5 Insights to B2B Sales in an AI Environment in 2024

Now is the Time to Integrate AI into your B2B Sales

Now is the time to prepare for embracing artificial intelligence if you are in b2b sales, and particularly it'll be wise to notice the value the transformation AI brings to b2b sales. I've been paying attention to artificial intelligence for some time now, and you've seen where it's impacting firms dramatically, especially those that are integrating it into their tech stack.


Smart sellers are utilizing the potential of artificial intelligence in order to achieve a competitive edge, rather than fearing disruption. They're ensuring they don't get left behind.


In order to achieve success in this new environment, we all need to explore beyond the traditional methods of marketing, in search of creative ideas, and in search of ways to adapt to the new climate. In the following paragraphs, we will discuss the ways in which you might come back with a different frame of mind and prosper in this exciting new period.

1. A Fast Tracked Path to Efficiency with AI

AI-integrated tools are augmenting B2B sales through:

  • The Automation of repetitive tasks
  • The Provision of refined analytics
  • The filtration of large data sets to discover new opportunities

Research carried out by McKinsey has shown that the implementation of artificial intelligence (AI) into b2b sales processes has the potential to result in significant benefits for businesses. The findings of this study were presented in the form of a report.


Both the generation of leads and the scheduling of appointments have seen significant increments in their respective levels of improvement. Several of them have reported a rise of up to 50% in each of these diverse categories. The scheduling of appointments has also undergone substantial changes, which is yet another improvement that is to be commended.


We cannot be deny that they have simultaneously made tremendous progress in each of these areas. Additionally, the use of AI has resulted in time savings thought unachievable during calls, with reductions from 60 to 70% more efficiency than they were at the beginning.


Furthermore, when you look at the AI environment, these companies have observed a decline in the duration of phone conversations. To truly understand the practical applications of artificial intelligence (AI) and its integration into your sales team, it is necessary to look beyond the exaggerated descriptions and focus on real-world examples.


Once you've understood AI, you'll be able to devise a fresh strategy that allows you to prioritize your time and energy on essential responsibilities like building connections and closing deals.

Dude typing on an LLM Platform

2. Intelligent Lead Prioritization

When we look at Lead scoring, it isn't just another cog in the B2B wheel, it's cutting edge, revolutionary in the approach when looking at developing business partnerships. Imagine having the power to predict the future—well, that's what lead scoring does. It uses sophisticated algorithms to sift through mountains of data, transforming raw information into actionable insights.


This process identifies which leads are most likely to become paying customers, turning uncertainty into clarity. It’s not just about numbers; it’s about understanding potential, fostering relationships, and making smarter, more informed decisions.


With the proper assessment of the right tools, the elevation of your approach can manifest into making every interaction count. Sales is going to become easier in certain aspects but remain the same for others. it's about working smart, leveraging the best of what technology has to offer.

3. Personalized Engagement: Delivering the Right Message at the Right Time

The way salespeople have to now interact with the buyer has significantly changed. It has changed so much that the average buyer goes through a buying journey that I personally believe is personal to them.


Days are long gone where the buyer had a common buying pattern similar to everyone else. All this mainly due to an exposure to products and services which sits in the palm of their hands.


In the recent past a person would have been exposed to traditional stimuli like billboards, radio or television visuals, or dare I say word of mouth. Those mediums and influencers still exist today, but at a way lesser quantity.


Think about the number of times a day your eyeballs see commercialized placements on your mobile device, compared to a billboard or radio ad. There literally is no comparison.


What is even more compounding is that with the rise of social media and targeted advertising, consumers are constantly bombarded with ads that are tailored specifically to their interests and preferences.


This level of personalization has revolutionized the way companies market their products and has made it easier than ever for consumers to make purchasing decisions.


As a result, traditional advertising methods are becoming less effective, and companies must adapt to this new digital landscape in order to stay competitive.


The power now lies in the hands of the consumer, who has the ability to research, compare, and make informed decisions with just a few taps on their smartphone.

Image of chatgpt on a laptop screen

4. AI-Powered Coaching: Continuous Improvement Made Easy

While AI-driven sales coaching is something I am sure AI researchers are working towards, the premise of having an AI driven sales coach would reimagine company workforce cost relative to the sales department.


The unmistakable benefit to AI enablement in an AI environment for the sales force is the pool of real time accessible analytics. In many cases the AI would have the capability to be preemptive in suggestive courses of actions to present to the salesperson.


Imagine an account manager on their way to an impromptu sales appointment they aren't prepared for, they are unaware of the clients profile, budget, business processes, buying cycle etc.


It would definitely help if they could access their corporate AI that has a direct link to corporate data that on demand, can suggest appropriate courses of talking points based on its analysis of the client's current situation.


The caveat to that is that the suggestions would only be good as the data captured. Suggesting that if there is garbage in. There is going to be garbage out. Potentially leading the sales person down the wrong path, ultimately leading to a catastrophic meeting.

5. Blending Artificial and Human Intelligence: The Winning Formula

Having been in b2b sales for over 20 years, I can say with 99% certainty that humans prefer to interact with humans, and the thought of putting your trust in making life changing decisions is something I don't think most people would gravitate towards.


Although one can make an argument for all the automation we already have in society, comparing it to the AI environment we now live in, where we put so much of our faith into consumables and other products already made using computerized systems, aside from those contradictions, I believe b2b sales is here to stay.


Humans will continue to be involved in selling and providing services for other humans, but most certainly without new assistants, and the utility and use of our AI assistants will determine whether some salespeople survive or not.


As salespeople, we must adapt and pivot our thinking and approach quickly because this AI environment is advancing and developing by the week, if not the day.

Create Your Own AI Environment

1. The First thing you have to do is familiarize yourself with what AI actually is and how it is relative to your niche.


2. Secondly you must look at the already available cloud tools at your disposal that may be able to be integrated into your corporate b2b sales process. If there aren’t any available, then you will have to look at how you can begin training your own custom designed AI specifically for your company.


3. Thirdly, once developed, you will have to audit your company processes and clean your data and map those need areas to the AI so it can be trained correctly and efficiently.


4. Fourthly, there will be a definite need for training all staff that interacts with the AI. This would be the best approach from a simplistic perspective to get ahead of your competition in a b2b sales AI environment.

Final Thoughts

I don't see AI as something salespeople should fear but rather an emerging technology they should embrace.


The core goal of a salesperson should be perfect their skill and craft utilizing the best tools available to them so they can customize the most effective solutions for their clients or customers.


The secret is to always be learning and be a life long student of serving. Adapting consistently and continuously will keep you competitive and lean. AI is a super powerful elixir to help you get there in this AI environment.

Eric Charles

Eric G. Charles

Closer College TT Linkedin Page

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