Most managers review calls the same way: hit play, listen for vibes, give vague feedback.
"Be more confident." "Build more rapport." "Ask better questions."
The rep nods, leaves the 1:1, and does exactly what they did before. Nothing changes.
Gong, Chorus, and other conversation intelligence platforms analyzed millions of sales calls. They found that top performers consistently nail specific behaviors. Not abstract traits like "confidence." Specific, observable actions.
If you're still listening without a framework, you're leaving coaching value on the table.
Why Random Listening Fails
Most managers approach call reviews one of three ways:
The Vibe Check: You listen, you sense something's off, you can't quite articulate it. Your feedback sounds like "just be more... you know... consultative."
The Error Hunt: You listen for obvious mistakes. Missed a closing question? Talked over the prospect? You catch the errors but miss the patterns.
The Skip: You don't have time to review everyone's calls, so some reps get attention and others get ignored. The quiet underperformers stay under the radar.
All three approaches share the same problem: no system.
Without consistent metrics, you can't compare reps. You can't track improvement. You can't identify what's actually causing deals to die.
The 7 Metrics That Actually Predict Sales Success
These aren't arbitrary. They're the behaviors conversation intelligence platforms found when analyzing patterns across millions of calls. Each one correlates with higher close rates.
1. Opening & Rapport
What to evaluate:
- Did they establish context in the first 30 seconds?
- Did they give the prospect a reason to stay on the call?
- Did they transition smoothly from greeting to business?
What top performers do differently: They don't just say hello. They give a clear preview of what the call is about and why it matters to the prospect. The first 30 seconds sets the frame for everything that follows.
Red flag: Starting with "How are you today?" and waiting for the prospect to set the agenda.
2. Discovery Questions
What to evaluate:
- Did they ask questions that uncovered real needs?
- Did they go beyond surface-level answers?
- Did they understand the problem before pitching the solution?
What top performers do differently: They ask layered questions. "What's important to you?" is a start, not a finish. They follow up with "Why is that important?" and "What happens if that doesn't get solved?"
Red flag: Asking one broad question, then launching into features. Discovery without depth is the most common gap in underperforming reps.
3. Active Listening
What to evaluate:
- Did they respond to what was actually said?
- Did they acknowledge concerns before addressing them?
- Did they adjust based on new information?
What top performers do differently: They reference specifics the prospect said earlier. "You mentioned your main concern was coverage during the transition period. Here's how we address that." This signals they're actually listening, not waiting for their turn to talk.
Red flag: Prospect says "I'm worried about X" and rep says "Great question! Let me tell you about our features."
4. Objection Handling
What to evaluate:
- Did they address concerns or steamroll past them?
- Did they acknowledge the objection before responding?
- Did they use questions to understand the real issue?
What top performers do differently: They don't argue. They clarify. "Help me understand what's driving that concern" beats "Actually, that's not how it works." The best objection responses come from understanding, not defending.
Red flag: Prospect raises a concern and rep immediately counters without pausing.
5. Product Knowledge
What to evaluate:
- Could they explain features in terms of outcomes?
- Did they know when to go deep vs. stay high-level?
- Could they answer questions without stumbling?
What top performers do differently: They translate features into benefits specific to that prospect. Not "we have 24/7 support" but "when your building floods at 2am, you call a number and someone picks up."
Red flag: Reading from a script when asked a straightforward question.
6. Closing Confidence
What to evaluate:
- Did they ask for the business?
- Did they create a clear path to next steps?
- Did they maintain confidence through the close?
What top performers do differently: They assume the sale. Not "would you like to think about it?" but "I'll send the paperwork over this afternoon. What email should I use?" Assumptive closes work because they signal confidence in the fit.
Red flag: The call trails off with "let me know if you have any questions" and no specific next step.
7. Next Steps
What to evaluate:
- Did they secure a clear commitment?
- Did they confirm date, time, or action?
- Did they summarize what happens next?
What top performers do differently: Every call ends with a clear next step, even if it's "I'll follow up Tuesday at 10am." Vague endings create vague pipelines.
Red flag: "Great talking to you! I'll follow up soon."
How to Use These Metrics
Don't try to evaluate all seven on every call. That's overwhelming for you and the rep.
For weekly reviews:
- Pick 1-2 focus areas based on the rep's current gaps
- Score those metrics on a 1-5 scale
- Identify one specific improvement with an example
- Practice the improvement (not just talk about it)
For new reps: Start with Opening & Rapport and Discovery Questions. These are foundational. Everything else breaks down if these aren't solid.
For experienced reps: Focus on Closing Confidence and Objection Handling. These are where deals actually die.
For the whole team: Track scores over time. Are averages improving? Who's struggling where? What scenarios cause the most problems?
The Gap Between Knowing and Doing
Here's the uncomfortable truth: most reps know what they're supposed to do. They've heard the feedback before.
The problem isn't awareness. It's execution under pressure.
When a prospect throws a curveball, knowing that you're supposed to "acknowledge before responding" doesn't help. Having practiced that specific scenario 20 times does.
The metrics give you a framework for what to coach. Practice gives reps the reps they need to actually change behavior.
Related: How to Handle Rate Increase Objections | How Top Insurance Agents Open High-Value Calls