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 personalize customer service, AI is transforming the way companies interact with their consumers and, consequently, directly impacting their commercial results.
According to the sixth edition of the State of Sales report by Salesforce, which in 2024 surveyed over 5,500 sales professionals in 27 countries, including 300 in Brazil, it was concluded that eight out of ten Brazilian salespeople (81%) are using Artificial Intelligence (AI) in their work, but only 28% of this time is spent engaging with clients and making sales.
Considering this, Raphael Lassance, partner and mentor of Sales Clube, the largest ecosystem specialized in sales solutions for companies, listed 4 reasons for using artificial intelligence in the sales strategies of any entrepreneur. 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, respond to frequently asked questions through chatbots, and even qualify leads, freeing up salespeople to focus on more complex interactions and closing deals.
Furthermore, AI is capable of analyzing 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 excelled is in customizing the customer experience. Through recommendation systems, such as those used by major e-commerce platforms, companies can offer personalized products and services based on consumers’ browsing and previous purchase history.
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 networks, CRM, etc.), the tool provides valuable insights into consumer behavior, market trends, sales campaign effectiveness, and even the performance of individual salespeople.
These insights can be used to adjust strategies in real-time, allowing for quicker and more assertive decision-making. For example, if a sales campaign is not yielding 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 training sales teams, through tools that simulate interactions with customers and analyze the performance of salespeople. By monitoring and providing instant feedback, these solutions help improve the skills of sales professionals, making them more effective and productive.
Furthermore, process automation allows teams to focus on customer relationships, rather than wasting time on administrative or routine tasks.
“Artificial intelligence is undoubtedly a strategic ally for companies looking to increase their competitiveness and improve their sales processes. By automating tasks, enhancing customization, and optimizing decisions based on data, companies can achieve new levels of efficiency and success,” says Lassance.
However, he emphasizes the importance of balance between automation and human touch. “Although AI can optimize many processes, empathy and emotional connection with the customer are still fundamental aspects that cannot be completely replaced by technology,” he concludes.
