How to Use AI in Sales: Selling with Artificial Intelligence

The world of sales is packed with acronyms: B2B, ARR, SDR - the list goes on (and on and on). But there’s one acronym keeping sales teams up at night, one which everyone involved in the sales process will by now be intimately familiar with: AI.

That’s right. Artificial Intelligence: the new kid on the block. While around a third of sales professionals report regularly using AI, a sizable number remain anxious, unsure, or, at the very least, wary of the technology. With AI advancing at an unprecedented rate, how long will it be before artificial intelligence replaces sales reps altogether?

Well, we can’t see the future. There may come a time when AI tools and machine learning takes over, but by then, it’ll be every job that’s under the hammer, not just yours. When it comes to sales jobs, AI is transforming traditional roles by automating routine tasks and allowing sales professionals to focus on more strategic activities—so it’s more likely to augment existing sales jobs rather than completely replace them. So there’s no need to panic just yet. In the meantime, we have to accept that AI in sales is here to stay. It’s a tool that we can use to actually enhance almost every aspect of the sales process.

So how? How can your sales team use AI tools to gather better customer data, improve customer interactions, streamline lead scoring, automate repetitive tasks, and increase sales activities? Well, it might be easier than you think.

Read on to see how you can drive revenue growth with sales AI tools today.

Understanding AI in sales

By now, most of know what Artificial Intelligence is. The clue’s in the name. And frankly, we’re not about to get into the nitty gritty computer science at the heart of AI and machine learning. We’re looking at something more specific: what does it mean to use ‘AI for sales’? What exactly are sales AI tools?

In the context of sales, AI involves using machine learning algorithms, predictive analytics, natural language processing, and other AI-driven technologies to enhance and automate various aspects of the sales process. Don’t worry, we’ll get into all of this later on.

The real difference between AI and sales tools you’re already familiar with (i.e., Customer Relationship Management [CRM] software and basic automation tools) is that AI enables things like predictive analytics and automated decision-making based on deep data insights. AI is now enhancing sales software platforms by automating repetitive tasks, analyzing large volumes of sales data, and improving sales processes, making these tools more efficient and data-driven than ever before. In almost every area in which AI is currently being used in sales, a huge majority of users say that its effects are positive.

Key parts of the sales process AI will impact

So where exactly will AI tools step in? Let's take a look at the key areas within sales processes where artificial intelligence and generative AI are likely to play an increasingly significant role:

• Lead generation and qualification
• Customer relationship management
• Sales forecasting
• Personalized marketing and outreach
• Sales performance analysis

The benefits of AI for sales teams

AI is still young, but many sales teams have been integrating AI tools for several years already, so there’s enough evidence to show how (at least for now) artificial intelligence is giving many a sales organization a competitive advantage.

1. Improve efficiency and increase productivity

Simply put, AI systems empower sales reps to get more done in less time. It streamlines everyday tasks to such an extent that almost everything (including analyzing data, engaging qualified leads, and making sales forecasts) becomes quicker and more accurate. Evidence suggests that implementing AI can increase lead scoring productivity by 28%!

2. Enhance lead generation, lead scoring, and lead qualification

Today’s AI tools can help sales reps identify and prioritize high-quality leads quickly and efficiently. Many services simply crunch the numbers and tell the rep who to contact and when for maximum impact.

3. Personalize your customer interactions

A whopping 89% of marketers witness a positive ROI when they personalize their marketing efforts. Luckily, that doesn’t have to mean painstakingly trawling through every email like it used to; this is another way in which AI is changing the game. AI uses sentiment analysis to understand customer emotions and perceptions across multiple channels, helping sales teams tailor their approach for more effective and personalized interactions.

4. Get actionable insights

Sales artificial intelligence is great at grinding customer behavior data, historical sales data, sales effectiveness data, and producing actionable insights in seconds. Think of all that time you could save!

5. Scale, scale, scale

We hate to say this, but AI can handle more data than sales representatives (or anyone, for that matter) can. The big advantage there is that AI in sales can help businesses and their sales teams to process supermassive volumes of data with ease, thereby making it easier to scale sales efforts.

Popular AI sales tools and technology

Okay, let’s get stuck in. It’s time to see how sales and marketing teams around the world are using AI (including generative AI, AI powered conversation intelligence, and sales automation tools) and machine learning tools to enhance their sales strategy and customer relationships today. AI-powered tools can analyze sales calls to extract insights, identify patterns, and help improve sales performance. Generative AI platforms can also generate sales emails and compelling subject lines to improve engagement and conversion rates.

AI-powered CRM systems

The big difference between standard CRMs and AI-powered CRM systems is that AI offers extra capabilities. For example, AI CRM integrates predictive AI analytics (to predict customer behavior), automated data entry (automatically capturing data from emails, sales calls, and other customer interactions, ensuring that records are always up-to-date without manual effort), and enhanced customer segmentation (allowing for more targeted marketing campaigns and personalized sales approaches).

Some research suggests that AI CRM can increase customer retention by 52%.

Some of the most popular AI CRM platforms for sales professionals include:

• Salesforce Einstein
• HubSpot
• Zoho CRM

AI chatbots and virtual assistants

Many sales teams already use chatbots to answer queries and guide customers. But cutting-edge generative AI (with natural language processing) is quickly making AI chatbots into customer communications experts.

Some of the reasons sales professionals are increasingly relying on them are that AI-powered chatbots and virtual assistants are available 24/7, can ask qualifying questions to assess a lead’s readiness to purchase, can automatically schedule meetings based on the availability of both the sales representative and the customer, all with minimal manual input.

Here are some AI chatbots and virtual assistants making a splash:

• Drift
• Intercom
• Conversica

Predictive analytics tools

Predictive sales analytics AI systems use AI to analyze historical sales data and other relevant information to aid sales forecasting, customer data trends (including behaviors), and revenue outcomes. By leveraging past sales data, AI can identify patterns, forecast future sales, and optimize sales strategies for better results. This technology helps sales teams make informed decisions based on data rather than intuition.

In short: sales professionals can use predictive analytics AI tools to predict key metrics like CLV and churn rate to enhance sales processes and sales forecasting.

Some of the most popular predictive analytics tools on the market right now include:

• InsideSales (XANT)
• Clari
• Weflow

Sales automation tools

Automating repetitive tasks is one of the main benefits of AI in sales. Just imagine how much smoother your sales process, sales calls, sales strategy, and customer interactions would be if you didn't have to manually tweak every email or enter every piece of data.

That's exactly what artificial intelligence is doing in sales. AI tools are taking on repetitive tasks, enabling sales teams to spend more time building customer relationships and closing deals. In fact, 60% of sales managers and reps say that AI automation is key to their overall sales strategies.

Here are some of the platforms sales teams are using to streamline sales processes with sales automation:

• Outreach
• SalesLoft
• Pardot (Salesforce)

Implementing AI in Sales

Successfully implementing AI in sales starts with a clear understanding of where artificial intelligence can make the biggest impact in your sales process. Begin by pinpointing the specific areas that could benefit most—whether that’s lead scoring, sales forecasting, or personalizing customer interactions. Once you’ve identified these opportunities, it’s time to select AI tools that fit seamlessly with your sales team’s workflows and objectives.

The next step is to integrate these AI tools into your daily sales operations. This might mean automating routine tasks like data entry, using AI to analyze customer data for actionable insights, or leveraging predictive analytics to inform your sales strategies. It’s essential to provide comprehensive training and ongoing support for your sales reps, ensuring they’re comfortable and confident using these new technologies.

Continuous monitoring is also key. Regularly evaluate how AI is performing within your sales process, and be ready to refine your approach as needed. This helps ensure that AI continues to drive efficiency, improve sales forecasting, and support your overall sales goals. By taking a thoughtful, step-by-step approach to implementing AI, your sales team can unlock new levels of productivity and effectiveness.

Sales Enablement with AI

AI is revolutionizing sales enablement by equipping sales teams with smarter resources and deeper insights. By analyzing customer data, AI can uncover pain points and preferences, allowing sales reps to tailor their pitches and communications for maximum impact. AI-powered conversation intelligence tools take this a step further, analyzing sales calls to highlight what’s working and where there’s room for improvement—helping sales teams refine their strategies and boost sales performance.

AI also streamlines the creation and recommendation of sales content, ensuring that sales reps always have access to the most relevant materials for every stage of the sales process. This means less time searching for resources and more time engaging with prospects. Ultimately, leveraging AI in sales enablement leads to more effective sales calls, higher customer satisfaction, and greater revenue growth. By empowering your sales team with AI-driven insights and tools, you set the stage for consistent sales success.

Customer Personalization with AI

Customer personalization has become a game-changer for sales teams, thanks to the power of AI. By harnessing machine learning and natural language processing, sales reps can analyze customer data and behavior to deliver highly tailored interactions and offers. AI helps sales teams understand individual customer preferences, predict future needs, and craft communications that truly resonate.

For example, AI-powered chatbots can engage customers in personalized conversations, while generative AI can create custom sales emails and proposals that speak directly to each prospect’s interests. This level of personalization not only helps sales reps build stronger relationships but also increases customer retention and boosts the chances of closing deals. In today’s competitive landscape, leveraging AI for customer personalization enables sales teams to stand out, foster loyalty, and drive sustained business growth.

Improving Sales Forecasting

AI is transforming sales forecasting by bringing unprecedented accuracy and insight to the process. Using predictive analytics and machine learning, AI tools can analyze historical sales data, market trends, and customer behavior to identify patterns that traditional methods might miss. This empowers sales teams to make more informed predictions about future sales performance and adjust their strategies accordingly.

AI-powered forecasting tools automate the heavy lifting of data analysis, reducing the risk of human error and freeing up sales reps to focus on high-value activities. With better forecasting, sales teams can spot potential roadblocks, seize new opportunities, and optimize their sales performance. By embracing AI in sales forecasting, organizations can make smarter decisions, improve their sales outcomes, and stay ahead of shifting market trends.

Challenges and Limitations of AI in Sales

While AI offers significant advantages for the sales process, it’s important to recognize the challenges and limitations that come with it. One major hurdle is ensuring the quality and accuracy of customer data—since AI systems rely on this data to deliver meaningful insights, any inaccuracies can undermine results. Implementing and maintaining AI can also be costly, especially for smaller sales teams or organizations with limited resources.

There’s also the risk of over-reliance on AI, which can lead to a loss of the personal touch that’s often crucial in building strong customer relationships. AI may struggle to interpret subtle nuances or context in customer interactions, potentially leading to misread signals or missed opportunities. Integrating AI with existing sales systems and processes can be complex and time-consuming, requiring careful planning and change management.

By understanding these challenges, sales teams can take proactive steps—such as investing in data quality, balancing automation with human interaction, and ensuring smooth integration—to make the most of AI in sales while minimizing potential drawbacks.

Leverage AI for better sales processes today

AI tools are here to stay - and that's a good thing. AI tools are totally transforming the sales industry as we speak, but not necessarily in the ways you think; the technology is streamlining and enhancing many of the sales operations sales reps already engage in - only it's quicker, cheaper, and more accurate.

But don't worry; the human touch is, for now, still essential to the sales process. But when it comes to analyzing customer data and market trends, performing better lead generation and sales enablement, enhancing customer engagement and predicting future sales, AI tools are there to do the heavy lifting.

Although we've given you a good look at how to leverage AI to enhance your sales processes, 'AI in sales' is a huge topic. So if you're looking for expert help on the subject, or any expert insights your sales team can implement today, head over to the Leadium blog. We regularly discuss everything from AI tools to outreach methods.

Don't forget, you can always reach out to the Leadium team. We're always happy to hear from new companies and see how we can help you achieve your sales goals.