AI-Powered Call Analysis & Coaching System

The Challenge

A high-ticket sales team was recording every call for quality assurance and coaching, but managers had no time to actually review them. Each call took 45+ minutes to listen to, score, and write coaching notes.

With 50+ calls per week, manual review was impossible. Critical coaching opportunities were being missed, and there was no systematic way to identify top objections, red flags, or winning talk tracks.

They needed:

• Consistent, multi-dimensional scoring for every call
• Automated objection and red/green flag extraction
• Coaching notes synced directly into their CRM (GoHighLevel)
• Aggregate analytics to spot trends across reps and campaigns

The Solution

AutoFlux built an AI-powered call analysis pipeline that watches for new transcripts, scores them with GPT-4, writes structured data to BigQuery, and syncs actionable notes into GoHighLevel:

Workflow Steps:

1. Transcript Monitoring:
   • n8n watches Google Drive folder for new call transcripts (uploaded by call recording tool)
   • Triggers immediately when new file is detected
2. LLM Analysis (OpenAI GPT-4):
   • Sends full transcript to GPT-4 with custom scoring prompt
   • Generates:
     • Scorecard: Rapport (1-10), Objection Handling (1-10), Closing Strength (1-10), Overall Performance (1-10)
     • Summary: 2-3 sentence call summary
     • Objections: List of all objections raised by prospect
     • Red Flags: Warning signs (price sensitivity, stalling, competitor mentions)
     • Green Flags: Positive signals (budget confirmed, decision-maker present, urgency)
     • Coaching Notes: Specific feedback for the rep (2-3 actionable items)
3. Data Storage (BigQuery):
   • Writes structured scorecard data to BigQuery for long-term analytics
   • Enables reporting on: avg scores by rep, common objections, red flag frequency, etc.
4. CRM Sync (GoHighLevel):
   • Updates contact record in GHL with:
     • Overall score
     • Summary + coaching notes in activity feed
     • Custom fields: red flags, objections
   • Sales manager sees notes immediately without leaving CRM

Tech Stack:

Results

"This changed our entire coaching process. Before, I could only review 5-6 calls per week. Now every single call gets scored and I can quickly scan for red flags or coaching opportunities. Our reps are improving faster because feedback is immediate and consistent."

– Sales Director, High-Ticket B2B Company

Key Takeaways

• LLMs Excel at Structured Analysis: GPT-4's ability to extract objections, flags, and coaching points from unstructured transcripts is game-changing for sales ops.
• Consistent Scoring Beats Subjective Review: The LLM applies the same criteria to every call, eliminating manager bias and ensuring fair feedback.
• CRM Integration is Critical: Syncing insights directly into GHL meant managers actually used the data—no separate dashboards or exports needed.