Capability template for sales

Sales call scorecard

After a sales call, your sales lead sees how it went against your team's own criteria, each point backed by the words actually said, where the call left the deal, and one focus for the next call. It reviews a call, never a person, and gives no score for anyone's file.

The outcome

Coaching starts from what was said on the call rather than from memory or impression. For every criterion your team has written down, the sales lead sees whether the call showed it, showed part of it, missed it, or cannot be judged from what was recorded, with the exact words behind each mark and the time they were said.

The scorecard keeps two things apart that are easy to blur. What the buyer actually said, in their own words, sits in one place. What your salesperson said about the buyer's situation, and the buyer only nodded along to, sits in another. When your salesperson names a figure and the buyer answers "probably", the scorecard records whose figure it was.

It ends with a few things that went well, a few to work on, each with a specific line to try next time, and a single focus for the next conversation with this buyer. There is no overall score, no grade and no ranking. It is a tool for a coaching conversation, and it says so on the page.

Who starts the work, and when

The sales lead starts it after a call worth coaching on: a new salesperson's early discovery calls, a demo that went quiet afterwards, a pricing conversation the team can learn from. A salesperson can also run it on their own call before sitting down with the sales lead.

The sales lead reads the draft, decides what to share and holds the conversation. The salesperson owns the focus for the next call and updates the deal record if anything should change. The AI assistant sends nothing and changes nothing.

What they supply

The call. A transcript from your meeting tool, with timestamps and speaker names, or the salesperson's own notes when there is no recording.
Your criteria. Your team's list of what a good call of each type includes, each written as something a listener could hear. A starter list is included for teams that have not written one yet.
Who was on the call. Each person's side and role, so every line is placed correctly.
The call facts. The date, the account and the type of call.
The goal and the last focus, if you have them: what the salesperson set out to achieve, and what you agreed to work on after the last call you reviewed together.

What comes out

One scorecard in a fixed order:

The header, with the source, any gaps in the recording, and how many criteria landed in each mark.
A headline of two sentences: what stood out, and where the call left the deal.
Each criterion, marked with its evidence and what was missing.
The goal for the call, part by part.
Talk balance, as an estimate from a transcript, never guessed from notes.
Where the call left the deal: the next step and what each side promised, with dates.
What the buyer said, in their words, kept apart from what your side asserted.
The coaching note, with one focus for the next call and a check on the last one.
The limits of what one call can show.

A good scorecard is one the salesperson reads and recognizes, because every mark points to a line they can find in the call.

An invented example

Illustrative example with invented data. The companies, the people, the call, the words spoken and the dates below are all invented. The seller is an invented 40-person company that sells servicing and route-planning software to delivery firms. Its sales lead is coaching a newer account executive. First come the inputs the sales lead supplied, in full, then the scorecard the capability returned.

The inputs

1. Call facts (typed by the sales lead)

Call date: Tuesday 6 October 2026
Account: Account D, a regional delivery firm
Call type: discovery
Reviewed by: Sales lead
Review date: Wednesday 7 October 2026

Goal for the call (from the account executive's preparation brief):
Learn how they track servicing today, what a van off the road costs
them, and who else decides; book a demo with the fleet manager.

Focus agreed after the last reviewed call (22 September 2026):
Ask what the problem costs before describing the product.

2. The team's criteria

criterion_id,criterion,shown_when,applies_to
C1,Agenda agreed,"The salesperson states the purpose of the call and asks the buyer to add or change anything, in the first five minutes.",discovery; demo
C2,Today's process,"The buyer describes how the work is done now, in their own words, in answer to a question.",discovery
C3,Cost of the problem,"The buyer, not our side, states what the problem costs in money or time.",discovery; account review
C4,Who decides,"The buyer names the people involved in the decision and how it is made.",discovery; demo; proposal or pricing
C5,Concern explored,"When the buyer raises a concern, the salesperson asks about it before answering, and the buyer says the answer covers it.",all
C6,Next step,"A next meeting with a date, attendees and a purpose is agreed on the call.",all
C7,Demo fitted to the buyer,"The demo shows the buyer's own process or data before any general feature.",demo

3. The people

name,side,role,on_call
Jordan,ours,Account executive,yes
Sam,buyer,Operations director,yes
Lee,buyer,Fleet manager,no

4. The transcript (exported from the meeting tool)

[00:00] Jordan: Hi Sam, thanks for making time.
[00:03] Sam: Sorry, something's come up at the depot. I've only got about five minutes.
[00:09] Jordan: No problem. So the plan for today: I'd like to understand how you look after the vans now, and then show you a little of what we do.
[00:18] Sam: Fine.
[00:20] Jordan: How do you keep track of when each van is due for a service today?
[00:25] Sam: Honestly, it's a spreadsheet my fleet manager keeps, and a whiteboard in the yard. When a driver reports a fault, they ring the depot, someone writes it on the board, and Lee moves it into the spreadsheet at the end of the week. We've got forty-two vans across two depots.
[00:52] Jordan: And how well does that work?
[00:55] Sam: It works until it doesn't. Last month we missed two services because the board got wiped.
[01:04] Jordan: That's exactly the sort of thing our platform fixes. Every van gets its service schedule built in automatically, drivers log faults from their phone, and your fleet manager sees everything on one screen. We also do route planning, fuel reports and tyre tracking, and there's a link with most leasing companies so the service intervals come straight across. Most of our customers are up and running in about two weeks.
[01:36] Sam: Okay.
[01:39] Jordan: So if a van's off the road, that's what, a few hundred dollars a day?
[01:44] Sam: Something like that. I'd have to check.
[01:48] Jordan: So two missed services could easily be costing you thousands a month.
[01:53] Sam: Probably.
[01:56] Jordan: What made you take the call this month?
[02:00] Sam: We renew our van leases in March, and I want the servicing sorted before then. The leasing company charges us if a van goes back with services missed.
[02:14] Jordan: Got it. Who else would be involved in a decision like this?
[02:18] Sam: Me, obviously. And [inaudible 02:20 to 02:33].
[02:34] Jordan: Great. And have you tried anything else for this?
[02:38] Sam: We tried a maintenance app two years ago. Our drivers won't use another app. They stopped logging anything after a month.
[02:49] Jordan: Ours is much simpler than most. It's one button for a fault, and it works offline, so drivers out in the country can still log things. We've had really good uptake with delivery firms your size.
[03:04] Sam: Maybe. I'd want Lee to see it. He's the one who'd live with it. He's only just back from leave, so he's swamped this week.
[03:15] Jordan: Shall we set up a demo with Lee next week?
[03:19] Sam: Thursday the 15th works. Ten o'clock. I'll bring Lee.
[03:25] Jordan: Perfect. I'll send the invite and a one-page summary today. Could you send me the spreadsheet Lee uses, with the drivers' names taken out, so I can set the demo up with your service intervals?
[03:37] Sam: I'll ask him to send it by Monday.
[03:41] Jordan: Thanks, Sam. Speak on the 15th.
[03:44] Sam: Thanks. Bye.

The output

SALES CALL SCORECARD: Account D, discovery, Tuesday 6 October 2026

For: Sales lead. Salesperson: Account executive. Buyer side on the call: Operations director. Source: transcript with timestamps, last line at 03:44. Gaps: 02:20 to 02:33. Speakers: all placed from the people list. Call type: discovery. Criteria: your criteria, 7. Coverage: 7 criteria. Shown 2. Partly shown 3. Not shown 1. Not applicable 1. Cannot tell 0. One call, reviewed for coaching. No overall score; not for employment decisions.

Headline: The call drew out how servicing is tracked today and ended with a dated demo that brings in the fleet manager. The cost figure came from our side rather than the buyer, and the drivers' concern was answered with features before it was explored.

Criteria

C1 Agenda agreed. Partly shown. Evidence: "So the plan for today: I'd like to understand how you look after the vans now, and then show you a little of what we do." (our side, account executive, 00:09). Missing: the buyer was not asked to add or change anything.
C2 Today's process. Shown. Evidence: "How do you keep track of when each van is due for a service today?" (our side, account executive, 00:20). "Honestly, it's a spreadsheet my fleet manager keeps, and a whiteboard in the yard. When a driver reports a fault, they ring the depot, someone writes it on the board..." (buyer side, operations director, 00:25). Missing: none.
C3 Cost of the problem. Partly shown. Evidence: "The leasing company charges us if a van goes back with services missed." (buyer side, operations director, 02:00). "So if a van's off the road, that's what, a few hundred dollars a day?" (our side, account executive, 01:39). "Something like that. I'd have to check." (buyer side, operations director, 01:44). Missing: the buyer named a cost but no amount; the only amounts came from our side, and the buyer did not confirm them.
C4 Who decides. Partly shown. Evidence: "Who else would be involved in a decision like this?" (our side, account executive, 02:14). "Me, obviously. And [inaudible 02:20 to 02:33]." (buyer side, operations director, 02:18). "I'd want [fleet manager] to see it. He's the one who'd live with it." (buyer side, operations director, 03:04). Why: the rest of the answer falls in the gap at 02:20 to 02:33. Missing: whoever else was named in the gap, and how the decision is made.
C5 Concern explored. Not shown. Evidence: "Our drivers won't use another app. They stopped logging anything after a month." (buyer side, operations director, 02:38). "Ours is much simpler than most. It's one button for a fault, and it works offline..." (our side, account executive, 02:49). "Maybe. I'd want [fleet manager] to see it." (buyer side, operations director, 03:04). Missing: no question about the concern before the answer, and the buyer did not say the answer covered it.
C6 Next step. Shown. Evidence: "Shall we set up a demo with [fleet manager] next week?" (our side, account executive, 03:15). "Thursday the 15th works. Ten o'clock. I'll bring [fleet manager]." (buyer side, operations director, 03:19). Missing: none.
C7 Demo fitted to the buyer. Not applicable. Evidence: none. Why: not this call type; the criterion applies to demos. Missing: none.

Goal for the call: Learn how they track servicing today, what a van off the road costs them, and who else decides; book a demo with the fleet manager. Partly met: how servicing is tracked, met: "Honestly, it's a spreadsheet my fleet manager keeps, and a whiteboard in the yard." (00:25). What a van off the road costs, not met: the figure came from our side, "a few hundred dollars a day?" (01:39), and the buyer said "I'd have to check." (01:44). Who else decides, partly met: "Me, obviously." (02:18) and "I'd want [fleet manager] to see it." (03:04); the rest of the answer falls in the gap at 02:20 to 02:33. A demo with the fleet manager, met: "Thursday the 15th works. Ten o'clock. I'll bring [fleet manager]." (03:19).

Talk balance (estimate from word count): our side 268 of 454 words (59%), buyer side 186 (41%). Longest turn by our side: 70 words, starting 01:04. Your criteria set no target for talk balance.

Where the call left the deal

Next step: agreed with a date and an owner. A demo on Thursday 15 October 2026 at 10:00, the operations director bringing the fleet manager; the account executive sends the invite. "Thursday the 15th works. Ten o'clock. I'll bring [fleet manager]." (buyer side, operations director, 03:19).
Our side's commitments: send the invite and a one-page summary, by Tuesday 6 October 2026: "I'll send the invite and a one-page summary today." (03:25).
Buyer side's commitments: bring the fleet manager to the demo on Thursday 15 October 2026: "I'll bring [fleet manager]." (operations director, 03:19). Ask the fleet manager to send the servicing spreadsheet, with the drivers' names taken out, by Monday 12 October 2026: "I'll ask him to send it by Monday." (operations director, 03:37).

What the buyer said

How the work is done today: "Honestly, it's a spreadsheet my fleet manager keeps, and a whiteboard in the yard." (operations director, 00:25).
The problem: "Last month we missed two services because the board got wiped." (operations director, 00:55).
What it costs: "The leasing company charges us if a van goes back with services missed." (operations director, 02:00).
Timing: "We renew our van leases in March, and I want the servicing sorted before then." (operations director, 02:00).
Who else is involved: "Me, obviously." (operations director, 02:18). "I'd want [fleet manager] to see it. He's the one who'd live with it." (operations director, 03:04).
How they decide: not stated on the call.
Concerns: "Our drivers won't use another app. They stopped logging anything after a month." (operations director, 02:38).
Said by our side, not stated by the buyer: a van off the road costs "a few hundred dollars a day" (01:39); the buyer's reply: "Something like that. I'd have to check." (01:44). Two missed services "could easily be costing you thousands a month" (01:48); the buyer's reply: "Probably." (01:53).
Left open: who else was named in the gap at 02:20 to 02:33, and how the decision is made; what a van off the road costs; what made the drivers stop using the last app.

Coaching note

Went well:

C2, 00:20: an open question about today's process drew a full account of the spreadsheet, the whiteboard and the move from board to spreadsheet at the end of the week. "Honestly, it's a spreadsheet my fleet manager keeps, and a whiteboard in the yard." (buyer side, operations director, 00:25).
C6, 03:15: the account executive asked for a demo with the fleet manager and left with a date, a time and the person who would use the software. "Thursday the 15th works. Ten o'clock. I'll bring [fleet manager]." (buyer side, operations director, 03:19).

To work on:

C5, 02:49: the drivers' concern was answered with features at once, and the buyer's reply was "Maybe." "Ours is much simpler than most. It's one button for a fault, and it works offline..." (our side, account executive, 02:49). Next time, try: ask what happened with the last app before answering, such as "What made them stop after a month?", then check: "Would that deal with it for your drivers?"
C3, 01:39: the cost figure came from our side, after the product had been described at 01:04. "So if a van's off the road, that's what, a few hundred dollars a day?" (our side, account executive, 01:39). Next time, try: straight after "we missed two services", ask "What did those two cost you?" and wait for the buyer's number.
C1, 00:09: the plan was stated, but the buyer, who had just cut the call to five minutes, was not asked what they needed from it. "...and then show you a little of what we do." (our side, account executive, 00:09). Next time, try: "With five minutes, what's the one thing you'd want to get out of this?"

Focus for the next call: C3: before showing anything, ask the operations director and the fleet manager what the two missed services cost and what the leasing company charges, and let them give the number, at the demo on Thursday 15 October 2026.

Last focus: "Ask what the problem costs before describing the product." Not shown: the product was described at 01:04, before the first question about cost at 01:39.

Limits of this review: The gap at 02:20 to 02:33 holds the rest of the answer on who decides, so C4 is marked Partly shown and the goal's part on who else decides is partly met. One personal detail about someone on the call or named on it was left out. One call shows what happened on that call, not how the salesperson sells in general.

Prepared from the transcript of the call on Tuesday 6 October 2026. A review of one call, for coaching. Nothing has been sent, and no record has been changed.

Where it fits

Sales: coaching on real calls, done the same way every time and against the same written standard.
Customer success and account management: account reviews and renewal conversations deserve the same careful look as new business.
Software technology: discovery calls and demos run every week, and every one can be recorded and reviewed.
Professional services: partners and business developers learn faster from their own conversations than from a training deck.
Marketing and advertising: agencies pitching new clients can see whether the brief they needed was actually heard.
Insurance: brokers and account teams talk to clients constantly, and good questions decide what gets placed.
Growth & scaling: when new salespeople join faster than the sales lead can sit in on their calls.

It sits beside Sales call preparation brief, which sets the goal the scorecard checks, Stalled-deal review, which looks at deals that stop moving, and Objection answers and sales one-pager, which prepares answers for the concerns the scorecard finds.

What has to change for your company

Your criteria. Write each one as something a listener could check from the words alone, and keep the list short enough to coach from. The scorecard marks only what your criteria ask for.
Your call types, and which criteria belong to each.
Calibration. Have two sales leads mark the same few calls separately, compare their marks criterion by criterion, and tighten the wording wherever they disagree.
Who sees it. Decide when the salesperson receives the scorecard and where scorecards are kept.
Your recording policy. The capability reads a transcript you supply; whether calls are recorded and who may read them is your company's own rule.
Your platform. The instructions are written to be pasted into ChatGPT, Claude, Copilot or Gemini. It works from files you supply and needs no connection to your call recorder or sales system.

What has been checked

Fully Powered AI wrote this capability template. It was editorially reviewed on 9 November 2026. It was tried once on its invented example in Claude on 9 November 2026; the record of that run is published with it, and lists the clarifications made afterward that have not been run again. That run did not reach the stop conditions or the path for notes without a transcript. It has not yet been tested in a client environment. It has not yet been tested as a packaged version in ChatGPT, Claude, Copilot or Gemini.

Testing in your environment means running it on a few past calls your sales lead remembers well, plus hard cases written in advance, each with its expected behavior: a transcript with generic speaker labels, an answer lost in an inaudible stretch, notes that say nothing about the next step, a salesperson who supplies the buyer's cost, a request for a score out of ten. The sales lead checks every quotation against the call before anyone relies on the scorecard. Pilot acceptance-test preparation builds that test set, and What we test before we call an AI workflow ready shows the record.

The full capability template

Everything above is the outline. The complete capability template is the working version: the roles, the inputs, the procedure, the exceptions and stop conditions, the output format, the reviewer checklist, the acceptance tests, the instructions for an AI assistant and what to customize for your company. It comes with a download and the link to its folder in Fully Powered’s public repository.

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