Unlocking the Power of Generative AI for Sales

Over the past few years, generative AI (GenAI) has been the buzzword across industries. But what are researchers and experts uncovering about its real-world applications? And more importantly, how can sales professionals use it not only to optimize productivity but also to spark innovation and transformation?

In this issue, we’re diving into what GenAI means for sales:

1. We’ll start with recent findings from an HBR study that provides a structured framework for creating value with GenAI and explore how it can apply to sales.
2. Then, we’ll synthesize insights from Eduardo Brice?o’s TED Talk, where he discusses balancing learning and performing—a concept critical for integrating AI into your sales strategy.
3. Finally, we’ll explore actionable steps for building a habit of continuous improvement when using GenAI, drawing from Gretchen Rubin’s work on habit formation.

Creating Value with GenAI: Insights for Sales

GenAI has unlocked enormous possibilities for businesses since tools like ChatGPT, Claude, and Perplexity launched a few years ago. But while the technology is advancing rapidly, many organizations struggle to fully realize its value. According to How to Create Value Systematically with GenAI by Todd McLees, Nicole Radziwill, and Greg Satell, the key to success lies in applying a structured framework—the GenAI Value-Creation Pyramid.

This pyramid outlines four levels of GenAI competence, progressing from basic productivity improvements to game-changing innovation. Here's how sales professionals can apply these principles:

1. Individual Improvements

AI can help sales reps automate repetitive tasks, like drafting emails or personalizing proposals. These individual gains, while helpful, form the foundation for more transformative change.

For Sales: Use GenAI tools to save time on administrative tasks, freeing up bandwidth for deeper customer engagement.

2. Collective Intelligence

Organizations can leverage GenAI to improve team collaboration and shared understanding. For sales teams, AI can identify trends, refine messaging, and close knowledge gaps.

For Sales: Treat AI as a collaborative partner—use it to analyze deal data, generate insights, and refine team strategies.

3. Transformation and Growth

This level is about reimagining workflows. AI can help sales leaders rethink processes, such as lead scoring or forecasting, creating entirely new value streams.

For Sales: Experiment with AI-driven tools to develop custom buyer personas or dynamic strategies tailored to different customer segments.

4. Visionary Innovation

At the pinnacle of the pyramid, GenAI enables revolutionary changes. For example, sales teams can use AI to design entirely new customer experiences or products.

For Sales: Use AI to map customer journeys and predict needs, allowing for proactive, personalized engagement.

From Concept to Execution

Sales teams can progress through these levels quickly by:

• Identifying opportunities: Look for areas where AI can address challenges or create new efficiencies.
• Testing prototypes: Develop small, actionable projects to test AI’s capabilities.
• Scaling successes: Use successful pilots as models to roll out more transformative initiatives.

GenAI isn’t just a buzzword—it’s a tool that can revolutionize sales when used thoughtfully and responsibly.

Source: Adapted from How to Create Value Systematically with Gen AI by Todd McLees, Nicole Radziwill, and Greg Satell

Balancing Learning and Performing with GenAI

The insights from Eduardo Brice?o’s TED Talk (above) on balancing the learning zone and the performance zone provide a critical lens for integrating GenAI into sales strategies. While the first article explored the structured framework for creating value with GenAI, this next piece highlights how sales reps and leaders can balance learning and performing to effectively implement these tools.

GenAI is not a plug-and-play solution—it requires intentional effort to learn its capabilities, experiment with its applications, and then execute strategies effectively in real-world sales environments. Without dedicating time to the learning zone, sales teams risk using AI superficially, limiting its transformative potential. Conversely, too much focus on performance without exploration and learning means missing out on AI’s long-term value.

Tying Brice?o’s Concepts to GenAI:

• Learning Zone with GenAI: Sales teams should carve out time to explore AI’s capabilities, test different tools (e.g., ChatGPT for drafting emails or predictive AI for forecasting), and learn from mistakes in a safe environment. This is where teams can truly innovate and discover how AI can augment their workflows.
• Performance Zone with GenAI: Once teams develop confidence in AI tools, they can transition into applying them in live sales scenarios, focusing on maximizing efficiency and delivering results. For example, using AI to quickly personalize proposals or analyze CRM data during critical deal cycles.

By balancing these two zones, sales teams can use GenAI not only to improve productivity but also to unlock new opportunities for growth and innovation.

Source: Eduardo Brice?o: How to get better at the things you care about | TED

Building Habits for Continuous Improvement with GenAI

The third article draws on insights from Gretchen Rubin’s work on habit formation, particularly her strategies for making learning and growth habitual. In the context of GenAI, building habits is essential for sales teams to fully integrate AI tools into their workflows and realize their potential for both productivity and innovation.

GenAI isn’t a one-time implementation—it’s an evolving tool that requires regular use, reflection, and adaptation. By making the use of AI a consistent part of daily routines, sales reps and leaders can ensure they not only keep pace with the technology but also maximize its value over time.

Tying Rubin’s Concepts to GenAI:

• Identify What to Learn: Sales teams need to identify specific areas where AI can support growth—whether it’s improving email outreach, personalizing customer interactions, or analyzing market trends. For example, a habit could be dedicating 30 minutes weekly to exploring new AI features or experimenting with tools like ChatGPT, Preplexity, or Claude.
• Make Learning Habitual: Rather than vague goals like “learn more about AI,” create specific habits such as: Using AI to draft all client proposals for a month, scheduling weekly sessions to review and reflect on AI-generated insights, monitoring progress on how AI impacts response rates or deal closure times.
• Surround Yourself with Learners: Collaboration is key. By fostering a culture where team members share their AI learnings and successes, sales teams can amplify their collective intelligence and accelerate adoption.

Source: How to Make Learning More Automatic by Gretchen Rubin

How are you currently using GenAI in your sales process? Have you developed any habits or strategies helping your team unlock its potential?

Share your insights—we’d love to hear from you!

Happy Selling,

Rana

Resources

1. How to Create Value Systematically with Gen AI by Todd McLees, Nicole Radziwill, and Greg Satell
2. How to Get Better at the Things You Care About by Eduardo Brice?o
3. How to Make Learning More Automatic by Gretchen Rubin

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