BY Jessica Helinski
Are you using AI for sales calls? Likely not, as AI use among B2B sellers remains relatively low. In fact, SalesFuel found that customer research/business intelligence is what sellers use AI for most. And that percentage tops out at only 30%.
There’s major opportunity to give cold calls a boost by using AI. Sellers just need to know how to do it.
Why should sellers use AI for cold calling?
It’s no secret that cold calling isn’t a popular task among sellers. SalesFuel’s Tim Londergan even admits that he didn’t always feel comfortable making these calls.
“The formula for a successful cold call is simple,” he notes.
“However, the courage, confidence and persistence required to enthusiastically make the call is the essence.”
Plus, pulling them off can be tricky. He reports that, according to Cognism, cold calls are unsuccessful 95.2% of the time.
But this doesn’t mean that buyers don’t want to be called. In fact, behind in-person contact, calls are the second-most preferred way to engage with sellers, according to the B2B BuyerSCAN study.
Clearly, there is a disconnect, and this is where AI can help.
Writing for trellis, Dom Odoguardi explains that AI is perfectly positioned to assist sellers with dreaded cold calls thanks to its quick abilities.
“These tools are designed to handle repetitive tasks, analyze data, and even provide real-time support to sales development representatives (SDRs).”
He adds that those attributes can lead to calls that “feel personalized and engaging instead of robotic and cold.”
Specifically, sellers can expect AI to:
Drive decisions with data
Replace guesswork with clear insights so every call reaches a quality lead.
Prioritize the right leads
Score prospects based on likelihood to convert to focus on high-value opportunities.
Simplify daily tasks
Automate research, dialing and note-taking to spend more time selling.
Improve call quality
Get real-time suggestions and tailored scripts so conversations become more relevant and effective.
Scale with ease
Handle higher call volumes without added time and effort.
Leveling up cold calls with AI
Using AI for cold calls isn’t difficult and can easily fit into a seller’s usual pre-call prep. But like with any task, it requires some thought. Especially for those new to using AI.
As C. Lee Smith, SalesFuel CEO, points out, “You are responsible for your use of AI.”
Define your why
First, it’s vital that you identify your reasons for using AI for cold calls, Odoguardi advises. What are your goals for these calls? Which needs will it meet? What goals do you hope to achieve?
This may require a check-up of your current process. Identifying your own needs ensures that an AI tool will assist in the areas that need it most.
Start small and be selective
Once you’ve uncovered your cold-call priorities using AI, don’t immediately go all-in. Instead, integrate AI slowly, focusing on one area at a time. Identify which specific tools and strategies fit each priority, and likely, your manager and team will impact choices.
From auto dialers and call filters to conversation coaching, there are many tools out there that will likely fit with each goal.
Track and improve
Once you’ve started using AI for cold calls, the work isn’t done. Like any other strategy update, reps must monitor efficacy and adjust as needed. And considering how fluid AI can be, sellers must be diligent about staying on top of the tool and its outputs.
“Set up a system to track key performance indicators (KPIs) such as call duration, conversion rates and abandonment rates,” Odoguardi writes.
“Use these metrics to assess the impact of AI on your sales process and identify areas for improvement.”
Keep using your own voice
Remember, ultimately, the human element is essential. This means sellers must always retain the human touch, using AI as a tool rather than a replacement. This means always checking AI’s outputs and ensuring prospects hear from you more often than AI.
For more tips on integrating AI into your sales process, check out these other suggestions.
Photo by Julian Hochgesang on Unsplash
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