The way B2B customers buy has changed dramatically, and it’s not slowing down. A few years back, experts pointed out that buyers spend about 65% of their buying journey doing their own research online before they even talk to a salesperson. What’s more, they only spend about 17% of their time meeting with potential suppliers. This change is a big deal because it shows that buyers are now in the driver’s seat, using the wealth of information on the internet to guide their decisions.
Add the possibilities of Artificial Intelligence (AI) which is set to speed up these changes even more. AI can dig through data to find exactly what buyers are looking for, making it easier for them to get information without needing to talk to salespeople. For sales teams, this means the game has changed. The old ways of selling are becoming outdated as buyers find new, tech-savvy ways to make their decisions and are therefore expecting more from sellers.
So, what can salespeople do? The answer is to embrace AI. Instead of being left behind, sales teams can use AI to their advantage. AI can help them understand potential customer challenges, even before the first meeting. It can also help them personalize their sales pitches to match the specific needs of each persona in the buying process, making their messages more relevant and powerful.
But AI is more than just a tool for understanding customers. It can serve as a 24/7 sales coach, guide salespeople through the sales process and challenge their approach and account strategy. It can support them in becoming a trusted advisor to their customers, create a unique customer experience throughout their buying journey and turn every touch-point with the customer into a memorable value-added moment.
So the biggest takeaway here is that AI isn’t going to replace salespeople. Instead, the real competition is between those who use AI in their sales process and those who don’t. In the end, salespeople who use AI effectively will have a big advantage. They’ll be able to offer something truly valuable to their customers, setting themselves apart from the competition.
In summary, the rise of AI and the internet has changed how buyers make decisions, and salespeople need to adapt. By using AI, they can better understand and connect with their customers, giving them a competitive edge. The future of sales is not about replacing human interaction with technology but enhancing it. Organizations that recognize this and adapt will be the ones who succeed.
Peter Trix – Managing Director and Founder of SalesGenetics.
