AI-powered insights that help sales teams close more deals

The hidden dynamics of conversations

You’ve probably experienced it: that one sales meeting where, ten minutes in, you’re sure the deal is in the bag—yet the confirmation never comes. Or that discussion with a potential client where the conversation went in all directions, and afterwards you’re left wondering where exactly it lost momentum.

Often, you can sense during the conversation that something isn’t quite right. Maybe you hear hesitation in the other person’s voice, or there’s a sudden silence after a particular question. But identifying exactly what happened can be difficult—even when you try to analyse it afterwards.

For many sales teams, these are the moments when deals are won or lost on subtle, unspoken cues. Of course, you listen for arguments, objections, and agreements. But equally important are the invisible layers: timing, tone, and mutual trust. What if you could capture and map those subtle dynamics?

Looking back with new eyes

More and more organisations are using technology not just to store conversations, but to “read between the lines.” The goal isn’t to assign blame—it’s to make things like silences, changes in pace, or a sudden shift in mood visible and understandable.

The results can be surprisingly revealing. You might discover that you tend to move on too quickly when you’re more enthusiastic than the customer. Or that a challenging question early in the meeting later results in lingering doubt. Analysing these patterns together with colleagues or a coach—without judgement—creates space to grow as a communicator.

From recruitment conversations to sales meetings

In2Dialog first made its mark in analysing and improving recruitment interviews through AI and psychometric analysis. That same technology has now been successfully adapted for the sales domain. Originally developed to capture nuances, motivations, and interaction dynamics in interviews, In2Dialog is now used to elevate sales conversations as well. By automatically recording, transcribing, and deeply analysing customer meetings, the platform delivers valuable insights for sales teams.

Think of reports that immediately reveal buying motives and objections, show how the interaction unfolded, and highlight signals pointing to a higher chance of closing a deal. This functionality enables organisations to assess both individual conversations and team-wide trends objectively—making continuous improvement a natural part of the process. The shift from recruitment to sales underlines how flexible and impactful In2Dialog’s conversation analysis can be across different types of business interactions.

Small changes, big impact

Today, several sales teams—also outside the recruitment sector—use In2Dialog to record and analyse their meetings. Marc van Lammeren, a sales and management coach, implemented In2Dialog for a team of 22 sales professionals. They recorded all customer meetings and received automatic transcripts plus structured feedback on mirroring, speech pace, and fluency.

“The psychological foundation of a sale is crucial. It’s not just about what you say about the product—although that matters, and In2Dialog helps harmonise this across the organisation. It’s also about how you say it, and the dynamic between customer and salesperson. Much of my coaching is based on transactional analysis, and In2Dialog lets me explore this directly: What position does each party take in the conversation? How can we improve it to build trust, openness, and shared understanding—and ultimately, more sales?” — Marc van Lammeren

The ability to summarise a client’s core needs offers major advantages for handovers to other departments—such as product teams responsible for delivery. And at a strategic level, combining data from multiple sales conversations allows managers to identify key themes and market trends.

In2Dialog can also measure how well the tone and rhythm between customer and salesperson align, providing objective data for targeted improvement. Concrete and measurable questions include: Were open questions used effectively? Did the sales rep rush to fill silence? Was the pace and tone well matched? And at what points did customer interest decline?

Discover the potential of AI-powered conversation analysis

If these questions feel familiar and you’d like to explore the possibilities of AI-driven conversation analysis, ask for a demo: