An unconstrained future - How generative AI could reshape B2B sales - Part 2 of 2

By Lareina Yee, Richelle Deveau, and Steve Reis – McKinsey. September 16, 2024

Pathway three: Radically reframing the modern sales organization

In the third future pathway for B2B sales, gen AI becomes a central part of day-to-day sales operations and ultimately a “table stakes” technology, much like the internet and smartphones are today (see sidebar “Imagine this: When generative AI becomes a seller’s indispensable assistant”). In this world, gen AI is simply accepted as a given in how sellers operate, and those that haven’t adopted it are left behind. The role of the seller can change in a few fundamental ways:

• Human touch in sales will be reserved for priority interactions. Gen AI can be equipped to handle nearly everything across the entire sales journey, from prospecting to negotiation, with minimal human intervention. Human engagement can become a premium-only offering reserved for particularly complex, solution-based deals.

• Sellers will prioritize long-term customer success. With gen AI making transactional sales by a human seller obsolete, sellers can shift how they think about sales and focus on customer outcomes: they can solve for what’s best for the customer, not the seller or provider. Gen AI can help calculate customer lifetime value so that sellers are better positioned to wait and invest for longer-term gains.

• Gen AI could take on the role of a sales agent on a team. A recent McKinsey article predicted that gen AI agents could eventually act as skilled virtual coworkers, planning and booking complex logistics and handling routine customer inquiries. Imagine a future regional sales manager who has a team composed of human and AI sellers collaborating and complementing one another, effectively making human sellers more successful. For example, a gen AI agent may provide subjective assessments, tailored coaching to representatives, and prompted problem solving. As a sales leader from a large chemical company told us, “Eventually, when we and our customers both have gen AI, our respective bots will be able talk among themselves, sharing facts back and forth about the product details and customer needs.”

Imagine this: When generative AI becomes a seller’s indispensable assistant

In a world where generative AI is seamlessly integrated into the entire seller journey, picture “Neil,” who works for an up-and-coming start-up for flavored sparkling water. A gen AI copilot that Neil has been working with for three months generates leads, crafts and sends outreach emails in Neil’s voice, responds to requests for proposals, and answers customer inquiries—all while staying true to Neil’s authentic style and personality. Gen AI also calculates current and potential customers’ customer lifetime value and provides strategic advice on what initial investments and concessions Neil can make to build long-term client relationships. At a gen-AI-scheduled meeting with a prospective restaurant account, Neil is there in person to provide samples and conduct a taste test, expertly recommending which flavors complement each menu item.

How companies can prepare for a brave, new world

Only time will tell what combination of these three gen-AI-enabled pathways may come to pass. In any pathway, we should assume that gen AI would become ubiquitous—and sometimes undetectable—in the life of a seller. Companies will need to adapt, no matter what scenario plays out:

• It will be critical to adapt to higher expectations. Productivity gains from gen AI mean that sellers can do more and do it faster. They will therefore need to adapt to compete by reanchoring on core competitive advantages: building trusted relationships, understanding clients as true thought partners, and focusing on problem solving. Sales organizations must adapt too. They will need to depart from a traditional approach in which they motivate sellers with short-term quotas or targets.

Episode 3194 - November 2 - Tiếng Anh - Phần 2 của 2 - AI tạo sinh có thể định hình lại doanh số bán hàng B2B - Vina Technology at AI time

Vina Technology at AI time - Công nghệ Việt Nam thời AI

Episode 3194 - November 2 - Tiếng Anh - Phần 2 của 2 - AI tạo sinh có thể định hình lại doanh số bán hàng B2B - Vina Technology at AI time