A new player has entered the field of B2B sales: Artificial Intelligence (AI), specifically in the form of large language models (LLMs).
These advanced AI systems, which power a variety of chatbots and AI assistants, are revolutionizing the way salespeople work. But far from replacing human sellers, these AI tools are emerging as powerful collaborators—teammates that can enhance your capabilities and help you achieve new levels of productivity and success.
I'll share how sales professionals leverage LLM-powered AI as collaborative partners and how you can do the same—using AI assistants such as ChatGPT, Claude, and Bing (Copilot), and sales-specific tools, such as Salesforce Einstein and Microsoft's Copilot for Sales.
The Mindset Shift: AI as Your New Teammate
RAIN Group's AI in the Sales Process research revealed an important insight: sales professionals who view AI as a collaborative teammate rather than just a tool are seeing a significantly greater impact on their performance and productivity.
Those reporting the most significant impact from AI are 4.8 times more likely to strongly agree that AI acts as a new teammate to collaborate with.
That mindset shift is key to unlocking the potential of AI in your sales process.
Think of AI assistants as the ultimate support staff—always available, incredibly fast, and capable of processing vast amounts of information. It's like having a personal assistant, researcher, and analyst all rolled into one, working tirelessly to support your sales efforts.
How to Collaborate With Your AI Teammate
1. Brainstorming and Ideation
Use AI to generate fresh ideas and perspectives. Whether preparing for a client meeting or developing an outreach campaign, AI can help you think creatively.
Pro tip: Try prompting your AI assistant with questions like, "How can I use AI as a teammate to collaborate with in my prospecting efforts?" or "Generate a list of potential objections and creative responses for our new product launch."
2. Research and Information Gathering
Use AI to quickly gather and synthesize information about prospects, industries, and market trends. Doing so can help you enter every conversation well-informed and prepared. Our research finds that sellers using AI are 3.4 times more likely to strongly agree that it helps uncover challenges and pain points.
Pro tip: Ask your AI teammate: "Summarize the latest industry trends affecting [prospect's company]" or "Compile a brief on [prospect's company]'s recent financial performance and strategic initiatives."
You can use various prompts to give chatbots that can assist in gathering information.
3. Content Creation and Customization
Collaborate with AI to draft and refine your sales communications. AI can help you create more engaging and personalized content, from emails to proposals. In fact, 68% of respondents in our study strongly agree or agree that AI improves value messaging in client interactions.
Pro tip: Use AI to generate outlines or to suggest improvements to your email drafts. For example, "Review this email draft and suggest ways to make it more compelling and personalized for [prospect]."
4. Meeting Preparation and Follow-up
Work with your AI teammate to prepare for meetings and process the outcomes. AI can help you develop question lists, create agendas, and summarize action items.
Pro tip: After a meeting, ask your AI assistant: "Generate a summary of key points discussed and a list of follow-up actions based on these meeting notes."
5. Problem-Solving and Solution Recommendations
Use AI as a sounding board when tackling complex sales challenges. It can help you analyze situations from multiple angles and suggest potential solutions. Our research finds that 60% of respondents strongly agree or agree that AI provides valuable sales insights.
Pro tip: Present a challenging sales scenario to your AI teammate and ask, "What are three different approaches we could take to resolve this situation?"
Overcoming Challenges in AI Collaboration
Although the benefits of collaborating with AI are clear, it has its challenges. Here are some common hurdles and how to overcome them:
- Accuracy concerns. Fully 59% of respondents in our study expressed concern about inaccurate or misleading information from AI. Always verify information provided by AI. Use it as a starting point, not the final word.
- Maintaining authenticity. AI is a tool to enhance your abilities, not replace your unique human touch. Use AI-generated content as a foundation, then personalize it with your insights and experience.
- Overreliance. Find a balance between relying on AI and maintaining your critical thinking skills. Use AI to support your decision-making, not to make decisions for you.
- Learning curve. Half of respondents reported difficulty keeping up with AI advancements. However, those reporting the greatest impact are 3 times more likely to use AI tools daily or frequently. By committing to regular use, you'll be better positioned to keep pace with AI as it evolves. Take the time to learn how to prompt and interact with your AI tools effectively; the better you become at "communicating" with AI, the more valuable it becomes as a teammate.
The Future of AI Collaboration in Sales
As AI technologies advance, the potential for collaboration will only grow. By embracing AI as a collaborative teammate today, you're not just improving your current performance—you're future-proofing your career in sales.
Our research shows that those reporting the most significant impact from AI are 3.3 times more likely to strongly agree that it reduces time spent on manual tasks and 3.1 times more likely to strongly agree that it allows focus on other higher-value tasks.
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The most successful salespeople of tomorrow will be those who learn to collaborate effectively with AI today. By shifting your mindset to view AI as a teammate, you can unlock new productivity levels, creativity, and success in your sales career.
One-fifth (20%) of sales teams are already using AI tools frequently or daily; now is the time for you to join the ranks of AI-empowered sales professionals.
More Resources on B2B Sales and AI
The Benefits of Using AI in the Sales Process
Five Sales Enablement Tips for the AI Era
