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Have AI score every call against your sales checklist and show adherence next to close rate on the leaderboard
Picked and checked by Olga Pearson, SalesUpLevel
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Reported by Matthew Larsen: script adherence across his agency's roughly 15 closers went from about 55% to about 90% after AI started scoring every call and the scores went on a leaderboard. He says close rate and revenue per live call rose 22% company wide in the past eight weeks, across all five AI workflows he describes (not this one alone).
Most managers know sellers drift off the sales process. Almost none can listen to every call to prove it. AI can, and a public scoreboard does the rest.
Matthew Larsen is a partner in a pay-per-lead agency with about 15 closers in one call center and about 80 booked calls a day. The team sells with a checklist based on Straight Line Selling. AI now checks every call for how closely the closer followed the checklist, in order. A leaderboard shows close rate, revenue per live call and commission on one side and checklist adherence on the other. He says the two line up for all 15 closers, which did more to convince the team than any manager could. A second AI report pulls the most common objections from every transcript over the last 30 days; the team role-plays them in the daily sales meeting and marketing moves the answers earlier into ads, emails and the sales presentation.
By Matthew Larsen, Partner in a pay-per-lead agency; runs Lead Generation Academy · YouTube video: How We Used AI to Increase Our Close Rate by 22% in 8 Weeks ↗ · Nov 5, 2026
Run it before your 10am
- Write your sales process as a short checklist in the order it should happen on the call.
- Have AI score every recorded call against that checklist: was each step done, and in the right order?
- Put adherence on the same leaderboard as close rate, revenue per call and commission, seller by seller.
- Let the team see the link for themselves instead of a manager telling them to follow the script.
- Run a second report: the most common objections across all calls in the last 30 days.
- Role-play the top objections in your team meeting and feed the best answers back into your pre-call emails and pitch.
Here is our sales checklist, in order: [1. ...] [2. ...] [3. ...] Here is a call transcript: [paste]. For each step, answer: done or not done, and did it happen in the right order? Quote the line that shows it. Give an adherence score: steps done in order divided by total steps, as a percent. Then list every objection the prospect raised, in their words, and how the seller answered.
If you lead a team
- Show adherence next to commission, not alone. Let the numbers make the case.
- Use the objection report to pick the role-play topic for your next team meeting.
Watch out for
- The 22% lift is for all five AI workflows together over eight weeks, not for the leaderboard alone.
- This is one team selling one product at one price in an in-person call center; adherence may matter less in complex, multi-call deals.
- Results are Matthew's own report; the agency is not named in the video.
- Check your rules on recording and AI analysis of calls before you score them.
- What I'd have my team try first: score last week's calls against the checklist and compare each closer's adherence with their close rate before showing anyone.
Source: Matthew Larsen, YouTube video 'How We Used AI to Increase Our Close Rate by 22% in 8 Weeks', Nov 5, 2026 (channel @mattlarsen1000x). Numbers checked against the video's captions. The same video covers other workflows we did not include (including LinkedIn automation). Results are as reported; we did not measure them.
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