Most sales teams have had a lead score at some point. It usually fails in the same way. Someone builds it in a meeting, the labels look sensible, and the floor carries on ringing in date order because nobody believes the labels. Nobody has ever looked at whether High leads actually bought more often than Low ones.
Call Scoring reads a call against questions you write and marks it High, Medium or Low. The part worth your attention comes after that: the page compares how each band converts, so you can check whether your rules mean anything.
Writing the questions
Write the questions a good salesperson silently asks during a call, with a weight on each. For a property enquiry, say: did they give a budget, have they named an area, do they have a timeline, did they agree to a visit. You can also apply a ready-made template for your line of business and edit that. Then set where High and Medium start.
Three details trip people up:
- A question where yes is bad news needs Counts against the lead switched on. Otherwise “is the customer already talking to another builder?” earns points.
- A required question that scores nothing holds a call at Medium, whatever the total says. Use this for the one thing you will not move without.
- An agent's or team's own rules replace the default entirely. They do not add to it.
Applying a template replaces your criteria and both thresholds, with no undo. Keep a copy of your wording if you have spent time on it.
The check most teams skip
Run it for long enough to have real numbers. Then open the comparison. A band with too few calls shows no rate, on purpose. When there are enough, you can see whether your High calls convert better than your Medium and Low ones.
If they do, your team has a reason to ring High leads first, and you can tell them why. If High does not beat Low, change your rules and leave your agents alone. The agent asked what you told it to ask. The rules may simply be measuring politeness. A caller who chats happily and has no budget can score well on a careless set of questions.
Converted comes from the outcomes you marked Counts as a success. If your team does not record sales as outcomes, this comparison has nothing to compare, so settle that first. Your outcomes need to be used the same way by everyone.
Acting on the score
The page lists High leads that still need a call, and that list is often the most valuable thing on it. From there you can ring one, add them to a campaign, or let a workflow start from the lead score, since Lead scored is a workflow trigger. A High call can message someone on your team or start a follow-up. Ring and Add to a campaign reach real customers and are billed, so use them on purpose.
A second round through Re-churn can also filter by priority, using each contact's latest scored call.
What it costs and how to control it
Call outcome and summary starts on Automatic, so every answered call that qualifies is analysed and charged at a flat price per call, whichever voice the call used. The rate is on the pricing page. Calls under 15 seconds, or where the caller barely spoke, get the outcome “no response” and are not charged.
You can set it to Off in Call Settings, and still analyse one call from its details. Think before you do that. With analysis off, past calls carry less for caller memory to use, and AI calls have no outcome in your numbers. Short calls, test calls and calls made while scoring is off have no score.
Things that look like bugs and are not
- A call with a low total shows Medium. A positive outcome lifts a Low to Medium, and a required question scoring nothing holds a call at Medium, so a tier is not always its band.
- You changed the rules and old calls did not move. Changes apply only to calls that end after you save.
- The score says High and the campaign page says not converted. They measure different things. The score belongs to the lead, and Converted comes from the outcome.
When a score will not help
If you only ever have a handful of leads a week, ring all of them. A score earns its cost when there are more leads than people can reach today. It also won't help if your people will not change the order they ring in. Show them the band comparison, and let the numbers make your argument for you.