Using AI to prepare for sales conversations

Whilst AI is unlikely to completely replace salespeople in complex B2B environments, it certainly has the potential to make good salespeople even more effective. Here are a few of the most important ways in which salespeople are using AI:

1. Make sure you clearly define your Ideal Customer Profile (ICP) – AI tools (such as ChatGPT) are far more effective when given a clear brief. This brief should include an Ideal Customer Profile that goes beyond basic demographics to include structural and cultural/behavioural factors. Of course, you can use AI tools to help you define and refine your ICP.
2. Build a shortlist of potential prospects – Once you have clearly defined your ICP, AI tools can help you to find organizations in your territory that match the profile. You can refine your search by looking for specific trigger events that indicate potential interest – for example, the appointment of a new senior executive who heads up the function you typically sell to.
3. Tailor your outreach – Once you have identified the organisations and roles that represent your most promising prospects, AI can help you construct a personalised outreach programme based on themes that are likely to stimulate their interest. But you should always review the AI-generated suggestions and apply your own experience and judgement.
4. Prepare for the conversation – Once you have a positive response, AI can help you to prepare for the conversation. You should share any learning you may have gathered, explain your objectives and time constraints and ask it to propose an agenda. But, again, you should always review the AI-generated suggestions and apply your own experience and judgement.
5. Transcribe and analyse the conversation – If your organisation has already invested in a call transcription service, take advantage of it – many of these tools also have an option to record face-to-face meetings (of course, you should always get permission first). If they haven’t invested yet, consider acquiring a personal licence. Knowing that you will have an accurate transcription allows you to listen actively, to concentrate more on the conversation and to make sure you don’t miss any important signals.