Guru — sample call report

Talk ratio

71/29

Rep / buyers. Pack band for a 45-min demo: 50–60% rep

Second decision-maker

Maria spoke 41s across 6 turns. Silent from 22:10 on

Longest monologue

6:40

12:20 → 19:00, through the pan setup and reveal

Close attempts

Price 38:20 → close 41:20. Elite in this trade: 3+

01 What happened on this callFirst read

A technically clean demo that sold to one person in a two-person decision. The air-quality hook landed early and the dirt reveal drew a real reaction from Dan — audible surprise at 19:42. From there the rep carried the call alone: a six-and-a-half minute stretch with no question in it, then value, then price. Maria engaged for the first twenty minutes, then went quiet at 22:10 and never spoke again — including through the entire price presentation and the close. The single close attempt came three minutes after price, and the rep answered his own pause after 1.2 seconds. "We need to think about it" arrived at 43:05, was met with a feature restatement rather than a framework, and returned at 45:40 as the close of the call. The names ask never happened.

Rep talk time 71% — above the pack band for an in-home demo, and it climbs, not falls, after price.
14 questions asked, 4 of them open. Discovery was fact-gathering, not motive-finding.
One question in the whole call was directed at Maria (7:15). Eleven were open to the room, which Dan answered.
8 of 9 demo beats hit. The missed beat is the referral / names ask.
Reaction peak at 19:42 (dirt reveal) was not converted into a trial close.
Price at 38:20 followed 6:10 of uninterrupted feature talk.
1.2 seconds of silence after the close attempt. Band for this trade: 4 seconds or more.
"Too expensive" at 43:05 handled with features; recurred at 45:40 unresolved.
No dated next step captured at the end of the call.
Score trend is up: 54 → 68 across the rep's last six uploaded demos.

02 Talk ratio over timeFull report

Share of speech per four-minute block. The bar to watch is not the average — it's whether the rep's share falls as the call moves toward the decision. Here it rises.

Rep Dan Maria Dashed line = 60% band ceiling

Classroom analog: teacher vs student talk time (report panel 1).

03 Question cadenceFull report

Every question in the call, bucketed by minute. Two flat stretches: 12–16 (the pan setup) and 32–36 (the feature run-up to price).

Rep asked Buyers asked Click a bar to open that moment

Classroom analog: question distribution by time (panel 5).

04 Open vs closed questionsFull report

Closed questions harvest facts. Open questions surface motive. A price objection at minute 43 is usually a discovery failure at minute 8.

Closed Open Rep open-rate 29% · band 45%+ · dashed = 5 open

Classroom analog: closed vs open ended (panel 6).

05 Who each question was aimed atFull report

The in-home version of cold-call vs volunteer. A question thrown at the room gets answered by whoever is most comfortable talking — which is rarely the one who decides.

11 to the room · 2 to Dan · 1 to Maria · 4 rhetorical

Classroom analog: cold call vs other question types (panel 7).

06 Second decision-maker engagement CriticalFull report

Both decision-makers were in the room, which is the rule. This measures the part the rule can't: whether both were in the conversation. Each mark is a turn taken.

Maria's last turn was 16 minutes before price and 19 before the close

She asked no questions and was addressed directly once, at 7:15. The decision was presented to the person who was easiest to talk to. In this trade that is the most common single cause of a "we'll think about it" from a couple who both nodded along.

Classroom analog: teacher questions vs student responses by gender (panel 8) — the same measurement, with the second decision-maker in place of the quiet half of the room.

07 Beat coverageFirst read 8 / 9

The pack's expected arc for an in-home demo, in order, with the minute each one landed.

Rubric source: DEMO_BEATS, spine/demo_coach.py — promoted from a hardcoded constant to pack #1.

08 The close, second by secondFirst read

The most coachable two seconds in selling: what the rep does with the pause after asking for the order.

Objection handling: answered once, then re-answered with features

"We just bought a vacuum last year" (9:50) was reframed cleanly and never came back — that one was handled. "We need to think about it" (43:05) was met with a restatement of the warranty, and returned at 45:40 as the last thing said on the tape.

09 Your coach noteFull report

You ran a clean demonstration, and the reveal at 19:42 got the reaction every rep is working for — Dan actually said "you're kidding me." That is the moment the call was won, and it went by without a trial close. Everything the report flags after it comes from the same root: from minute 12 onward, you were performing the demo instead of running a conversation, and Maria stepped out of it. Next demo, make one change and only one — after the dirt reveal, stop talking and ask Maria what she thinks of it.

Cross-industry · from financial advisory

The spousal turn

Advisors are trained never to present to one half of a couple, because the quieter spouse is the one who says no in the car afterward. Every third question is routed deliberately to the person who hasn't spoken — by name, about something only they would know. The mechanism is that a decision a person helped build out loud is one they'll defend to their partner. It transfers to in-home unchanged.

"Maria, you're the one home with the kids all day — when you look at that pan, what goes through your mind?"

Cross-industry · from enterprise software

The value recap, then the pause

Enterprise reps face the same 1.2-second problem and solved it with a mechanical habit: before asking for the order, restate the three things the buyer said mattered — in the buyer's own words — then ask, then say nothing. Roofing crews call their version "the walk to the truck." The silence is not a tactic, it's the whole technique: it hands the next move to the buyer.

"You said the allergies, the baby on the carpet, and not wanting to buy another one in five years. That's what this fixes. Do you want it in the house tonight?"

10 Your last six demosFull report

Scores are only worth having if they move. Variant tracking is already in the engine — team_rollup breaks average score out by script variant.

Script variant	Demos	Avg score	Close rate
A — features before price	18	64	22%	Control
B — names ask before price	12	71	31%	+9 pts

How this report was produced. Speaker separation, transcription and every number above are generated from the uploaded recording — accuracy depends on the quality of the audio, the room, and how many people spoke at once. Three voices were separated on this file with medium confidence on 4 short turns. Every written finding cites a timestamp you can play; a finding that couldn't cite one was dropped rather than shown.

Ramirez demo — in-home, both DMs present