BY C. Lee Smith
Is your sales team using AI to its best advantage? Likely not. Many B2B sellers use the technology. But if managers want to know how to increase sales team performance, they need to develop the right mindset about AI.
AI use by sales professionals
30% of sales professionals responding to our Voice of the Sale Rep survey already use AI. But they need some guidance. For example, only 24% say AI-based research should always be validated by a knowledgeable human. And only 26% give their company a 5‑star rating for prioritizing AI.
In addition, nearly 10% of surveyed sales professionals say their team would be more successful if their company provided more AI tools or higher-level subscriptions. These results hold important clues for managers who want to know how to increase sales team performance.
What’s holding back sales reps?
The Journal of Business & Industry Marketing published a study that was recently highlighted in the Psychology of Selling. The study sought to understand whether team members will use a new tool such as generative AI. “The analysis showed that the adoption of these tools was linked to better results in generating sales volume and developing new accounts.”
While researchers initially thought that confidence in technology would influence the use of AI tools, that was not the case. Instead, they found an association between manager support of the tools and successful team use. It is not enough to simply encourage the use of AI.
Managers must demonstrate the right mindset. Some sales professionals are afraid that generative AI will replace them. The opposite is true. To increase sales team performance, managers should reassure their employees.
Team members can learn to use tools to automate certain parts of their job. For example, AI tools can vastly improve the writing quality in sales emails. This aspect of technology saves time. And that extra time can be directed toward interacting with prospects and accounts and strengthening personal relationships.
What do the prospects and buyers think about AI?
Like the rest of us, B2B buyers are exploring AI and looking for ways to use the technology to their advantage. Our B2B BuyerSCAN survey results hint at what sales professionals fear.
Around 12% of B2B buyers would rather use AI than deal with a salesperson. However, nearly 37% say the technology can help them work more efficiently.
They likely understand that sales pros can use the technology to improve the selling experience. And when sellers can deliver outstanding service that solves a business problem, buyers will place more value on the relationship.
The role of the sales manager
These attitudes and tech trends should shape the actions of sales managers and their willingness to train their team to use generative AI wisely.
Where do sales managers fall in this discussion? Our research shows that most are using AI-based technology. They are primarily familiar with ChatGPT and Gemini. At least 36% see the value of AI tools as it applies to their team’s success.
But there are gaps when it comes to the success of the sales team. 28% of sales managers believe that the lack of training in using AI is holding back adoption. Another 25% say that reps are resistant to change in general.
Managers who want to know how to increase sales team performance should set goals. They can help their team assimilate AI technology into workflows. Currently around 35% of managers say their team uses AI to write outreach emails and support clients.
Personalized training
Using AI to improve writing is a great way to start with the technology. But before managers require AI training for every team member, they should consider implementing customization. Not every team member will be at the same level with AI use.
One way to determine a team member’s level is to ask them to take a sales acumen test that includes a measure for personal AI readiness. This data point is provided in the TeamTrait situational judgement test.
Whether managers are hiring new sales professionals or assessing the skills of existing team members, TeamTrait can help. The results show who is AI effective, AI resistant or AI dependent as described by the researchers who built the Technology Acceptance model and report. These data points can help guide managers as they plan training programs.
Sales reps who are AI resistant will benefit from extra training on these tools. They may need to see research showing how the technology has saved time for co-workers. And casual meetings like a lunch-and-learn session held by co-workers who have generated more revenue because of their AI use may sway the resisters.
When managers ask how to increase sales team performance, AI proficiency should be part of the answer.
Image on Pexels by Edmond Dantès
