.png)
If you are a new sales leader or an AE joining a company, you'd want to get up to speed as quickly as possible on the target buyers of your new company. Many experienced sales leaders agree that it is more important for new sales reps to deeply understand the company's buyers (or target customer personas) than its products.
To connect with your buyers and win a deal, you'd want to know what they care about (e.g., desired business outcomes, how they view success, what product functionality they view as critical in a solution like yours, etc.), what their likely concerns and objections are going to be, and what words to use to build trust and effectively position your products and solutions.
You could learn the old-school (slow) way by listening to many sales call recordings, reviewing the company's prepared sales enablement materials, and interviewing your leadership (or other reps) about your target customers and your company's value proposition.
Or, you can learn at a higher fidelity and 100 times faster with AI prompts and OpenAI's latest model: The o1-preview.
One of the best aspects of the o1-preview model is that you can use a sophisticated, multi-step prompt in a single shot (a significant advantage compared to previous models). You can ask it to analyze and make sense of large volumes of text by copying and pasting the text directly into the prompt window (right after the prompt). This model performs incredibly well at complex reasoning tasks.
In practical terms, you can now use sophisticated AI prompts to analyze your sales meeting recordings thoroughly and learn about your buyers and how to talk to them remarkably fast. Imagine spending 30 minutes on this learning and walking away with the knowledge and confidence you need to start doing deals. This is now possible.
In this article, I'll demonstrate how you can use various prompts in ChatGPT to analyze your sales meeting recordings and achieve remarkable results. These prompts will empower you to:
To achieve these goals, you need only the prompts (provided below), access to the o1-preview model from OpenAI (available to Plus users), and text files of meeting transcripts from the deals you want to analyze.
While the method I'm showing you involves some manual work, you will soon have a much faster option that requires zero manual work. Intersight will soon be releasing our AI revenue intelligence and orchestration software that records your sales meetings and automatically generates insights and deal-specific guidance based on sales activities from historical won deals. We'll handle the AI prompts and optimize them for you behind the scenes; you'll be able to get deal-winning insights in digestible formats with a click of a button.
You can sign up for our beta Here
Goal: Gain critical insights from a closed won deal to inform tactics and strategies for future deals. Understand why the prospect sought a new solution and how the sales team won over the buyer.
Materials you need: Download the call transcripts (text file) of meeting recordings from a closed won deal. All video conference platforms (e.g., Zoom, Teams) and conversation intelligence software (e.g., Gong.io, Chorus.ai) allow users to download meeting transcripts. Once you’ve downloaded the call transcripts, please copy and paste them into a single text file; make sure each call has its title, date, and participants and is laid out sequentially from earliest meeting (up top) to latest meeting (bottom of the file).
For testing purposes, I've created a simulated deal in which a sales professional working for UltraCheck sold UltraCheck's risk management and compliance management software to ApexPoint. I've used an LLM to create call transcripts simulating all stages of a deal lifecycle (from discovery to close) and then stitched them into a single file. This is a 60-page document. You can view the dataset here. I've created a table of contents to help the LLM understand the content of this long document.
Your goal is to serve as a sales consultant and analyst and your task is to help a sales team improve its performance based on analysis of a closed won deal. Analyze all the call transcripts from the ApexPoint deal lifecycle to determine the winning strategy employed by the UltraCheck sales team. 1. Specifically, identify the overall sentiment throughout the deal and track how it evolved over the course of the calls. 2. Highlight the main challenges and pain points the prospect wanted to solve with a solution like the one offered by the seller company, the key product capabilities they desired and the key concerns they had about product functionality. 3. Detail how the sales team successfully delivered specific information to help the buyer recognize that UltraCheck is the right solution - use specific examples where applicable (e.g., highlight specific positioning of product functionality). 4. Note any clever tactics the sales team used to progress the deal and continue to keep the prospect engaged and be sure a reader can understand by providing examples where necessary. 5. As you’re doing this analysis, also look to see if the prospect asked questions about competitors to UltraCheck and specific phrases/statements the sales team used to explain how UltraCheck is different/better than the mentioned competitors. Note: You must refrain from adding extra commentary or remarks. Extract the most effective tactics and talking points used by the sales team, and format this analysis into a concise, actionable report that sales reps can easily understand and implement.
Notice that I've asked the AI model to complete multiple tasks with a single prompt before generating a final output. I've instructed the AI model with a specific goal: Determine the winning strategy employed by the UltraCheck sales team in the ApexPoint deal.
To accomplish this goal to my satisfaction, I’ve told AI to conduct its analysis to cover multiple angles and pay attention to multiple facets, including:
With this prompt, I've asked the AI to behave and think like a top-notch human analyst, who only begins synthesizing her findings ("extract the most effective tactics and talking points used by the sales team") after completing the observation and analysis phases.
Download all prompts covered in this article here.
Overview
This report analyzes the successful sales strategies employed by the UltraCheck sales team during the ApexPoint Solutions deal. It highlights the evolution of the deal's sentiment, the prospect's main challenges, desired product capabilities, concerns, and the effective tactics used to secure the agreement.
1. Sentiment Evolution Throughout the Deal
2. Main Challenges and Pain Points
3. Desired Product Capabilities and Key Concerns
4. Sales Team Strategies and Tactics
Active Listening and Empathy
Tailored Demonstrations
Addressing Concerns Directly
Leveraging Expertise
Flexible Implementation and Support
5. Effective Tactics and Talking Points
Highlighting Integration Capabilities
Emphasizing Automation and Efficiency
Assuring Security and Compliance
Building Trust Through Transparency
Creating Urgency and Offering Incentives
6. Handling Competitor Inquiries
7. Key Takeaways for Sales Reps
Conclusion
The UltraCheck sales team's success with ApexPoint Solutions was driven by their ability to:
By implementing these strategies, sales reps can enhance their effectiveness and drive successful outcomes similar to the ApexPoint deal.
Pretty impressive output, right?
Goal: Find out what the top sales reps in my company are saying to prospects to win deals. Specifically, identify the message(s) and phrases used to position your company/product favorably and differentiate your product from competitors.
Materials you need: Some call transcripts from a closed won deal where the seller talked about your company/product differentiations with the prospective buyer.
Analyze the call transcripts and extract the messaging strategies used by UltraCheck sellers to differentiate their software from competitors. Look for specific instances where the sales team answered questions about how their products are different/better than competitors to form the basis of your answer. Present the findings in a clear and easy-to-understand format, highlighting the key differences emphasized by UltraCheck. Note: You must refrain from adding extra commentary or remarks.
Unified Solution: UltraCheck offers an all-in-one platform that integrates compliance management, audit preparation, and risk management.
Transcript Reference (Call #1, 01:06): "What sets UltraCheck apart is our all-in-one platform that integrates compliance, audit preparation, and risk management with automated processes."
Transcript Reference (Demo Call #2, 02:38): "UltraCheck’s Compliance Management module is designed to centralize and simplify compliance processes."
Automated Evidence Collection: UltraSyncs feature automates evidence collection from over 70 applications like Jira and Google Docs.
Transcript Reference (Call #1, 02:41): "Automated evidence collection with UltraCheck’s 'UltraSyncs' can alleviate much of that burden."
Transcript Reference (Demo Call #2, 03:40): "Our automated evidence collection feature, known as UltraSyncs, will be a game-changer for you."
Customizable Controls: Allows extensive customization to meet specific organizational needs.
Transcript Reference (Call #1, 03:01): "Our platform allows for extensive customization of controls."
Built-In Control Crosswalks: Manages multiple compliance frameworks concurrently.
Transcript Reference (Call #1, 03:01): "We also provide built-in control crosswalks for managing multiple frameworks concurrently."
Designed for Scalability: Supports organizational growth without outgrowing the platform.
Transcript Reference (Call #1, 03:59): "UltraCheck is designed for scalability. As your organization grows, so can our platform."
Features Supporting Expansion: Offers "Scopes" and Developer Kit to adapt to evolving needs.
Transcript Reference (Call #1, 03:59): "We support unlimited vendor management in our Enterprise Package and offer additional features like 'Scopes' and a Developer Kit."
Automated Third-Party Assessments: Streamlines vendor risk assessments with automation.
Transcript Reference (Call #1, 03:30): "Our Vendor Risk Management module offers comprehensive tools for overseeing vendor relationships."
Risk Prioritization and Remediation Workflows: Enhances efficiency in managing vendor risks.
Transcript Reference (Demo Call #2, 07:10): "You can manage vendor profiles, conduct risk assessments using our templates, and coordinate remediation workflows all from one place."
Dedicated Customer Success Manager: Provides continuous assistance throughout the client journey.
Transcript Reference (Call #1, 10:54): "Your organization will have a dedicated customer success manager to ensure continuous support."
Comprehensive Training Programs: Ensures quick adoption and proficiency in using the platform.
Transcript Reference (Demo Call #2, 08:05): "At UltraCheck, we pride ourselves on excellent customer support... We offer comprehensive training programs."
Time Savings and Efficiency: Automation leads to significant reductions in manual workload.
Transcript Reference (Call #1, 04:20): "You get value through significant time savings and enhanced process efficiency."
Cost Justification: Emphasizes long-term savings and value addition.
Transcript Reference (Call #1, 04:20): "It often translates into cost savings down the line."
Compliance with Security Standards: Adheres to SOC 2 Type 2 compliance and employs strong encryption.
Transcript Reference (Demo Call #2, 09:50): "UltraCheck employs robust security measures... and SOC 2 Type 2 compliance."
Data Protection and Access Control: Ensures data integrity and restricts unauthorized access.
Transcript Reference (Call #3, 04:53): "UltraCheck implements robust security protocols during data transfers."
Over 100 Framework Templates: Provides a wide range of pre-built templates to accelerate setup.
Transcript Reference (Call #1, 01:06): "Our compliance framework templates, which number over 100, save significant time."
Quick Setup and Customization: Facilitates rapid deployment tailored to specific compliance needs.
Transcript Reference (Demo Call #2, 02:38): "We have pre-built compliance frameworks that allow for quick setup, flexible control management, and customization."
Integrations with Existing Tools: Supports over 70 integrations to prevent workflow disruptions.
Transcript Reference (Call #1, 05:56): "UltraCheck offers integrations with Jira, Asana, ServiceNow, and more."
Non-Disruptive Implementation: Designed to enhance current operations without causing downtime.
Transcript Reference (Call #6, 02:33): "I can reassure you that there is no downtime during the transition."
Goal: Uncover and understand the concerns your buyers in a current deal will likely have based on the concerns expressed by similar buyers (e.g., the same persona, the same industry, and the same use case) in recently won deals. This will help you determine what concerns you’ll need to address in subsequent meetings or written communications with prospective buyers. It is most beneficial to do this analysis when you have a deal with a qualified buyer, and it’s still early in the deal lifecycle when you still have opportunities to influence the buyers’ decision-making criteria.
Materials: Call transcripts from a closed, won deal in which the purchasing company and buyers share a common use case and business challenges and are otherwise similarly situated as the current deal's buyer.
As a salesperson looking to analyze and learn from the {ApexPoint} deal, I need a detailed understanding of the evaluation process. Specifically, please identify the items or areas the {ApexPoint} team was most concerned about during their evaluation. For this analysis, consider 'concerns' as any signs of skepticism, hesitation, or doubts expressed by the prospects. These concerns might manifest as repeated questioning on specific topics, challenging or critical inquiries, comparisons with competitors, mentions of budget constraints, or indications of disengagement (e.g., minimal responses, delayed replies, or avoiding commitment). Pay attention to verbal and nonverbal cues, such as defensive statements (e.g., 'We've always done it this way'), audible sighs, requests for repetition, or signs of multitasking (e.g., typing, or background noises). Summarize the key items or areas where these concerns were most prominent. Once you have observed the concerns, evaluate their relative importance based on how often and when they came up in this sales cycle and your general knowledge of B2B software sales cycles. Prioritize the concerns accordingly. Show me the top five concerns and your rationale in your decision-making process. Transcripts to analyze below: {Paste the stitched-together call transcripts of ApexPoint calls across all stages}
Description:
ApexPoint consistently emphasized the necessity for seamless integration with their current tools, specifically Jira and Google Docs. They were concerned about potential disruptions during the transition to a new system and the impact on their established workflows.
Evidence from Transcripts:
Rationale for Priority:
Description:
Given the sensitive nature of compliance information, ApexPoint was deeply concerned about data security during integrations, storage, and overall use of the platform.
Evidence from Transcripts:
Rationale for Priority:
Description:
ApexPoint was apprehensive about investing in a solution that might not scale with their anticipated growth. They needed assurance that UltraCheck could accommodate increasing data volumes, users, and expanding vendor bases.
Evidence from Transcripts:
Rationale for Priority:
Description:
ApexPoint needed to ensure that the investment in UltraCheck was justified and aligned with their budget constraints. They were cautious about hidden costs and sought transparency in pricing.
Evidence from Transcripts:
Rationale for Priority:
Description:
ApexPoint emphasized the importance of ongoing support and training to ensure successful adoption and long-term satisfaction with UltraCheck. They had prior issues with vendors becoming less responsive over time.
Evidence from Transcripts:
Rationale for Priority:
By analyzing the ApexPoint team's concerns throughout the sales cycle, we identified the top five areas of apprehension:
These concerns were prioritized based on how frequently they were raised, their timing within the sales cycle, and their typical impact on B2B software purchasing decisions. Addressing these concerns effectively was crucial in moving the deal forward and securing the partnership with ApexPoint.
What I’ve just shown you are examples of how you can analyze sales activities from a single deal. You can also use o1-preview to analyze multiple deals one deal at a time, and then consolidate key learnings from multiple deals into a digestible memo to guide your future deal strategy.
To do that, you just need to select a single topic area to focus on, such as “messaging used to differentiate your product from competitors” (choose one of the prompts from above).
For instance, you might use this prompt three times on three datasets (each one includes call transcripts from a single closed won deal):
Analyze the {buyer company name} call transcripts and extract the messaging strategies used by UltraCheck sellers to differentiate their software from competitors. Look for specific instances where the sales team answered questions about how their products are different/better than competitors to form the basis of your answer. Present the findings in a clear and easy-to-understand format, highlighting the key differences emphasized by UltraCheck. Note: You must refrain from adding extra commentary or remarks.
Next, use this prompt to get the LLM to generate your consolidated document:
Now, review how the sellers of three deals positioned their product and company's differentiations; synthesize the key messages used that effectively differentiated UltraCheck from all three analyses and generate one document summarizing the key differentiators used to describe UltraCheck. If you come up with more than 10 key differentiations; stack rank them and prioritize them based on your knowledge of what matters most to the average prospect purchasing this type of solution. Display no more than ten differentiators at most. Refrain from commentary that describes that this document does. Do not include evidence from call transcripts.
I tried this approach on several datasets of call transcripts, each simulating a different deal done by an UltraCheck sales rep.
Hopefully, the demos I showed sparked some interest in you to try out these prompts for yourself. I am looking forward to hearing about your experience with this approach.
While the method I'm showing you involves some manual work, it's important to note that this is just the beginning. Intersight is working to bring about a future where insights from closed won deals automatically surface to sales professionals when they need them the most (e.g., as they are preparing for a meeting with a new prospect).
Intersight will soon be releasing software that records your sales meetings and automatically generates insights based on your closed own deals and guidance on your current deals. We'll handle the AI prompts writing and optimize them for you behind the scenes. You’ll be able to log into our intuitive software and get deal-winning insights in digestible formats with a click of a button.
Want to improve your ability to tailor communication to your buyers? Sign up for our beta here: demo sign up.
