Effective communication is the foundation of successful sales calls. The Shilo Call Rating System is designed to provide a structured framework for evaluating call performance, ensuring consistency in lead interactions, and driving higher conversion rates. This guide outlines the grading criteria, evaluation process, and actionable steps for improvement, helping agents refine their approach and maximize appointment-setting opportunities.
How Call Rating System Work
Call Grading Scale:
Shilo grades calls on a scale of 1 to 5, evaluating key performance aspects:
1 - 2: Needs Improvement
3: Satisfactory
4: Great Call
5: Excellent Call (Model Call)
Key Evaluation Categories:
Shilo assesses calls based on the following three primary criteria:
Inspiring Confidence & Building Trust:
Confidence builds trust, making the sales process smoother.
Adjust approach based on the lead’s life cycle and role (e.g., Inside Sales Agent vs. Transaction Coordinator vs. Agent).
Handling Objections & Answering Questions Effectively:
Address objections without being salesy or deceptive.
Avoid providing false or misleading information.
Maintaining Sales Momentum:
Ensure every call results in a committed next step.
Avoid vague follow-ups like “Let me know when you find a listing you like.”
Instead, propose a specific time for the next step (e.g., “I’ll send listings in 15 minutes, and we’ll schedule a tour tomorrow at 1 PM”).
Understanding Call Ratings:
1 - 2 Star Calls (Needs Improvement)
The agent failed in one or more of the three key evaluation categories:
Lacks confidence, poor objection handling, or no clear next step.
Example:
Agent: “Hi, I saw you were looking at homes online. Let me know if you’re interested in any.”
Lead: “I’m just browsing.”
Agent: “Okay, no problem. Just reach out when you’re ready.”
❌ Issue: The agent failed to inspire confidence, handle objections, or set a next step.
3-Star Calls (Satisfactory)
Meets basic expectations but has room for improvement:
Successfully addresses the three key evaluation categories at an intermediate level.
Example mistake: Setting an unclear next step (e.g., “Let me know when you’re ready.”)
Shilo provides coaching with suggested phrases for improvement.
Example:
Agent: “Hey, April, really good talking to you. I’m going to send you all these listings here in just a second, and when you see something you love, let me know right away. I’ll get it set up for us to see.”
❌ Issue: While there is some urgency, the agent does not solidify a concrete next step.
4-Star Calls (Great Call)
Strong performance in all three categories:
Sets a clear, specific next step.
Example:
Agent: “Hey, in like 15 minutes, I’ll send you all of these listings that we just talked about. I’m wide open tomorrow or Tuesday. Let’s just get a time on the calendar now to go see your top two or three homes. That’s really our best next step.”
✅ Improvement: A solidified, committed time and date for the next step.
5-Star Calls (Excellent Call - Model Call)
Includes all elements of a 4-star call plus advanced soft skills:
Anchoring positive emotions (e.g., connecting homeownership to excitement and freedom from landlords).
Building rapport and mirroring customer tone.
Managing emotional tone (e.g., avoiding a flat tone and showing enthusiasm).
Example:
Agent: “All right, I got us all set up for one o’clock to see your top 3 homes tomorrow. I’ll send you an email invite here in just a second for your calendar. And I’m excited to show you homes, but honestly, way more excited for you to finally move into a house and not have some landlord forcing you to patch all the holes and pray you get your security deposit back. Those days are done for you! Moving into a home of your own is a special feeling. When we meet tomorrow at 1 pm, I’ll walk you through all the next steps if tomorrow we find the ‘one’ and decide to write an offer.”
Conclusion: Understanding and applying Shilo’s grading criteria ensures higher quality calls, increased conversion rates, and better customer relationships. Aim for five-star calls by mastering confidence, objection handling, and clear next steps while incorporating strong soft skills.