Don’t sacrifice effectiveness

11th October 2023 |   Journal Of Sales Transformation

Five negative effects of sales efficiency.

Human sales interaction v the use of generative AI
in sales outreach

Efficiency in the sales process is a good thing, right? Well, it all depends on what you mean by “efficiency”. The definition of “efficient” is: “achieving maximum productivity with minimum wasted effort or expense.” In parentheses, the Google dictionary notes, “(especially of a system or machine).”

And it’s that last part, I want to focus on. Of course, we all want to be efficient. Yet, we don’t want to perform mechanically, sacrifice effectiveness in the name of leading indicators or unconsciously eliminate the human side of selling from the equation.

After all, Gartner predicted that the use of synthetically generated sales outreach, emotion AI and other AI-led efficiencies such as digital twins of customers will become widespread within the next two years. And from what I’m seeing, they may have underestimated the use of generative AI in sales outreach, which continues to grow in popularity.