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 personalize customer service, AI is transforming how companies interact with their consumers and, consequently, directly impacting their business results.

According to the sixth edition of the report State of Sales, from 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 interacting with customers and making sales. 

With this in mind, Raphael Lassance, partner and mentor at Sales Clube, the largest ecosystem specializing in sales solutions for companies, listed Here are 4 reasons for using artificial intelligence in any entrepreneur's sales strategiesCheck it 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-powered tools can handle lead qualification, answer frequently asked questions through chatbots, and even perform lead scoring, freeing up salespeople to focus on more complex interactions and closing deals.

In addition, AI is capable of analyzing consumer behavior in detail, identifying patterns and suggesting the best approaches for conversion. With predictive algorithms, the technology can foresee which customers are most likely to make a purchase, optimizing the sales team's efforts and increasing the conversion rate.

2. Customizing the shopping experience

Another area in which AI has excelled 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 previous purchases.

This personalization is not limited to products only, 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 their individual behavior and preferences.

3. Data Analysis for Strategic Decision-Making

The ability to analyze large volumes of data, or Big Data, is one of AI's greatest strengths. By processing data from diverse sources (websites, social media, CRM, etc.), the tool offers 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, allowing for quicker 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 salesperson performance. By monitoring and providing instant feedback, these solutions help improve the skills of sales professionals, making them more effective and productive.

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

"Artificial intelligence is, without a doubt, a strategic ally for companies looking to increase their competitiveness and improve their sales processes. By automating tasks, enhancing personalization, and optimizing data-driven decisions, businesses can reach new levels of efficiency and success," says Lassance. 

However, he emphasizes that the balance between automation and the human touch is essential. "While AI can optimize many processes, empathy and emotional connection with the customer are still fundamental aspects that cannot be fully replaced by technology," he concludes.