To start using AI in your sales process, identify the tasks you and your team are spending the most time on. From there, try an AI tool like ChatGPT or an AI agent that can automate one of those steps. For example, use conversational intelligence, custom-built GPTs, and AI-powered customer relationship management (CRM) to qualify and prioritize the most promising leads. 

Using AI in sales can transform efficiency, boosting performance and productivity to drive better sales outcomes, but it cannot replace human interaction. While there are many benefits to using AI, sales leaders need embed AI in ways that augment and develop the skills and behaviour of their sellers rather than using it to replace the human connection buyers want.  

Learn the role of AI in sales performance improvement and how to embed it into your organisation in our white paper, “Accelerating Sales Performance with AI.” You’ll explore:

AI in Sales: How to Accelerate Performance Without Losing the Human Touch

AI in Sales is more than a trend—it's a strategic opportunity. As AI continues to reshape industries, sales leaders face a crucial question: how can we leverage AI to enhance human connection rather than replace it? 

According to research from Richardson and Challenger, the most effective sales organisations aren’t using AI to eliminate people—they’re using it to amplify performance, scale personalisation, and improve the buyer experience. 

AI Maturity is Still Evolving

Despite the buzz, adoption of generative AI in sales is still nascent. In 2024: 

• Only 20% of organisations had fully implemented gen AI. 

• Just 31% of sellers used AI to identify at-risk deals. 

• Only 24% used AI to forecast, and 26% to prioritise leads. 

But those who are embracing AI in sales are already seeing measurable results: 

“Sales automation could result in efficiency improvements of 10–15% and sales improvement potential of up to 10%.” — McKinsey

 Using AI Strategically to Support Sales Methodologies

Success with AI in sales isn’t about replacing reps—it’s about training AI to support your existing sales methodology: 

• AI should mirror the tone and steps reps use in live conversations. 

• GenAI can spot buyer readiness signals more reliably than humans. 

• Tools like conversational intelligence and CRM-integrated GPTs can score leads, assess deal health, and flag coaching moments 

Where AI in Sales Has the Biggest Impact 1. Lead Prioritisation AI streamlines pipeline management by quickly identifying high-potential leads and accounts based on patterns and behaviours.  2. Sales Content Creation AI can generate personalised emails, proposals, and scripts—but only when reps feed it smart inputs aligned with their sales methodology.  3. Faster Research GenAI can summarise earnings reports, news, and buyer profiles to speed up prep work for outreach and meetings.  4. Training & Coaching AI pinpoints individual skill gaps and delivers tailored coaching in real time—right inside CRM workflows.  5. Performance Insights It connects training to outcomes by tracking key metrics like win rates and deal size, and helps managers link behaviours to results.

AI + Human = Personalisation at Scale

One of the most compelling use cases for AI in sales is personalization. But not the kind that drops a first name into a template. 

Instead, AI can help sellers: 

• Understand communication preferences. 

• Mirror buyer tone and language. 

• Craft cadences that align with DISC profiles or behavioural patterns. 

By integrating AI with proven methodology, sellers maintain trust—the very factor that drives 53% of customer loyalty, according to Challenger’s research. 

How to Embed AI in Your Sales Organization

Step 1: Understand Your Tech Stack 
Audit what tools reps already use and where AI fits in. 

Step 2: Align Tools to Methodology 
Train AI to recognise your key sales motions and terminology. Consider custom GPTs. 

Step 3: Create a Coaching Loop 
Use AI insights to reinforce seller development and forecast more accurately 

The Promise of AI in Sales

The future of AI in sales isn’t just about productivity—it’s about building more consistent, trust-driven customer experiences. Organisations that train AI with purpose, align it to proven sales strategies, and prioritise buyer-centricity will be the ones who win big in the evolving sales landscape. 

AI doesn’t replace great sellers. It amplifies their potential.

Richardson is proud to help our clients strategically take advantage of AI as part of their sustainment strategy by offering a suite of sustainment tools that are easy to implement and can produce immediate results for your team.  Learn how our Accelerate AI coach helps sellers’ relevant scenarios and get instant real-time feedback and explore our AI Smart Trackers that make every call an opportunity for growth.  If you’re looking for a fully integrated solution – contact us to learn about our Accelerate Sales Performance System.