Scorecard template
Demo call scorecard template
Product demos after discovery, where the rep should show only what solves the problems the customer already named.
The scorecard
Score each criterion from 0 to 3. Multiply by its weight, add it up, and a call lands between 0 and 100.
| Criterion | Weight | What the scorer asks | 0 Not touched | 1 Mentioned | 2 Explored | 3 Confirmed |
|---|---|---|---|---|---|---|
| Discovery recap | 15 | Did the rep open by playing back what was learned in discovery and checking it still holds? | Demo started without any reference to discovery. | Discovery mentioned in passing, without specifics. | Specific pains recapped; the rep asked whether anything changed. | Recap confirmed or corrected by the customer before the demo began. |
| Demo tied to stated pains | 30 | Did each part of the demo connect to a problem the customer named, rather than a feature tour? | Generic feature tour; no link to the customer's problems. | One feature linked to a pain; the rest was a tour. | Most of the demo framed around the stated pains. | Every section tied to a pain, and the customer confirmed the fit. |
| Check-ins during the demo | 15 | Did the rep stop regularly to ask how what they showed lands with the customer? | Rep presented without stopping; no questions to the customer. | One closed check, such as does that make sense. | Open check-ins after most sections. | Check-ins changed the demo's course and the rep played back the answers. |
| Objections handled | 20 | When the customer raised a concern, did the rep explore it before answering and check it was resolved? | Concerns ignored, brushed aside or argued with. | Concern answered straight away, without understanding it first. | Rep asked questions to understand the concern before answering. | Concern explored and answered; the customer confirmed it was settled. |
| Next step with a date | 20 | Did the demo end with an agreed next step, a date and the people who need to be there? | Demo ended without a next step. | Rep offered to send the slides; nothing agreed. | Next step proposed with the right people, no date yet. | Date, attendees and purpose of the next meeting confirmed on the call. |
What to listen for, criterion by criterion
15/100
Discovery recap
Listen for
- a summary of the pains from the last call
- the customer confirming or correcting it
- a question about what changed since
What good sounds like Last time you said quotes take a week and your team loses two days a month chasing approvals. Is that still the picture, or has anything changed?
30/100
Demo tied to stated pains
Listen for
- each feature introduced with the pain it solves
- the customer's own words reused
- features skipped that do not matter to them
What good sounds like You mentioned approvals stall when your manager is on the road, so here is what that approval looks like on a phone.
15/100
Check-ins during the demo
Listen for
- open questions after each section
- the customer talking, not only the rep
- the rep changing course based on the answers
What good sounds like How would that work for your team in the field? Is this close to how you do it today, or far from it?
20/100
Objections handled
Listen for
- a question back before the answer
- the concern restated in the customer's words
- a check that the answer settled it
What good sounds like That is a fair concern. When you say the integration worries you, is it the CRM data or the time your IT team would need?
20/100
Next step with a date
Listen for
- a date agreed on the call
- the next stakeholders named
- what each side will prepare
What good sounds like Shall we put forty-five minutes in next week with your IT lead to go through the integration? Wednesday at two works on my side.
A call scored against this template
Drummer scores every call against the template you choose. Each criterion gets its reasoning and the moment in the call that proves it, so a manager checks the evidence in seconds instead of listening to the whole call.
Scored against Demo call
Call with Maes Industrial Supplies
46:00
73/100Call score
- Discovery recap3 / 304:46
- Demo tied to stated pains1 / 313:27
- Check-ins during the demo3 / 322:08
- Objections handled2 / 330:49
- Next step with a date3 / 339:29
Next step with a date is well evidenced. Demo tied to stated pains only came up in passing: ask about it before the next call.
About this template
A demo call scorecard checks whether a product demo did its job: show the customer that the problems they named in discovery can be solved, and leave with a next step. It rewards a short, focused demo over a complete one.
When should you use a demo call scorecard?
Use it on every demo that follows a discovery call. If the rep has no discovery to recap, the first criterion scores 0, which is the point: the demo came too early. Score that earlier conversation with the discovery call template.
How does Drummer score a demo?
Drummer records the demo through its meeting bot on Google Meet, Microsoft Teams, Zoom or Webex and scores each criterion with its reasoning and the timestamp that proves it, so a manager can jump to the moment the rep lost the room and comment on it. It works on Dutch, French and German calls as well as English. Demos have their own benchmarks for the conversation metrics, so a long stretch of presenting shows up as a longest monologue worth a look rather than a surprise. See coaching in Drummer.
Questions about this template
What is a demo call scorecard?
A demo call scorecard rates a product demo on whether it sold the solution to the customer's problem, not on how much of the product the rep showed. It checks five things: a recap of discovery, a demo tied to stated pains, check-ins along the way, objections handled and a dated next step.
Why is the demo tied to stated pains weighted highest?
Because a demo that answers the problems the customer named is what moves a deal; a full feature tour mostly shows that the rep knows the product. At 30 points it is the largest criterion, and with check-ins it makes up 45 of the 100 points, so a rep who just presents loses almost half the score.
Can Drummer score our calls against our own version?
Yes. Start from this template or your own playbook, rename criteria and rewrite the questions. Drummer then scores every recorded demo against your version, with reasoning and a timestamp per criterion, so a manager can jump to the moment and leave a comment. It works on Dutch, French and German calls as well as English.
More scorecard templates
Scorecard templatesDiscovery call
The first real conversation with a qualified prospect, where the goal is to understand the problem before showing anything.
Cold call
Outbound phone calls by SDRs and inside sales reps, where the goal is a booked meeting or a clear answer within a few minutes.
MEDDIC
Discovery and qualification calls in complex B2B deals with several stakeholders, a budget approval and a cycle of weeks or months.
Score your calls with this
Bring a few recordings to a 30-minute demo and see them scored against Demo call, with the moment that proves each criterion.