Artificial Intelligence (AI) is reshaping the sales landscape, offering new ways to automate tasks, personalise outreach and gain deeper customer insights. But while AI presents exciting opportunities, navigating its practical applications and ethical considerations can be challenging. In this article, Sue Turner OBE and Founder of AI Governance Limited shares insights on how sales professionals can start leveraging AI effectively, avoid common pitfalls and ensure responsible implementation for long-term success.
I was seven years old when I made my first sale. The family business provided musical education concerts for children, so in the school holidays I was press-ganged to help. I quickly found that being front-of-house selling merchandise was much more fun than being backstage, cementing my lifelong love of making a sale.
Back then, my sales engagement patter was simple: “Do you know the difference between the records?” It was an effective closed question but now seems desperately old-fashioned in a world where we have so many different tools, technologies and routes to market.
The technology grabbing the headlines is of course Artificial Intelligence (AI). ISP members already know that, in theory, AI can analyse vast datasets to automate lead generation, predict customer preferences and hyper-personalise marketing messages. But turning the theory into practice and tangible benefits, is not straightforward.
While the adoption of AI in sales is still in its early stages, it’s not too early for successful implementation. Forward-thinking sales professionals are already leveraging AI-powered tools to automate mundane tasks, gain deeper customer insights and personalise their outreach at scale. This allows them to focus on building relationships and closing deals, ultimately driving revenue growth.
But we can also waste a lot of time experimenting with AI tools that produce no benefit, so let’s explore some practical ways to use AI today for competitive advantage.
Using AI to research potential customers
We all need to generate leads and using AI to research potential customers can be a quick win. Seamless.ai searches multiple information sources to prospect and provide leads for B2B sales, whilst other accessible tools like LinkedIn Sales Navigator and Lusha, use AI to provide insights into prospects and companies, including recent news, shared connections and icebreakers to kickstart conversations.
But our mantra when using any AI-powered tool must be “Just because we can, doesn’t mean we should”. Sometimes AI simply isn’t the best way to get the job done; other times it carries risk and ethical issues.
For example, we can collect a person’s web browsing history, purchase history and social media activity to create a detailed profile. Is it appropriate – and are we complying with data protection rules – when we collect and store this data? And if we use the information to target the person with personalised advertising or sales pitches, where’s the line between legitimate sales and exploiting someone’s vulnerabilities or passions?
Is it safer to use AI for internal activities?
Using AI-powered tools internally may seem like the safer route as you can keep control of all your data. But the reality is that most organisations lack the skills and sufficient data in-house to go it alone so a quicker way to start using AI internally is to buy in services.
For example, Salesforce users have not only Salesforce Einstein for lead generation but also CRM Analytics to spot trends, predict outcomes and get AI-based guidance on the best next steps.
Services like Gong and Chorus.ai analyse sales calls to coach call handlers and recommend winning strategies to team leaders.
Check if your CRM provider is providing analysis and reporting tools like this and if not, that could be your reason to change platforms.
Getting started with AI
You probably have already been using AI at work without knowing it. But to consciously start moving forward with AI can seem daunting. It will be more manageable if you break it down into steps, like in the AI Governance “10 steps to getting started with AI”.
First focus on real problems your business has that could be solved by using AI to predict, personalise or automate. Next, look at the data you have (or can legitimately obtain) – do you have a hunch where insights might be hidden? AI could find it for you.
Many companies are experimenting with using AI to cut admin by recording, transcribing and analysing virtual meetings but in my experience, they rarely give enough thought to risks, like how commercially sensitive information is being stored and who can access it.
Right from the start you need to get wise to the risks using AI can bring and apply a Responsible AI Framework to make sure you’re using AI with wisdom and integrity.
Whilst you’re experimenting with AI, I recommend you have some success metrics from the outset. What are you trying to achieve? What can you measure that will show whether the AI approach is making a difference? Make sure you track the actual impacts against what you anticipated.
Will AI affect my career and job prospects?
All of us have questions about how AI may affect our jobs. In sales, as AI automates many tasks, there is a risk of job losses but I don’t foresee AI replacing human salespeople entirely. Instead, the sales role will evolve, with a greater emphasis on building relationships and using technology well.
The pace of change in AI is extraordinary so employers must invest in training and development. As individuals we also have a responsibility to keep up to date with what AI can do. Make sure you understand that generative AI tools can be untrue. Investing in your understanding and skills is vital.
AI has the potential to revolutionise the sales industry, but it is essential to approach its development and implementation with caution. In the meantime, if you want to build trust with customers and stakeholders, make sure your organisation has a structured way to think through the ethical minefield so you can harness the benefits of AI while minimising risks.
In the end, the art of selling remains fundamentally unchanged. Whether it’s a child selling LPs or a seasoned professional leveraging AI, the ability to connect with customers, understand their needs and build trust are still the keys to success.