Quick answer
By Vozah Editorial·Last updated May 10, 2026
Sales Rep Scorecard Template (Free)
A sales rep scorecard is the manager tool that turns vibes into decisions. Used correctly it covers three jobs: interviewing candidates, tracking ramp progress, and running quarterly performance reviews. Used poorly it becomes a Slack-screenshot policing tool that reps resent. This guide gives you a free, weighted, 9-dimension scorecard template, the 1 to 5 rubric, and example evaluations for a strong rep, a borderline rep, and a no-hire candidate. The same 9 dimensions ship inside Vozah; this page is the manual version.
The 9-dimension scorecard at a glance
| Dimension | What it measures | Default weight |
|---|---|---|
| Opening Hook | First 30 seconds, pattern interrupt | 10% |
| Discovery | Question quality, depth | 15% |
| Qualification | BANT or MEDDIC fit signal | 12% |
| Value Prop | Tied to prospect pain | 12% |
| Objection Handling | Calm, curious, reframes | 13% |
| Talk Ratio | Listening vs talking | 8% |
| Pacing | Energy, cadence, pauses | 7% |
| Closing | Direct ask, confidence | 11% |
| Next-Step Clarity | Concrete CTA, calendar locked | 12% |
Weights total 100 percent. Adjust based on role: SDRs weight Opening Hook and Objection Handling higher; AEs weight Discovery, Qualification, and Closing higher; managers coaching their team weight Next-Step Clarity and Discovery as leading indicators.
The 1 to 5 rubric
A scorecard without a rubric is opinion. Anchor each dimension to observable behavior:
| Score | Label | What it looks like |
|---|---|---|
| 1 | Critically weak | Rep avoids the behavior or actively damages the call |
| 2 | Below standard | Attempts the behavior but executes poorly |
| 3 | Meets standard | Reliable, consistent, expected execution |
| 4 | Above standard | Notably strong, peers learn from this rep |
| 5 | Best-in-class | Could be a coaching example for the whole team |
A "3" is the bar for a fully ramped rep. New hires score 2s and progress to 3s. Star reps live at 4s with one or two 5 dimensions. Anyone averaging below 2.5 on the weighted total is a coaching priority or a managed-out conversation.
Use case 1: Hiring (interview scorecard)
During final-round interviews, run a 30 to 45 minute role-play and have 2 to 3 panelists score the candidate on Opening Hook, Discovery, Objection Handling, Pacing, and the most predictive single dimension: how the rep adjusts after one piece of live feedback.
| Hire decision | Weighted score | Notes |
|---|---|---|
| Strong hire | 4.0+ | Above-bar on coachability + 2 dimensions at 4 |
| Hire | 3.5 to 3.9 | Solid across the board, no critical 1 or 2 |
| Borderline | 3.2 to 3.4 | Default no-hire unless strong reference signal |
| No hire | below 3.2 | One or more dimensions at 1 |
Pair this with the 30 SDR interview questions for question prompts and how to hire SDRs for the broader hiring funnel.
Use case 2: Ramp tracking (first 90 days)
A new rep should be scored weekly during ramp on 1 to 2 recorded calls. Score against a fully ramped 3.0 baseline. Track the trajectory, not the absolute score.
| Week | Expected weighted score | Coaching focus |
|---|---|---|
| Week 2 | 1.8 to 2.2 | Opening Hook, Pacing |
| Week 4 | 2.2 to 2.5 | Discovery, Qualification |
| Week 8 | 2.5 to 2.9 | Objection Handling, Value Prop |
| Week 12 | 2.9 to 3.2 | Closing, Next-Step Clarity |
Ramping reps who plateau at 2.5 by week 8 typically miss quota in month 6. That is a coaching intervention point, not a write-off. See why new SDRs miss quota for the root-cause analysis.
Use case 3: Quarterly performance review
Use the scorecard with the rep, not at them. The ritual: pull 5 random calls from the quarter, score together, identify the top 2 dimensions to work on next quarter, and document. Reps respect this format because it is concrete and replaces "we need to talk about your numbers" with "your Discovery is at 2.8, here are the 3 calls where it broke down."
A common quarterly review structure:
- Rep self-scores 5 of their own calls before the meeting.
- Manager scores the same 5 calls independently.
- Both compare. Gaps in self-assessment are the highest-signal coaching surface.
- Pick 2 dimensions to improve next quarter.
- Define 3 to 4 practice reps per week against those dimensions.
For the full coaching cadence around this review, see coaching questions for managers and the sales coaching guide.
Example evaluations (real-looking, simulated reps)
To make the rubric concrete, here are three example evaluations of a single 25-minute discovery call.
Rep A: Strong performer (weighted score 4.1)
| Dimension | Score | Note |
|---|---|---|
| Opening Hook | 4 | Clear pattern interrupt, named the prospect's last quarter board deck |
| Discovery | 5 | 11 open questions, layered follow-ups |
| Qualification | 4 | Locked budget, timing, decision team |
| Value Prop | 4 | Tied to prospect's quoted pain twice |
| Objection Handling | 4 | Stayed curious on "we already use X" |
| Talk Ratio | 3 | 42 percent rep talk |
| Pacing | 4 | Comfortable silences, no rushing |
| Closing | 5 | Direct ask, locked next step |
| Next-Step Clarity | 5 | Calendar invite landed during the call |
Rep B: Ramping (weighted score 2.7)
| Dimension | Score | Note |
|---|---|---|
| Opening Hook | 3 | Decent open, defaulted to script |
| Discovery | 2 | 3 questions, mostly closed |
| Qualification | 2 | Missed timing, no budget signal |
| Value Prop | 3 | Generic; not tied to pain |
| Objection Handling | 3 | Calm, but pivoted to pitch |
| Talk Ratio | 2 | 71 percent rep talk |
| Pacing | 3 | Tendency to rush at minute 8 |
| Closing | 2 | Tentative ask, soft tone |
| Next-Step Clarity | 3 | Next step booked, but vague agenda |
Rep C: No-hire candidate (weighted score 1.9)
| Dimension | Score | Note |
|---|---|---|
| Opening Hook | 2 | Read script verbatim |
| Discovery | 1 | Zero open questions, monologue |
| Qualification | 2 | Missed every gate |
| Value Prop | 2 | Feature list, no ties |
| Objection Handling | 1 | Argued with prospect twice |
| Talk Ratio | 1 | 84 percent rep talk |
| Pacing | 3 | OK energy |
| Closing | 2 | Did not ask |
| Next-Step Clarity | 2 | "I will send some materials" |
Rep C's profile is fixable in coaching but not in a 45-minute interview. This is why role-play stage exists.
Where this template lives in Vozah
Vozah's 9-dimension scorecard is the in-product version of this template. Reps practice against the AI buyer simulator, Vozah auto-scores each call on the same 9 dimensions described above, and the manager dashboard surfaces dimension-level trends across the team. For the standalone calculator version, see the sales score calculator. For ramp-time projections off the scorecard, see the ramp time calculator.
Use this template as the spreadsheet starting point. Switch to the tooling when you are scoring more than 20 calls per week per manager and the spreadsheet starts to slow your coaching cadence.