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I had 105 recorded sales calls sitting in my business. Instead of trying to remember what people said, why they bought, or why they didn’t, I used AI to analyse the transcripts for patterns. That is where this got interesting. I expected AI to help me summarise the calls. What it actually gave me was business intelligence. It helped me spot patterns around: - Price and perceived value - Unclear transformation - Risk and commitment - The need for more relevant proof And some of the findings were uncomfortable. Some of the biggest were: • Sometimes what sounds like a price objection is really a clarity problem. • Sometimes “not now” is really about risk. • And sometimes the issue is not the prospect at all. It is the way the offer has been packaged or explained. That made me realise how much valuable first-party data many of us already have sitting inside our businesses. Sales calls. Discovery calls. Customer interviews. Support conversations. DMs. AI can help us interrogate that data at a speed we simply could not manage manually. I break down the four discoveries and what I’m changing as a result in this video. Check out the full video here and let me know what business data are you sitting on that AI could help you learn from? Chelena 🖤

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