MariAnne Vanella, the Founder and CEO of The Vanella Group, recently spoke at the Sales 3.0 Conference. She acknowledged that we might fear losing our human jobs in sales to AI. Instead, Vanella argues that we need to learn how to use AI in sales.

Simply put, AI is a tool to amplify human abilities, making professionals more effective and valuable. She stated, "AI doesn't make people lazy; it amplifies whatever mindset they have."

AI Adoption: A Rapid Evolution

Vanella highlighted the unprecedented adoption rate of generative AI tools like ChatGPT. She noted that ChatGPT reached one million users in just five days and 100 million in two months—faster than any other technology in history. This rapid adoption underscores the urgency for your team to learn how to use AI in sales.

She contrasted this with past technologies like CRMs, which took years to become mainstream. Today, AI is being bundled into many tools, making it increasingly accessible. However, you don’t want to risk being a laggard. "You don't want to be left behind when your competitors are leveraging tools that make them better."

AI is an Enabler, Not a Replacement

Vanella emphasized that while AI can automate certain tasks, it cannot replace the human touch required for effective sales interactions. Consider the following details.

Human Nuances in Communication

Tools like voice AI can summarize meetings and provide insights. But they often miss critical non-​verbal cues like facial expressions or tone shifts. Vanella explained. "If you just rely on text summaries, you might miss that Dan made a weird face when you mentioned pricing or that Sarah was completely disengaged."

Empathy and Personalization

Many industries are not ready for fully automated interactions. Decision-​makers often prefer human engagement over bots. She stated, "People you're prospecting to don't want to talk to a machine."

Vanella underscored the importance of using AI as an assistant rather than a replacement. It should help sales reps work smarter—analyzing data, generating insights, and streamlining workflows—while leaving the critical human elements intact. A good example of this type of assistant is SalesCred.

Practical Applications of AI in Sales

Vanella provided several examples of how AI can be effectively integrated into sales processes.

Precision Outreach

Instead of sending generic mass emails—a practice she criticized as "sloppy"—AI can help craft highly targeted messages based on specific data points.

Account Research

AI tools can analyze annual reports, public sentiment, and other data sources to provide a comprehensive understanding of target accounts.

Meeting Preparation

Advanced tools like Agent AI can create detailed profiles of meeting participants based on their LinkedIn profiles or other sources. This enables reps to tailor their presentations effectively.

CRM Integration

AI can automate data entry and compliance tasks within CRMs, reducing manual effort and ensuring accuracy.

Vanella also stressed the importance of learning how to prompt AI effectively. "Your output is only as good as your input." She urged sales professionals to invest time in mastering prompt engineering. This is a critical step in how to use AI in sales.

Challenges and Pitfalls

While optimistic about AI's potential, Vanella acknowledged its limitations and challenges.

Mistakes in Automation

She shared an anecdote where an AI-​generated email congratulated her on an award she had won five years ago—a clear sign of outdated or poorly curated data.

Overreliance on Tools

Some reps may misuse AI by blindly trusting its outputs without verification. Vanella cautioned against this approach: "You can't just let the tool do all the work without checking its accuracy."

Resistance to Change

 Despite its benefits, many companies still struggle with basic CRM adoption—a prerequisite for effective AI implementation.

Upskilling for the Future

Vanella argued that understanding and leveraging AI will soon be a baseline requirement for sales professionals. She compared it to CRM adoption: "Years ago, knowing how to use a CRM was a nice-​to-​have; now it's mandatory." As AI becomes more integrated into sales processes, those who fail to adapt risk becoming obsolete.

To stay ahead, she advises sales reps to take ownership of their learning:

• Explore online courses on platforms like Coursera or LinkedIn Learning.
• Practice using generative AI tools like ChatGPT for real-​world tasks.
• Experiment with advanced prompting techniques to maximize output quality.

She emphasized self-​investment: "There's no excuse not to understand prompting when there are thousands of resources available."

The Human Element in Sales

Despite her enthusiasm for AI, Vanella believes in the importance of human skills in sales:

• Building relationships
• Reading non-​verbal cues
• Demonstrating empathy

These qualities will remain irreplaceable even as technology advances. "AI accelerates your reach and capability," she says, "but it's your ability to connect with people that will close deals."

Final Thoughts

Vanella's talk was a compelling call-​to-​action for sales professionals to embrace AI responsibly and strategically. Rather than fearing displacement by technology, she encouraged individuals to see it as an opportunity for growth and differentiation.

Her key message is clear: The future of sales lies in blending human expertise with technological innovation. Those who master this balance will thrive in an increasingly competitive landscape.

As she concludes: "The more you empower yourself with these tools and upskill yourself, the more money you'll make—and the more valuable you'll be to your company."

NOTE: In the spirit of the Sales 3.0 AI Summit, this post was assembled with the help of generative AI.

Photo by Sanket Mishra on Pexels.