If you sell B2B, you already know: customer calls are where the real story unfolds. The hiccups, the tough questions, and the “aha” moments—they all happen when you’re face-to-face (or screen-to-screen) with buyers. But listening back to hours of call recordings? Nobody’s got time for that.
This guide is for anyone who wants to actually learn from their sales calls, not just check a compliance box. We’ll dig into using Fathom—an AI call recorder and note-taker—to pull out what matters, skip what doesn’t, and actually make your pitch better.
Let’s get practical.
1. Set Up Fathom the Right Way—Don’t Just Hit Record
Why Setup Matters
If you just turn on auto-record and hope for the best, you’ll end up with a pile of transcripts you’ll never read. Start by getting intentional:
- Pick the right calls: Only record calls where you’re actually talking to decision-makers, or where objections have come up before. Internal team huddles? Not helpful here.
- Get permission: Some regions require consent to record. Don’t be the person who forgets this and gets in trouble.
- Link to your CRM: Fathom can sync notes to tools like Salesforce or HubSpot. This isn’t just for show—it’ll save you headaches later when you want to connect call insights to actual deals.
Pro tip: Before your next call, set up Fathom’s tagging or highlight features (more on that soon). This will save you tons of time when reviewing.
2. Actually Listen—But Let Fathom Do the Heavy Lifting
Don’t Trust AI to Do Your Thinking
Fathom’s AI can summarize calls, pull out action items, and even identify “key moments.” That’s neat, but don’t just trust the summary. Machines still miss nuance (and sarcasm).
Here’s how to use Fathom to cut through the noise:
- Skim the summary, then spot-check: Read the AI summary, but pick two or three moments to actually listen to. If something seems off, trust your gut over the summary.
- Use highlights live: During the call, mark “golden moments” (objections, buying signals, or killer questions) with a click. You’ll thank yourself later when you’re not wading through a 60-minute transcript.
- Tag for patterns: Create simple tags like “objection,” “budget concern,” or “feature request.” Later, you’ll be able to search and notice trends.
What to ignore: Don’t get lost in every “um” and “ah.” The small talk at the start? Skip it unless you’re looking for rapport-building tips.
3. Pull Out What Customers Actually Care About
Separate Real Insights from Sales Noise
Most B2B sales calls are 80% fluff, 20% real insight. Your job is to find the 20%.
Here’s what’s worth digging for:
- Objections: What are they really worried about? Is it price, timing, competing priorities, or fear of change?
- Language they use: Pay attention to the exact words customers use to describe their problems, goals, or frustrations. This is gold for your messaging.
- Questions they ask: Are you getting blindsided by the same question over and over? If so, your pitch probably isn’t clear.
- Moments of hesitation: Did they pause before answering? Did their tone change? Fathom doesn’t always catch this, so listen for it in key moments.
How to do it in Fathom:
- Use the search function with keywords (“cost,” “integration,” etc.).
- Jump to highlighted or tagged sections rather than reading the whole transcript.
- Export clips of the best (or worst) moments to share with your team.
Don’t bother: If you’re just counting how many times someone says “yes” or “no,” you’re missing the point. Focus on the why behind their answers.
4. Spot Patterns Across Multiple Calls (Without Drowning in Data)
Don’t Get Fancy—Get Consistent
You don’t need a dashboard with a million filters. Instead:
- Batch review: Once a week, review a handful of calls back-to-back. It’s easier to spot patterns when you’re in the zone.
- Log recurring themes: Did “integration headaches” come up three times? Are people confused by your pricing? Jot this down in a simple spreadsheet or doc.
- Share real clips, not secondhand notes: Use Fathom’s clip export to send short audio or video snippets to your team. It hits harder than a bullet point in a meeting.
What usually works: Noticing when you’re getting the same question (or pushback) from different prospects. That’s a clue your pitch or materials need work.
What to ignore: Don’t obsess over filler words or force a “trend” where none exists. Chasing every tiny inconsistency will just waste your time.
5. Turn Insights Into a Sharper Sales Pitch
Make Real Changes—Don’t Just File Reports
All this analysis is pointless if you don’t actually change something. Here’s how to put insights to use:
- Tweak your pitch: If people keep getting stuck on a certain slide or demo feature, simplify or clarify it.
- Update your messaging: Use the same words your customers use. If they say “integration,” but you keep saying “API connectivity,” you’re missing a chance to connect.
- Preempt objections: Build answers to common objections right into your pitch. If everyone asks about data privacy, bring it up first.
- Test and repeat: Try out changes on your next few calls. Does it land better? If not, adjust again.
Pro tip: Don’t wait for “perfect” data. If you spot even a small pattern, try a tweak. Sales is about iterating, not writing a 50-page analysis.
6. Common Mistakes (and How to Avoid Them)
- Overanalyzing: Don’t treat every call like a dissertation. You’re looking for actionable insights, not a Nobel Prize.
- Ignoring outliers: Sometimes the weirdest call reveals the biggest blind spot. Pay attention if someone asks a question you’ve never heard before.
- Letting Fathom do all the work: AI is helpful, but it’s not a mind reader. Use your judgment and experience.
- Not sharing what you learn: Insights stuck in your head (or in Fathom) won’t help your team get better.
7. Quick Checklist for Each Call
Before you move on to the next meeting, run through this:
- [ ] Did you tag key moments or objections during the call?
- [ ] Did you skim the summary and spot-check the transcript?
- [ ] Did you save a clip or note of anything worth sharing?
- [ ] Did you update your pitch or notes based on what you learned?
- [ ] Did you actually share insights with the team?
You don’t need to check every box every time—but the more you do, the better you’ll get.
Keep It Simple, Iterate Often
You don’t need fancy analysis to get value from your customer calls. Use Fathom to do the grunt work, but let your ears—and your gut—lead the way. Focus on what customers actually care about, make small improvements to your pitch, and repeat.
Sales isn’t about chasing trends or building the world’s most complex dashboard. It’s about learning, adjusting, and doing a little better next call than you did the last. That’s how you win.