What is the impact of artificial intelligence on sales strategies?

In recent years, artificial intelligence has proven to be a powerful ally for companies looking to optimize their sales strategies and stand out in an increasingly competitive market.With the ability to analyze large volumes of data in real time, automate processes and customize customer service, AI is transforming the way companies interact with their consumers and, consequently, directly impacting their business results.

According to the sixth edition of the report Sales State, Salesforce, which in 2024 heard more than 5,500 sales professionals in 27 countries, including 300 Brazilians, concluded that eight out of ten Brazilian salespeople (81%) are using Artificial Intelligence (AI) at work, but only 28% of that time is spent relating to customers and making sales. 

Thinking about it, Raphael Lassance, partner and mentor of Sales Club, the largest ecosystem specialized in sales solutions for companies, listed 4 Reasons to use artificial intelligence in the sales strategies of any entrepreneur. Check: 

1. Automation and efficiency in sales process

One of the main advantages of AI in sales strategies is the automation of repetitive and administrative tasks. AI-based tools can take care of lead screening, answer frequently asked questions through chatbots and even perform lead qualification, freeing salespeople to focus on more complex interactions and closing deals.

In addition, AI is able to analyze consumer behavior in detail, identifying patterns and suggesting the best approaches to conversion.With predictive algorithms, the technology can predict which customers are most likely to make a purchase, optimizing sales team efforts and increasing conversion rate.

2. Personalization of the shopping experience

Another area where AI has excelled is in personalizing the customer experience. Through recommendation systems, such as those used by large e-commerce platforms, companies are able to offer customized products and services based on consumers' browsing history and previous purchases.

This personalization is not limited to products, but also to customer service. AI can be integrated into CRM systems to offer more assertive interactions, with recommendations, promotions or content specific to each customer, all based on individual behavior and preferences.

3. Data analysis for strategic decisions

The ability to analyze large volumes of data, or Big Data, is one of the greatest strengths of AI. When processing data from multiple sources (websites, social networks, CRM, etc.), the tool offers valuable insights into consumer behavior, market trends, sales campaign effectiveness, and even the performance of individual sellers.

These insights can be used to adjust strategies in real time, allowing for faster and more assertive decision making. For example, if a sales campaign is not generating the expected results, AI can quickly identify what needs to be changed, such as the target audience or the type of offer presented.

4. Team training and productivity increase

AI has also been used in training sales teams, through tools that simulate customer interactions and analyze salesperson performance.By monitoring and providing instant feedback, these solutions help to enhance the skills of sales professionals, making them more effective and productive.

In addition, process automation allows teams to focus on customer relationships rather than wasting time on administrative or routine tasks.

“Attained intelligence is undoubtedly a strategic ally for companies looking to increase their competitiveness and improve their sales processes.By automating tasks, improving personalization and optimizing data-driven decisions, companies can reach new heights of efficiency and” success, says Lassance. 

However, he points out that the balance between automation and human touch is fundamental.“Although AI can optimize many processes, empathy and emotional connection with the customer are still fundamental aspects that cannot be totally replaced by” technology, he concludes.