How Generative AI Will Change Sales

. Almost every sales organization we touch is cursed with the gradual increase of administrative work over time. As selling complexity grows, so does the need for documentation, approvals, and compliance reporting. Unwittingly, the increasing use of sales technology is also a large factor. New technologies often lead to more training, more data entry, and more reports to peruse.

By layering on generative AI, the models can produce better recommendations. One example would be considering customer sentiments gleaned from the nuances of language and subtle signals of customer interest or distrust — in emails, conversations with salespeople, posts on social media sites, and more. Further, the salesperson can collaborate with the system to improve recommendations in real-time.

The risk is less when these models are fine-tuned on knowledge from the company’s context. Through added data, training, and feedback, accuracy and consistency improve. AI-generated answers in risky contexts must be reviewed by a person. Fortunately, human review is a natural part of salespeople’s and sales managers’ workflow.. As the power of this disruptive technology grows exponentially, it’s possible to start realizing value in weeks, not months.

AI is already making customer self-service more powerful, and inside sales more potent. Consumers are increasingly using digital technology to research products and services on their own. Ecommerce has taken off in the B2B world too. Even in complex sales, digital plays an increasing role, taking on tasks such as lead generation and prioritization, product information sharing and configuring, and order placement.

However, new and complex offerings still require salespeople who can identify perceived and latent needs, tailor solutions, and navigate complex buying organizations. Yes, AI will take tasks away from salespeople and narrow their role even more on complex situations. At the same time, the companies that sell AI technologies will create large sales forces to capture the looming massive and complex opportunities.

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