AI is transforming sales, but not in the way you might think. Headlines scream that AI will replace sellers, claiming, “If you’re not using AI as part of your sales process, you are losing business!” or “Use an AI bot to write your prospecting emails!!” and tools promise to automate everything from emails to closing deals. Yet the most successful reps aren’t those who fear AI or blindly trust it; they’re the ones who’ve learned to work with it.
Isn’t it amazing how many companies, solutions, and “experts” have come out of nowhere with claims about how AI will change the nature of how a B2B seller conducts business? One has only to open their email, scroll on the Home page of LinkedIn or look at most any publication and find myriad videos, charts, blogs, etc., declaring sellers need to “adapt or die” regarding AI. Using the old-fashioned method of doing our own research (not using AI of any kind) and particularly speaking with developers on the cutting edge of AI technologies there are several noteworthy trends. Let’s briefly explore those trends.
AI in Sales: Hype vs. Reality
I am NOT an expert in AI, nor is anyone in my company. Like most professionals in sales, I am interested in knowing what is coming and cautiously optimistic that AI will bring about positive changes. With that out of the way, let’s move on.
Let’s look at the current general state of AI LLM platforms. The Washington Post ran a test of the five major AI platforms, with each platform being asked 350 questions across a spectrum of subjects. The collection of answers was then apportioned out to a set of experts in each of these subject areas. The reviewers were asked to grade the quality, thoroughness, and accuracy of the answers from each platform in their particular area of expertise. What a report card!
Why AI Still Needs a Human Coach
The highest grade was achieved by ChatGPT. It received a D+. The other four ranged from a D- to an F. Recognizing that these platforms are learning every second of every day, this is undoubtedly going to change. But ask yourself, when will this be a reliable tool for sellers? Realistically, is there a threat to the professional seller? How can it be a valuable tool at this time?
For one thing, each of these platforms can currently provide very good summaries when the user asks the right question. One important thing to do is to pose specific questions about something the user is deeply familiar with. Use the responses to set a “trust level” for each platform. Generally speaking, the academicians and developers we spoke with indicated that simple inquiries, such as “who at ABC company has responsibility for reviewing contracts from outside providers?” would have a better than 95% accuracy rate. The point is that the more direct, detailed, and specific the question, the greater the likelihood of finding helpful information quickly.
Where things begin to get cloudy is when a seller starts using one of these platforms to write prospecting emails, blogs, and formulate videos, etc., without reading the output as a draft that needs editing from the seller. AI can be a time-saver, but it is already relatively easy for recipients to identify content produced by AI. Several Apps are already coming online that purport to be able to determine when a message, video, etc., is AI-produced. In other words, AI is not ready to do the work for you without risk. Use it for what it can already do better than any human: assemble drafts and information that can be useful as a sales tool.
How to Spot AI ‘Experts ’ and Avoid the Traps
Lastly, beware of so-called experts and those offering “AI-based services and tools” that “do the work for you.” Beware of experts who offer consulting on how to employ AI and predict the future. Such experts exist, but it is hard to distinguish them from the competitive noise coming from those whose only credentials are the willingness to claim the title of “expert”. Ask anyone with any such offerings or claims questions about how they became an expert. Do some digging, or you may find yourself seriously misled.
Your AI Collaboration Checklist
AI is a tool, not a replacement. Ensure you collaborate with AI to stay competitive in the sales world. Here’s a checklist that might be helpful:
- What part of my selling process seems to take away the most time from my interactions with customers and prospects? Is an AI platform likely to be helpful?
- Is there background I can generate from AI that is accurate and will help me understand the issues, challenges, and aspirations of my prospects and customers with less effort on my part?
- Am I willing to carefully edit any material that AI produces for me (i.e., blogs, newsletters, presentations, call plans, etc.)?
- If I am seeking outside help, how can I verify that the company or individual claiming expertise has the necessary credentials?
Overall, keep examining these tools. They are rapidly improving. No innovation in either tech or in general business has ever had a faster adoption rate, nor improved as quickly. AI won’t replace sellers, but sellers who use AI well will replace those who don’t. Stay curious, stay critical, and focus on collaboration.
