We analyzed 25,537 B2B sales conversations

using AI — here are the 5 things we discovered

All to answer the question:

what actually works on sales calls?

First, the details…

We analyzed the recordings of 25,537 B2B sales conversations conducted on platforms

like GoToMeeting, Webex, and join.me

The average call duration? 43 minutes.

The calls were mapped to their corresponding CRM opportunity records so we could analyze against sales outcomes

The recordings were then speaker separated, transcribed from speech-to-text, and

cleaned

Finally, we used the Gong.io artificial intelligence engine to analyze the calls,

categorize key sales behaviors and call events, and map against the CRM outcomes

Here’s what we learned…

1) The “Talk-to-Listen” Ratio

The average b2b sales rep spends 65-75% of a call talking, leaving only 25-35% of the call for listening

“Increasing the prospect’s talk time

from 22% to 33%significantly boosts

opportunity win rates”

2) When, and How Often, Should Pricing Be Discussed?

The data tells us pricing should come up roughly 3-4x during the ideal sales call (and

after value has been established)

When pricing is discussed too early in a call, less than 3 times, or more than 5 times, the

odds of closing the deal tend to shrink.

3) Understanding Prospect Timing Signals

There is a positive correlation between winning the deal within your forecast, and

the customer responding to your timing question with the word “probably.”

However, there is also a negative timing signal we discovered...

When a prospect responds to your timing question with some variation of “We need to figure out X”, there is a negative correlation

of getting that deal closed within your estimated forecast.

4) The Use of Risk-Reversal Language

5) The Effectiveness of Coaching Sales Reps with Real Calls

There is perhaps no higher leverage activity a sales leader can engage in than coaching their

sales reps on live calls or call recordings

Gong.io sales conversation intelligence customers have seen a sharp spike in their

sales team’s win-rates.

To summarize, here are the five takeaways

1. Skew your “talk-to-listen” ratio in favor of listening

2. There is a positive win-rate correlation when pricing is

discussed 3–4x in a call, and after value has been

established

3. When you ask your prospects the “timeline” question,

watch out for their use of the word “probably” (a good

sign), as well as their use of the phrase “We need to figure

out…” (a bad sign)

4. Use risk-reversal language during your sales calls, and

actively tout your risk-reducing terms

5. Coach your sales reps at the call recording level

To learn more, visit us at Gong.io