How to analyze sales calls automatically and check the results
How to analyze reps' calls: set a goal, check the transcript and the AI assessment against the recording, review with the team and log agreements in the CRM.
Start with the agreements that should help in the next conversation with the customer. To analyze sales calls automatically, record the calls you want to review, check the transcript and summary against the recording, and log what was agreed in your CRM. A recording, transcript and summary make it easier to check the customer's needs and objections and the rep's promises. They are not automatically a sales forecast or an assessment of an employee.
The guide was prepared by the Heilo team, a service for recording and analyzing calls. We describe how to review calls yourself and point to features of larger conversation intelligence platforms. As of 20 October 2026.
1. Choose a concrete goal for the analysis
Instead of "we want to know everything", pick a problem: no date for the next contact, an unclear quote, a poor reaction to an objection, or agreements getting lost outside the CRM.
| Question during review | What to check | What to write down |
|---|---|---|
| What problem did the customer raise? | Their actual words, not an interpretation of intent | A short description of the need |
| What was agreed on price and scope? | Amounts, units, conditions and reservations | The confirmed proposal |
| What will each side do? | The responsible person and the deadline | The next step in the CRM |
| How was the objection answered? | The answer and the reaction in context | Material for a development conversation |
Do not assume that a mention of a budget means a closed sale. A summary is material for further work, not confirmation that a contract was signed.
2. Decide which calls you actually record
In Heilo the range of recorded calls depends on the plan:
- Heilo Voicemail: messages left after missed calls, through forwarding at the carrier. A call the rep simply answered is not recorded.
- Heilo Select: you keep your own number and invite Heilo into a chosen call. This needs conference calling, and recording covers the part of the call from the moment Heilo joins.
- Heilo Line: a +48 company number for each salesperson. Heilo records inbound calls to that number and outbound calls started with "Call via Heilo". Simply dialling a number in the Phone app does not start recording.
See pricing for the current prices.
A B2B team can pass data from Heilo to its own CRM through the API, webhooks, Zapier or Make once configured. Do not assume there is a ready-made plugin for every CRM; the call-to-CRM page describes the options.
3. Prepare the rules before you turn recording on
Set the purpose, the basis for processing, the applicable national rules, the scope of information for participants, retention and access. The phrase "this call may be recorded" alone does not prove that consent was obtained. If the process relies on consent, the way it is obtained must meet the relevant requirements. See the EDPB guidelines on consent and our overview of business call recording laws.
Heilo gives you the tools to inform the caller (a notice, your own wording, a call label). Your company, as the data controller, provides the legal basis and meets the duty to inform. New numbers start in the "Announcement before the call" mode, and in Heilo Select you inform the other party yourself.
Assess the analysis of employees' work and data separately. Article 5 of the AI Act covers certain uses of inferring emotions in the workplace and in education, with narrow medical or safety exceptions. Describing a result as an AI suggestion does not lift the ban if a given use falls under it. Do not make a decision about an employee solely on the basis of an automatic assessment.
4. Compare the transcript and summary with the recording
You do not need to listen to every call in full. But verify the important amounts, names, dates, objections and the passages that are to serve as the basis for an assessment. AI can mis-transcribe a number, confuse the speaker or add an agreement that was not made. What affects transcript accuracy is described in call transcription: how to turn a phone call into text.
Heilo can show an assessment of mood and how it changes, and a description of voice signals, such as pauses or a raised voice. For a two-sided call the AI also suggests a rating of how the single call was conducted on a 1–5 scale, with a short comment. The result is uncertain and does not create a ranking of employees or a periodic evaluation. The estimated share of each person's talk time also needs context: a longer presentation does not have to mean a bad call.
Heilo has "Phrase tracking": you name words, for example a competitor's name, and Heilo shows which calls mention them. In "Heilo Studio: ask your calls" you ask a question in your own words and Heilo points to the calls that answer it. Heilo does not prompt a rep live and has no configurable quality-scoring rules for a whole department. If you need such features or sales forecasts, take that into account when choosing a platform.
5. Set a goal with the call coach
In Heilo Line, and also in a call you invite Heilo into in Heilo Select, the "Call coach" shows what went well and what is worth improving after a two-sided call with a transcript. In "Goals" you set a goal for the next calls, for example agreeing the date of the next contact, and the coach points to the passage that confirms it and gives a verdict for that one call. The verdict is an AI estimate, so the manager checks it in the recording before discussing the call with the rep. The coach does not assess voicemail messages. You can read more in the Heilo features.
6. Use a simple review card
Choose a sample that includes both successful and difficult calls, not only complaints. A person can fill in such a card:
| Criterion | Check question |
|---|---|
| Need | Did the customer confirm that the rep understands the problem? |
| Objection | Does the answer address the specific concern? |
| Agreements | Are the scope and terms clear to both sides? |
| Next step | Is it clear who owns the task and what the deadline is? |
| Verification | Is the conclusion backed by the recording, not only by the AI assessment? |
You can copy the card and fill it in during a review. It is not an automatic form available in Heilo, but you can set a criterion you want to check continuously as a goal in the call coach. Discuss a chosen passage with the rep and agree one change to check in the following calls.
7. Check the effects in your own team
Compare the completeness of notes and deadlines before and after the rollout. Record AI errors, missing calls, the time needed to correct notes, and the manager's review of them. Do not attribute every sale to recording calls, and do not compare only the best sample after the change with a random sample from before.
FAQ
How long does the analysis take?
Heilo processes the call after it ends, and the time depends on its length. We do not promise a specific time. During a pilot, measure how much time passes between the end of a call and receiving the data you need.
Does informing the participant make the analysis legal?
No. A notice is one element of the process; you need to assess the basis, national rules, required consents, retention, access and the purpose of the analysis, especially with regard to employees.
Do I need a conversation intelligence platform?
If you want to analyze recurring behaviour across a whole department, run a sales development program or forecast sales, look at a platform with the relevant modules. If what is mainly missing is agreements in the CRM, start by checking that calls are recorded and notes are complete.
Does analysis replace the manager?
No. It helps find the material, but responsibility for the conclusion, the conversation with the employee and the decision stays with a person.
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