Best questions for b2b buyer survey about sales process experience

Here are some of the best questions for a B2B buyer survey about sales process experience, plus tips for crafting them. You can use Specific to build your survey in seconds and start collecting deeper insights right away.

Best open-ended questions for B2B buyer survey about sales process experience

Open-ended questions are unbeatable when it comes to uncovering detail, context, and unfiltered opinions from B2B buyers. They let respondents go beyond checkboxes and tell you exactly what’s on their mind. For sales process experience, these questions shine when you want to surface unmet needs, friction points, or moments of delight—especially since 70% of buyers say the buying experience is important or very important in their decision-making process [1].

1. What stood out to you most during your sales experience with us?

2. Was there anything you found confusing or complicated in our sales process?

3. How did our sales team help you clarify your needs or solve your challenges?

4. What information did you wish you had earlier in the buying process?

5. Describe any frustrations or roadblocks you faced as you interacted with our team.

6. How did our sales team's responsiveness and communication impact your decision?

7. Were there moments where your expectations were either exceeded or not met? Please explain.

8. What almost stopped you from moving forward with us?

9. How did you find our approach compared to other vendors you evaluated?

10. In your view, how could we improve your buying experience?

Use these to get honest, in-their-own-words feedback that can kick off both strategic improvements and better frontline conversations. If you want to automatically generate these kinds of questions, try the AI survey generator.

Best single-select multiple-choice questions for B2B buyer survey about sales process experience

Single-select multiple-choice questions are perfect when you need to quantify the buyer journey, spot trends, or ease people into the conversation. Sometimes, it’s easier (especially for busy B2B buyers) to select from succinct choices than to compose a lengthy written answer. Use these to start a discussion or to benchmark key aspects of your sales process before diving into qualitative detail.

Question: At what stage did you feel most confident about moving forward with us?

• Initial outreach

• Product demo

• Pricing discussion

• Contract negotiation

• Post-sale onboarding

• Other

Question: How would you rate the responsiveness of our sales team?

• Very responsive

• Somewhat responsive

• Not very responsive

• Not responsive at all

Question: What was the primary channel you used to interact with sales?

• Email

• Phone

• Video call

• In-person

• Other

When to followup with "why?" If someone selects an extreme or unexpected answer—like “Not very responsive” or “Other”—always ask why. Open-ended follow-ups can reveal the details behind friction or delight that would otherwise go unseen. For example, if a buyer says the contract negotiation phase was the biggest roadblock, following up with “Why did that phase feel challenging?” often uncovers actionable details about process, communication, or misaligned expectations.

When and why to add the "Other" choice? Always give buyers an “Other” option when you can’t guarantee the listed options cover every scenario. Follow-up questions here frequently surface surprises: a new communication channel, an unanticipated concern, or an unusual purchase journey. These blindspots often become your next breakthrough areas for improvement.

NPS question: Should you use it in a B2B buyer survey?

NPS (Net Promoter Score) is a classic for a reason. It measures how likely your B2B buyers are to recommend your sales process—giving you a clear benchmark across cohorts and over time. In B2B, where 70% of buyers say they are more willing to buy when vendors understand their industry-specific challenges [1], understanding your promoters versus detractors is invaluable. An NPS question, with intelligent follow-ups for low or high scores, instantly flags satisfaction gaps or advocacy opportunities. Create an NPS survey for B2B buyers about your sales process now if you want a simple, trackable loyalty metric for your team.

The power of follow-up questions

Automated follow-up questions can turn a generic response into a goldmine of context. We built Specific’s AI follow-up feature to act like a savvy researcher probing for clarity or depth—without manual effort. In a B2B buyer survey about sales process experience, follow-ups dig out the specifics that explain “why” behind a score or choice. 80% of B2B buyers expect a personalized buying experience, so clarifying vague or complex answers is the quickest way to deliver that [1].

• B2B Buyer: "The process took too long."

• AI follow-up: "Could you share which step in the process felt the most time-consuming, and how it could be improved?"

Without the follow-up, you only learn the process was slow; with it, you discover the culprit—maybe slow contract reviews or unclear timelines.

How many followups to ask? Generally, 2-3 targeted follow-ups per question are enough to surface the needed context (and avoid survey fatigue). When using Specific, you can set smart limits and let the AI skip to the next question if you’ve collected what you need.

This makes it a conversational survey: Instead of a static form, the experience feels like a real, back-and-forth conversation. Buyers are more engaged, and you collect richer, more authentic feedback.

AI survey response analysis is easy: Long text answers aren’t a pain. With AI-powered analysis, you can instantly analyze survey responses and unearth top trends, saving hours of manual work.

Conversational, AI-driven follow-up questions are new—give them a try in your next survey and experience the difference.

How to compose a GPT prompt for B2B buyer sales process surveys

Want the AI to generate (or help refine) your questions? Just describe your needs in plain language. Start simple:

Suggest 10 open-ended questions for B2B buyer survey about sales process experience.

But, the more context you give, the better the results. For example, add details about your audience, whether you need to cover pre-sale, decision, and post-sale stages, or what you want to improve in your process:

Act as a SaaS sales leader. My team wants to improve the sales process experience for B2B buyers, especially around information clarity, responsiveness, and contract speed. Suggest 10 open-ended questions to help us understand pain points, moments of delight, and where our process could be more effective.

Once you have a list, try categorizing them:

Look at the questions and categorize them. Output categories with the questions under them.

Then, pick the category you’re most interested in and ask for more:

Generate 10 questions for the “information clarity” and “responsiveness” categories.

Iterate and refine as much as you like—this is exactly how the AI survey builder in Specific works.

What is a conversational survey?

A conversational survey is more than an online form. Every question feels like a prompt from a smart interviewer, with instant probing for details, “why” questions, and clarifications—all in a natural chat. Buyers interact much the way they would in a live interview, but without scheduling hassles or pressure.

This approach is a game changer for busy B2B buyers. With 68% preferring self-service research and 77% completing research before speaking to sales [1], meeting them where they already are (digitally, and asynchronously) increases response rates and authenticity.

Why use AI for B2B buyer surveys? AI survey builders let you move fast, respond to industry trends, and personalize every survey for your buying audience—no matter how complex the sales process gets. Creating a custom AI survey example with targeted follow-ups and auto-analyzed results can transform your feedback loop and accelerate improvements.

We believe Specific gives the smoothest, most intuitive experience in conversational surveys. Both survey creators and B2B buyers benefit from AI-driven feedback and less friction at every step. If you want to see how to create a survey like this from scratch, read the step-by-step guide: how to create a B2B buyer survey about sales process experience.

See this sales process experience survey example now

Get inspired by a real AI-powered B2B buyer survey example and jumpstart your own process transformation—see what a conversational survey can do for better insights, faster improvements, and higher buyer satisfaction.