Intelligence Is an Important Part of Your Sales Toolbox — So Learn How to Use It

Intelligence Is an Important Part of Your Sales Toolbox — So Learn How to Use It

By Michael Hinkle

When artificial intelligence was first introduced to me, it was with an approach that promoted micromanagement. Some presented it as a way for management to monitor activity. Higher-ups insisted that we fill out information about the client so they would have a rich history on each account if we were ever let go.

We all knew that it was a benefit to management, but at the same time, it was a blatant threat to the sales force. So, I suggested management use a slightly more friendly way of explaining the benefits to the sales force other than, “We can get rid of you.”

I was dragged into using AI kicking and screaming and I believe that somewhere, a sales manager is rolling his eyes about the fact that I have become such a proponent of this technology. Yes, my first fear was that I was making myself replaceable. But as I gained experience with AI, I started to realize how much benefit I was receiving from this tool. In the end, I began to more accurately reflect the opinions of my peers in the sales industry.

Here are some recent statistics reflecting the acceptance of AI in the sales profession:

• 78% of salespeople say AI lets them focus on the most critical parts of their job.

• 73% think AI gives them insights they’d miss otherwise.

• 74% of reps find AI helps them enjoy their work more.

• 50% of salespeople think AI tools are essential for their work.

• 65% say AI will help them get their customers more easily.

With the development of AI in today’s world and its increasing impact, the time is right to learn how it can be used in your sales process.

How AI Can Help Sales Teams

AI has helped me and other salespeople in many ways. From organization to tracking, it helps streamline processes and automate so teams can work more efficiently.

Stay organized. AI allows me to keep better track of what is happening with each account I’ve called on. I’ve found that

I have a trusted place to store intel on my accounts that I’ve acquired over the years, and it provides me with simple nudges when I need to follow up with someone because it was their birthday or perhaps because I had not talked to them in the last couple of weeks.

In our hectic workdays, we do not always have extra time to spend on accounts when all is going well. That is the problem with the 80/20 rule. Unfortunately, 80% of our opportunities come from about 20% of our clients. The same math holds true for problems and in the same way, it takes your focus from the entire account list.

Gain market knowledge. I understand some organizations are exploring ways for salespeople to use AI to gain market knowledge about a prospect before even setting the first appointment. How beneficial would it be for a great salesperson to understand some of the historical difficulties a company has been experiencing in advance? Perhaps that might present an opportunity for you to resolve that issue tailor-made for the client by your organization.

Track all business production. Another area where AI has provided me with a technical advantage over my marketplace competition is using AI to track all business production. This instantly provides me with a snapshot of how much business is going on in my market and how much of that business I am bringing in. In addition to market share, I can determine which clients are doing the most significant volume of business and if I am spending enough time with them to bring in that business.

How AI Assists with Closing Predictions

Another way AI could benefit both management and the sales force comes down to production projections. In all my years as a salesperson, never once did a client ask me when would be a good time for him to close a transaction between us. Clients buy when they buy and close when they close. Yet every month, sales management asks, “When will that deal close and when are we getting paid?”

So, if we had a way to track the data about a client’s buying/closing patterns, we could make a more informed guess to answer that question. This will also keep your sales force focused on the key issue: “Feed the pipeline so that the pipeline can feed you.” I know many business owners who would love to have a sales force focused exactly on that and waste less time wondering how much the commission check will be this month.

Use it — or Lose Ground with Outdated Tools

AI is becoming a dominant player in the world and thus needs to be studied, investigated and reviewed regularly for new developments. Tools, regardless of your industry, make a significant difference in the impact of your team. In sales, AI is one of the most aggressive and helpful tools in the toolbox right now.

What I hope everyone takes away from this article is that while AI is new and extremely daunting, it is where the world is going. So go out there and explore it, learn it and make it work for you.

I find it hard to believe that anything in the world can come between me and the relationship I have built with my clients. But if I fear something and take no action to learn how it can help me, I will be stuck using outdated tools to accomplish a job that will only become more difficult as new tools are developed.