How do you explain Artificial Intelligence to a customer? TED speaker, computer scientist, investor and leading AI expert Kai-Fu Lee illustrates it this way: “Think of it as a spreadsheet on steroids, which is a pretty good model. You click on a button, and it computes amazingly accurate data. That’s the black magic of AI.”
A great analogy, but unlikely to get you commitment from prospective buyers. Which highlights the problem. How do you sell a complex product that buyers might not understand?
Because understanding AI’s “black magic” is complicated and constantly changing, trust in the seller is essential. But often, there is no trust and likeability. AI solutions become price driven commodity buys, and lead conversions are based on luck rather than strategy.
Not a surprise to Sue Hershkowitz-Coore, a sales trainer in demand by the likes of MGM Resorts, Walt Disney Company, and the New York Yankees, who of late has become the sales whisperer for AI companies.
“AI Account Execs and business development reps keep hearing two main objections from potential customers:”
- “You sound like everyone else.”
- “Your prices are too high.”
Hershkowitz-Coore’s dynamic and captivating presentations have made her training synonymous with accelerated sales results. She uses neuroscience research and brain-friendly messaging to transform objections into connection, engagement and sales.
“Too many salespeople think it’s okay to connect and pitch. ‘Earning the right to the next step’ has never been more important. Most SDRs and AEs don’t want to hear this, but the key is to slow down the sale to build sales success. Start a conversation on the buyer’s terms, build authentic rapport, offer insights, care and content and sell much more easily”, explains Hershkowitz-Coore.