The closer making the most calls may not be your best closer.
It’s an easy assumption to make.
More calls, more conversations, more opportunities to close.
So naturally, the rep with the highest call volume must be improving the fastest.
Not necessarily.
I’ve seen two closers take roughly the same number of calls and walk away with completely different levels of growth.
Closer A reviews the calls.
They notice where they lost control of the conversation, identify the questions they should have asked, and listen for the objection underneath the objection.
Then they change something on the next call.
Closer B takes the next call and does exactly what they did on the last one.
Then the next, and the next.
Both are getting reps, but only one is actually learning from them.
Volume gives you opportunities to practice. The right feedback tells you what to practise.
Without feedback, you can repeat the same mistake 100 times and call it experience.
This is why I don’t look at call volume in isolation when coaching a closer.
I want to know:
- What happened on the calls?
- Are they following a repeatable process?
- On the back of that repeatable process, what patterns keep showing up?
- Are they getting better at diagnosing their problems?
- Are they handling the same situations differently?
Because 100 calls can produce 100 lessons.
Or they can produce the same lesson 100 times.
The goal isn’t simply to get more reps. It’s to make each rep teach you something.
Volume matters, but volume without reflection creates repetition, not mastery.