15.7 trillion dollars. This is how much current analyses estimate artificial intelligence will contribute to the global economy in 2030. In other words, the technology has enormous potential - in your company too. AI in sales in particular promises significant leaps in efficiency and an increase in sales. The real treasure is already in your hands: the data from the CRM system. AI helps you to use this valuable resource.
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What does today's B2B sales force need - and why does it need AI?
Digitalization has fundamentally changed sales, including in the form of CRM software. A glance at your diary will probably tell you this: online meetings are increasingly replacing face-to-face meetings. This is practical because it eliminates long distances and you can close deals from your desk at home.
7 successful use cases for AI in sales
How can I use AI in sales? There are several exciting approaches, from communication to predicting customer behavior. The following use cases show how you can use AI and CRM software in sales to create decisive advantages.
1. AI in sales for predicting customer behavior
Analytical AI in sales offers a particularly interesting field of application. Ideally, the CRM system serves as the data basis. Modern software such as GEDYS IntraWare CRM offers the option of managing and structuring a wide range of data. An evaluation with supplementary AI can, for example
- show how high then potential of the contact is
- make recommendations for the next best action (next best action)
- Predict churn trends(to avoid churn)
- Provide sales forecasting for better planning
Web intelligence is also particularly exciting. This is the generic term for AI-supported analysis of the internet in order to identify market trends at an early stage and find potential new customers.
2 AI in sales to create optimal offers
Closely linked to the prediction of customer behavior is the support of AI in sales when preparing offers. Here, for example, it is possible to predict the price sensitivity of customers and thus calculate the probability of closing a deal. This helps you to focus your efforts on the right prospects.
3 AI in sales for prioritizing leads
AI is also a great support if you want to qualify leads - keyword: lead scoring. Traditionally, lead scoring is done more or less "by hand" or "by gut feeling". With the help of AI and data from your CRM system, you can move towards data-supported lead scoring that dynamically adapts to customer development. To do this, the AI evaluates the data from the CRM and also makes predictions based on similarities between different contacts. In this way, you receive a list of the top contacts for successful further processing in sales.
In a next step, it is also conceivable to identify"statistical twins". This means that you can find companies that have very similar needs to your best customers and include them in your acquisition efforts. With AI support in sales, you increase the chances of success in acquiring new customers and at the same time increase efficiency in your department.
Our tip: Themost important basis for success for AI in sales is high-quality data. Use the potential of CRM systems to optimize data quality. When using them, make sure that all employees collect the relevant data - this will help you get the most out of your tech stack.
4 AI in sales for better networking with customers
As described above, personalization is a major trend that has long since reached the B2B business. Ideally, sales can not only remember a customer and their individual needs, but also make suggestions for successful collaboration in the future. Here, too, AI in sales supports you by evaluating data and making recommendations, such as the next product offer.
5 AI in sales for more efficiency in customer service
You can go one step further by combining sales, AI and customer service. With a chatbot, it is possible to be available around the clock and many inquiries can even be processed automatically. Identified leads are forwarded to the responsible contact person in your company's sales department.
6 AI in sales for simplified communication
You can also use AI in sales and customer service to simplify communication. A very simple use case: have your emails personalized byChatGPT or a similar program. This works, for example, in Gedys Intraware CRM with the AI assistant. As a live translator, the program enables you to communicate with customers from all over the world in real time without speaking their language.
And that's just the beginning. There is already artificial intelligence that enables you to analyze the mood of the other person. AI assistants with natural language processing (NLP) evaluate the words spoken and factors such as voice pitch in order to recognize emotions. This gives you insights into the emotional world of your customers, which offers you decisive advantages in the sales conversation.
7 AI in sales to increase data quality
Another area of application for AI in sales is the optimization of data quality. There are various scenarios in this area. One simple use is to have the data checked for up-to-dateness.
What advantages does AI offer in sales?
The more intensively you integrate artificial intelligence, the more diverse the ways in which you can benefit from it.
Greater efficiency: Byautomating and speeding up processes, you and your team will be more productive in the same amount of time.
Increased sales: Applicationssuch as sales forecasting and process mining enable you to make the right decisions at an early stage and increase sales.
Further development of the portfolio: AI uses data-supported personas and lead scoring toshow which contacts are particularly valuable to you - and which products and services your customers value. The knowledge gained can be used to sharpen your focus or expand your portfolio.
Deeper customer loyalty: Byimproving customer service with AI support and recognizing churn tendencies with churn prevention, you can strengthen and deepen customer loyalty.
Challenges of AI in sales
Even though AI offers numerous advantages in sales, there are still a few challenges to consider. As a general rule,all data-supported AI functions are only as good as the data basis, so itis essential to maintain the data in a high-quality CRM system. Otherwise the AI evaluations will come to nothing. Even more problematic is a supposedly data-supported evaluation whose data basis is, however, too thin. In the worst-case scenario, you are trusting unqualified predictions. You can also protect yourself from this with professional data maintenance.
Another focus should be on theconsistent use of AI functions byemployees. Otherwise, positive effects such as efficiency gains can quickly fizzle out. You can prevent this by providing the team with comprehensive training.
Last but not least, the introduction of AI in the company can lead to human employees relying too much on the technology.Human intelligence is still indispensable if the capabilities of AI are to be put to good use.
Conclusion: AI and CRM in sales are worth their weight in gold
In summary, the use of AI in sales not only offers numerous advantages. What's more, its sensible use determines success in sales. To benefit from this, you need a high-quality data basis - CRM offers this. By using CRM data, you can deepen customer loyalty, prevent churn, acquire new customers and reduce the workload on your team.All of this leads to more sales in the long term and secures your competitive advantage in an increasingly competitive market environment.
