Historically, creating relevant messaging required a lot of leg work and research. New tools make it much easier.
November 28, 2023
HBR Staff/Yaroslav Danylchenko/Stocksy
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In the past, hours of leg work and research were required to create relevant and resonant sales interactions. With seller time at a premium, this sort of intensive prep work typically falls by the wayside for average sellers. But advances in AI are fast removing the excuse that this type of prep is too time-consuming. Modern sales platforms have the potential to help the average seller get to expert-level preparedness, in a fraction of the time, increasing their relevance and credibility with buyers.
Progressive sales leaders have used AI and machine learning to increase the efficiency of their organizations. Revenue operations and enablement teams have fine-tuned advanced models built for the structured data housed in tools like CRM systems. Many vendors have offered powerful ways to identify patterns and suggest new sales methods, improvements in forecasts, or even modifications to sales incentives.
Ted McKenna is a founding partner of DCM Insights and a coauthor of The JOLT Effect. He was previously a global knowledge leader at Russell Reynolds Associates.
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