Why the objections in your sales calls are worth finding
Every recorded sales call holds a few moments where the prospect hesitates. They ask whether the product works with the tool they already use. They say the price is more than they expected. They mention that a competitor offered something similar for less. One of those moments on one call is a rep's problem to handle. The same moment on forty calls is a marketing problem, because your website, your emails, and your sales materials should have answered it before the call started.
Most teams know this and still don't do the work. Hundreds of hours of calls sit in Gong or Fathom, and nobody has time to listen to them. The objections that do reach marketing usually come from whichever rep spoke up in the last meeting, which tells you what was memorable rather than what was common. Call recorders help with single calls, but their summaries describe one conversation at a time, and the pattern only shows up when you read across many of them.
Finding the pattern takes four steps:
- read the calls that matter, such as first meetings and demos with prospects
- mark each objection in the buyer's own words
- group the objections into themes and count them
- answer the biggest ones where future buyers will see the answer
That is reading work, judging work, and writing work, done across more transcripts than a person can get through. It suits an AI agent that can read every call, tell a real objection apart from a passing question, and then write the answer.
Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here is how it finds the objections in your sales calls and puts them to use.
How Kite finds common objections in your sales calls
Kite starts with your call recorder. Once you connect Gong or Fathom, Kite pulls the sales calls from the period you choose and sets aside internal meetings. It reads each transcript with speaker names attached, so it can separate what the prospect said from what your rep said, and it marks every moment the prospect raised a concern.
Kite then groups those moments into themes, such as price, setup effort, a missing integration, or a competitor, and ranks the themes by how often and how strongly they come up. It saves the ranked list with the quotes and call links to your team's knowledge base, where its later writing can use it.
From there, Kite proposes what to do about the biggest objections. That might be a new answer on your website, a comparison page, or a talk track for your reps. Once you approve the website changes, Kite publishes them. It can then run the same analysis again next month to see what changed.
- Pull the right calls from Gong or Fathom
- Find each objection in the buyer's own words
- Rank the objections by how often they come up and what they cost
- Answer the biggest objections before the next buyer asks
- Run it again and see which objections fade
Pull the right calls from Gong or Fathom
The first decision is which calls to read, because an objection only means something when it comes from a real buyer. Kite reads the calls your connected account can see and narrows them to the ones with people from outside your company. A demo with a prospect counts. A weekly pipeline review with your own team doesn't.
In Gong, Kite lists the calls from a date range, reads each call's details and participants, and pulls the transcript with the speaker and timestamp for every line. In Fathom, it filters meetings by date, by who recorded them, by team, and by the email domains of the people invited. Fathom marks each invitee as internal or external, which makes it simple to keep only the customer calls.
You can narrow the set further when you ask. "Read last quarter's first calls with prospects" gives you the objections that stop deals early. "Read the calls on deals that went to the pricing stage" gives you the ones that show up late. If your team has already set up trackers in Gong for words like "budget" or a competitor's name, Kite can read those too and use them as a starting point.
Find each objection in the buyer's own words
Kite reads each transcript for the moments a prospect pushed back, and it records each one as a quote with the call and the time it came up. It reads the prospect's lines rather than the rep's, because a rep who says "a lot of people worry about setup time" is answering an objection nobody raised yet.
Kite tells a real objection apart from an ordinary question. "Does it work with HubSpot?" is a question if the answer is yes and the call moves on. It is an objection if the prospect follows up with "because if it doesn't, we can't switch." Kite reads the surrounding lines to decide which it is.
Kite also notes when the objection a buyer states isn't the one that matters. "It's a bit expensive" often turns out, a few lines later, to mean "I'm not sure my boss will see the value." Kite records both the words the prospect used and what the conversation shows they meant, and it labels the second as its own reading so you can tell a quote apart from an interpretation.
Rank the objections by how often they come up and what they cost
Kite groups the objections into themes and ranks them by how often they appear and how strongly buyers say them. A theme that comes up mildly on many calls earns a place on the list. So does a rare objection that a buyer says with real force, such as "if we can't get this through security review, it's a non-starter." Kite tells you which kind each one is.
Each theme comes with its count, a handful of the strongest quotes, and links to the calls. That lets you check Kite's reading in a few minutes by opening the calls behind the objection you care about most.
Kite can also check which objections show up on the deals you lost. Fathom links each call to the contacts, companies, and deals in your HubSpot or Salesforce account. When you connect that CRM to Kite as well, Kite reads whether each deal closed won or lost. An objection that appears on most of your lost deals and few of your won ones is the one to answer first, even if another objection is mentioned more often.
Answer the biggest objections before the next buyer asks
Kite turns each objection worth answering into a specific change, because finding an objection only helps once someone answers it. The answer depends on where buyers run into the doubt:
- On your website. If prospects keep asking whether you integrate with Salesforce, Kite writes a clear answer for your FAQ or your integrations page. If price is the worry, it may add a section to your pricing page that shows what the plan replaces.
- In a comparison page. When buyers keep naming the same competitor, Kite can build a page that compares the two products on the points buyers raised on your calls. For more on this kind of page, see Add pages that answer your buyers' questions.
- In your messaging. The words buyers use to describe their hesitation often make better copy than your own. Kite can propose a new headline or a reworked section that speaks to the doubt directly. See Write a stronger homepage headline and call to action.
- For your sales team. Kite writes objection-handling notes for each theme, with what buyers say, what usually sits behind it, and an answer your reps can use, along with the proof that supports it.
Kite saves the objections, quotes, and answers to your team's knowledge base. From then on, the landing pages, ads, and emails Kite writes for you draw on what your buyers actually worry about.
On a website Kite hosts, Kite publishes the approved changes and returns the live link. If your website runs on Webflow, WordPress, Contentful, Sanity, or Storyblok, Kite makes the changes through your connected content system after you approve them.
Run it again and see which objections fade
Objections change as your product, your pricing, and your competitors change, so Kite can repeat the analysis on a schedule. A monthly run is a sensible rhythm for most teams. Each run reads the new calls, updates the ranked list, and compares it with the previous period.
That comparison shows whether your answers are working. If a pricing page change went live in March and the price objection dropped from a third of first calls to a handful in April, the change did its job. If a new competitor starts appearing in your calls, Kite flags it while it's still a small theme rather than after it has cost you a quarter.
Each run appears as its own conversation in the Kite web app. For a team that uses Slack, Kite can post the results to a channel instead, and for a team without Slack, it can email the results to the person who set up the schedule.
What you get
When the list is long, Kite can publish the findings as a report page with charts and tables, so your sales and marketing leads can open it from a link.
A ranked list of objections
Each theme comes with how often it appears, how strongly buyers say it, and whether it shows up more on lost deals than on won ones.
The buyer's own words
Every objection has quotes from the transcripts, with links to the calls and the moments they came up, so you can check the reading for yourself.
Proposed answers
Kite drafts the website changes, comparison pages, and objection-handling notes for the themes worth answering, and publishes the website changes once you approve them.
A record your other work draws on
The objections and quotes live in your team's knowledge base, where Kite uses them when it writes your landing pages, ads, and emails.
A monthly comparison
If you schedule the analysis, each run shows which objections faded, which grew, and which are new.
How to get started
Start by asking Kite a plain question, such as "What are prospects objecting to most on our demo calls this quarter?" or "Read our last 100 first calls in Gong and tell me what's stopping deals."
Kite needs access to your call recordings first, so it sends you a link to connect Gong or Fathom. Connect an account that can see your sales team's calls, such as a sales leader's account, so Kite reads the whole team's conversations rather than one person's. Gong may need a Gong admin to approve the connection. Connect HubSpot or Salesforce too if you want Kite to compare won and lost deals.
Kite reads the calls, then comes back with the ranked list, the quotes behind it, and what it would change first. You decide which answers to pursue. Kite writes them, and it asks for your approval before anything goes live on your website. If you want the analysis every month, tell Kite and it puts it on a schedule.
You can work with Kite in the Kite web app or in Slack.
Integrations used to find common objections in your sales calls
Kite needs your call recordings to do this work, and those come from the call recorder your team already uses. A connected CRM adds whether each deal was won or lost. Kite's own website tools, or your connected content system, carry the answers to your website.
Read your sales calls
Kite reads the transcripts, summaries, and invitee lists from your Fathom calls, keeps only the calls with people outside your company, and uses Fathom's links to your CRM to know which deal each call belongs to.
Connect your Gong account and Kite lists calls by date, reads each call's participants, and pulls the full transcript with the speaker and timestamp for every line. It can also read the trackers your team has set up in Gong.
Common questions
What are the most common sales objections?
Most sales objections fall into a few familiar groups: price ("it costs more than we expected"), timing ("not this quarter"), need or fit ("we're not sure this solves our problem"), trust ("we haven't heard of you"), authority ("I'd need my boss to sign off"), and the status quo or a competitor ("we already use something for this"). Those groups are a useful starting vocabulary, but they won't tell you which ones matter for your product. Your own calls will. Kite uses groups like these to sort what it finds, then ranks them by what your buyers actually said.
How do you overcome objections on a sales call?
Listen to the whole objection, ask a question to find out what sits behind it, answer that underlying concern with something specific, and check that the answer landed before moving on. The best fix, though, is to answer common objections before the call starts, so the buyer arrives with fewer of them. That's why Kite turns the objections it finds into website answers and comparison pages as well as talk tracks for your reps.
Can Kite analyze Gong calls if Gong already has its own AI features?
Yes. Gong's own features are built to help with individual calls and deals, such as summaries and coaching for reps. Kite reads across many calls to find the patterns, then does the marketing work that follows: it writes the website answer, builds the comparison page, and publishes the change once you approve it. The two fit together, because Kite works from the transcripts Gong already records.
Does Kite join or record my sales calls?
No. Your call recorder joins and records the call as it does today. Kite reads the transcript after the recorder has finished processing it.
Can I use Kite if we don't use Gong or Fathom?
Yes, with a little more effort on your side. Kite can work from transcripts you upload as files in the Kite web app or share with it in Slack. Kite reads them the same way it reads Gong or Fathom calls, as long as the transcript shows who said each line. A connected call recorder is easier because Kite can pull new calls on its own each month.
Will Kite publish quotes from my prospects' calls?
No, not unless you ask it to and the prospect agrees. Kite uses quotes to show you the evidence behind each objection and to guide the words in your copy, but the published answer is written in your voice. If you want to quote a customer on your website, Kite drafts a request asking them to approve the exact wording.