Sales Call Scorecard · by Eubrics
Score a call. Coach the gap.
A ready-to-use rubric for grading a rep's call—live or recorded. Rate each moment as you listen; the overall score, the weakest stage, and your coaching focus update automatically. Print or save the finished card to coach from.
How to score each line
Opening & Rapport
The first minute—tone, trust, and setting up the call.
Built rapport and a confident tone in the first minute
Look for: uses the buyer's name, matches energy, doesn't rush
Set a clear agenda or purpose for the call
Look for: “here's what I'd like to cover…”
Earned the right to ask questions before pitching
Look for: gets permission instead of launching into product
Discovery
Understanding the real need before selling anything.
Asked open questions to find the real need, not just surface wants
Look for: why now, what's driving it
Uncovered the cost or motivation behind the problem
Look for: quantifies the pain or the goal
Listened more than talked and built on the answers
Look for: real follow-ups, no monologue
Pitch & Value
Connecting the product to this specific buyer.
Tied the pitch to THIS buyer's situation, not a generic spiel
Look for: references what discovery surfaced
Led with outcomes and benefits, not just features
Look for: what it does for them, not what it is
Was clear and concise; buyer stayed engaged
Look for: no jargon dump, buyer still talking
Objection Handling
Staying calm and curious under pushback.
Acknowledged the objection calmly instead of getting defensive
Look for: didn't argue or talk over
Explored the real concern before answering
Look for: asks “what's behind that?”
Gave a confident, relevant answer and checked it landed
Look for: confirms the concern is resolved
Closing & Next Step
Asking for commitment and locking what's next.
Asked for the sale or a clear commitment at the right moment
Look for: didn't fade out or wait to be asked
Locked a specific next step with a date and owner
Look for: not “I'll follow up sometime”
Held value without discounting or over-promising
Look for: handles hesitation without caving
Call Control & Tone
Guiding the conversation with confidence.
Guided the conversation with purpose; didn't let it drift
Look for: steers back on track
Sounded confident and credible throughout
Look for: steady pace, no over-apologizing
Adapted to the buyer's style and mood
Look for: reads the room and adjusts
Coaching summary
Rate the call to surface the priority
Your weakest stage will appear here with a specific way to coach it.
Coaching summary
Focus: Rate the call to surface the priority
Did well: —
Work on next: —
Why this is the hard part
You just scored one call. Your reps made a hundred this week.
A manager can listen to maybe a handful of calls a week—so most calls never get coached at all. The reps who need it most are the ones you never hear. That's the gap this scorecard exposes but can't close by hand.
Score every call. Automatically.
Eubrics runs a rubric like this on 100% of calls, flags the exact moment a rep slipped, and lets them practice it against a realistic AI buyer until it's fixed—before the next real call.