The expert network sales enablement teams brief before pitching
Speak to the former buyers who have already run the evaluation you are selling into.
Definition
What buyer research means for a sales enablement team
Customer insights for sales enablement are primary reads on how a buyer actually decides: who is in the room, what they weigh, and what the objection really is behind the one they say out loud. Nextyn sources former buyers directly. The sharpest enablement material is built on what a buyer actually did.
Matched to the questionrecruited against the buying committee, not a panel
Former buyers, not proxiespeople who have actually run that evaluation
Documented end to endconflict and confidentiality checks on every engagement
Why Nextyn
What the buyer did, from the buyer who did it
- Former buyers people who ran the evaluation and have no reason to be kind about the pitch
- Regional edge on multi market selling sourcing across India, Southeast Asia and the Gulf alongside full reach in North America and Europe
- Fielded inside the sales cycle experts matched to the question, so a read lands while the deal is still live
- Compliant by design screening, conflict and confidentiality checks and disclosed restrictions on every engagement, documented to be audited
What it answers
The questions that decide the deal
- 01
Who is in the room?
The real buying committee, which a CRM cannot show you because most of it never speaks to a seller.
- 02
What are they weighing?
The criteria that actually decide, in the order they decide it, rather than the order the RFP lists them.
- 03
What is the real objection?
The concern behind the objection they say out loud, which is usually the one that lost you the deal.
- 04
Why did we lose?
The reason a buyer gives a neutral third party, which differs from the one they gave the rep.
- 05
Does the pitch land?
Whether the pitch lands with buyers who have no relationship with you and no reason to be kind about it.
How it works
How Nextyn helps sales enablement teams research their buyers
One research lead owns the brief from scoping through to delivery, and nothing is booked until you approve the names.
Capabilities
What we help you decide
The questions a deck and a data room leave open, answered before you commit.
How the decision is actually made and by whom. Most of a buying committee never speaks to a seller, and we source the ones who decided it.
The real objection behind the stated one. Buyers give sellers a reason that is easy to say and hard to argue with; asked by a neutral third party months later, they tend to give the actual one, and it is usually a different problem entirely.
Why the deals you lost were actually lost, from the buyers who chose someone else. The reason a buyer gives to a researcher is the candid one.
Claims the team can defend, because a buyer said them. Material built on sourced buyer language survives the conversation.
Whether your personas match the people actually in the room. Former buyers who ran the evaluation say who was in the room and what each of them weighed.
Whether the pitch lands with buyers who do not know you. Message testing with people who have no relationship to your brand gets you the reaction a real prospect would have.
Nextyn IQ
What was said on the call stays with the team
- Every call on the record transcripts, so what an expert actually said is captured word for word
- Searchable across the team the colleague who joins in week two can read week one for themselves
- Evidence you can trace every claim in the work sits next to the call it came from, which is what makes it defensible under challenge
- A library that outlives the project the same transcripts are still there next time the question comes back, in the experts' own words
Expertise in action
Get more insight into what matters to you most
Analysis and market reads from the Nextyn desk.
Case studyThe Objection Behind the Objection Case StudyModerated calls with buyers from stalled, lost and won deals about what decided themRead more
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ArticleWhat a B2B Deal Actually Turns OnSales discovery surfaces stated criteria. The criterion that decides the deal is often never stated. How to find it before the loss.Read more
ArticleCustomer Advisory Board or Win-Loss Interviews?A customer advisory board tells you what your customers think. Win-loss interviews tell you why the others did not buy. Which budget answers which question.Read more
Start here
Speak to an expert about your question
A dedicated Client Solutions Manager will be in touch shortly to help with your research needs.
- 01Send your project scope
Your questions, and the thesis behind them. A paragraph of context is enough.
- 02We come back with angles and expert profiles
A shortlist with rates included.
- 03Approve, then we field
You select and approve the experts you want to speak to.
- 04Nextyn IQ reads across the whole project
Agreement, contradictions and open gaps, read across every call in the project.
Questions
Frequently asked questions
Nextyn supplies primary reads on how a buyer actually decides: who is in the room, what they weigh, and what the real objection is behind the stated one. The stated objection is usually price and the real one usually is not, which is why deal reviews built on rep-reported loss reasons rarely change anything. Nextyn recruits the buyers themselves, including those who chose a competitor, and asks them directly. Findings come back with attributed transcripts, so a sales team can hear the objection in the buyer’s own words rather than in a rep’s summary.
Yes. Nextyn recruits former buyers who evaluated a client’s product and chose a competitor, which is the most direct evidence available on why deals are lost. Recruitment runs against the specific evaluation rather than the category, so the buyer genuinely ran the comparison in question rather than merely working in the sector. Interviews are conducted blind, so the commissioning firm stays private, which is what allows an honest answer about why a vendor lost. Every respondent is screened for confidentiality obligations before the conversation, and findings come back with attributed transcripts.
Nextyn schedules most first calls within 24 to 48 hours of the brief. That timeframe is which fits inside a quarterly sales cycle, where enablement changes have to land before the quarter they are meant to affect. A senior operator in a narrow segment takes longer to source than a category specialist, and where a brief falls into that category Nextyn says so upfront and commits to a date it can hold. A research lead returns angles, candidate names and rates before anything is booked, and no call is scheduled until the client approves the expert.
Yes. Nextyn runs sales enablement research as a standing programme in repeat waves. Repeat waves keep the picture current as competitors reposition and buying criteria shift, which a one-off study leaves behind: enablement content built on a study from four quarters ago is describing a market that has moved. Nextyn holds the question set constant across waves so results stay comparable, and every wave lands in Nextyn IQ where changes in buyer reasoning are visible across time.
Nextyn sources experts globally, across 70+ countries, with in-market researchers supporting every region it covers. A brief in any covered market is handled by researchers who know that market, which extends reach past listed corporates into distributors, dealers and independent operators. References can be taken in the expert’s own market and language, which allows one brief to run consistently across several geographies at once. Nextyn confirms coverage for the specific markets in a brief at the outset, so a client knows the reach before the engagement begins.
Nextyn confirms the cost of an engagement in writing before any expert is approached. A research lead returns candidate names and their rates within 24 to 48 hours of the brief, so a client sees the actual cost of the actual experts before committing to anything. Cost moves with the seniority of the experts involved and the number of conversations a question needs, scoped against each brief rather than quoted from a rate card. Enablement teams typically start with a small number of loss interviews to test whether the stated objection holds, then move to a standing programme once it does not. Nextyn prices those separately so the first step stays low-commitment. Standing programmes are priced annually against an agreed wave calendar, which fixes the budget and removes repeated procurement. Nextyn confirms cost in writing before any fielding begins.