"Great call, I liked your energy!"
If this is the type of feedback you give your sales reps, you are failing them.
"Energy" doesn't close deals. "Process" does.
The problem with most sales coaching is subjectivity. Two different managers will listen to the same call and give two different opinions. To scale a high-performing sales team in 2025, you need to turn coaching into a science.
You need a Sales Call Scorecard.
A scorecard creates a standard of excellence. It tells your reps exactly what "Good" looks like before they even pick up the phone.
Key takeaways
- Objectivity > Opinion. A scorecard removes bias. Did they ask for the budget? Yes or No. There is no "maybe." Gartner – Critical Trends for Sales Leaders
- Coach the "Why", not the "What". Don't just grade the result (Closed Won). Grade the behavior (Discovery Quality). You can control behavior; you can't control results. Salesforce – AI Sales Coaching Benefits
- The "Pass" Rate. Top teams don't aim for 100%. If your team scores 100% on every scorecard, your criteria are too easy. Aim for continuous improvement. Insight7 – Building Scorecards for Underperformers
Table of contents
- Why you need a Scorecard (The "Ride-Along" is dead)
- The 4 Pillars of a Great Scorecard
- The Template: Grading a Discovery Call
- How to roll this out without mutiny
- How Nomi helps reps ace the Scorecard
Why you need a Scorecard (The "Ride-Along" is dead)
In the old days, managers did "Ride-Alongs" (sitting next to the rep). In remote sales, this is impossible to scale. You cannot listen to every call.
A Scorecard allows you to spot-check calls and identify specific skill gaps.
- Without Scorecard: "John is struggling to close." (Vague).
- With Scorecard: "John scores 2/5 on 'Objection Handling' but 5/5 on 'Discovery'. We need to fix his negotiation skills." (Actionable).
The 4 Pillars of a Great Scorecard
Do not overcomplicate it. A 50-question survey will never get filled out. Focus on these 4 areas:
- Opener & Agenda: Did they take control?
- Discovery (The Meat): Did they find the pain?
- Solution (The Demo): Did they map value to pain?
- Closing (The Next Step): Did they secure a commitment?
The Template: Grading a Discovery Call
Copy this into Excel, Airtable, or your CRM. Grade each item Yes (1) or No (0).
Section 1: The Opener (10%)
- Did the rep confirm the time constraint?
- Did the rep set an Upfront Contract (Agenda + Outcome)?
Section 2: Discovery & Methodology (40%)
- Did the rep uncover at least 2 specific Pain Points?
- Did the rep ask "Implication Questions" (Cost of Inaction)? (SPIN Selling)
- Did the rep listen more than they talked? (Talk-to-Listen Ratio < 50%).
Section 3: Product & Solution (20%)
- Did the rep avoid "Feature Dumping"?
- Did the rep tie the demo back to the specific pains mentioned earlier?
Section 4: Closing & Admin (30%)
- Did the rep handle objections using a framework (Listen, Validate, Address)?
- Did the rep secure a concrete Next Step with a date and time?
- Are the notes logged in the CRM?
Total Score: ___ / 100
How to roll this out without mutiny
If you suddenly start grading everything, reps will feel micromanaged.
- Self-Grading First: Ask the rep to grade their own call using the scorecard. Then compare it with your grade during your 1:1 Meeting.
- Focus on One Metric: "This month, we only care about the 'Upfront Contract' score. Let's get everyone to 100% on that."
How Nomi helps reps ace the Scorecard
Traditional scorecards are reactive. You tell the rep they failed after the call is over.
Nomi changes the game by helping the rep pass the test while they are taking it.
- Real-Time Adherence: If your scorecard requires an "Upfront Contract," Nomi displays it on the screen at the start of the call so the rep can't forget it.
- Discovery Prompts: If the scorecard requires "Implication Questions," Nomi listens. If the rep skips them, Nomi nudges: "Ask about the cost of the problem."
- Next Step Lock: If the scorecard requires a "booked meeting," Nomi alerts the rep 5 minutes before the end to secure the calendar invite.
Don't just measure performance. Improve it in real-time.
Help your team hit 100% with Nomi.