Analyze sales calls to close more deals with Zapier Agents

You just finished a promising sales call. But between rushing to your next meeting and updating your CRM, those crucial moments that could make or break the deal start to fade. 

Did you miss a buying signal? Could you have handled that objection better? Without systematic call analysis, you’re missing opportunities to refine your techniques, identify what’s working, and spot patterns that separate your winning calls from the ones that slip away.

With Zapier Agents, you can build an AI agent that auto-transcribes your Zoom sales calls and evaluates them using proven sales methodologies. The agent analyzes everything from your confidence levels and engagement techniques to objection handling and closing strategies, then logs detailed feedback directly to a Google Sheets dashboard—giving you actionable insights to close more deals.

Watch the video below to see how it works, or keep reading for step-by-step instructions.

How to set up automated sales call analysis with Zapier Agents

In this example, we’ll start with a template in Zapier Agents. This template enables the agent to automatically transcribe new Zoom call recordings and evaluate them against a structured sales framework designed to improve your deal-closing performance. When a new call transcript becomes available, the agent analyzes five key areas—behavior and technique, engagement and diagnosis, lead pain identification, action plan presentation, and closing strategies—then logs detailed evaluation results directly in a Google Sheets tracker.

To get started, click on the button below, then follow the steps to customize your agent.

Step 1: Activate your template

1. Navigate to the Sales Call Analysis Agent template. 

2. Click Use Template to start building in Zapier Agents. 

3. Review the template summary. 

4. Click Use this template.

Step 2: Connect Zoom and Google Sheets

After going through a summary of what the template does, you’ll need to connect the accounts used in your agent.

1. First, connect your Zoom account to access call transcripts. You can use a previously connected account from other Zapier automations or connect a new account. (This applies to all the accounts you’re connecting.) 

2. Next, connect your Google Sheets account to log analysis results. 

3. Click Create once both accounts are connected.

Step 3: Review your agent’s trigger

The trigger is set to Zoom: New audio transcript by default, which automatically processes every call recording when Zoom generates a transcript. For sales call analysis, this automatic processing ensures you get consistent feedback on every sales conversation without manual effort.

But if you want your agent to work differently, you can click Replace trigger and select from options like:

• On demand for manual activation (when you want to analyze specific calls)

• Schedule by Zapier for time-based processing (if you prefer batch analysis)

• Trigger via Zap to trigger from other automated workflows

You can also customize the trigger scope to analyze only transcripts you create or include all transcripts associated with your account—including calls hosted by teammates.

Step 4: Review and customize the agent’s instructions

The agent uses two main tools to create the automated analysis system:

• Zoom transcript analysis, which processes call recordings for evaluation

• Google Sheets: Update spreadsheet rows, which logs detailed analysis results to your tracker

The agent also comes with built-in evaluation criteria focused on deal-closing effectiveness. By default, your agent analyzes:

• Behavior and technique: Evaluate confidence levels and the negotiation approach that’s used with prospects. 

• Engagement and diagnosis: Assess rapport building, meeting clarity, and objective identification. 

• Lead pain identification: Review how effectively you uncover and amplify prospect pain points. 

• Action plan presentation: Analyze your transition to the pitch and proposed solutions. 

• Closing strategies: Examine objection handling and closing techniques used. 

• Key metrics: Report call duration and time allocation across different phases.

You can customize your agent and adjust the Google Sheets action, too. Just click the widget next to the tool to specify which spreadsheet and worksheet to use.

With this agent, you can customize things like:

• Evaluation framework: Upload your own sales methodology through the Google Docs integration, or modify the built-in criteria to match your team’s approach. 

• Spreadsheet destination: Select specific spreadsheets and worksheets for your analysis results. 

• Output format: Customize how evaluation results are structured and what details are included. 

• Alternative outputs: Configure the agent to send results to other tools like Airtable or Slack instead of (or in addition to) Google Sheets. 

• Trigger scope: Adjust whether to analyze only your calls or include team calls for broader insights.

Step 5: Test and deploy your agent

To run a sample workflow using a recent Zoom call transcript of yours, click Test agent. From there:

1. The agent will analyze a call transcript and demonstrate how it evaluates performance across the five key deal-closing areas. 

2. You’ll see how it processes the transcript and generates detailed feedback with concrete examples from your conversation. 

3. Review the proposed analysis and Google Sheets update, then click Approve to see it executed—you’ll only need to use this approval step when testing your agent, not when it’s running live. 

4. The agent will show you exactly what gets logged to your spreadsheet, including feedback and improvement suggestions. 

5. If everything looks right, toggle on Enable agent when you’re done testing.

Once your agent is deployed, it will automatically process every new Zoom call transcript. You can monitor all analysis activity by visiting the Activity tab to see processed calls and review the insights being generated to help you close more deals.

Take your sales performance to the next level with Zapier Agents

This template gives you a flexible foundation for sales call analysis. And you can adapt it to your specific deal-closing needs. Customize your agent to send performance summaries to Slack channels for team coaching, create follow-up task workflows in your CRM when specific patterns are detected, or integrate with sales coaching platforms for comprehensive skill development. 

You could even set up automated weekly performance reports, connect the analysis to proposal generation tools based on identified pain points, or adapt the evaluation criteria for different types of sales calls across your business-critical tools.

This is just one example of what Agents can do. For even more inspiration, check out our guide to using Zapier Agents.