Can Al Really Help You Sell?

Many salespeople today are struggling; only 57% of them make their annual quotas, surveys show. One problem is that buying processes have evolved faster than selling processes, and buyers today can access a wide range of online resources that let them evaluate products before even meeting a salesperson. Al tools can help organizations close the gap, but most don't know how to use them effectively. In this article the authors describe how sales Al has been a real game changer at a few companies. They also provide a self-assessment tool, the Sales Success Matrix, that will show sales leaders where to start or improve their Al journeys. The matrix has two dimensions: relationship level (which runs from transactional vendor on the low end to trusted co-creator at the top) and process level (which runs from ad hoc to customized). At the lower levels of both relationships and processes, simple Al that decreases costs and improves efficiency works best. In the mid levels, advanced Al increases sales effectiveness by analyzing opportunities and customer needs. At the highest level, cutting-edge technologies help firms generate deep insights about customers. No matter where a firm falls on the matrix, Al can help it boost sales. And the sooner and more broadly it applies Al tools, the better they work.