Generative AI: a strategic asset for salespeople in the sales sector

Generative AI is redefining the sales sector, transforming the role of sales professionals. A study by Salesforce, in partnership with YouGov, conducted with over 1,000 industry professionals, reveals how AI directly impacts productivity, customer relationships, and the skills required in this profession. Far from generalizations, this transformation is based on tangible gains and challenges that need to be addressed to fully leverage generative AI.

Boosting productivity: 4.5 hours saved per week with AI‍

Sales professionals surveyed estimate that generative AI could increase their productivity by an average of 4.5 hours per week. By automating repetitive tasks such as creating personalized prospecting emails, drafting sales reports, and analyzing trends, AI allows them to focus on more strategic actions. For sales managers, this is an opportunity to transform the role of sales professionals, positioning them more as trusted advisors to their clients.

Evolving skills: a profession that adapts

‍Generative AI also transforms the key skills required in the sales profession. The ability to leverage AI tools and integrate automated recommendations has become a valuable asset. However, the study shows that nearly half of sales professionals still feel underprepared. Companies need to invest in tailored training and encourage a culture of experimentation, allowing teams to test and adopt these tools effectively.

Security and trust: clear expectations for AI

‍Data security and the reliability of AI-generated recommendations are major concerns. More than 50% of professionals surveyed consider human oversight essential to ensure that the insights provided by AI are accurate and relevant. This need for supervision addresses the fear that AI, without control, could lack precision or generate errors. Establishing an ethical framework and governance protocols is crucial to building trust and encouraging the adoption of generative AI.

A strategic adoption in two phases‍

The study suggests a two-step approach to maximize the effectiveness of generative AI in sales. The first phase involves rapidly adopting these new tools, encouraging teams to experiment and integrate AI into their processes. In the long term, the quality of internal data will make the difference, as it will fuel increasingly precise recommendations. This means that investing now in the structuring and securing of customer data is essential.

Towards an enhanced profession, not replaced‍

Contrary to some fears, generative AI is not intended to replace sales professionals but to enrich their work. With this technology, sales professionals can personalize their approaches, anticipate customer needs, and strengthen their advisory role. To fully exploit this potential, companies must adapt their internal processes, enhance team skills, and establish a culture of trust around AI.

Conclusion: generative AI as a strategic partner for the sales sector‍

Generative AI stands out as a strategic tool in the sales sector. Far from being just a trend, this technology delivers tangible benefits in terms of productivity and personalization. By investing in training and adopting an ethical stance, companies turn AI into a competitive lever, paving the way for enhanced sales and enriched customer relationships.

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