How To Use Generative AI in Sales

Welcome to the high-stakes world of sales, where every moment counts! The demands are immense — close more deals, connect with more prospects, and achieve more in less time. If you’re in sales, you’ve probably felt that relentless pressure. But what if there was a way to revolutionise your reps work and turn these challenges into opportunities? 

Generative AI is redefining the way sales professionals work. By automating mundane tasks, delivering smarter insights, and enabling rapid content creation, sales AI tools are here to transform how you approach your job. However, leveraging these tools requires more than just incorporating the latest shiny AI tool in your tech stack; it involves an intentional and informed approach.

From automating repetitive workloads to fostering responsible usage, we'll explore how Sales AI tools can change the game!

What Is Generative AI in Sales?

Generative AI uses advanced machine learning models to create tailored content, summarise data, and streamline workflows. For sales professionals, this means having a digital ally that takes over repetitive tasks, supports your preparation process, and even inspires fresh ideas.

Unlike traditional AI, which analyses data to generate insights or automate pre-defined tasks, generative AI focuses on creation. Its ability to generate fresh content — like personalised outreach emails, pitch decks, or even dynamic follow-ups — sets it apart.

Why Generative AI Matters for Sales Teams

• Enhanced Content Creation: AI tools like HubSpot’s Breeze Copilot save hours by drafting emails or blog posts tailored to prospects’ unique preferences.
• Flexible Application: From summarising CRM data to repurposing sales content, generative AI offers versatile solutions.
• Contextual Intelligence: It combines customer interactions, CRM data, and market trends to deliver insights that refine sales strategies.

Despite its transformative potential, some concerns remain about data accuracy and authenticity. Yet, when used responsibly, generative AI can deliver remarkable benefits that amplify sales outcomes.

How is Generative AI Used in Sales?

1. Prospecting

• Intelligent Prospecting: AI analyses vast datasets to identify potential leads that align with your ideal customer profile, streamlining the prospecting phase. For example, you can leverage HubSpot Buyer Intent data to identify target accounts that are showing high-intent and are within your target market. And by assigning these target accounts to the Prospecting Agent, you can automate the prospecting process as well.

2. Lead Qualification

• Predictive Lead Scoring: By evaluating historical data and current interactions, AI assigns scores to leads, helping sales teams prioritise those with the highest conversion potential. HubSpot AI does quite a great job in this as well. By evaluating your contacts, it analyses the key actions and characteristics of leads as they progress through the sales pipeline. Based on these insights, it generates a lead score tailored to your business.

3. Outreach

• Personalised Outreach: Generative AI crafts customised emails and messages tailored to individual prospects, increasing engagement rates. Our favourite tool to do this is Prospecting Agent which automates this process by conducting research on assigned leads and crafting personalised messages.

4. Meeting Preparation

• Smarter Preparation: Generative AI tools like Breeze Copilot make meeting preparation seamless. It summarises CRM records, identifies key points, and gives you an overview so that you can draft insightful questions for calls. 

5. Follow-Up

• Nurture and Engage Effectively: HubSpot's AI Meeting Assistant automates the follow-up process by capturing meeting notes, next steps, and key takeaways, directly integrating this information into your CRM. After a meeting, the tool generates personalised follow-up emails and recaps, ensuring you maintain consistent, timely communication with prospects. This streamlined approach helps sales teams stay organised and focused, reducing the risk of missing important details and improving the overall customer experience.

By integrating generative AI into these steps, sales teams can enhance efficiency, personalise customer interactions, and focus more on strategic activities that drive revenue growth.

When Not to Use Generative AI in Sales

While generative AI offers incredible benefits, there are times when it’s better to rely on human expertise for optimal results.

Highly Sensitive Negotiations

• Complex Pricing Discussions: AI can assist, but human intuition is crucial for navigating sensitive financial decisions.
• Relationship-Driven Deals: Building strong foundations for long-term partnerships often requires empathy and personal interaction.

Complex Relationship-Building

• Executive-Level Connections: Personalised communication with C-suite executives is better handled by skilled salespeople.
• Long-Term Partnerships: Automated interactions may feel impersonal and hinder trust-building.

Situations Requiring Human Intuition

• Handling Customer Complaints: AI can assist, but resolving grievances requires genuine empathy.
• Cultural Nuances: Human insights remain crucial for navigating subtle cultural differences in global markets.

Balancing human effort with AI support ensures you can maximise results without compromising authenticity or trust.

Tips and Tricks to Use Generative AI in Sales

Harnessing the power of generative AI in sales calls for a well-thought-out approach. Sales leaders must ensure that the transition to AI-driven workflows is smooth and impactful. Here are some actionable tips:

Select the Right AI Tools

• Focus on tools that address specific pain points like follow-ups or content creation.
• Look for solutions that integrate seamlessly with your CRM to avoid disruptions.

Train Your Team for Success

• Run workshops on ethical AI usage, data verification, and best practices.
• Highlight how AI complements their skills, saving time and elevating productivity.

Start Small and Scale Gradually

• Introduce AI at one stage, such as lead qualification, and expand to other areas as your team grows confident.

Continuously Monitor and Optimise

• Track metrics like response times and deal closures to refine AI implementations.
• Stay updated on AI trends to keep your sales team competitive.

Assess AI Maturity

• Understanding your organisation’s AI maturity helps identify gaps in your processes, technology, and data readiness.
• Assessing AI maturity ensures that AI tools are integrated in a way that complements your existing workflows rather than complicating them.
• It allows teams to align AI strategies with business goals, ensuring that investments deliver measurable results over time.

Streamlining repetitive tasks with AI enables reps to focus on engaging with prospects and creating meaningful relationships. Balancing technology with strategic planning ensures long-term success.

Become Unstoppable with Generative AI in Sales

Generative AI isn’t just another tool—it’s a transformational ally in today’s competitive sales landscape. By automating repetitive tasks, delivering personalised content, and enabling smarter decision-making, AI for sales teams empowers you to do more with less.

Whether it’s improving lead generation, enhancing customer relationships, or streamlining sales enablement, the possibilities are boundless. Take the next step to explore how you can leverage generative AI and supercharge your sales approach. The future of sales is here—seize it!

Looking for a deeper understanding? Watch the Sales AI Demo Day to see these tools in action and transform your workflows today.