In recent years, artificial intelligence has proven to be a powerful ally for companies seeking 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 personalize customer service, AI is transforming how companies interact with their consumers and, consequently, directly impacting their commercial results.
According to the sixth edition of the report State of Sales, by Salesforce, which in 2024 surveyed over 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 engaging with customers and making sales.
With this in mind, Raphael Lassance, partner and mentor at Sales Clube, the largest ecosystem specialized in sales solutions for companies, listed 4 reasons to use artificial intelligence in any entrepreneur’s sales strategies. Check them out:
1. Automation and efficiency in the sales process
One of the main advantages of AI in sales strategies is the automation of repetitive and administrative tasks. AI-based tools can handle lead screening, answer frequently asked questions through chatbots, and even qualify leads, freeing up salespeople to focus on more complex interactions and closing deals.
Moreover, AI can analyze consumer behavior in detail, identifying patterns and suggesting the best approaches for conversion. With predictive algorithms, the technology can predict which customers are most likely to make a purchase, optimizing the sales team’s efforts and increasing the conversion rate.
2. Personalization of the shopping experience
Another area where AI has stood out is in personalizing the customer experience. Through recommendation systems, like those used by major e-commerce platforms, companies can offer personalized products and services based on consumers’ browsing history and past purchases.
This personalization is not limited to products but also extends to customer service. AI can be integrated into CRM systems to offer more assertive interactions, with recommendations, promotions, or specific content for 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 AI’s greatest strengths. By processing data from various sources (websites, social media, CRM, etc.), the tool provides valuable insights into consumer behavior, market trends, the effectiveness of sales campaigns, and even the performance of individual salespeople.
These insights can be used to adjust strategies in real time, enabling 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 increased productivity
AI has also been used in sales team training through tools that simulate customer interactions and analyze salespeople’s performance. By monitoring and providing instant feedback, these solutions help enhance sales professionals’ skills, making them more effective and productive.
Additionally, process automation allows teams to focus on customer relationships instead of wasting time on administrative or routine tasks.
“Artificial intelligence is undoubtedly a strategic ally for companies seeking to increase their competitiveness and improve their sales processes. By automating tasks, improving personalization, and optimizing data-driven decisions, companies can reach new levels of efficiency and success,” says Lassance.
However, he emphasizes the importance of balancing automation with the human touch. “Although AI can optimize many processes, empathy and emotional connection with the customer are still fundamental aspects that cannot be entirely replaced by technology,” he concludes.
