How sales teams can use AI today to optimise conversions

Staying competitive in modern sales today effectively means embracing the latest trends in tech.

Since late 2022 – when generative AI made its way to the public’s consciousness thanks to OpenAI’s ChatGPT – AI has been at the forefront of this shift, changing the way sales teams (like most other teams) operate and connect with clients.

In this blog post, let’s dive into how AI is streamlining sales activities and helping boost conversion rates.

Here are the top five ways sales teams can use AI to better personalise interactions, automate admin work, and more, proving that it’s not just about cutting costs but transforming how sales are done.

1. Personalised engagement

A typical sales cycle is complex, involving multiple touchpoints and interactions before conversion. Deeper personalisation involves understanding a prospect’s business needs, challenges, and industry trends. AI tools are particularly adept at sifting through large datasets to uncover insights that tailor interactions to these specific business contexts.

For instance, AI can analyse past interactions, like email exchanges and engagement history, to determine what type of content or product features are most relevant to a specific client. This allows sales teams to offer solutions that are not just generic services or products but are customised to address the client’s unique challenges and goals.

AI can enhance account-based marketing (ABM) strategies by enabling sales teams to create highly personalised content strategies for each account. By analysing data from various touchpoints in the quote to cash process, AI helps in crafting messages that resonate deeply with each decision-maker in the client’s organisation. This targeted approach not only strengthens relationships but also significantly increases the likelihood of closing deals.

2. Sales forecasting

Accurate sales forecasting is vital in B2B sales, where strategic planning and resource allocation depend heavily on predicted sales outcomes. AI significantly enhances the accuracy and reliability of these forecasts by analysing vast amounts of data and identifying trends that are hard to spot.

AI-driven pipeline forecasting tools use historical sales data, market conditions, and real-time sales activity to predict future sales performance. These tools employ predictive analytics to model various scenarios and their potential impacts on sales, helping sales teams to prepare more effectively for future market movements.

Moreover, AI-enhanced forecasting tools can dynamically update predictions based on new data. This means that sales forecasts are not static but evolve as more interaction and transaction data becomes available. Such dynamic forecasting ensures that sales strategies remain agile and responsive to changes, increasing the overall efficiency of sales operations.

By leveraging AI for advanced sales forecasting, B2B companies can not only forecast with greater accuracy but also gain strategic insights that can lead to a more proactive approach in managing sales pipelines and customer relationships.

3. Dynamic pricing

Dynamic pricing is an advanced AI application that can significantly boost B2B sales performance by optimising pricing strategies based on real-time market data and customer behaviour. This technology allows companies to adjust their pricing models swiftly in response to changes in the market or customer demand, ensuring competitiveness and maximising revenue.

AI tools like Competera analyse historical sales data, market dynamics, competitor pricing, and customer patterns to recommend the most effective pricing strategies for various products and services. For instance, it can suggest special discounts for high-value clients or adjust prices during peak demand periods to capitalise on market trends.

AI-driven dynamic pricing can enhance customer satisfaction by offering fair prices that reflect the current value of the products or services, which can differ across customer segments or even individual clients based on their purchase history and loyalty.

By integrating dynamic pricing models powered by AI, sales teams not only streamline their pricing strategies but also ensure that they are adaptable, data-driven, and closely aligned with both market conditions and customer expectations.

For B2B companies aiming to refine their pricing and sales strategies, an AI consulting service is a crucial edge. By engaging advanced data analytics and AI/ML expertise, these services enhance data-driven decision-making, improve customer relationships, and accelerate sales cycles, fostering a more competitive and efficient sales process.

4. Lead scoring and prioritisation

When you have a healthy influx of leads, efficiently managing them is crucial. Sales teams can use AI to dramatically enhance this process through sophisticated lead scoring systems, which assess and rank prospects based on their likelihood to convert. This prioritisation ensures that sales teams focus their efforts on the most promising leads, optimising both time and resources.

AI tools integrate various data points like past interactions, engagement levels, company size, and industry-specific behaviours to create a comprehensive profile of each lead. AI algorithms can examine historical data to recognise patterns that indicate a high probability of conversion. This might include the frequency of communications, the types of questions asked by the prospect, or their engagement with specific content.

For example, Salesforce Einstein uses machine learning to continuously refine its scoring model based on new data, making the lead qualification process more dynamic and accurate. By automating the identification of high-potential leads, sales teams can allocate more time to crafting personalised outreach strategies that are more likely to resonate with top-tier prospects.

Moreover, AI-powered lead scoring can alert sales teams to changes in a lead’s score in real-time. This means that if a prospect’s engagement level increases due to a recent interaction or a change in their business needs, the sales team can immediately capitalise on this opportunity, increasing the chances of a successful sale.

So, by leveraging AI for lead scoring and prioritisation, sales teams can ensure they are not just reaching out to more leads, but are reaching out to the right leads at the right time.

5. Automating administrative tasks

AI’s prowess to automate administrative tasks is a game changer in B2B sales, where efficiency and time management are critical. By taking over routine tasks, AI allows sales teams to dedicate more energy and focus to engaging with clients and closing deals.

For instance, AI-powered CRM tools can handle data entry, manage email sequences, schedule meetings, and update logs with new client information. This automation streamlines the sales process, reducing the administrative burden and minimising the potential for human error.

AI-driven automation extends to crafting and sending follow-up emails. AI can analyse the interaction history with each client to determine the most effective follow-up strategy, tailoring messages based on the client’s previous responses and engagement level. This personalised approach ensures that communications are relevant and timely, thereby increasing the likelihood of maintaining the client’s interest and pushing the sales process forward.

And, AI can offer predictive insights about the best times to contact clients or send out proposals, based on data patterns that include client availability and response rates. This predictive capability ensures that sales efforts are not just systematic but also strategically timed, maximising the impact of each interaction.

By leveraging AI to automate these essential but repetitive tasks, B2B sales teams can significantly improve their productivity and effectiveness, allowing them to focus on what they do best – building relationships and closing sales.

Wrapping up

The integration of AI tools in modern sales processes brings efficiency and effectiveness, allowing sales teams to focus on strategic aspects of sales like relationship building and closing high-value deals. Teams that embrace AI can expect not only increased conversion rates but also more responsive sales ops that can adapt quickly to market changes and customer needs.

All in all, companies that welcome ongoing adaptation and investment in AI tools will be well-positioned to lead in their industries, leveraging AI not just as a tool, but as a core component of their sales strategy.

(Image Source: Freepik)