Understanding buyer decisions is a giant puzzle. Most of us attempt to piece together our buyer’s motives with user reviews on G2 and win-loss interviews. 

But here’s the kicker—they’ve already made their choices at this point. What is equally important is getting a peek into what your buyer is saying, thinking, and doing during the sales cycle itself.

Why Sales Cycle Feedback Needs Your Attention

Think of sales cycle feedback as the juicy gossip you get in high-school. It’s raw, unfiltered, and full of validation. 

Because today’s buyers are highly educated, they will likely have more dirt on your competitors than you do.

But capturing and interpreting it? That’s like trying to catch a greased pig at a Pennsylvania county fair. To get what you need, you would have to sit in on sales calls or (gasp!) ask salespeople for a recap.

Enter Conversational Intelligence

Gong, Chorus, and other conversational intelligence platforms make buyer intel accessible without sitting in on the call. 

Every competitor that gets mentioned and the things buyers have to say—it’s all captured in these tools. 

You can basically be a fly on the wall, without the risk of getting swatted.

And now you can use sales calls to understand your competition. We’re seeing competitive intelligence teams using conversational intelligence to:

  1. Validate pricing
  2. Learn roadmap plans
  3. Confirm market reputation
  4. Understand the demo experience
  5. Find perceived strengths and weaknesses
  6. Track the number of competitor mentions over time
  7. Prioritize deal support by the number of competitor mentions in calls

Building a Process for Your Calls

Conversational intelligence is great for collecting data. But what most people forget about is you need to put it into a repeatable process so you can do something with it.

Here’s How:

  1. Track Competitor Mentions:
  • Pay attention to which competitors are being mentioned
  • Monitor for changes in volume over time
  1. Prioritize Your Sales Calls
    1. Identify which calls have the most competitive mentions
    2. Prioritize those calls for intel collection and deal support
  2. Analyze Feedback:
  • Use post-deal feedback to validate and refine the intel gathered mid-sales cycle.
  1. Share the Wealth:
  • Get this valuable information in front of your sales team. Don’t just bury it in a report that no one reads
  1. Lean on Technology:
  • Automate as much as possible. Trust me, you don’t want to rely solely on reps to fill in CRM fields accurately

Fuel your competitive insights with mid-deal buyer intel

Buyer feedback during the sales cycle isn’t just a nice-to-have; it’s becoming mission critical. 

You’ve got gold laying within these calls and a chance to support sales in competitive deals – before it’s too late to jump in.

Conversational intelligence makes it all possible. But putting it into a process is the reason you can get real value from tools like Gong and Chorus.

Ready to prioritize your calls and tip more competitive deals in your favor without losing your sanity? Book a call with one of our experts so we can show you how to make the most out of your call recordings.