Sentiment Analysis
Definition
Sentiment analysis in sales is the use of AI and natural language processing to detect emotional tone, attitude, and engagement levels in customer conversations. Applied to sales calls, sentiment analysis identifies positive signals (enthusiasm, agreement, buying intent), negative signals (frustration, skepticism, disengagement), and shifts in sentiment that may indicate deal progression or risk.
Why Sentiment Analysis Reveals What Words Alone Cannot
A prospect can say "interesting" in a way that signals genuine excitement or polite dismissal. Sentiment analysis captures these nuances by analyzing tone, pace, word choice, and conversation dynamics. For agencies managing many deals simultaneously, automated sentiment analysis acts as an early warning system — flagging calls where prospect engagement dropped or identifying moments where buying intent surged. This allows managers to intervene on at-risk deals and double down on hot opportunities. The most valuable application is tracking sentiment trends across a deal cycle: a prospect whose enthusiasm decreases over successive calls needs a different approach than one whose engagement is building.
How Callbricks Helps
Callbricks applies sentiment analysis across your entire call archive, tracking emotional dynamics within individual calls and across deal cycles. Identify which conversation topics trigger positive or negative sentiment shifts, and correlate sentiment patterns with deal outcomes to predict risk.
Key Takeaways
- 1.Sentiment analysis detects emotional signals that transcripts alone miss — enthusiasm, skepticism, and engagement levels.
- 2.The most valuable application is tracking sentiment trends across multiple calls in a deal cycle.
- 3.Sentiment shifts during calls often indicate key moments — objections being overcome or deals going off track.
- 4.Correlating sentiment patterns with outcomes helps predict which deals are at risk before it is too late.
Frequently Asked Questions
Put Sentiment Analysis Into Practice
Callbricks helps agencies apply these concepts with real data from their sales calls. Start mining your call archive today.