# Sales call scorecard

Use this rubric to record observable call behavior and choose the next practice task. Select the criteria that fit the call type before scoring. This is a coaching aid, not a validated certification standard.

Allowed skill scores are 1 Missed, 3 Partial and 5 Strong only. Do not use 2 or 4. Use N/A when a criterion does not apply to this call type, and record why. Missing evidence for an applicable criterion is not N/A: mark it Not scored and obtain the recording or context before deciding.

Rep: [Name]

Reviewer: [Name]

Date: [Date]

Call link: [Internal reference]

Call type: [Type]

## Purpose and agenda

1 Missed: Starts without a clear purpose or buyer input

3 Partial: States a purpose but does not confirm the buyer's goal

5 Strong: Agrees on purpose, buyer need, and intended outcome

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Timestamp and buyer confirmation]

## Listening and follow-up

1 Missed: Moves to the next prepared point after the buyer answers

3 Partial: Refers to the answer but follows it only once

5 Strong: Changes the line of questioning based on buyer detail

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Question and buyer response]

## Problem depth

1 Missed: Accepts a surface problem

3 Partial: Learns one effect or cause

5 Strong: Learns the problem, effect, and why it matters now

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Buyer language and consequence]

## Value relevance

1 Missed: Gives generic product benefits

3 Partial: Connects one benefit to the topic

5 Strong: Connects an approved capability to buyer-stated evidence and checks the fit

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Buyer quote and rep link]

## Objection diagnosis

1 Missed: Defends or rebuts immediately

3 Partial: Asks one clarifying question

5 Strong: Clarifies the concern, identifies its type, and responds with relevant evidence

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Objection, question, evidence used]

## Commercial judgment

1 Missed: Gives ground without a clear trade or boundary

3 Partial: Holds the first request but lacks a plan

5 Strong: Trades within approved limits and receives a commitment for each move

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Request, trade, buyer commitment]

## Mutual next step

1 Missed: Ends with a vague follow-up

3 Partial: Names an action but misses owner or timing

5 Strong: Confirms action, owner, timing, and buyer agreement

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Final exchange]

## Call control

1 Missed: Follows the original plan after the call changes

3 Partial: Notices the change but adapts late

5 Strong: Resets the plan with the buyer when time, goal, or participants change

Score: [1 / 3 / 5 / N/A / Not scored]

Evidence or N/A reason: [Reset language and buyer response]

## Evidence and next practice

Record repeated moments separately. Do not turn N/A or Not scored into zero or use an average as a readiness threshold.

| Moment | Criterion and result | Evidence and coaching note |
|---|---|---|
| [Timestamp] | [Criterion; 1, 3 or 5] | [Rep action, buyer response and note] |

## Required actions

For team-required actions only, define the action and applicability first. Pass means it happened; Fail means it did not. N/A requires a reason that the rule does not apply.

Required action: [Write here]

Result: [Pass / Fail / N/A]

Evidence or N/A reason: [Write here]

## Next practice plan

Criterion to practice: [Write here]

Evidence from this call: [Write here]

Buyer scenario and pressure: [Write here]

Observable pass condition: [Write here]

First attempt evidence: [Write here]

Feedback and immediate retry: [Write here]

Next live call to inspect: [Write here]

Owner and review date: [Write here]

## Reviewer calibration

Score the same sample independently. Compare evidence and written anchors, resolve unclear criteria, then score a fresh sample.

Rubric version and calibration note: [Write here]