The system
A repeatable review process — the same one, on every call.
Most sales coaching is a memory of a call filtered through someone's opinion. This is a fixed rubric, applied to a recording, producing a number you can compare to last week's number. Here's exactly what happens.
The call comes in
You send a recording link or a transcript. Nothing gets staged or roleplayed — I only score real conversations with real prospects, because that's the only place the pattern lives.
Scored against a fixed rubric
Same four categories, same weighting, every time. A score is only useful if it's comparable to your last one, so the rubric never bends to the call.
Turning points get timestamped
Every finding is anchored to a moment: 'at 11:47 you answered a question they didn't ask.' Feedback you can go listen to is feedback you can't argue with.
Patterns tracked across calls
One call is an anecdote. Six calls is a diagnosis. Category subscores are plotted over time so we can tell a skill gap from a bad-lead week.
A running focus list is maintained
Never more than three active focus areas. Items get promoted to 'confirmed strength' only after they hold across three consecutive calls.
Recommendations are specific
Not 'build more rapport.' Instead: 'you asked 4 questions in the first five minutes and made 11 statements — invert that ratio on Thursday's call.'
The rubric
100 points, four categories, no mystery weighting.
Every point is attached to an observable behavior. If it can't be pointed at in the recording, it isn't scored.
Discovery
30 pts- Question-to-statement ratio in the first five minutes
- A real number captured: budget, current spend, timeline, or cost of the problem
- All decision-makers identified and invited
Objection Handling
30 pts- The specific objection addressed, in their words
- Past bad experiences excavated rather than skipped
- Structural fixes offered before discounts
Closing
30 pts- A specific date and time locked for the next step
- Second decision-maker invited before hanging up
- The business actually asked for
Tonality & Cadence
10 pts- Control held through interruptions
- Pricing and next steps never rushed at the end
- Silence used after key questions
Where it all lives
Your portal: every score, trend and recording in one place.
Anonymized snapshot of the actual client portal. Switch tabs to see the progress tracking, the call vault and the candidate scorecards.
Dashboard
ROGER GOODELL
Latest score
84
vs. previous call
+5Avg. last 4
77
Up from 64 at start
Consistency
91%
Score spread narrowing
Improving streak
3
Consecutive better calls
Score over time · 8 weeks
Latest call breakdown
Category consistency
Each skill as a share of a perfect call. Flat and high means it's a habit.
Next call focus
Get a real number before minute six, and invite the second decision-maker before you talk price. Both held on your last two calls — one more and it moves to confirmed strength.
Written by Blake after reviewing the recording.
Sample output
This is what lands in your inbox.
An actual scorecard structure, with client details replaced. Nothing here is a generic tip.
Call Scorecard
Renewal consult — Thursday, 2:10 PM
Prospect: 12-agent brokerage · 41 minutes · Second conversation
74
out of 100
+6 vs. previous call
Category scores
One thing to fix right now
Get one number before minute six. On this call the first figure mentioned came at 22:40 — and it was yours, not theirs.
Turning points
- 04:15They said "we've been burned before." You said "totally understand" and moved on. That was the whole call, and it went unexamined.
- 27:50Strong recovery — you asked who else needs to sign off and got the operations lead invited to Tuesday.
Objection ledger
| Objection | At | Handling | Score |
|---|---|---|---|
| "We're already with someone." | 08:31 | Asked what they'd change about the current setup. Got a real gap. | 9/10 |
| "Send me something in writing." | 24:02 | Agreed and sent — but no date locked to review it together. | 4/10 |
| "That's more than we budgeted." | 31:18 | Offered a 10% discount instead of a shorter starting term. | 3/10 |
Ranked improvement actions
- 1Excavate any mention of a past bad experience — three questions minimum.
- 2No product language until you have one number from them.
- 3Replace discounting with a shorter initial term.
- 4Ask for the business explicitly before the 35-minute mark.
- 5Add a 10-minute buffer after calls so the close isn't rushed.
Progress tracker
Eight weeks of the same rubric.
Week 3 dipped. That's normal — it's usually the week someone starts consciously changing behavior and gets clunky before they get better. Because the rubric is fixed, the dip is visible, explainable, and temporary rather than mysterious.
- Confirmed strengths are promoted after three consistent calls.
- Never more than three active focus areas at a time.
- Every client sees this chart live in their portal.
Overall score by week
64 → 83