What you receive: a sample buyer evaluation.
Below is an illustrative version of the deliverables from one round of a sales process mystery shop. The company, people and numbers are fictional. The format is what clients actually get: scored, timestamped, specific and built for coaching.
Executive summary
One page leadership can read in two minutes: the overall picture, what is working, what is costing deals and what to fix first.
What is working
- Demos were confident and the product story landed well when the rep tied it to the buyer's workflow.
- Pricing, once shared, was clear and easy to compare.
- Security questions were answered quickly with the right documents.
What is costing deals
- Web demo requests waited most of a business day for a human reply. Two of four buyers heard from an autoresponder only on day one.
- Discovery skipped decision process and budget on three of four calls.
- No journey had a next meeting booked before the demo ended.
Buyer scorecards
Every interaction graded against the criteria agreed up front, by stage and by rep, on a simple 1 to 5 scale with notes behind every score.
| Criterion | Rep A | Rep B | Rep C | Note |
|---|---|---|---|---|
| Prepared for the call | 5 | 3 | 4 | Rep A referenced the buyer's stated use case before the buyer repeated it. |
| Learned the problem before pitching | 4 | 2 | 3 | Rep B opened with a 12 minute company overview. |
| Asked about decision process | 3 | 1 | 1 | Only one call asked who else would approve the purchase. |
| Asked about budget | 2 | 1 | 3 | Budget came up only when the buyer raised it. |
| Demo tied to stated needs | 5 | 3 | 4 | Rep B gave the standard tour regardless of discovery. |
| Booked a next step | 2 | 1 | 2 | Every call ended with "I'll send some information over." |
Full timeline
Every email, call and voicemail logged with exact times, so response speed and follow-up gaps are impossible to miss.
- Demo request submitted
Website form, all fields completed, stated team size and timeline.
- Autoresponder email
Generic confirmation. No name, no scheduling link.
- First human reply (24 hrs 44 min)
Email from an SDR asking for availability. No reference to what the buyer wrote.
- Intro call booked
Scheduling link required creating an account before slots appeared.
- Discovery call, 28 min
SDR handed off to an AE who joined 6 minutes late with no recap.
- Demo, 52 min
Strong product walkthrough. Ended without a next meeting.
- Recap and pricing sent
Clear pricing sheet. Recap could have been sent to any prospect.
- Single follow-up, then silence
One "checking in" email after the buyer went quiet. No call, no new value, no second attempt.
Call notes and recordings
Detailed notes on what was said, organized by topic, with verbatim quotes and a specific suggestion for each issue. Recordings are included where the law allows.
Discovery
The AE confirmed team size and current tools, then moved to the product within four minutes. The buyer mentioned "we have to get this past finance before the end of the quarter," which was not followed up.
Suggestion: treat any mention of approval, finance or a deadline as a prompt to ask who decides and when. That one follow-up question would have uncovered the real timeline.
Demo
The walkthrough was polished and the reporting module clearly impressed. The rep showed six modules, of which the buyer had asked about two.
"Let me just show you everything so you get the full picture."
Suggestion: open the demo by restating the buyer's two priorities and show those first. Offer the rest as a follow-up session.
Pricing
When asked about cost, the rep said pricing "depends on a lot of factors" twice before agreeing to send a sheet. The sheet that arrived was clear and reasonable.
Suggestion: give a starting range on the call. The pricing is reasonable, and hesitating made it feel like it was not.
Ranked fixes
The changes most likely to win more deals, in priority order, with the stage they affect, the expected impact and the effort involved.
| # | Fix | Stage | Impact | Effort |
|---|---|---|---|---|
| 1 | Human reply to every demo request within one business hour, with a scheduling link and a line that shows someone read the request. | Inquiry | High | Low |
| 2 | Book the next meeting before every demo ends. Make it a required field in the CRM. | Next steps | High | Low |
| 3 | Add two must-ask discovery questions: who else is involved in the decision, and what budget range is expected. | Discovery | High | Low |
| 4 | Warm handoff from SDR to AE, with a two line recap read back to the buyer at the start of the call. | Discovery | Medium | Low |
| 5 | Build a five touch follow-up sequence for buyers who go quiet after a demo, mixing email, phone and a useful asset. | Follow-up | Medium | Medium |
| 6 | Remove the account requirement from the scheduling link. | Inquiry | Medium | Low |
Readout session and the next round
A live walkthrough with leadership or the sales team, then a fresh round with new buyers to prove which fixes actually stuck.
- Headline findings10 min
- Walk through one full buyer journey15 min
- Scores by stage and by rep10 min
- Ranked fixes and owners15 min
- Plan for the next round10 min
Median time to first human reply fell from 19 hours in Round 1 to 47 minutes in Round 3.
See your own process from the buyer's seat.
Every engagement is scoped around the questions you need answered. Tell us what you want to learn and we will outline a first round.