Survey template: B2B Buyer survey about sales process experience

Gathering actionable feedback on the sales process from today’s B2B buyers is crucial—but crafting the right survey can feel overwhelming. That’s why we built an AI-powered, conversational Sales Process Experience survey template here at Specific. If you want to truly understand your buyers, use and try this template for better results.

What is a conversational survey and why AI makes it better for B2B buyers

If you’ve rolled out a sales process survey to B2B buyers before, you know the struggle: clunky forms, drop-offs, vague answers, and low engagement. B2B buyers are pressed for time and expect seamless, digital-first interactions from the brands they evaluate. Thankfully, the AI survey template we designed at Specific leverages an entirely different approach—conversational surveys that feel like a real chat.

The biggest shift here? Rather than static forms with generic questions, an AI survey generator transforms the feedback process into a dynamic, adaptive conversation. Here’s why this matters for B2B buyers:

• Engagement is higher: Buyers are more likely to respond when the survey feels personalized and chat-like, matching the kind of digital self-service they prefer.

• Richer context: AI tailors follow-up questions in real time, getting you richer and more actionable insights.

• Faster creation: You don’t have to build every question from scratch; AI does the heavy lifting, saving hours each time.

Why use AI for B2B buyer surveys?

B2B expectations are changing fast. 77% of B2B buyers say they won’t speak to a salesperson until they’ve completed their research [2], and a massive 86% are willing to pay more for a better customer experience [5]. Traditional survey forms fall short, failing to drive engagement and often yielding incomplete data. Specific’s conversational surveys flip that script—making it easy for buyers to share candid feedback, while giving teams better insights on what really shapes buyer experience.

With Specific, both the survey creators and respondents experience a frictionless, modern workflow—making us a leader in conversational survey experiences. For resources on crafting the most impactful questions, check out best questions for B2B buyer sales process experience surveys.

Automatic follow-up questions based on previous reply

As any B2B seller or researcher knows, getting to the heart of buyer decision-making means asking not just one question, but the right clarifying follow-ups that drill deeper. Specific’s AI survey engine listens to each response and asks real-time, conversational follow-up questions, just like a skilled interviewer. No more wasted back-and-forth via email to dig for missing details—the AI does it for you and your team, capturing the full context in one go.

Here’s why this matters:

• If you don’t follow up, too many responses are vague or unusable—leading to guesswork and missed opportunities for improvement.

Example:

• B2B buyer: “The sales process was okay, but a bit slow.”

• AI follow-up: “When you say the process felt slow, which specific steps caused delays or frustration for you?”

This single step turns a vague comment into actionable feedback—no more ambiguous responses or half-baked survey data. To see how automated follow-ups can radically improve your data, try generating a survey and experience the flow yourself—or read more about how this works in-depth at AI follow-up questions.

These follow-up interactions make the entire experience a true conversation—not a boring questionnaire—driving much higher engagement and richer results for your B2B buyer surveys.

Easy editing, like magic

We know how quickly requirements shift when running B2B buyer research. With Specific, you can edit and customize your AI survey template in seconds, simply by describing what you want to change in a chat interface. Ask the AI to reword questions, add new ones, or adjust tone—no fiddling with forms or logic trees. The AI applies expert knowledge to every edit, making survey building (and tweaking) as easy as chatting with a colleague. Dive deeper into how this works in our AI survey editor documentation.

Survey delivery: sharable pages and in-product surveys

Once your survey is ready, distribution takes just a click. Choose the delivery method that works for your B2B buyer audience and sales process experience feedback goals:

• Sharable landing page surveys: Instantly publish your AI-powered buyer survey to a unique URL. Share it in emails, Slack channels, LinkedIn, or embed it in newsletters to reach buyers on their own terms. Perfect for collecting structured feedback after a sales process completes, or in multi-stakeholder buying teams.

• In-product surveys: Embed directly into your product or user dashboard to catch buyers at the moment of peak relevance—right after onboarding, trial, or contract closure. In-app delivery is a game changer when buyers are already digitally engaged and ready to share feedback in context.

For B2B buyers, landing pages offer flexibility, but in-product delivery works best for software or self-service platforms aiming for contextual feedback at scale. Both methods provide a fully conversational, AI-driven experience tailored to your workflow.

Instant, AI-powered survey analysis

Stop losing hours wrangling spreadsheets or reading every individual comment. With Specific, all your B2B buyer responses are analyzed automatically—summarized, organized by key themes, and instantly surfaced as actionable insights with AI survey analysis. AI detects patterns, sentiments, and bottlenecks in your sales process, and you can even chat with the AI about what the data means for your next steps. Dig further into how to analyze B2B buyer sales process experience survey responses with AI, or explore hands-on with AI survey response analysis—it’s the fastest way to get to insights that drive action.

Use this Sales Process Experience survey template now

Launch your AI-powered conversational survey today and uncover what truly drives your B2B buyers, with smarter follow-up, effortless editing, and actionable insights—instantly. See how Specific makes collecting and understanding sales process experience feedback radically easier and more valuable.