Manager Handbook

This handbook is for the manager who owns the Craft rollout. It covers the four things only you can do: launch the tool with your team, run the weekly coaching rhythm, read the numbers, and handle the questions your reps will ask. It’s short on purpose: every section is something you’ll run, this week.

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The coaching system in one page

Craft changes one thing about how your team improves: coaching stops being an argument about memory and becomes a conversation about evidence.

The loop:

1. Reps record their appointments. One tap in the mobile app. Auto-start can handle it for them.
2. Every rep gets an instant debrief. Minutes after the appointment: their score, what worked, one thing to try next time, and a follow-up campaign built from what the customer actually said. Notes sync to the CRM without typing.
3. You coach from film. Instead of “how did the Johnson appointment go?”, you review the recording, leave timestamped comments on specific moments, and bring real clips into 1:1s and team meetings.
4. Wins get celebrated. Highlight clips in team meetings, roleplay streaks on the leaderboard, scores that visibly climb. Improvement becomes public and contagious.

Your week changes too. You stop reconstructing appointments from rep summaries and start spending that time on actual coaching. Most managers settle into a few minutes a day plus one focused review block a week. See The Weekly Coaching Cadence.

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“Is this surveillance?”

You will get this question, directly or indirectly. Have the answer ready before launch day, because how you frame recording determines whether your team buys in.

The honest answer: recording is for the rep’s benefit, and the product is built that way. The rep gets the first look at their own film. The debrief goes to them, minutes after the appointment, with their score and one concrete thing to try. The follow-up campaign it builds wins them deals they would have lost. You see the same recordings, but you see them to coach: your comments land as timestamped feedback the rep can act on.

The framing that works: “Every pro athlete reviews tape. This is game film for selling — and you get to watch yours first.”

The framing that kills adoption: anything that sounds like monitoring, compliance, or “corporate wants us to use this.” See Driving Adoption for the full playbook on framing and objection handling.

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The handbook