What we score, and what each number means
This is the rubric MaxOut AI marks a sales call against on a new account. Three frameworks, 16 things scored, each one on the same 1 to 10 scale, with every band written out. Nothing summarized, nothing held back for the demo.
We publish it because a score you cannot check is just an opinion with a number on it. Read this page and you can argue with a specific component on a specific call, which is the only kind of argument about a call score worth having.
The scale, in full
Every component on this page is scored on the same scale. A seven means the same thing in Detachment as it does in Clarity, which is what makes two calls comparable at all.
| Score | What it means |
|---|---|
| 9 to 10 | Excellent. Exemplary. The kind of execution you could train someone else with. |
| 7 to 8 | Good. Solid, with minor things to tidy up. |
| 5 to 6 | Adequate. Acceptable, with real room to improve. |
| 3 to 4 | Weak. Major gaps, or done badly. |
| 1 to 2 | Poor. Fundamentally misunderstood, or not really attempted. |
| 0 | Skipped. The phase is not in the call at all. Zero is a fact, not a harsh mark. |
| N/A | Did not apply. The phase had no reason to happen on this call. It is left out of the average, and the write-up says why. |
Half a phase is not half a score
A phase you started and did not finish usually lands in the 1 to 4 band, not in the middle. Getting most of the way through discovery and then jumping to the price is not an average call, and the scale is not going to tell you it was.
A short recording gets a short score
If the recording cuts off mid-conversation, only what is there gets scored, and the write-up says so. You are not marked down for the phases the recorder missed, and you are not credited with them either.
Three frameworks, 16 components
Every call gets marked against all three, at the same time, on the same conversation. They are not three versions of the same question. One is about what you believe, one is about how the call ran, and one is about how you came across.
Dr. Frame Beliefs
7 componentsCore mindset and beliefs framework
Seven beliefs. Not lines to deliver, things you have to actually hold, because a call gives away which ones you do not. This is the part of the score that is not about which step you were on, but about how you were carrying yourself while you ran it.
Fatal Problem
Whether you established that there is a serious problem here, and that it needs solving.
What moves the number
How clear the problem is by the end of the call, and how much urgency actually landed.
Program Necessity
Whether what you sell came across as the thing that fixes this particular problem, rather than one option among several.
What moves the number
How well you positioned your program as the real answer instead of a nice extra.
Solution Guarantee
Your own confidence that the program delivers the result.
What moves the number
Conviction. Whether you sounded certain it works, or hedged it.
Detachment
Whether you came across as needing this sale.
What moves the number
Whether you sounded like someone who would be fine either way, all the way through, including in the minutes right after you said the price.
Selective Enrollment
Whether you have standards for who you take on, and whether they were visible.
What moves the number
How rigorously you qualified, and whether you were genuinely willing to turn them away.
Resourcefulness Belief
Whether you treated money as something a motivated buyer can work out, rather than a wall the conversation ends at.
What moves the number
Whether you held that, or dropped it the first time budget came up.
Outcome Focus
Whether you sold the result or the contents of the program.
What moves the number
How much of the offer was about what changes for them, against how much was about what is in the box.
MAXOUT Process
6 componentsSix-stage sales process framework
The six phases of the method, in order, one number each. This is the part of the score that tells you which phase the call fell over in, instead of telling you the call was a six.
Mingle
Rapport, and then setting the frame for how the call is going to run.
What moves the number
Whether trust got established, whether you actually set the frame, and how comfortable the opening was.
Ask
Discovery. Both halves of it: where it hurts, and what they want instead.
What moves the number
How deep the questions went, whether the call ever got emotional, and whether you covered all three places the problem is costing them.
X-Factor
Qualification. Are they right for this, and are you right for them.
What moves the number
Whether you read them against the three traits, and whether you reached an actual decision about fit.
Offer
Showing them what it is, built from what they told you.
What moves the number
How clear the offer was, whether each part was tied to a specific problem they named, and whether you checked they were certain before moving on.
Unlock
Saying the number, and laying out how it can be paid.
What moves the number
Whether the price came out confidently, whether the payment options were clear, and how the investment was framed.
Tackle
Whatever is left after the price.
What moves the number
How the objections were handled. If they said yes and there were none, this comes back N/A rather than as a bad mark.
C³ Framework
3 componentsCommunication quality assessment
Three numbers on how you came across, independent of which phase you were in. A call can follow the process exactly and still land badly, and this is the part of the score where that shows up.
Caring
Whether they felt understood.
What moves the number
Empathy, whether their answers got acknowledged, whether it was safe to say the hard thing, and whether the call was about them.
Certainty
Whether you sounded like someone who knows what they are talking about.
What moves the number
Conviction, authority, and whether you held the expert frame the whole way through.
Clarity
Whether you were easy to follow.
What moves the number
Plain language, the quality of the questions, and whether they always knew what was happening and why you were asking.
The phases in MAXOUT Process are the method itself. If you want the reasoning underneath them, the questions and the order they go in, that is a separate page.
How the numbers add up
There is no weighting, no house multiplier and no hidden component. If you can add up and divide, you can check the math on any call you own.
One per component per call, every call, not a sample of them.
Each one is the average of its own components. Nothing else goes into it.
Same bands everywhere, so a seven here and a seven there are the same seven.
Zero counts, N/A does not
A phase you skipped is a zero, and a zero pulls the framework average down, which is the point of it. A phase that had no reason to happen is N/A, and it is left out of the average instead. The difference matters most on Tackle: a call that closed with no objections at all should not read as a failure to handle them.
The write-up sits next to the numbers
Every score arrives with the analysis that produced it, quoting the call, naming the phases that were missing and saying what to do differently. A number on its own tells a rep they were a five. The lines underneath tell them why.
If you already have your own
The three above are what a new account starts with. You can edit them, add your own alongside them, or take them out.
Your own framework gets scored the same way
Write your phases and what each one is for, save them, and that is what your calls are marked against: same 1 to 10 scale, same bands, same average, on the same conversation. If you run NEPQ, CLOSER or Straight Line, that is how those get scored: you write the phases in, and we mark against them. We are not going to publish someone else's method on our own site, so you will not find a breakdown of theirs here. Ours is above.
Setters are scored on setter frameworks
Everything on this page is the rubric for a closing call. Appointment setters are not judged on whether they closed, so they get their own set built around qualifying and booking instead.
Why this page exists
Most call scoring arrives as a number and a paragraph. The rep is told they were a six, they disagree, and there is nowhere for the disagreement to go, because nobody outside the vendor knows what a six was supposed to mean.
Publishing the rubric ends that. A manager can point at Selective Enrollment and say this is what it means and here is where the call did not do it. A rep can come back and say the transcript shows otherwise. That is a real conversation, and it is only possible because both of them are reading the same definition.
It also means you can judge the rubric itself before you ever buy anything. If you read the 16 components above and think we are measuring the wrong things, that is useful to find out now rather than in month three.
You do not have to score anything yourself
This page is here so you can check the marking. The marking itself happens on its own, on every call, without anyone having to sit down and request it.