Last year, Microsoft made waves. They launched an app with generative AI. It helps salespeople draft emails, get customer insights, and generate recommendations. Not long after, Salesforce introduced Einstein GPT.

Sales has lagged behind. Unlike finance or marketing, it hasn’t fully embraced digital tech.

But that’s changing.

Generative AI is set to revolutionize sales.

Think of AI from OpenAI (the creators of ChatGPT) and its competitors. Soon, AI will be every salesperson’s indispensable assistant.

Sales is perfect for generative AI. It’s data-heavy: emails, phone calls, videos. AI thrives on this. It can learn, interpret, and customize.

But there are challenges. AI must fit smoothly into workflows. It must avoid errors and biases. Public models like ChatGPT are useful but need tuning for specific company data. This is costly and requires expertise.

So, how can sales teams harness AI without getting lost?

What’s Possible?

Cutting Admin Work: Sales teams drown in admin tasks. More tech often means more training and data entry. AI can help. It can write emails, respond to proposals, organize notes, and update CRM data automatically.

Enhancing Customer Interactions: AI in sales isn’t new. We've seen systems recommending personalized content and offers. Generative AI takes this further. It reads customer sentiments from emails, calls, and social media. It makes better recommendations. Salespeople can collaborate with AI in real-time. They can dig deeper into customer needs and find new opportunities.

Supporting Sales Managers: Managers spend hours on reports and analytics. AI can transform this. Reports become interactive, offering insights and strategies at the click of a button. Planning that took weeks can be done in an hour. AI helps managers coach their teams and allocate resources effectively.

The Journey to Value

Generative AI is evolving fast. There’s a talent shortage. We need ways to get value quickly and control costs.

Handling Inaccuracies: AI can be wrong or inconsistent. Training and best practices help. Fine-tuning AI with company data improves accuracy. Human review remains essential.

Getting Quick Wins: Integrate AI into existing systems. It can enhance tools for writing emails or creating sales presentations. Buy off-the-shelf solutions instead of building custom ones. It’s faster and requires less expertise.

Controlling Costs: Outsource AI capabilities while building a small internal team. A "boundary spanner" — someone who understands both tech and sales — can bridge gaps. Use an agile approach with rapid prototyping and testing. Gather feedback from lead users.

AI: Aid or Substitute?

AI is becoming the digital assistant for salespeople. It boosts productivity for tasks like drafting content or writing code. It’s already enhancing customer self-service and inside sales.

Digital tech lets consumers research products solo. B2B ecommerce is booming. Digital tools handle lead generation, product info, and order placement.

But complex sales still need humans. Salespeople identify needs, tailor solutions, and navigate buying decisions. AI will take over simpler tasks. Yet, companies selling AI will need large sales forces to capture new opportunities.

In short, generative AI is transforming sales. It’s reducing admin work, enhancing interactions, and supporting managers. The journey involves challenges, but the rewards are immense. Sales teams must embrace this evolution to stay ahead.

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Source: https://hbr.org/2023/03/how-generative-ai-will-change-sales