AI That Coaches Every Sales Call (So You Don’t Have To)
How We Built a Custom GPT to Score Every Sales Call at Scale
Most people talk about AI as a side project. We baked it directly into the operating system of our business.
At Stone Realty Group, we built a custom GPT that listens to every sales call, scores it from 0–100, and feeds coaching insights into Monday.com dashboards. It doesn’t just improve training — it scaled call coaching in a way no human could.
The Problem
Coaching was inconsistent. Calls were randomly reviewed (at best).
A part time contractor could only handle a limited volume, even at $30K/year.
Feedback lagged days or weeks after the call.
The Build
Two Call Types, Two Playbooks
Client Calls (inbound & outbound): Scored against our ALM-based rubric — tone, rapport, objection handling, close.
Peer/Vendor Calls (agent-to-agent, lender, vendor): Evaluated for professional tone, clarity, and problem-solving.
The model knows which lens to apply based on the type of call.
Scoring & Insights
Every call graded 0–100.
Anything below 75% triggers a Slack alert to management with a direct link to the recording. Coaching can happen immediately, not weeks later.
Visualization & Patterns
Scores post into Monday.com dashboards, agent by agent.
Word clouds from transcripts highlight recurring themes (“price objection,” “timing issue”).
Managers see the forest and the trees.
The Output
Every call reviewed, instantly.
No ceiling on scale. The GPT can process unlimited calls — something a human coach could never match.
Proactive coaching. Slack pings catch problem calls in real time.
Patterns at scale. We train the whole team, not just individuals, when issues repeat.
Why This Matters
The goal wasn’t to “add AI.” The goal was to turn call coaching into a system that scales without limits.
Contractors max out at capacity. Models don’t.
Humans miss patterns. Models surface them.
Managers used to react late. Now they can intercept live.
Scalable By Design Lesson
This is the new playbook:
Map the repetitive, subjective process.
Train an AI model on your standards.
Plug it into your existing workflow (Slack + dashboards).
Scale it endlessly.
The result: better performance, stronger coaching, and a system that improves itself with every call.