Quality Assurance Scorecard Template for both Inbound and Outbound Sales Calls and Chats in A Contact Center
Download the free QA scorecard template for inbound and outbound sales calls and chats. Evaluate agent performance, improve conversions, and ensure sales compliance.
Below is a template to evaluate agent performance in sales-focused conversations, whether they are initiated by the customer (inbound) or by the agent (outbound). It balances customer engagement, sales technique, compliance, and soft skills.
đź“‹ Evaluation Criteria
| Section | Criteria |
|---|---|
| 1. Greeting & Introduction | Greeted the customer professionally and introduced self/company |
| Â | For outbound: Confirmed if it was a good time to talk |
| 2. Need Discovery | Asked relevant, open-ended questions to understand customer needs |
| Â | Demonstrated active listening and acknowledged pain points |
| 3. Value Proposition & Pitch | Presented the product/service clearly and confidently |
| Â | Focused on benefits aligned with customer needs |
| Â | Used persuasive language without being pushy |
| 4. Handling Objections | Listened to concerns without interruption |
| Â | Responded confidently and addressed objections effectively |
| 5. Closing the Sale | Asked for the sale or next step directly (trial/demo/payment) |
| Â | Handled hesitations and sought commitment tactfully |
| 6. Upselling / Cross-selling | Offered additional or premium options when relevant |
| Â | Ensured added value to the customer |
| 7. Compliance & Ethics | Provided required disclosures or disclaimers |
| Â | Respected DNC status or consent for communication (for outbound) |
| 8. Call/Chat Wrap-up | Summarized next steps or confirmed sale |
| Â | Thanked the customer and closed the interaction politely |
| 9. Soft Skills | Demonstrated empathy, confidence, and professionalism |
| Â | Built rapport and personalized the conversation |
| 10. Documentation & System Use | Accurately logged the outcome in CRM or sales tool |
| Â | Used tools and resources effectively during the interaction |
🧮 Scoring Guide
| Score | Meaning |
|---|---|
| 5 | Excellent – Exceeded expectations |
| 4 | Good – Met expectations |
| 3 | Average – Acceptable, with minor improvement areas |
| 2 | Needs Improvement – Gaps affecting experience |
| 1 | Unacceptable – Major issues or non-compliance |
| N/A | Not Applicable to this call/chat |
đź“Š Sample Evaluation Table
| Criteria | Score (1–5) | Comments |
|---|---|---|
| Introduced self and company professionally | Â | Â |
| Asked open-ended questions to discover needs | Â | Â |
| Clearly communicated value proposition | Â | Â |
| Handled objections confidently and empathetically | Â | Â |
| Closed the sale or secured the next step | Â | Â |
| Suggested relevant upsell or cross-sell | Â | Â |
| Adhered to compliance requirements | Â | Â |
| Summarized and wrapped up the call professionally | Â | Â |
| Maintained engaging and empathetic tone | Â | Â |
| Accurately updated CRM | Â | Â |
đź“Ś Optional Summary
- Total Score: ___ / 50
- Final Rating: Excellent / Good / Average / Needs Improvement
- Reviewer Name: ___________________
- Agent Name: _______________________
- Date of Evaluation: _______________
Quality Assurance Scorecard Template for both Inbound and Outbound Sales Calls and Chats in A Contact Center
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Why Your Contact Center Needs a Quality Assurance Scorecard Template for Sales Calls and Chats
In the world of contact centers, sales calls and chats are high-stakes interactions. Whether they are inbound or outbound, these conversations can significantly impact your revenue, customer experience, and brand reputation. One poorly handled call can lose a sale—and worse, a customer. That’s why ensuring consistency, professionalism, and performance across every interaction is essential.
Enter the Quality Assurance (QA) Scorecard Template—a structured framework for evaluating, coaching, and improving how agents handle both inbound and outbound sales calls and chats. For any contact center focused on sales, this tool is not just helpful—it’s indispensable.
In this post, we’ll explore the key benefits of using a QA scorecard for sales interactions, how to create and train on one, and how to use it as a strategic asset for improving conversion rates, compliance, and client satisfaction.
Why Contact Centers Need a QA Scorecard Template for Sales Calls and Chats
Sales calls differ significantly from service or support calls. The goal is not only to resolve queries or concerns but to drive a sale, promote a product, or upsell a service. And unlike support interactions, sales conversations must be persuasive yet respectful, assertive but not aggressive. That balance requires training, coaching—and most importantly, accountability.
Here’s why a QA scorecard is vital for sales-focused teams:
1. Standardizes Sales Behavior
A well-designed scorecard outlines what a successful sales interaction looks like—from the greeting and discovery phase to the pitch and close. It ensures that all agents are following a proven structure rather than improvising inconsistently.
2. Improves Close Rates
By measuring and improving specific behaviors—like objection handling, need discovery, or upselling—scorecards directly impact conversion rates. They help agents refine techniques and build confidence in high-pressure sales environments.
3. Ensures Compliance
Sales calls are subject to compliance rules like call recording disclosures, consent, and Do Not Call (DNC) regulations. Scorecards reinforce these steps to minimize legal risk.
4. Enhances the Customer Experience
A pushy, disorganized, or scripted interaction can hurt your brand. QA scorecards emphasize soft skills, rapport building, and product knowledge—all of which lead to a better customer journey.
5. Enables Targeted Coaching
Instead of vague feedback like “You need to improve your pitch,” managers can refer to scorecard metrics and say, “You scored low on aligning your product benefits with the customer’s needs—let’s work on that.”
Who Should Create This Template?
A successful QA scorecard isn’t built in isolation—it requires cross-functional collaboration. Here’s who should be involved:
1. Sales Managers
They understand the sales process and buyer journey. Their input ensures the scorecard includes practical, performance-driving behaviors such as qualifying leads, articulating value, and asking for the sale.
2. Quality Assurance (QA) Analysts
QA professionals bring structure, scoring logic, and experience in evaluation. They ensure the scorecard is objective, measurable, and aligned with broader contact center KPIs.
3. Compliance & Legal Teams
Outbound sales are regulated—especially in industries like finance, telecom, or healthcare. Compliance teams ensure the scorecard includes legal requirements like call disclosures, opt-ins, or data privacy statements.
4. Top-Performing Sales Agents
Don’t forget your frontline stars. Their insight helps validate whether the behaviors outlined in the scorecard are realistic, relevant, and proven to work.
5. Training & L&D Teams
Learning and development teams help shape the scorecard into a coachable format, ensuring it’s not just a checklist but a tool for performance improvement.
How Should Agents Be Trained on the QA Scorecard?
A scorecard can’t deliver value if agents don’t understand it. Training should be comprehensive, engaging, and continuous.
1. Start with Awareness
During onboarding, explain what the QA scorecard is, why it exists, and how it will be used. Set the tone that it’s a tool for growth—not punishment.
2. Break It Down Section by Section
Go through each section—greeting, need discovery, pitch, objection handling, closing—and show examples of what a “5” looks like versus a “2.” Use real or mock calls.
3. Roleplay Frequently
Use live practice sessions to build muscle memory. Let agents practice different types of calls and get instant feedback using the scorecard as a rubric.
4. Use Self-Scoring
Encourage agents to evaluate their own calls. Self-reflection helps them internalize the scorecard and become more aware of their performance in real-time.
5. Incorporate in Coaching
Use the scorecard in weekly coaching sessions. Instead of subjective feedback, point to concrete behaviors and scores, making coaching more focused and actionable.
How Should This QA Scorecard Template Be Made Available to Agents?
Easy access is key to adoption. Don’t bury the scorecard in a drive or handbook no one opens. Instead:
- Pin it to the CRM dashboard so agents can refer to it during and after calls.
- Upload to your internal knowledge base or agent portal.
- Include it in daily standups or weekly huddles as part of ongoing reinforcement.
- Integrate it into QA and performance tools like Playvox, Scorebuddy, or Salesforce Service Cloud.
- Distribute a laminated one-pager or digital reference sheet that agents can keep handy.
The more visible the scorecard is, the more likely agents are to internalize and follow it.
How Can Contact Centers Use the Scorecard to Improve Sales for Clients?
Beyond agent performance, the QA scorecard can be a strategic lever to boost client outcomes. Here’s how:
1. Identify Coaching Opportunities That Impact ROI
When you tie QA scores to conversion rates, you’ll find patterns. For example, agents who score high on “handling objections” may close more deals. Use that insight to coach the rest of the team.
2. Track Script and Offer Effectiveness
If multiple agents score low in areas like “value proposition clarity” or “closing the sale,” it might signal the need to revise sales scripts, offers, or positioning.
3. Refine Targeting and Lead Quality
Scorecards can help diagnose issues that aren’t agent-related. If agents consistently follow best practices but aren’t converting, it might be a lead qualification issue.
4. Showcase Value to Clients
Use scorecard data to build reports for clients. Show improvements in agent quality scores, conversion rates, and customer sentiment. This reinforces the value your contact center delivers beyond raw sales numbers.
5. A/B Test Techniques
Use scorecards to test different approaches—e.g., different opening scripts or pricing bundles—and measure performance based on both QA scores and outcomes.
How Frequently Should the QA Scorecard Template Be Updated?
A scorecard isn’t a static document. It should evolve with your business, your clients, and your market. Here’s a good cadence to follow:
âś… Quarterly Reviews
Reassess the scorecard every three months to ensure it aligns with updated KPIs, offers, or sales techniques.
âś… Post-Campaign or Product Launch
If a client launches a new product or campaign, update the scorecard to reflect new pitches, talking points, or FAQs.
âś… After Legal/Compliance Changes
Always update the scorecard immediately after changes in industry regulations or privacy laws (e.g., opt-in requirements).
âś… Agent and Manager Feedback
Create a feedback loop where agents and team leads can suggest improvements to make the scorecard more practical or impactful.
âś… Based on Performance Data
Use analytics to identify if certain criteria are outdated or not predictive of success. Optimize your scorecard to reflect what actually drives results.
Final Thoughts
A Quality Assurance Scorecard for sales calls and chats is one of the most powerful tools in a contact center’s arsenal. It brings structure, accountability, and continuous improvement to an area that’s both art and science.
When implemented correctly, it helps agents close more deals, ensures compliance, elevates the customer experience, and proves the value your contact center delivers to its clients. And perhaps most importantly—it turns guesswork into growth.
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