Conversation intelligence
Field Sales Conversation Intelligence: Reps, Promoters and Dealer Visits
Field sales conversation intelligence captures what a brand's representative said to a dealer, what a promoter said to a customer at a multi-brand counter, and what a visiting team said in a showroom, with consent, on the rep's own phone, and scores it against the brand's pitch. The field-force app already proves the visit happened and the order was taken; it does not hear the conversation that decided the order, the scheme that was explained wrong, or the competitor's offer the dealer quoted back. This guide sets out what the field conversation holds, how it is captured away from a store, how it joins the field-force app and the CRM, and the three signals head office never hears today.
Three field conversations and what they hold
| Conversation | What is scored | What head office learns |
|---|---|---|
| Rep at a dealer or distributor | Scheme explained as published, margin objection handled, movement objection handled, order or commitment | Which scheme is misunderstood in which territory; what the competitor's scheme is this week |
| Promoter at a multi-brand counter | Brand pitched or store's push brand pitched; need discovered; competitor defended; what the customer asked for | Promoter effectiveness by counter; unmet demand; the retailer's push behaviour |
| Team visiting a showroom or branch | Launch briefed, docket explained, questions answered | Whether the launch landed the same way in every city |
Capture away from a store
There is no entrance signage at a dealer's counter or a customer's home, so consent is spoken: the rep says a line, the other party agrees or declines, the recording state is visible on the phone, the recording is local when the network drops and syncs later, and the audio is deleted after transcription. The rep's own phone is the device; a wearable adds hardware per rep and a charging routine. the DPDP Act position is at /learn/is-recording-customers-legal-in-india-retail/, and the capture paths are compared at /learn/how-to-capture-sales-interactions-at-retail-stores/.
How it joins the field-force app and the CRM
The field-force app (Bizom and FieldAssist are the names most often quoted, as their sites describe them) owns the visit: beat, check-in, order, shelf photo. Conversation intelligence attaches the scored conversation to that visit, so that the order record carries the objection and the scheme explanation, and the territory report carries competitor mentions and unmet demand. Borentis feeds the brand's CRM rather than replacing it; nothing is sent to a dealer or customer automatically. The wider retail execution map, with field-force apps placed, is at /learn/retail-execution-software-india-vendor-map/.
The three signals head office never hears today
- The scheme explained wrong. A scheme quoted differently in three territories is a training problem that looks like a demand problem.
- The competitor's offer quoted back. Dealers tell reps what the rival is doing this week; the rep's notes say 'market slow'.
- What the customer asked for that the brand does not make. Promoters hear it daily; product teams hear it at the annual survey.
On the floor
A consumer durables brand captures a month of promoter conversations at multi-brand counters in two cities. In one city the promoters pitch the brand's new range in most conversations; in the other the store's push brand comes up first in half of them, and the promoters do not defend. The brand's trade marketing team had the counter sales data and no explanation. The coaching note is a two-line competitor defence in the local language, and a conversation with the retailer.
Frequently asked questions
What is field sales conversation intelligence?
Capturing the in-person conversations of brand representatives, promoters and visiting teams on the rep's phone with consent, transcribing them in Hinglish and regional languages and scoring them against the brand's pitch: scheme explained, objection handled, competitor named, order or number taken. It attaches to the visit the field-force app already records.
How is consent handled in the field?
Spoken: the rep says a line, the dealer or customer agrees or declines, the recording state is visible, audio is deleted after transcription. That is the strongest footing under the DPDP Act and the only workable one away from a store.
Does it replace the field-force app?
No. The field-force app manages the visit and the order; conversation intelligence hears the conversation inside the visit. A brand runs one of each and reads them together by territory.
Related reading
- Best field sales conversation intelligence tools
- Promoter performance tracking for brands
- How brands can hear in-store conversations at retailers
- What is retail conversation intelligence?
Where Borentis applies this
- Brand Voice-of-Customer: The focus group hiding in plain sight.
- Competitor Defence: Hear the rival the moment your customer names them.
- Unmet Demand Signals: Demand for what you did not have.
Borentis is the Agentic Operating System for Customer Interactions, built for Indian retail floors: consented one-tap capture on the advisor's phone, every conversation scored against your playbook with the evidence behind every number, leads created when a number is heard, and coaching from your own best conversations.