Call review rubric · 14 Sales metrics and rhythm

Score each item 0 (absent), 1 (partly), 2 (done well), or N/A. A call passes at 70% of applicable points with every must-pass item met (a starting hypothesis).

#	Item	What "2" looks like
1	Up-front contract	Purpose, time, their agenda, ours, an outcome where "no" is fine, in the first two minutes
2	Insight before company	A peer insight first; "about us" under two minutes
3	Question count and spread	About 11 to 14 questions through the call, no more than four in the first five minutes
4	Past events	"Talk me through the last time a partner's post went out"
5	Implication in their numbers	Cost of standing still in the buyer's own figures; no ROI promise
6	Critical event	A dated reason in the buyer's words, or "none" recorded honestly
7	Motion questions	Both asked; motion recorded
8	AI accusation audit	Once, early: "You're probably thinking this will post generic stuff under your name and embarrass you with clients"
9	Holly-first demo	A Holly draft first, for someone in the buyer's role (their own voice only from posts pasted in on the call, with consent, test first), nine minutes or less, stopped to ask
10	Price moment	Late, as "the price for your team is..." at the band open today, never "list price" or "standard price"; £250 Standard only if the buyer asks about it or about after 31 December; then a pause
11	One recommendation	One band, one seat count, one Holly starting level; the rest parked
12	Objections	Labelled, then a calibrated question
13	The advance	"Does it make sense to [ideal next step]?", then "What's a good next step then?"; a dated buyer action or an explicit "not a fit"

Rule

Must-pass: fail one and the call fails. No RED claim; no date given; no discount offered; every price quoted matches the commercial answers, with no Standard step between £250 and £100 (D14); the engagement data question answered with the approved wording; every illustration labelled; no customer or prospect named.

Trust Equation review (monthly, once there is a salesperson): Trust = (Credibility plus Reliability plus Intimacy) divided by Self-orientation (a heuristic). Seller and founder each score one call, timestamp self-oriented moments, and discuss the gap.