What is AI Sales Coaching - A Guide for Sales Enablement Leaders

The Continually Changing B2B Sales landscape: Evolution of the seller's day

Technology Sales has indeed come a long way since the early days of selling hardware. Salespeople had to rely on face-to-face meetings, phone calls, and printed brochures to educate potential customers about a product that was unfamiliar and often intimidating. In the 1960s and 70s, early computer sales involved lengthy demonstrations, technical explanations, and overcoming the skepticism of companies that had never before used such machines.  

Today, the landscape of sales has changed dramatically. Modern salespeople have access to advanced AI tools, data analytics, and automation, allowing them to understand their prospects better and personalize their pitches.  

Fun fact: IBM famously trained its sales force not only in product knowledge but also in customer psychology, making them some of the most well-prepared salespeople of their time.

However, with this evolution, the nature of a seller's daily tasks has also changed. Sellers today are required to complete over 70 different tasks throughout the day, ranging from CRM updates to content creation, scheduling, administrative tasks, and much more.  

Astonishingly, only about 30% of their time is spent in direct, customer-facing sales activities.

The rest is consumed by tasks that, while necessary, do not directly contribute to engaging customers and closing deals.

This imbalance in how sellers spend their time points to the need for more effective solutions—tools and coaching that can help reduce the burden of non-selling tasks and allow sales professionals to focus on what they do best: building relationships, understanding customer needs, and driving revenue.  

This guide has been created for Sales enablement leaders as a primer on what an AI Sales coach can deliver and what to expect while integrating an AI Sales coaching platform with their Sales Enablement solutions.    

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Changing face of the customer

In the past, customers relied heavily on salespeople to provide product and service information. Printed brochures, catalogs, and even CD-ROMs were the primary sources of information that buyers used to understand what was available in the market. Salespeople were the gatekeepers of knowledge, guiding potential customers through product features, benefits, and options.

Today, the role of the customer has evolved dramatically. With the rise of the internet and digital technologies, buyers have access to an unprecedented amount of information at their fingertips.  

According to a study by Gartner, 77% of B2B buyers stated that their latest purchase was very complex or difficult, and 45% of buyers prefer to do their own research before even reaching out to a sales representative. Customers now come to the table armed with knowledge about product features, competitor offerings, reviews, and even pricing. In many cases, they are better equipped than the salesperson themselves.

This shift means that customers no longer need salespeople to simply sell to them—they need partners who can help solve their unique challenges. Sales is no longer about pushing products; it is about co-creating solutions.  

Buyers expect sellers to add value beyond the product, to understand their context, and to work together to achieve desired outcomes. This changing dynamic is why modern salespeople need to be problem solvers, advisors, and trusted partners.

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The Big Problem: Seller Performance

The challenges facing B2B sellers today are immense and often overwhelming. Statistics show that less than 20% of B2B sellers consistently meet their quota. According to a recent study, only 16% of sales leaders are very confident that their sellers will hit their targets, which highlights a significant struggle within the industry.  

Sellers are under intense pressure to perform, yet the majority are falling short of expectations. Moreover, the stress levels among sales professionals are staggering.

Research indicates that 66% of sellers experience stress, with at least one significant stressful event occurring each day. This constant stress not only affects their ability to perform but also leads to burnout, contributing to high turnover rates in sales teams.

Competitive intensity is at an all-time high. In every deal, there are often at least four or more competitors vying for the same customer. Buyers have more choices than ever, making it increasingly difficult for sellers to stand out and demonstrate unique value. In this highly competitive environment, customers expect more from sellers. They want to understand, "Why are you reaching out to me?" and require sellers to provide tailored insights and solutions that go beyond the basics.

According to research, 84% of buyers want sellers to act as trusted advisors, but only 27% of sellers are perceived to do so. This disconnect further contributes to the challenges in making meaningful connections and building trust with customers.

The financial implications for companies are severe—each underperforming sales representative costs a company up to $1.5 million per year in lost revenue, training costs, and other related expenses.  

The human cost is even more profound, with burnout leading to a turnover rate exceeding 35% in many sales organizations.

In this mix, sellers struggle daily with answering two critical questions: "What should I do?" and "How should I do it?" Seller competencies vary widely—some may know what actions to take but struggle with how to execute them effectively, while others lack clarity on both what to do and how to do it.  

Only a small percentage of sellers excel in both areas, and this is where the real gap lies. The big problem is this gap—the disconnect between knowing what to do and knowing how to do it effectively.

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How does an AI Sales Coach enable Sellers

An AI Sales Coach bridges the gap, which is the key to unlocking the full potential of sales professionals. For instance, an AI Sales coach like Skwill provides actionable, personalized coaching that addresses both the "what" and the "how,"  to help sellers navigate the complexities of their roles with greater confidence and competence.  

This approach of an AI Sales coach is to transform sellers from struggling individuals into empowered, high-performing professionals who can meet the challenges of today’s demanding sales landscape.

An AI Sales coach is designed on how sales professionals approach their day-to-day activities by integrating two key views: the Outside-In View and the Inside-Out View. This unique combination empowers sellers by providing a holistic perspective that focuses both on understanding the buyer and on enhancing seller competencies.

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Integration of Both Views

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1. Outside-In View: Understanding the Buyer

• Why: Precisely understanding what triggered the outreach—whether it was a particular event, trend, or insight that led to reaching out to the customer. ‍
• You: Highlighting why you, as a seller, are qualified to help the buyer. This includes demonstrating expertise and building credibility. ‍
• Me: Explaining why this outreach is relevant to the buyer's specific context. This ensures the communication is personalized and meaningful to them.
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2. Inside-Out View: Developing Seller Competencies

• Sales Mastery: Connecting authentically with customers to foster trust and build long-term relationships.
• Copywriting Skills: Crafting persuasive and engaging messages that capture attention and drive action.
• Marketing Insights: Creating compelling marketing strategies that resonate with the audience.
• Human Nature Understanding: Relating to and influencing others by understanding human motivations and behaviors.
• Cognitive Biases Knowledge: Leveraging insights into cognitive biases to make better decisions and influence customer behavior.
• Neuropsychology Awareness: Enhancing understanding of thought processes to create more impactful interactions.
• Emotional Triggers Expertise: Utilizing emotional triggers to create memorable and meaningful experiences for customers.
• Physical Movement and Training: Maintaining high energy and mental clarity through physical well-being.
• Sales Tools Proficiency: Streamlining workflow and enhancing productivity with modern sales tools.
• Individual Brand Building: Differentiating oneself in the marketplace and building trust with customers through a strong personal brand.
• Resourcefulness: Demonstrating versatility and the ability to handle diverse tasks effectively.
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Relationship Building and Trust

1. Building Real Connections: Authentic relationships are the foundation of trust, leading to long-term clients and repeat business.

2. Building a Personal Brand: A strong personal brand differentiates a seller from the competition and helps establish credibility and trust with potential customers.

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Effective Communication

1. Writing Persuasive Messages: Clear and compelling messages are key to catching attention and prompting desired actions from customers.

2. Creating Memorable Experiences: Emotional connections are crucial for making products and services unforgettable, enhancing the impact of every interaction.
   

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Strategic Planning and Decision-Making

1. Creating Effective Strategies: Well-planned strategies lead to successful campaigns and higher sales.

2. Avoiding Decision-Making Traps: Making informed decisions leads to better outcomes and reduces mistakes that could hinder sales progress.
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Customer Understanding and Influence

1. Understanding People: Relating to customers' emotions and motivations helps sellers close deals more effectively.

2. Knowing How People Think: Understanding thought processes allows sellers to tailor their approach to fit each customer’s unique needs.
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Personal Well-being and Productivity

1. Staying Energized: High energy levels and mental clarity are essential for maintaining performance and persistence in sales.

2. Being Resourceful: Adaptability helps sellers tackle various challenges and thrive in changing environments.
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Sales Mastery

1. Mastering Negotiation Techniques: Effective negotiation leads to win-win deals, ensuring both the customer and the seller are satisfied.

2. Closing Strategies: Efficient closing techniques help finalize deals effectively and with confidence.

3. Handling Objections: Addressing customer concerns effectively and turning objections into opportunities is key to closing more sales.

4. Pipeline Management: Keeping track of potential deals and ensuring consistent follow-up to move prospects through the sales funnel is crucial for sustained success.

Skwill AI provides tailored coaching in all these areas, allowing sellers to maximize their potential and spend more time doing what they do best—building relationships, understanding customer needs, and closing deals. By bridging the gap between knowing what to do and knowing how to do it effectively, Skwill empowers sellers to navigate the complexities of the modern sales landscape with greater confidence and capability.

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Estimated Savings with Skwill AI

Modern sales professionals often find themselves bogged down with a variety of tasks that are essential yet time-consuming. Below is a breakdown of key tasks that sellers engage in, along with the estimated time spent on each, and how Skwill AI can help save time and improve efficiency.

Here are the Input Metrics to measure for Sales Coaching ROI:

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For instance, by utilizing an AI Sales coach like Skwill AI, sellers can significantly reduce the time spent on non-customer-facing activities, allowing them to focus more on what truly matters—building relationships, engaging customers, and closing deals. The AI Sales coach not only saves time but also ensures that the quality of these tasks is enhanced through personalized insights and recommendations.

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AI and Ethics

The use of artificial intelligence (AI) in sales coaching and other business contexts brings about important ethical considerations. As AI continues to evolve, it is crucial to address both the opportunities and the challenges it presents, particularly concerning privacy, data security, and the ethical treatment of individuals.  

One of the main ethical challenges is ensuring that personal and organizational data are used responsibly. For instance, Skwill is committed to protecting individual data and company information while respecting privacy. This philosophy underpins every aspect of our AI-driven platform. We recognize that AI's power must be used in ways that benefit users without compromising their rights or data security.

Evolving Ethical Areas: Many areas of AI ethics are still evolving, such as ensuring algorithmic fairness, eliminating biases, and maintaining transparency in how AI decisions are made. AI systems can inadvertently reinforce biases present in the data they are trained on, which could lead to unfair or discriminatory outcomes.  

Tools like Skwill are focused on actively monitoring and mitigating bias in our AI models to ensure they are equitable and fair for all users.

Addressable Ethical Challenges: There are areas where ethical concerns can be readily addressed with the right safeguards and measures. For instance, data minimization is a principle that guides us to collect only the information necessary to provide our services. We also ensure data anonymization where possible to protect user identities. Transparency is another cornerstone of our approach—we strive to clearly explain how our AI operates, what data it uses, and how decisions are made, so users can have confidence in the technology.

Privacy and Security Measures: To safeguard individual and company data, Skwill implements robust encryption protocols, ensuring that all personal and organizational information is securely stored and transferred. Access to sensitive data is restricted, and all our systems undergo regular security audits to identify and address vulnerabilities. Moreover, users have control over their data, including the ability to access, modify, or delete personal information, aligning with data protection regulations such as GDPR.

In the context of AI Sales coaching like Skwill, we understand the importance of ethical considerations in building trust with our users. Our AI platform is designed not just to enhance sales performance but to do so in a manner that respects the privacy and autonomy of everyone.  

By combining ethical AI practices with cutting-edge technology, we are creating a coaching platform that is both powerful and principled—empowering sales professionals while safeguarding their rights.

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The Science of Performance

Understanding the science behind performance is crucial to unlocking an individual's true potential. An AI Sales coach like Skwill, draws on several key concepts to help individuals perform at their best—both mentally and physically.

1. Individual Zones of Optimal Functioning (IZOF): The IZOF model highlights that each person has a unique zone in which they perform optimally. For some, high pressure can enhance performance, while others may thrive in a calm environment. Identifying an individual's optimal zone allows for personalized coaching to ensure they stay within their peak state during crucial moments.

2. Neuroscience: Advances in neuroscience have provided profound insights into how our brains function under pressure, how habits form, and how emotions influence decision-making. By understanding these neural processes, we can tailor coaching to help salespeople manage stress, build resilience, and develop habits that lead to consistent high performance.

3. Flow State: The concept of flow, often described as being "in the zone," is a state of heightened focus and immersion in a task. Achieving flow can significantly boost productivity and creativity. For instance, at Skwill, we aim to help individuals reach this state by reducing distractions, setting clear goals, and aligning challenges with skill levels to maintain motivation and engagement.

4. Physicality of Performance: Physical health plays a critical role in mental performance. Regular exercise, proper sleep, and nutrition are foundational to maintaining energy levels, focus, and resilience. Skwill emphasizes the importance of physical well-being as part of a holistic approach to peak performance, ensuring that sales professionals are not only mentally prepared but also physically capable of sustaining high levels of activity.

5. Peak Performance: Achieving peak performance is about aligning mental, emotional, and physical states to perform at one's highest potential when it matters most. This involves not just skills and knowledge but also mindset, motivation, and readiness. By focusing on all aspects of performance—cognitive, emotional, and physical—Skwill helps individuals consistently reach their peak when it counts.

These scientific principles form the foundation of an AI Sales coach like Skwill's approach to sales coaching, ensuring that each individual can harness their full potential. By combining insights from behavioral science, neuroscience, and performance psychology, we provide coaching that is not only actionable but deeply rooted in what drives human performance.

At Skwill, we envision a future where salespeople are empowered to spend the majority of their time doing what truly matters—connecting with customers and making an impact.

We recognize this evolution in the buying process and have built our coaching and tools to help salespeople meet the needs of the informed buyer. By leveraging behavioral analytics, industry-specific knowledge, and real-time coaching, we empower sellers to engage customers meaningfully moving from transactional interactions to true partnerships that drive results. Book a demo with Skwill to learn more.

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About the Author

‍Anoop George is the CEO and Founder of Skwill.AI. His sales experience spans 30 years, and he is committed to making coaching accessible to all, by combining behavioral science, human expertise, and the power of AI.  Anoop is an alumnus of Carnegie Mellon University, a fitness enthusiast, and loves cooking on Wednesdays.