and it shows up in the same category every week.
- 60–69
Structural gap
Two or more categories are underweight. Fixing pitch delivery won't help — the issue is upstream, usually in discovery.
- Below 60
Rebuild
The call had no reliable structure. We work one category at a time rather than trying to fix everything at once.
Sample scorecard
78/100
Functional with a leak — closing is carrying the number while discovery drags it down.
Week over week
The tracking dashboard
Scores are averaged by week, not by call, so one bad lead doesn't read as a skill drop. Category deltas show which drill is working and which one to retire.
Overall score by week
Eight weeks of a real coaching arc: discovery fixed in weeks 3–4, closing tightened in 6–8.
Discovery
+9
Objections
+6
Closing
+7
Cadence
+1
Weeks, not calls
Single calls swing on lead quality. Scores are averaged by week so a bad prospect doesn't read as a skill drop.
Category deltas beat the total
The overall number tells you if the week moved. The category deltas tell you why — and which drill to keep running.
Three active focus areas, maximum
Anything beyond three is a wish list. New focus areas only get added when an old one is retired.
Confirmed after three calls
A fix is only a strength once it holds across three consecutive scored calls. One good call is an anecdote.
Outcomes stay attached
Every scored call carries its outcome and deal value, so we can see whether score movement is actually converting to revenue.
What the rubric will never reward
Scoring is behavioural. These show up as deductions no matter how the call ended.
Discounting before an objection is even raised.
Pitching before a cost or number has been named.
Accepting 'let me think about it' with no date attached.
Talking more than the prospect during discovery.
Answering an objection you never clarified.
Ending a call with the prospect owning the next step.
Coaching clients see this rubric applied to every call inside the portal, with a live week-over-week tracker and no more than three active focus areas at a time.