Many are already fully engaged in using AI for text production, coding, and image production, where it has proven to be very popular and effective. But can AI also be used in sales processes?
Since December 2022, the interest in the search term 'AI tools' has increased by 292% in the United States alone. Currently, platforms like Google, HubSpot, and Microsoft are working hard to develop and improve their own versions of AI tools to compete with ChatGPT.
To become the best AI product on the market, it requires hard work. ChatGPT has set records with the fastest-growing user base in history. Just 2 months after its launch, the tool had 100 million active users, which has never been seen before. It is impressive, and the high number testifies that it is a technology that is relevant to many people and likely in many contexts.
Although it has happened quickly, we have almost become accustomed to using AI to develop various content, ranging from product descriptions, social media posts, blog articles to image generation. However, one question still remains untouched: Does AI also have a place in sales, and how could it potentially impact sales processes?
That question is precisely what we will try to investigate in this blog post
Personal Emails Work - Even in Sales!
Personalization increases response rates by up to 142%, and emails with a personal touch are more likely to be opened, responded to, and shared. So how could it ever be a good idea to use technology to generate content? That seems anything but personal.
I understand why you might think that. I believe it is a skepticism that most people have when it comes to using AI.
Although AI itself may not be personal, there are methods you can use to make it personalized for you.
Let us take a scenario. You are a salesperson, and you want to reach out to potential customers via email. It is probably an email you've written thousands of times before, but maybe it needs some fresh thinking and a breath of fresh air so you are not just writing the same old thing. And that's where AI technology can help you in different ways. Here are two concrete examples you can use with tools like ChatGPT:
Example 1: "I want to send an email to [insert customer name/company] and introduce [insert your company name]. My company specializes in [description]. Write a short email to [insert customer's name/company], introducing how [insert your company name] can solve [a specific problem/challenge]."
Example 2: "Many of my customers experience [insert a well-known challenge/problem that your brand can solve]. That's why I want to send an email to my potential customers describing how [insert your company name] can come to their rescue. The email should include relevant data to support the purpose of the email."
These two examples are specific ways for you to instruct ChatGPT on what you need. The more precise and detailed you are, the more control you have and can ensure that the content remains authentic and aligned with your intentions.
If you are experienced in sales, you can always choose to pick and delete content that ChatGPT provides. It may also be necessary to have ChatGPT modify and improve the content over multiple iterations until you have the best result. And that can be a huge benefit in a busy everyday life where things need to move quickly, and you have many sales emails to go through.
If you are not as experienced in sales, it can be even more valuable. It's a great source of inspiration for writing sales emails, which you may not be accustomed to working with.
What do Salespeople Say about AI in Sales Processes?
It is indeed possible in practice to use AI in sales processes, such as in emails. But the real question is: Is it realistic for salespeople to use AI in their familiar sales processes?
The only way to answer that question is by asking those whom it all revolves around. That's why we have consulted one of our experienced sales consultants at MCB.
Rasmus has worked as a Customer Manager at MCB for several years, and in response to the question, he clearly states that AI has a significant influence and can be used effectively in sales processes. The question is more about how and to what extent it is used in sales.
He explains that artificial intelligence is primarily a valuable tool for understanding nuances - fundamentally. It is a tool for managing the complexity of sales processes. For example, when he has a sales pitch for a client, he prefers to use AI as a sparring partner to understand the different perspectives of the case and any counterarguments that may arise
AI is an interesting and valuable tool in a sales process. It functions as a 'sparring partner' to uncover as many angles as possible early in a project, thereby reducing the risk of surprises later in the process. With the right input, AI can provide surprisingly well-founded indications of a project's expected scope.
It is important to emphasize that despite the many possibilities of AI, it is crucial to maintain a critical eye on the output it delivers and always relate it to the specific case or the framework within which a customer operates.
That being said, it is remarkable that such a young tool already has such broad application possibilities
Rasmus Høegh Refstrup, Customer Manager at MCB
Understanding the customer is crucial to achieving any success in sales. That is why it is important to always have an understanding of the customer's situation. And this is where artificial intelligence can help see different sides of the same issue that a salesperson may not have considered. It is just one way in which AI can be beneficially used in sales.
Furthermore, Rasmus highlights that AI can be a helpful and effective tool to use for sales emails. However, he always uses it with some thoughtfulness. It is useful to use initially in a busy day where one may have run out of inspiration or sharp wording. AI can provide the creative input that is needed. Afterward, Rasmus always selectively chooses what can be used and what cannot. That's why he would never use the output provided by AI 1:1 in a sales email. A good email to a customer or potential customer requires a personal touch that only Rasmus himself can deliver due to his many years of experience in the industry.
Benefits of Using AI in Sales Emails
There are different ways you can utilize AI for sales emails, and the extent to which you want and are willing to use the technology can vary. However, regardless of how and to what extent, AI-generated sales emails can easily facilitate and enhance the work of the sales team in several areas:
Time-saving
Studies show that most salespeople spend 21% of their time writing emails. AI-generated emails can, therefore, help save time by automating manual, mundane tasks such as repeatedly formulating the same content, researching customer data, and creating standard email templates.
Improved content
Not everyone is skilled with words, and it can be challenging to produce content for emails that are both accurate, precise, and engaging. AI can assist the sales team in generating great ideas and creating effective emails that capture interest and are error-free.
Personalization
AI can capture signals to customize emails based on customer data. Depending on the input you provide to AI, it can sort through potential leads, identify the right contacts, and make recommendations accordingly.
Efficiency
When personalization, better understanding of customer needs, and productive use of sales personnel's time are combined, artificial intelligence can be an efficient tool to enhance overall business efficiency.
These were just a few of the significant advantages of adopting AI in sales processes. Many of them will depend on how much you desire and are willing to implement AI in sales
Disadvantages of Using AI in Sales Emails
We have focused on the many benefits of using AI in sales processes. However, everything is not necessarily sunshine and rainbows.
AI comes with its own set of risks and limitations. Here are 3 disadvantages you should be aware of when it comes to AI-generated sales emails:
Human intuition and understanding
As powerful as AI may be, it still relies on human input. AI cannot anticipate nuanced customer needs or navigate complex sales situations. The technology depends on your ability to provide the necessary and precise inputs it requires. The better you as a human master this task, the better the result you will get from AI. And that, in itself, is a disadvantage because it places high demands on you and your inputs.
Requires rich datasets
AI cannot capture customer signals without a large dataset to draw from. If the data is incomplete or insufficient, AI may not be able to provide useful insights to improve sales processes and personalize content.
Concerns about privacy
To succeed with AI, it may sometimes require access to customer data - always in compliance with laws and regulations, of course. And this can lead to moral and ethical challenges regarding privacy and significant security issues. Companies must always ensure that customer data is stored securely and confidentially to protect customer privacy. Therefore, it is important to emphasize that the use of AI should be applied thoughtfully and responsibly!
Examples on AI Tools in Sales Processes
What AI tools can be used for sales?
The blog post has already discussed the use of ChatGPT as an AI tool in sales processes. However, there are also several other tools that may be relevant to use:
- ChatSpot
ChatSpot is an AI-driven chatbot platform that can be used to automate customer service and sales interactions. It can be integrated into sales emails to provide instant responses to questions, guide potential customers through the sales process, and increase engagement. - Jasper
Jasper is an AI assistant specifically designed for sales professionals. It can analyze large amounts of data, generate insightful sales reports, and suggest tailored sales strategies. - Lavender
Lavender is an AI platform that uses natural language understanding to generate coherent and grammatically correct sentences. By integrating Lavender into sales emails, one can create professional and well-formulated messages. - Flowrite
Flowrite is an AI-based text editor that can help in quickly and efficiently crafting sales emails. It can generate content suggestions, improve phrasing, and provide inspiration to build compelling arguments and sales messages. - Lyne
Lyne is an AI platform that uses machine learning to optimize the content of sales emails. By analyzing historical data, Lyne can suggest changes and improvements in email structures, phrasings, and call-to-action, resulting in more effective and persuasive sales emails.
The various AI tools available for sales emails can provide entirely new possibilities for improving sales strategies and increasing efficiency. By adopting these tools, companies can strengthen their sales efforts, gain inspiration, and streamline their day-to-day operations.
So what is the conclusion? Does AI have a place in sales processes?
There is no doubt that AI has a place in sales processes. It is more about how much importance you assign to the technology in your regular workflows. AI has the potential to assist, streamline, and inspire sales in various ways, both in emails and in understanding the many nuances of a sales process. At MCB, AI is used as a sparring partner when time and creativity may be scarce. However, it is always used thoughtfully and with trust that the salesperson knows best and has the final say.
