AI assistants for salespeople

Andrew Russo, enterprise architect at Baca Systems, an industrial equipment supplier, envisions many ways of using an AI assistant. First up: sales emails.

“We found that salespeople spend up to 20 minutes writing one custom email to a customer,” he said. “Being able to dish out more emails would be a high-value thing for us.”

Picture your sales and marketing teams equipped with an AI in CRM assistant that drafts individualised emails, customised with the information that will resonate with each audience. These aren’t run-of-the-mill, generic messages. Generative AI can use CRM information about past interactions, or automatically segment your audience to create emails with a personalised feel that can dramatically increase engagement rates.

Salespeople can also use an assistant to prioritise. Imagine starting your day by asking your computer to give you the top three sales leads. An assistant can do that, and also provide context. Why is the customer a good prospect? Generative AI can flag recent news from the company indicating, for example, that it plans to invest in new markets or expand its product portfolio.

Once you’ve contacted a lead, an AI assistant can support you by summarising conversations and highlighting customer needs, preferences, and all commitments made. It can also create complete sales summaries by merging call details with broader account information and historical data.

Consider this scenario: A customer says they were overbilled for their monthly internet expense. In this case, the agent simply asks its assistant to:

Retrieve the relevant billing information based on the date range provided by the customer.
Get the purchase order and contract terms for the subscription.
Compare how much higher this time period’s bill is compared to the same time period last year.
Gather product usage information and analyse whether the usage has increased.
Find out if pricing or contract terms have changed.
Create a proposal for how to address the issue.

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