This article will guide you on how to create a B2B Buyer survey about Sales Process Experience. With Specific, you can quickly build an expert-level conversational survey in seconds—no technical skills required.
Steps to create a survey for B2B Buyers about Sales Process Experience
If you want to save time, just generate a survey with Specific—it’s really that simple.
Tell what survey you want.
Done.
You don’t even need to read further—AI will create your B2B Buyer survey with expert knowledge and even ask follow-up questions on the fly to reveal sharper insights. If you’d rather craft your own, try the AI survey generator for any audience—Semantic, high-quality surveys have never been this effortless.
Why a B2B Buyer survey about sales process experience matters
Let’s talk bluntly: if you’re not running these feedback surveys, you’re missing out on the real forces that drive or block deal flow, loyalty, and referrals in B2B sales. Knowing the sales process from your buyers’ perspective is a goldmine. Here’s why:
94% of B2B buyers conduct online research before contacting a sales representative. If you’re not surveying this journey, you have blind spots that sabotage outreach, messaging, and ROI. [1]
80% of buyers expect a personalized buying experience. Your survey is the best way to uncover what “personalized” really means to clients, not just what your sales deck claims. [1]
You don’t want to rely on sales team guesswork. 53% of buyers find vendor content lacking in relevance to their pain points—that’s content, conversations, and sales touchpoints falling flat, all due to lack of direct buyer input. [1]
The benefits of B2B Buyer feedback are clear:
Spot friction that blocks deals
Highlight where your process delights or disappoints multiple stakeholders (remember, 63% of B2B purchase decisions involve at least five people [1])
Pinpoint language and content that win trust or raise red flags
Simply put, buyer experience surveys are your “x-ray” for the sales process you think you’re running—and the one buyers actually perceive. Without these, you lose chances to win, retain, and expand.
What makes a good survey on sales process experience
The best surveys are clear, unbiased, and inviting. Questions need to be straightforward and use a neutral tone to encourage honest responses. B2B buyers appreciate specificity, clarity, and the respect implicit in not wasting their time or asking leading questions.
Keep the tone conversational. When people feel like they’re having a real conversation—not just ticking boxes—they share richer stories and actionable feedback. (That’s exactly why Specific specializes in conversational surveys.)
Here’s a quick visual guide on best practices:
Bad Practices | Good Practices |
|---|---|
Complicated or jargon-heavy questions | Plain language and direct questions |
Leading the respondent (“Did our sales team impress you?”) | Unbiased framing (“How would you describe your experience with our team?”) |
Tedious, one-way survey with no follow-ups | Conversational, dynamic follow-ups (“Can you tell me more about that?”) |
Ultimately, you measure the quality of a B2B Buyer survey by both how many responses you get and the quality of the insights. The goal: maximize both. Good design and conversational logic make that possible.
What are question types with examples for B2B buyer surveys about sales process experience
Diversity in question type leads to richer understanding. Let’s explore the key types:
Open-ended questions allow buyers to share their stories in their own words. They uncover unexpected pain points and high-value insights you’d never get from rigid forms. Use them when you want details or context. For example:
What was the biggest obstacle you faced during our sales process?
If you considered alternatives, what made you keep us on your shortlist?
Single-select multiple-choice questions are essential for quickly capturing structured insights (great for your analytics). Use them when you want to quantify how many buyers feel a certain way. For example:
Which stage in our sales process did you find most challenging?
Initial contact
Product demo
Proposal/quote
Contract negotiation
Onboarding
NPS (Net Promoter Score) question helps you benchmark loyalty and predict referrals. It’s best after the full sales process is complete, or post-onboarding. If you want to quickly generate an NPS survey for B2B Buyers about Sales Process Experience, try our quick builder. Example:
On a scale from 0-10, how likely are you to recommend our sales process to a colleague?
Followup questions to uncover "the why" are where the magic happens. After an open or scored answer, follow-ups clarify responses, dig for causes, or pull out examples. Use them to unlock “what’s missing” or “what could be improved.” Example:
“You mentioned the proposal phase was challenging—can you tell me more about what made it difficult?”
“If our responsiveness influenced your decision, what stood out to you—speed, clarity, or something else?”
You can see even more best questions for a B2B Buyer survey about Sales Process Experience, including additional tips and sample wording.
What is a conversational survey
Conversational surveys mimic an actual dialogue. That means instead of handing your B2B Buyer a static form, your AI-powered survey responds, asks clarifying questions, and adapts based on input. The difference? Respondents don’t feel like survey “data sources”—they feel heard. This encourages deeper honesty and higher response rates.
Using an AI survey generator changes the game. You gain:
Surveys crafted in seconds, not hours
Built-in expertise: no guessing, no templates to hack up
Dynamic logic for deep, conversational insights
Manual Surveys | AI-generated Surveys |
|---|---|
Static form, often skipped or half-completed | Feels like a real conversation; increases participation |
Must map out every follow-up in advance | Automatically probes deeper with smart follow-up questions |
Slow to create, easy to bias | Fast to generate, leverages best practices by default |
Why use AI for B2B Buyer surveys? Honestly, it gives you the edge: instant survey creation, dynamic engagement, and insights you can immediately act on. If you want to dive further into the process, there’s a step-by-step guide on how to create and analyze a B2B buyer survey about sales process experience that covers even more.
Specific stands out for delivering a seamless, best-in-class conversational survey experience that makes collecting and analyzing feedback a breeze—for both creators and respondents. If you value actionable buyer insight, you need to make the process this smooth.
The power of follow-up questions
One innovation that sets conversational surveys apart—especially in a platform like Specific—is automated follow-up questions. The AI asks context-aware probes as soon as a buyer gives an interesting (or vague) answer, no emails or manual intervention needed. Using the automatic AI follow-up questions feature, you can seamlessly gather richer insights.
Let’s look at why this is vital. Imagine running a survey without follow-ups. Here’s how it might go:
B2B Buyer: The sales process was a bit slow.
AI follow-up: Could you share which specific part felt slow and how it impacted your decision?
Without follow-ups, you’re left guessing at specifics—the “slow” could be proposal drafting, demo scheduling, etc.—but with a conversational survey, you get the context in real time.
How many followups to ask? In general, 2-3 followups are enough for each question. Specific lets you tune this to avoid fatigue and capture just the depth you need. The option to let the conversation move on after getting a solid answer keeps things smooth.
This makes it a conversational survey: Follow-ups turn static questions into adaptive dialogue. That’s the power of conversational feedback—it feels natural and leads to deeper insight.
AI response analysis is easy: Even if you get hundreds of unique, free-text answers, modern AI lets you structure, summarize, and analyze responses effortlessly. Learn how in our article on AI analysis for B2B buyer survey responses.
This approach to automated follow-up questions is new, so why not generate a survey and experience just how much better your insights can be?
See this sales process experience survey example now
Ready to make a better B2B Buyer survey? Get deeper buyer insights, gather richer responses, and enjoy real-time feedback—start building your own Sales Process Experience survey instantly.