Guide

The method: the 14-item scorecard and the 13 R2R archetypes

Two tools sit underneath everything here: a scorecard that shows where each call loses the caller, and a set of 13 behavioral archetypes that explain why the same moment keeps losing it.
Last reviewed October 29, 2026 · By Dr. Jeffrey Scott Stanton, DCH

The five stages

Every intake call has the same shape: rapport, questions, value and the fee, the ask for the next step, and responding to concerns. A call can be strong in four stages and lose the consultation in the fifth. See the five stages of the call.

The 14-item scorecard

The scorecard breaks the five stages into 14 observable items, such as whether the person states the fee plainly, asks for a specific time and uses the hand-off line. Each item is scored on what is heard on the recording, and the results are shown by person and by stage.

A scorecard shows where. It does not explain why. See the scorecard guide.

The 13 R2R archetypes

R2R archetypes describe behavior patterns under pressure. Each shows up at a particular moment on an intake call: the person who softens the price, the one who avoids the ask, the one who moves to text, the one who polishes instead of calling. They are patterns in how a person works, not labels on who they are.

Most people show one or two patterns clearly. The pattern tells you which moment to coach first and what kind of coaching they will respond to. See all 13 intake-desk patterns.

How they combine

Score the calls. Find the stage and item where consultations are lost.
Read the pattern. Look for the archetype behind it.
Coach the moment. One change at a time, using the person's own call.
Rescore. Compare the same items on new calls.

The attorney reviews all wording, and nothing in the method evaluates a caller's case. See how it works.

What the method does not claim

The method does not promise a booking rate. Results depend on lead quality, the firm's offer, its fees and the people on the desk. The audit shows where consultations are lost and what to fix first, and the firm measures the change with its own numbers.

Keep reading

Scope, plainly: everything on this site concerns the conversation that turns an inquiry into an engagement. Nothing here is legal advice, nothing touches the legal work or the attorney's judgment, and any wording a firm adopts is reviewed by the firm against its jurisdiction's rules on attorney advertising, solicitation and fee communication before it is used.

About the Author

Dr. Jeffrey Scott Stanton, DCH is a behavioral strategist and the founder and Chief Learning Officer of R2R Diagnostic Group. He is the former EVP of Learning & Development at Douglas Elliman Real Estate, where he trained sales professionals on the conversations that turn an inquiry into a commitment. He applies the same method, the R2R Assessment and a 14-item call-review scorecard, to law firm intake teams. The work is the conversation only; legal questions and judgment stay with the attorney.

The method, the scripts and the scorecard are on how it works, the script template and the scorecard guide.

Start With the Calls

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