sales intelligence

Having a sales intelligence process that provides enough information about leads is essential in sales processes. With this information, prospecting becomes much richer and the seller can actually generate value for leads.

What is the ideal amount of information for a salesperson to really ensure intelligent decision-making?

I believe that, as a good salesperson, you also agree with me: the more information about my potential customer, the more prepared I will be to develop that business.

From information about his past experiences at other companies, through his current challenges in the new role, to the specific point at which he is looking for a solution at that moment.

Unfortunately, high-volume salespeople often don’t have the time to specifically gather such a large contingent of information about their potential customers.

Other than that, in many of the negotiations, there is a large number of stakeholders involved.

  • How can I bring greater productivity to my process without losing quality?
  • What type of task should I prioritize?
  • Which deal in my pipeline has the greatest chances of closing?
  • What kind of information do I need to evaluate to answer all of the above questions?

Some of these questions will be answered here, but what you need to know is that salespeople need to find more efficient ways to get information and make the best use of it.

What do sellers already have today to help them along this journey?

  • A good CRM?
  • Any sales engagement platform?
  • An extensive database?
  • Machining learning?

All these tools are an example of what can already be used to bring more sales intelligence to companies and their salespeople.

Normally, when we talk about artificial intelligence we automatically relate the term to machining learning, that is, the machine learning with itself.

In the movie Me, Robot starring Will Smith, for example, the robot Sonny develops its learning mechanism in such a refined way that it allows it to have human-like feelings and sensations.

How far can we bring this kind of refinement to the use of technology focused on artificial intelligence? And how can we use this technology to bring more intelligence to sales?

CRM, marketing automation, and sales engagement tools accumulate a wealth of data about leads and salespeople’s interactions with these potential customers.

Over time, this data can be used to generate valuable information about how to handle leads or how to streamline your process and gain more efficient time.

Beware: the misuse of this data can greatly compromise your prospecting strategy. Soon, the LGPD will be a reality here in Brazil.

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  1. Management and prioritization of activities
  2. Forecast Analysis: Predictability and Closing Possibility
  3. Sales Training
  4. Conclusion

Management and prioritization of activities

As we create a history of interactions with our leads, whether through cadence flows or one-off activities, we begin to accumulate this volume of data and the results of those interactions.

If I can map out, for example, what are the best moments to talk to {{position}} of any {{sector}} company about {{theme}}, it would be amazing, wouldn’t it?

You can understand, according to your results and the type of interaction, the moments when you were successful or not. From there, can’t you reach a pattern of success?

It’s a possibility.

Machining learning and predictive analytics mechanisms (such as Ozzy ) are able to develop, through their own artificial intelligence criteria, this type of behavior pattern.

They are even able to give tips on how to deal with these patterns. For example, the lead just opened your email twice. What you should do?

  • Should you call immediately?
  • Should you send another email?
  • Should you schedule a follow up for the end of the day?

An artificial intelligence functionality is able to give a direction as to what is the best action to take and when you should do it.

This is because, as I explained above, with a large amount of data, machines can see patterns that we humans are not able to find.

Forecast Analysis: Predictability and Closing Possibility

Looking at your pipeline today, can you predict which deals have the greatest chances of closing? What criteria do you take into account?

Some points can be taken into consideration, such as:

  • Problems;
  • Implications of not solving these issues;
  • Need for a solution;
  • Urgency;
  • Engagement of this lead throughout the entire process.

According to a Gong study, one of the criteria for evaluating that lead’s chances of closing a contract is how quickly it responds to your emails.

That is, the faster he responds, the more engaged he is in the process and the greater the chances of closing.

The artificial intelligence realizes that the {{position}} in {{company}} of the {{sector}} answered my last three emails in 43 minutes, counting the interval between sending and receiving replies. Is this fast?

  • Based on all responses received by companies in the same {{sector}}, is this fast?
  • Based on all responses received by leads from the same {{position}}, is this fast?
  • What are the chances of closing in this time frame and according to the characteristics of this lead?

Using artificial intelligence to understand which leads are most likely to close helps you understand which deals to prioritize and how to prioritize them.

In addition, it facilitates the forecast, both for the salesperson to understand what their chances of closing are and for the manager to have more visibility of their salesperson’s pipeline.

Sales Training

Some companies already use artificial intelligence to analyze their salespeople’s calls and understand the highs and lows of that conversation.

Gong, which I’ve already mentioned here, is a specialist in this. Through its own algorithm, it analyzes the interactions between the lead and salesperson during a call.

The purpose of this analysis is to generate powerful insights, both for the salesperson and for the manager, in order to structure a targeted and specific training for the mistakes and successes of those calls.

Ozzy, for example, creates tasks based on some specific patterns identified in leads, called Ozzy Tasks.

It is important to ensure, throughout sales training, that all your salespeople are prepared to deal with these actions, keeping the focus on increasing their conversion rates.

In fact, the actions created by Ozzy convert 27% more than normal actions.


Does technology replace the human being during the process?

The fact is that technology is enough to add human capacity, but it is far from replacing the human presence in a scenario of complex sales.

Automation, artificial intelligence, machine learning, among others, are essential to improve our processes and bring more efficiency.

However, some points such as emotional intelligence, empathy, rapport generation and the seller’s self-knowledge are far from being replaced by technology.

Therefore, be sure to apply the right technologies to optimize your process. Seek to understand what are the best tools to increase your productivity and sales intelligence.

Other than that, be careful in conversations with your leads. I have never closed a sale using only technology, the use of human capacity in complex sales is essential.

Let the tech do its part, but when it steps in, open up the toolbox and use all your skills to bring that customer in!

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