How to Investigate Revenue Opportunities in Your Sales Calls

When several deals stall, the reason in the CRM may be too broad to guide coaching. “Price” could mean the customer had no budget, saw too little value or received a better offer. The conversations can help you separate those situations.

Look across several calls before choosing what to work on. A recurring, observable behaviour gives the manager something more useful to coach than a general instruction to close more deals.

Look for a pattern you can check

Examples include moving into the pitch before understanding the requirement, leaving a concern unanswered or ending without an agreed next step.

Automated analysis can help locate relevant passages. Listen to them and compare a range of reps, call types and outcomes. Check successful calls too: the same behaviour may appear there for a different reason.

Teneks has processed more than 20,000 conversations. That experience informs the questions we look for, but your team's recordings are the evidence for your coaching decisions.

Estimate the opportunity with visible assumptions

Suppose a team loses 15 deals a month with an average value of €3,000. Across a year, that is €540,000 in lost deal value:

15 × €3,000 × 12 = €540,000.

That figure is not recoverable revenue. Some buyers will be a poor fit, lose budget or choose a competitor for reasons the team cannot change.

For an illustration, assume half those deals were suitable opportunities and half of that group could have been won with a different approach. The resulting scenario is €135,000 a year. Both “half” assumptions need evidence; they are not a forecast or a measured product benefit.

Use a calculation like this to discuss the size of a possible opportunity. Keep it separate from what the call review actually establishes.

Choose one coaching priority

If several calls end vaguely, practise agreeing a useful next step. Find an example that fits your sales process and let reps adapt the wording.

Review later calls to see whether the behaviour changes. Track deal outcomes over an appropriate period, with lead quality and other changes in mind. A stronger next-step habit is worth observing even before you can assess its revenue effect.

Start with a group of recordings

Send several sales calls for review to look for recurring themes and decide what to try next. For the weekly routine around that work, see our Monday coaching agenda.