AI is not going to replace salespeople, but salespeople who can use AI may replace those who don't.
I officially entered the sales profession in 1999. The front seat of my car contained a portable file cabinet. There, I kept information about my customers and prospects, notes about my products, and a slew of other material, filed away neatly to be accessed on the fly. Next to my trusty file cabinet was a map of Kentucky, with the prominent towns in my territory highlighted in different colors, based on my weekly routing. I also had a bag phone (Google it, kids) with the magnetic antennae mounted to the roof of my Ford Taurus.
If you had asked me, I’d have said I was on the cutting edge.
As the years passed, the map was replaced by the smartphone I carried in my pocket, and my trusty documents went from living in the filing cabinet to living in the cloud (wherever that is).
Things change.
And to be good at sales, we have to mirror that change.
Right now, the world is abuzz with AI. There are a slew of sales enablement tools that utilize AI. We can get AI to write our emails, create pictures for marketing posts, correct our grammar, edit our videos, and a thousand other things.
It can be overwhelming.
I’ve been thinking – and experimenting – a good bit with AI (specifically ChatGPT 4.0) and how to use these tools to make sales professionals more effective in mastering the craft of selling.
- AI is an Asset, Not the Foundation
While AI's allure is undeniable, it's a misconception to treat it as the centerpiece in sales. This technology, no matter how advanced, is simply a facilitator. The cornerstone of successful sales lies in the mindset, behaviors, and techniques honed through consistent practice. Stripped of these fundamentals, AI risks becoming a mere sideshow. The true power of any tool lies with the skill of its user.
- Connect with Relevance and Credibility
Regardless of what you sell, one of the buyer’s hurdles is often, “Do they understand my industry?” Too many salespeople build relationships through weather, sports, and a search for commonalities. That’s fine, but you won’t separate yourself from the pack with this approach.
Use AI to help you craft connection-type questions about the buyer, their business, their marketplace, and their industry. When you ask smart questions, you go from a peddler to an advisor…and differentiate yourself from others.
- Ask better questions in the discovery process
Do you commit any of the “Three Too’s of Selling?” Most salespeople talk too much, act too salesy, and sell too soon.
They offer solutions to problems they don’t quite understand. AI can help craft better discovery questions, which allow for deeper understanding and a better diagnosis. With a deeper diagnosis, you can craft a solution that resonates.
AI is not going to replace salespeople, but salespeople who can use AI may replace those who don’t.
I hated to get rid of my Blackberry. But times change and so must sales professionals.
Download our free Whitepaper 20 Tested Sandler Chat GPT* Prompts for Salespeople here.
Robin Green is the President and Owner of Ascend Performance, Inc., a certified and award-winning Sandler Training Center in Richmond, VA. He specializes in helping companies of all sizes to develop the Attitudes, Behaviors, and Techniques that will help them reach new levels. Robin is a keynote speaker and podcast host. You can reach him at robin.green@sandler.com. He helps companies and motivated individuals with sales, management, and customer service training.
