Are you getting sick of me talking about AI yet? Too bad. I wrote my first article about AI and its impact on sales a year and a half ago, and if there’s ever been a moving target, it’s early-stage AI. Most of us think of consumer-accessible AI as “new,” because the first really accessible app (ChatGPT) was released in November 2022. But AI isn’t new. In fact, I watched an old episode of “Magnum, P.I” (the Tom Selleck version), and a 1985 plot line was about a guy who had developed an artificial intelligence technology that the bad guys were trying to steal.
Since then, I’ve written about how to use ChatGPT and still be authentic, I’ve done videos comparing ChatGPT with Claude (which is now my platform of choice), and I’ve even done a live demo of how I use AI as a social media tool. Some of my early work seems very elementary now, but I’m leaving it up because it shows the rapid evolution. As AI technology advances, many in the sales world are wondering about its impact on our profession. While some fear job displacement, the reality is more nuanced. Let’s examine the current state of AI in sales and its potential future implications.
Recent AI developments have indeed been impressive. We now have technology that can simulate a person’s voice, facial expressions, and even knowledge base to conduct video calls. I saw this technology demonstrated live and in person in Las Vegas in June of 2024. This might seem like a threat to traditional sales roles at first glance. However, these technologies still have significant limitations.
For instance, many AI systems currently have noticeable delays in response times. The technology that I saw in Vegas had a consistent 4-second lag in response times (I timed it). A 4-second lag between questions and answers might not seem like much, but in a sales conversation, it can be the difference between closing a deal and losing a prospect’s interest. Sales often requires quick thinking and real-time responsiveness, areas where human salespeople still have a clear advantage. When I talk about prospecting messaging, I talk about “beat the delete” and how you have 10-15 seconds to grab the prospect’s attention. That short time span doesn’t go away in a video call, and if the tech is using 4 of those seconds to “think,” it puts roadblocks into the works.
Moreover, sales is about more than just conveying information or maintaining a conversation. It involves reading subtle cues, adapting to unexpected situations, and building genuine connections. These are complex, nuanced skills that AI has yet to master. In fact, it may never master those skills – not that developers aren’t trying.
That said, AI could potentially replace certain types of sales roles, particularly those that are highly scripted or focused primarily on information delivery. Salespeople who rely solely on reciting product features without adding personal value may find their positions at risk. I’ve maintained for some time that AI technology will be able to replace a mediocre salesperson sooner rather than later. This has stirred some controversy.
For instance, when I say this in speeches, I’ve been challenged with: “Troy, why would you want a mediocre salesperson? Wouldn’t you want good to great salespeople, and therefore not an AI bot?”
Well, of course you’d want that. But there are a variety of reasons why a business owner might choose AI. First of all, the sales talent pool isn’t growing; it’s shrinking. Top salespeople are getting harder to find, as are top prospects. When you find them, they tend to be more expensive. For the business owner who has trouble affording those top prospects or top performers, AI technology can be really appealing – especially considering that AI never calls in sick, doesn’t take lunch breaks, and doesn’t even need sleep. But, again, I don’t foresee AI being able to replace top performers (or even mid-level performers) in the near future, or even middle future. Way down the road? I can’t predict.
However, top-performing salespeople who excel at relationship-building, problem-solving, and strategic thinking are likely to remain irreplaceable, at least in the near future. These professionals bring a level of empathy, creativity, and adaptability that current AI systems cannot match.
So, where does that leave us with respect to AI? In my opinion, you should see it as a powerful tool to enhance your capabilities. AI can handle time-consuming tasks like data analysis, lead scoring, and initial prospect outreach, freeing up salespeople to focus on high-value activities that require human touch.
The key for sales professionals is to adapt and evolve alongside AI technology. This means developing and honing skills that AI can’t easily replicate: emotional intelligence, complex problem-solving, and the ability to build trust and rapport with clients. In fact, I’m going to repeat my advice here from that very first AI article I wrote: Get good, or better, at the things that AI can’t do.
- Get better at your job.The key for salespeople in this environment is to constantly learn, develop, add new skills, and shed old techniques that aren’t working anymore. Unfortunately, few salespeople do this. When I interview salespeople on behalf of my clients, I always ask, “What’s the most recent sales book you’ve read?” Ten years ago, I got a good answer more than half the time. Today, it’s rare that I get one at all – in fact, about half of the salespeople I interview have never read a book on selling. When I ask a follow up question about how they develop their skills, they answer that they really don’t. Sales is a profession of constant change and constant development, and if you don’t care enough about your profession to get better at it, you are replaceable. Don’t be that guy or gal. Invest in yourself. Read books. Read articles. Watch YouTube videos. Attend training programs. And then practice, practice, practice. Get better and do better.
- Embrace technology.Yes, this article is partially telling you how to combat a new technology, but those who do not embrace it will find themselves steamrolled by it. I’m constantly amazed when I see salespeople (and worse, sales trainers) fighting the use of tech like CRM. I have actually seen a “sales trainer” recommending that salespeople ditch the CRM and instead use paper note cards. The 1990s called, and they would like their mentality back! Today, salespeople must embrace and use tech of all types. CRM, social media, video conferencing, and IM’s are all tech that salespeople should not only be conversant with, but competent in. Not only that, you should be ready and anticipating the next trend. There’s a reason that I refer to “AI” in this article for the most part, and not “ChatGPT.” ChatGPT is but one AI app, and who knows whether it will be the most prominent in five years? Remember MySpace?
- Flip the script.We always like to think about the “Sales process,” and what we want from the process and what activities we will be performing to get there. I want to challenge you, and I’m taking this challenge myself. Stop thinking about “Sales processes” and instead think of the “buyer’s journey.” Think about the act of selling from the perspective of the person buying, evaluate the steps from the buyer’s point of view, and work to help them achieve what they want. It’s a change in thought and terminology, and I’m doing my best to help you get there with articles, videos, webinars, and I’ve even rewritten my sales training to reflect this change.
In conclusion, while AI will undoubtedly change the sales profession, it’s unlikely to completely replace skilled salespeople in the near future. Instead, we’re moving towards a hybrid model where AI augments human capabilities. The most successful salespeople will be those who embrace this change, continuously upgrade their skills, and learn to work seamlessly with AI tools to deliver superior value to their clients.
The future of sales isn’t about humans versus machines, but rather humans and machines working together to achieve better outcomes. As with any technological shift, those who adapt and evolve will thrive in this new era of AI-enhanced sales.
