Read your market in your buyers’ own words.
Objections and requests ranked by how often they really come up — with the calls behind every count.
- Fix
- Price doubt rose to 38% of first calls
- Say
- Answer it on the landing page, before the call
- Because
- “It’s a good programme, but that’s above what we planned.”11:04
You do not need another survey.
Surveys ask people to remember what they thought. The calls already happened, and in them people said what they actually meant, without editing it for you.
You write the site and hope it sounds like them
The words on the landing page came from a workshop. The words your buyers use came from their lives. Twice a year somebody runs interviews to close the gap, and between those, the copy drifts.
Your team has that conversation four hundred times a quarter and records all of it.
What changes
The objection, counted
Not a word cloud. A number, and under it the conversations it came from.
Answer it before the call
What comes up on every first call belongs on the page, not in the rep’s improvisation.
The feature they keep asking for
Every request your team left open, counted and quoted — evidence for the product conversation.
How it works on your conversations
Every screen below is the product itself, running. Try one.
Rank what your buyers say they want
Every goal buyers raised on a call, counted across the quarter and ordered by how often they raise it, with the sentence behind each count. This is the line the campaign opens with, and you can show the room the recording it came from.What buyers said they want this quarter, ranked. This is what the ads should say.What buyers want this week
Buyer goals from the week’s calls, as a share of everyone who brought it up. This is what the ads should talk about.
«Half my team joined this year and every one of them learns by watching whoever is free.»
Most often this week: Getting new people productive faster (41%)
Requests left without an answer
Everything a buyer asked for and did not get, not only “we don’t have it”. Real product gaps are marked separately.
3× real product gap this week
Aug 12Product gap
[40:35] Buyer: «Can we get this in German for the Austrian team as well?»
The rep said they would check and the call moved on. Nobody checked.
Open conversation →
Aug 11Send documents
[20:37] Buyer: «Could you send over the slides from the presentation?»
The rep said they did not have them to hand. They were never sent.
Open conversation →
Aug 9Product gap
[26:04] Buyer: «Does it connect to the system we already use for tickets?»
The rep answered “not right now”, and the buyer did not ask again.
Open conversation →
Count the objection, and how often it lands unanswered
An objection is a number here, with the conversations under it. Each one arrives twice: how often buyers raised it, and how often anybody answered it properly. The second number tells you which worry belongs on the page rather than in a rep’s improvisation.What stops your buyers, counted, and how often somebody answered it.What stops your buyers
Every objection heard this quarter, and how often the team actually got past it.
113calls with at least one objection
40%worked out overall
«Before we go further, how does this work if we start mid-quarter?»
Forty per cent worked out means sixty per cent of interest quietly went nowhere.
See which segment stops trusting you
Trust holds in one segment and collapses in another, and the difference shows up in how buyers answer long before it shows up in the pipeline. Each segment opens into the conversations behind the number, so a positioning decision has calls under it.Where your message lands, and where it stops landing.What the base is made of
Every customer who came up in this quarter’s calls, sorted by how they behave, from the conversations rather than from a form somebody filled in.
Trust by segment
Average score on the trust items in qualified calls. The dotted line is the average across all segments.
Weighing it up70% · 45 customers
They ask for numbers, compare against what they already run, and want to see it work before they commit.
They get the presentation before anyone asks what they are comparing against.
Build the persona out of recordings
A persona assembled in a meeting room reflects the room. This one is assembled from what buyers said: what worries them, what moves them, what they compare you to, with a real quote and a real call number behind every line.Every line of the persona opens into the call it came from.Buyer profile
The head of sales who inherited the team
Assembled from 38 conversations this quarter
Nobody filled this in. Every line below came out of a recording, and every line says which one.
Not the numbers. The not knowing. They can see the quarter slipping and cannot say which conversations caused it, so every fix is a guess.
«I can tell you exactly what we closed. Ask me why we lost the rest and I am telling you a story I made up.»
Proof call #108633 · 08:41
Proof that something changed in a person, not a report that something was measured. They want to see one rep do the thing differently in a later call.
Not other software. Their own Friday: four hours of listening to calls, a spreadsheet, and a coach who left in March.
The team. They are not afraid of the tool, they are afraid of the reaction to it, and they will say so if the rep asks.
Turn the read into work for marketing and product
The quarter’s reading ends as a list of tasks with an owner: this objection goes to marketing, this missing capability goes to product. Priority is the number of conversations behind the row, which is a harder thing to argue with than a preference.The market report, arriving as work, prioritised by how many buyers said it.Marketing and product tasks
What the week collected: objections for marketing, gaps for product, unanswered requests for both. Ranked by how many conversations each one stands on.
7 of 7
Because, on the calls Half the buyers postpone without naming a reason. Nothing on the site says what waiting costs them, so the rep has to invent it live every time.
Built for how marketing actually works
- Landing page copy
- Written in the words buyers use, ranked by how often they use them. A new worry reaches the page the week it reaches the calls.
- Content calendar
- Every question buyers asked a rep is a post somebody should write. The questions arrive already counted.
- Campaign messaging
- The claim you lead with has a number and a recording under it, which changes how the argument with sales goes.
- Win and loss
- The reason a deal was lost comes from the conversation rather than from a dropdown somebody filled in afterwards.
- Brand tracking
- Whether the market has caught up with a new name is visible in how buyers refer to you on calls, quarter over quarter.
What happens, and when
Week one
The vocabulary your market uses, ranked by frequency, with the calls behind each phrase.
Month one
A new worry shows up on the site the week it shows up on calls.
Quarter one
Campaign messages are chosen from what buyers said, not from what the room liked.
Where to start
Each product is bought on its own. Start with the one that hurts.
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