Score your respondents.
Score each respondents' perception based off their answers. The higher the score, the better their perception of your organization. All you will need to do is assign a positive value for every positive option, a negative value for a negative option, and a zero value for the neutral option. In the end, the more positive your respondents' perception of you is, the higher your score will be and vice versa. Combine the feature with the Zoho CRM integration and you can give your sales team a clear reasons for why potentials are happy, unhappy, or neutral to your proposals.