How AI call scoring works, and how to score sales calls against your own rubric

Step 1: the rubric decides everything

Generic rubrics score generic things, such as “built rapport” or “asked open questions.” They are a fine start, but they will not tell a hearing-care provider whether the consult covered the hearing test results, or tell a dealership whether the caller booked an appointment.

Write criteria for the behaviors that decide your calls. A good criterion is observable in the conversation, specific to a stage, and something a manager would actually coach. For example: “Asked how the hearing loss affects daily life before recommending a device,” or “Isolated the real concern before answering a price objection.”

Keep the list short enough to act on. A handful of categories with a few criteria each is easier to coach than forty checkboxes.

If you need a starting point, the free scorecard builder drafts criteria from your playbook text: https://amotionsinc.com/tools/sales-coaching-scorecard-builder

Step 2: how the number is calculated in Amotions AI

Admins set up criteria in Organization settings under Scoring Config. Criteria are grouped into categories, and each criterion has a title and a maximum score, 5 by default.

After a call, each criterion is rated out of its maximum. The overall score is the points earned divided by the points possible, shown out of 100. A criterion with a larger maximum carries more weight in the total, so give the behaviors that matter most a higher maximum. There is no separate weight field.

Live calls and uploaded calls are scored with the organization’s Default scoring group. In the calls list, green scores are 80 and above, orange are 60 to 79, and red are below 60.

Step-by-step setup with screenshots: https://amotionsinc.com/blogs/how-to-set-up-ai-roleplay-scenarios-and-scoring-criteria

Step 3: words and voice are scored separately

Transcript-only scoring sees what was said. It cannot tell whether the rep sounded rushed, flat, or unsure.

When a call has audio, Amotions AI also shows Vocal delivery (from the recording): clarity, addressing the other person’s concerns, structure, warmth, confidence, pacing, vocal engagement, and composure, each out of 5. The Meeting Report also shows the Talk / Listen split and speaking pace in words per minute.

This matters most in consults and high-trust sales, such as hearing care, dental, insurance, and lending, where how something is said changes whether the customer agrees.

What you can score: live calls, recordings, roleplay, in-person meetings

Live calls coached by Amotions AI are scored automatically when the call ends.

Calls recorded somewhere else can be uploaded from Past Conversations with Upload transcript: an audio file (MP3, WAV, OGG, WebM audio, FLAC, M4A, or AAC) or a transcript (TXT, VTT, or SRT), up to 25MB. Video files are not accepted, so if your recording is a video, export the audio track first.

AI roleplay sessions are scored against criteria you choose, so a rep can practice the exact moment that scored low.

In-person meetings can be captured on a laptop or phone and scored the same way. More on coaching in-person sales: https://amotionsinc.com/in-person-sales-coaching

How to make scores useful instead of judgemental

Pick one focus per rep per week. The Scores tab ends with a Next call focus. Coaching one behavior at a time works better than reviewing every low criterion.

Review trends, not single calls. One call can go badly for reasons outside the rep’s control. A criterion that stays low across ten calls is a coaching topic.

Calibrate before you rank. Have a manager score a few calls by hand and compare. If the AI and the manager disagree, the criterion is usually too vague, so rewrite it.

Close the loop with practice. When a criterion scores low, assign a roleplay scenario on that moment, then check whether the next live calls improve.

AI call scoring vs conversation intelligence

Conversation intelligence platforms record large volumes of calls and are strong at pipeline analytics, deal risk across many calls, and searchable call libraries. If that is the main job, they are a good fit.

Amotions AI focuses on the rep: live prompts during the call, scoring on your own rubric afterwards, and AI roleplay on the moments that scored low. The comparison in more detail: https://amotionsinc.com/blogs/real-time-ai-call-coaching-vs-post-call-analytics

How Amotions AI approaches this

Amotions AI is a real-time AI sales coach. It listens privately during live calls on Zoom, Microsoft Teams, Google Meet, and phone or browser dialers, shows the rep what to say or ask next, runs AI roleplay before the call, and scores the call after it against your team’s criteria.

Each scored call opens a Meeting Report with Summary, Scores, Analysis, Deal intelligence, Transcript, AI suggestions & tracking, and Ask AI tabs. Managers can review their team’s calls without sitting in on them.

You can try scoring on the free Basic plan, with limited usage: https://amotionsinc.com/pricing

Frequently asked questions

Next step

See how AI call scoring works in Amotions AI: https://amotionsinc.com/solutions/ai-call-scoring

Book a demo with your current scorecard and we will set up the criteria with you: https://amotionsinc.com/pricing/contact