Okay so look, most people have no clue what happens on their sales calls. You pay for the ad, the lead books, they show up, and then for 60 minutes it’s a black box. All you ever see at the end is closed or not closed.
So now every call gets graded by AI, A through F, against the same framework I’ve used to sell over $141M. It tells me the one thing each closer needs to fix this week. I walk through the whole setup in the video.
Start with the framework, not the AI
The AI is only as good as what you give it to grade against. Mine is what I call my CLOSER framework. The letters don’t matter much, every sales trainer does it a little different, and if you like someone else’s better, do what they say. You just have to be convicted on what you do.
This is roughly how my calls go:
- Intro and pre frame. We’ll go through your goals and what you’re struggling with, and at the end we’re just looking for a decision. If it’s a fit, great. If not, cool.
- Discovery, which is just understanding the situation.
- A summary: “Sounds like the biggest thing for you is this. If we figure that out in a way you’re 100% confident we can deliver on, are you down to move forward?”
- Three pillars, the top three things you bring to the table that are different.
- Brief program overview, 5 minutes or less.
- Certainty, the tie down, then the close.
People overthink discovery a ton. It’s like a doctor figuring out if you need treatment, you just ask what you’d need to know. In a business that’s goals, what they’ve tried, do they run ads, do they have a sales team, how many people are on fulfillment. Once you understand the situation you can give advice.
The only part that changes is the pillars
When I did fitness, pillar one was I’ll teach you to eat whatever you want. Everyone else is doing chicken, rice, broccoli, and I’m eating bad food on Christmas, Thanksgiving, New Year’s, so the goal is learning how to have it and still get results. Pillar two was train however you want, because 90% of your results is nutrition. Pillar three was lifestyle recalibration.
Then I’d lay out the options. An in person trainer is focused on training, which is the 10%, and they stop getting paid when you leave, so they’re not that incentivized to get you to your goal. A typical online program gives everyone the same thing with heavy restrictions, so you fall off and binge. With me you learn how it all works and you never pay for another trainer again. Pay 200 or 300 bucks a month forever, or pay once and be done. That was enough to get people over the edge.
Whatever you sell, that’s the section you build out for your offer. The rest of the call stays the same.
Certainty and the close
After the overview I just ask where they’re at. Do you think this is a fit? People either say it’s okay or they say it’s amazing. If it’s a lukewarm okay, something’s off, so I ask what doesn’t make sense to them. If they’re high, it’s “if it makes sense financially, you’re going to move forward?” That’s the tie down. Then the close, this much for that much.
From there you basically get four objections. Price, spouse, time or I need to think about it, and belief, which is just them being scared. I’ve got a ton of call reviews on my YouTube if you want those in detail.
How the grader gets built
I put the framework in a Google Doc. Then I go into Fathom, where the calls are recorded, and grab three or more transcripts, the more the better. I haven’t taken sales calls myself in a long time, so I pull from my team’s calls and client calls. Then I go into Claude and tell it to build a sales system that gives feedback to my team and clients. Framework in, calls in, boom. Bada bing.
There are two ways to do it. You can have it built on your side and your clients send you their calls, which is okay. Or you have Claude package it so you can hand it to your clients and they run all their own calls through it. I did the second one. That’s better because your clients are taking way more calls than you could ever review.
What comes out the other side
Every graded call shows the length, the grade, the lowest stage, and whether the call was qualified: closable loss, not closable, unqualified. On one batch I pulled up, two out of four calls weren’t good.
Then it scores each stage 1 to 10. Did you clarify, did you label the problem, did you overview the pain, did you sell the vacation, did you explain away the concerns, did you reinforce. It writes notes, names the one thing to fix, and says what not to do on the next call. That goes to the client in an email right after the call.
The one I showed in the video, I’ll be honest, that client wasn’t doing great. He wasn’t reinforcing the decision at the end and he wasn’t booking a next step. That could also go back to the application and qualifying, which is a whole other conversation.
Me going through one call takes at least a half hour, and that’s watching on 2x and pausing. And I’m not going to write notes that detailed. This does every single call.
What it doesn’t do
AI never makes the final call. It doesn’t fire anyone and it doesn’t replace your sales manager. It just stops you from guessing, and your manager isn’t stuck listening to 60 minute calls all week to find the three minutes that mattered.
It also works best if you’re good at sales. If you’re not, I don’t think it’s a great way to coach and train your staff.
The two calls in the video, neither one died on price, which is what most closers are going to tell you. One skipped the pain. The other hung up without booking the next step. Both fixable. Only if you see them though.
Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
