Artificially Intelligent Selling
Sales, the final frontier...
Social, Mobile, Cloud and Big Data have dominated the ‘trend’ conversations in 2014, and all four will continue to gain momentum as change agents in B2B and B2C business. But in 2015 they will be accompanied by three complementary technologies – the dawn of AI (Artificial Intelligence; yes the scary self-learning type), micro predictive analytics (BI leveraging big data) and the maturing of mobility proximity (beacons and geo-fencing). All seven of these elements together coupled with the dawning explosion of sensors everywhere, will represent unprecedented technological synergies and the use-cases are limitless in transformative customer experience. It’s already happening and Amazon is an example.
But almost all the hype around these advancements has missed an important consideration… technology is ushering in an era of distraction and artificial connection. The appearance of connection is not the same as real connection. An ‘always on’ and ‘always connected’ world means no-one is really concentrating and ADD is a constant barrier to meaningful conversation and genuine engagement. There are 1,000 channels but there’s nothing on. The noise is deafening but no-one can hear. The sheer volume of content, channels and workload is killing quality. In short – people are skimming, misinterpreting, clicking away and tuning-out. Miscommunication and misunderstanding is everywhere.
But technology is evolving at a faster rate than any of the creators could imagine. Where could all this take B2B and B2C selling? Could AI and the enabling data sources mean that technology could create relevance in every dimension, even assessing our ‘mood’. When process automation crosses over into automated engagement, then sales people are facing an apocalyptic threat. By 2020, could the majority of salespeople be replaced by AI? If the value of a sales person is defined by providing information and enabling someone to transact; then the answer, sadly, is definitely ‘yes’.
How can sales people avoid digitally driven extinction? The answer is value – the creation of value for customers and employer through traditional concepts executed innovatively with technology. We live in a human world and emotional connections are what influence us, motivate us, and inspire us. Everything old (value selling, solution selling, insight selling, trusted advisor, etc.) will be new again because it is how to best differentiate in a human world. But only for those who can adopt blended engagement models where differentiation is created through the combination of online and physical presence with digital and human interaction. This is future for the most successful sales people… the ones who will prosper beyond 2020.
I predict a great future for you in sales but only if you learn to create innovative mash-ups of proven selling principles combined with new world digital engagement to meet and serve your markets and customers where they are and how they prefer to interact. Sales must move higher up the value chain to conduct the digital symphony. In many ways, this will bring you closer to the customer than ever: if they let you in. You must be the signal in the noise to break through so I will write more on how to do this strategically in upcoming posts, to in essence, future-proof you.
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Photo by: OiMax
Vice President of Sales, Northeast at RJ Schinner Co., Inc.
10 年Right Tony, it's hard to imagine how life will be when AI's become mainstream. The one thing that is certain is that everything in our world will be dramatically different.
Sales Leadership for a Better Business World - Keynote Speaker, Best-selling Author, Management Consultant and Sales Trainer
10 年You make such an important point Michael and I was remiss in not raising this in my post! Thanks for adding to the conversation here. Buyers have become very adept at commoditizing suppliers and at disempowering relationship selling strategies. Being late to an opportunity will only become a bigger issue for sellers as suppliers deploy big data BI analytics.
Vice President of Sales, Northeast at RJ Schinner Co., Inc.
10 年The biggest challenge will be dealing with AI buyers who will purchase with no emotion, and have access to unlimited data. We are in for a wild ride that's for sure!
Sales Leadership for a Better Business World - Keynote Speaker, Best-selling Author, Management Consultant and Sales Trainer
10 年Thanks Ian. I want to believe there will always be a role for gifted, strategic salespeople in an online world of "perfect information" to bring art to the science in order to create profound emotional impact. There is a permanent human need for meaning. Humanizing the sales force will be key so sellers becoming savvy writers, storytellers and real-time, content marketers in a two-way dialogue with customers is one way we can steel ourselves. There may be some element of nostalgia that protects complex solution selling from the full blown artificial intelligence revolution manifesting itself in the automation of everything.
Design Thinker
10 年Great post - excellent insights into sales having to move up the value chain to 'conduct the digital symphony'.