You know missed opportunities exist. What you rarely have is the evidence to say exactly why a job was lost. This track closes that gap.
The problem with coaching as you know it
- Ride-alongs see a fraction. Occasional ride-alongs cover a handful of appointments. The rest happen out of sight.
- Coaching from recollection arrives late. Feedback based on results and the rep’s memory is easy to dispute and lands days after the moment.
- The breakdown moment is invisible. Somewhere in that lost job, discovery, value, pricing, objection handling, or closing broke down. You never got to see which.
You can’t improve what you never get to see. Craft’s job is to show you the exact moment, on every appointment.
Before, during, after
What separates this from a recording tool is that the rep gets help while the job is still winnable:
| Stage | What the rep gets |
|---|---|
| Before | Job and customer context, and a reminder of the sales process. They enter with a plan. |
| During | Checkpoint, run at a natural break: the customer’s communication style and likely objections, surfaced before pricing and closing. |
| After | Buying signals, gaps, and strong moments. Accurate notes and contextual follow-up, with nothing to type. |
Study the “during” column. A rep who anticipates an objection before it’s raised isn’t reacting anymore; that’s creative selling, and the best reps do it naturally. Craft gives the rest of the team the same read.
What changes for you
Coaching stops being an argument about memory and becomes a conversation about evidence. You coach every rep without being in every home, and every appointment becomes game film both of you can learn from.
Do this week
Record or review one real appointment end to end, including its debrief. Before the next lesson, find one moment on the film you would never have known about from the rep’s verbal recap.