A modern sales professional must be versatile, shifting seamlessly between roles. To meet diverse challenges, reps tap into their superpowers. Our new research shows that only 37% of sales reps believe that critical thinking is a top characteristic required for success.
In this era of AI in sales, it’s the ability to think critically that makes the difference between being chosen or being embarrassed.
What is Critical Thinking?
The term is generally defined as having the ability to analyze data using human judgement, domain expertise and ethical reasoning before acting. Sales professionals must apply their critical thinking skills daily. They must decide when it’s the right time to follow up with a prospect. And they must ask themselves if they’ve reached the real decision-maker or whether they should do more research.
The Role of AI
While critical thinking is important in every aspect of the job, the skill is invaluable as the use of AI tools increases. 31% of sales reps turn to AI for business intelligence and customer research. They are adding AI-generated data to their presentations and sharing the information with clients. Access to these tools is accelerating the research process.
But there’s a problem. AI tools are not foolproof. They sometimes deliver slop and error-prone results that lead to a loss of trust. While a Salesforce report shows that 71% of customers believe it’s important for a human to verify the output of AI, only about 24% of sales reps say the same.
Applying critical thinking skills when using AI can significantly reduce the chances of delivering bad data to a prospect or client. Here are two of the Five Fundamentals of Critical Thinking for AI in Sales.
Reliable Sources?
One of the biggest issues with AI engines is that they don’t always use reliable sources. And they don’t clearly cite the sources they’ve accessed.
The best way to correct for that problem is to specifically ask the AI engine to return the list of sources it used to put together its results. Reps should never be satisfied with the appearance of a list. Clicking through to each source is the best way to verify that the sites exist.
Accurate and Timely?
Doublechecking the publication dates and data points is also important. A sales rep may ask the AI engine to return results that are no more than two years old. Depending on how the model is trained, it may return data that falls outside the specific parameter. It may show a report that is one year old but includes data points from five years ago. Or it can show data where the publication date cannot be determined.
Sales professionals should review the AI-generated data to ensure that it makes sense. If they have a general understanding of the subject matter, they can apply their knowledge. If not, they should search online for another source or two to verify that they will be sharing valid information.
It can take years for a sales professional to build credibility and the kind of reputation that gains attention from buyers. One careless mistake, such as delivering a presentation filled with AI-generated slop can destroy that hard work.
The Role of Sales Managers
How can sales managers ensure that their team is leveraging critical thinking in the age of AI? More than ever, sales managers should be hiring the right candidates. These candidates do not need years of experience or even a college degree to be a critical thinker.
They do need the ability to think clearly about people, which means having empathy for the buyer. They also need to understand the stages of the selling process and how to move each prospect through the funnel, while using AI-generated data responsibly.
To get clarity on a candidate’s critical thinking abilities, managers can ask them to take the TeamTraitTM sales skills assessment. The assessment also offers pre-hire scoring for a candidate’s ability to leverage AI in sales.
Training Needs for AI in Sales
As technology continues to advance, developers of AI tools brag that employers will get the job done with fewer workers in the future. Around 13% of sales professionals already fear that AI could take their jobs in the next few years.
Sales managers should know that AI tools will not replace the human empathy required in a selling situation. To maintain credibility and excellence, managers must regularly train their team on how to use AI responsibly. This use includes human verification of all AI-generated data.
To learn about the other steps required to apply critical thinking when using AI in sales, check out my presentation on the topic at the recent AI Sales Summit.
About C. Lee Smith
C. Lee Smith is the founder and CEO of SalesFuel, a company specializing in sales intelligence and market research to drive revenue growth. Selling Power recognizes him as one of the world’s Leading Sales Consultants for his expertise in sales credibility, AI-enhanced insight selling, and pre-hire assessments for building high-performing sales teams. With over 35 years of experience in sales and leadership, Lee is the author of two Amazon bestsellers: SalesCred: How Buyers Qualify Sellers and Hire Smarter, Sell More! As a Certified Behavioral Analyst, Lee offers deep insights into workforce behavior and professional motivators. He also hosts the Manage Smarter Podcast, where he explores the psychology of leadership and practical strategies for C-suite executives and sales managers. A frequent conference speaker, presenter and podcast guest, Lee shares his expertise with diverse audiences across industries. Learn more about him and his work at cleesmith.com.
About SalesFuel®
Founded in 1989, SalesFuel® has a proven track record of offering a SaaS-based portfolio of sales tools, training and intelligence providing thousands of sales and media sales teams nationwide with the power to Sell Smarter®. Our portfolio of sales solutions includes AdMall®, providing tactical business intelligence for local marketing and media sales. AdMall is utilized by more than 15,000 media sales and marketing professionals. Other SalesFuel solutions include our SalesCred® app, a solution designed to help salespeople build sales credibility; our AI in Sales training program with in-person or virtual workshops for responsibly using AI in sales, building credibility and executive influence. SalesFuel also offers TeamTrait™, a hiring, retention and team optimization solution. TeamTrait is the best alternative pre-hire assessment and aptitude testing platform for building high-performing teams. An advanced pre-employment sales assessment tool, TeamTrait’s proprietary Four Fits Simulator™ and Customized Job Creation capabilities will give your company a huge advantage in hiring.
Today’s blog post is by C. Lee Smith, Founder and CEO of SalesFuel.
