Qual o impacto da inteligência artificial nas estratégias de vendas?

In recent years, artificial intelligence has proven a powerful ally for businesses seeking to optimize their sales strategies and stand out in an increasingly competitive market. With its ability to analyse vast amounts of data in real time, automate processes, and personalize customer service, AI is transforming how businesses interact with their consumers and, consequently, directly impacting their commercial results.

According to the sixth edition of the report State of SalesA Salesforce survey, conducted in 2024, which polled over 5,500 sales professionals across 27 countries, including 300 Brazilians, found that eight out of ten Brazilian salespeople (81%) are using Artificial Intelligence (AI) in their work, but only 28% of that time is spent interacting with clients and making sales. 

Considering this, Raphael Lassance, partner and mentor at Sales Clube, the largest ecosystem specializing in sales solutions for businesses, listed... 4 reasons for using artificial intelligence in sales strategies for any entrepreneurCheck: 

1. Automation and efficiency in the sales process

One of the key 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 pre-qualify leads, freeing up sales representatives to focus on more complex interactions and closing deals.

Furthermore, AI is capable of analysing consumer behaviour in detail, identifying patterns and suggesting the best approaches for conversion. Using predictive algorithms, the technology can predict which customers are most likely to make a purchase, optimising sales team efforts and increasing the conversion rate.

2. Personalisation of the shopping experience

Another area where AI has excelled is in personalising the customer experience. Through recommendation systems, such as those used by major e-commerce platforms, businesses can offer personalised products and services based on consumers' previous browsing and purchasing history.

This personalisation isn't limited to products, but extends to customer service too. AI can be integrated into CRM systems to deliver more targeted interactions, with recommendations, promotions, or specific content tailored to each customer, all based on individual behaviour and preferences.

3. Data analysis for strategic decision-making

The ability to analyse large volumes of data, or Big Data, is one of AI's greatest strengths. By processing data from various sources (websites, social media, CRM systems, etc.), the tool provides valuable insights into consumer behaviour, 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 decisive decision-making. For example, if a sales campaign isn't generating the expected results, AI can quickly identify what needs changing, such as the target audience or the type of offer presented.

4. Team training and increased productivity

AI has also been used to train sales teams, through tools that simulate customer interactions and analyse salesperson performance. By monitoring and providing instant feedback, these solutions help improve sales professionals' skills, 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 businesses seeking to increase their competitiveness and improve their sales processes. By automating tasks, enhancing personalisation, and optimising decisions based on data, companies can reach new levels of efficiency and success," states Lassance. 

However, it stresses the fundamental importance of balance between automation and human touch. “While AI can optimise many processes, empathy and emotional connection with the customer remain essential aspects that cannot be fully replaced by technology,” it concludes.