What is AI-Enabled Selling and Why is it Important?

Salesforce’s “State of Sales” report surveyed 5,500 sales professionals earlier this year. Two findings caught my attention. First, sales reps spend only 30% of their time selling during an average week.

Second, 81% of sales teams said they are investing in AI. Of those using AI, 41% believe that they have “fully implemented AI.” The remaining 59% range from having no strategy at all, to tinkering with tools.

Herein lies a massive inefficiency gap that AI can address. For instance, AI tools can automate administrative tasks such as data capture and appointment scheduling, allowing sales teams to spend more time where it counts: engaging with customers.

It’s arguable, even likely, that the early adopters claiming “full implementation” are not far ahead of the tinkerers. There is evidence to support that belief as the percentage of time spent selling has barely changed over the past 2 years (28% in 2022 and 30% today). Buying licenses for the sales team for Otter and ChatGPT does not constitute “full implementation.”

Adoption in the Absence of Strategy

At Chief Outsiders, we speak to and work with sales leaders every day. We’ve learned a great deal about the adoption of AI in sales. It typically occurs in an ad-hoc manner, with many sales professionals experimenting independently. This fragmented approach leads to inconsistent results and usually overlooks broader strategic goals. True transformation isn’t about throwing technology at a problem. Rather, it's about aligning technology with clear strategic objectives. For AI tools to be truly effective, they must be part of a coherent strategy.

Navigating the Challenges: The Importance of an Integrated Strategy

According to the Salesforce Report, 83% of sales teams using AI saw revenue growth in the past year — versus 66% of teams without AI. That alone is a compelling rationale for implementing AI. In addition, they have a better sense of customer needs, are more confident in their roles, and don’t feel overwhelmed by the workload.

However, integrating AI into existing sales processes does come with its own set of challenges. These include data privacy concerns, the need for significant investment in technology, and potential resistance from sales teams accustomed to traditional methods.

Successful implementation of AI in sales, therefore, requires a well-thought-out strategy that involves:

Identifying key areas of inefficiency and potential AI interventions.
Ensuring alignment of AI tools with the overall business strategy.
Training and supporting sales teams to adopt new technologies.
Continuously monitoring and refining the use of AI tools to maximize benefits.

What is AI-Enabled Selling?

The Salesforce report also begs the question as to what constitutes “fully implemented AI.” In our experience, “implementation” is the first step in a long process. I prefer “enablement” as the metric for success, meaning that the sales team has been thoroughly trained, understands when and where a tool can be used, and trusts the technology (as it turns out, “trust” is a significant hurdle for both sales reps using AI technology and the customers that are being sold to).

AI-enabled selling refers to the integration of artificial intelligence technologies with traditional sales processes to enhance the effectiveness and efficiency of sales teams. This integration allows businesses to automate routine tasks, unearth deeper customer insights, and deliver personalized customer experiences.

Conclusion: Embracing AI-Enabled Selling

As organizations look to navigate a landscape marked by fierce competition and elevated customer expectations, AI-enabled selling offers a promising pathway to increased efficiency and enhanced customer engagement. However, it is crucial that this technology is not viewed as a standalone solution but as part of a broader digital transformation strategy that aligns with core business goals.

By strategically integrating AI, companies can transform their sales operations into engines of growth. For businesses ready to embrace this change, AI-enabled selling is not just a set of tools, but a future-facing solution poised to redefine how selling is done.

In our upcoming blog posts, we'll delve deeper into the landscape of AI tools for sales, providing insights into how businesses can select the right tools to drive their sales objectives. We’ll also outline practical steps for getting started with AI-enabled selling.

Chief Outsiders will help you on your journey. Click here to take a FREE “AI-Enabled Selling Assessment.” It only takes a few minutes. When it’s complete, we’ll deliver a comprehensive report on your accomplishments, opportunities for improvement, and practical recommendations to ensure your success.

Full Series on AI-Enabled Selling

Topics: Sales Strategy, Sales Enablement, Sales Funnel, Chief Sales Officer

Tue, Sep 24, 2024

Featured Chief Outsider

Dan Lackner

Daniel is a senior sales leader with extensive experience in analytic software applications, CRM, SaaS solutions, and designing and implementing high velocity, predictable, recurring revenue models. He works closely with early to mid-stage technology companies to build a tight interlock with marketing and eliminate friction in the demand funnel. With a track record of success in sales, marketing, product management, engineering, and customer success, Daniel drives revenue growth with the design and implementation of sales processes, compensation plans, account strategy, training, and demand funnel management.

CEO Blog - Advice for CEOs on growth and scaling