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.
“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.”
A pushy cold call has little chance of success, and you have only one go at it.
Sue guides sales professionals to a tool that achieves a much higher success rate: Email. Personalized, authentic, and engaging, email is a winning strategy during every step of a buyer’s journey.
Sue puts it this way: “Too many sales reps are given little or no training beyond product knowledge – lots of product knowledge, especially in the AI and pharmaceutical fields. Many of their sales leaders – technical experts – believe that features convince the buyer, but this is not how decisions are made.”
“When sales reps can create interest and excitement for their solution, when they pair data with the human touch and blend science with the art of communication, SDRs become unstoppable. Business converts.”
The World Economic Forum supports her. Applying a new approach to selling is crucial. Its current “Future of Jobs Report” indicates 50% of all employees will need reskilling by 2025. Refreshed and updated skills are crucial to unleashing potential and driving revenue. More, listed as one of the top 10 skills of tomorrow is the ability to effectively interact with people.
Sue’s highly successful sales training programs focus on interacting in both the digital and virtual space. Her 4-step email success formula, for instance, quickly attracts and engages prospects, gaining commitment and conversion:
- Touchpoint/Prompt – Attract buyers with an authentic reason to “interrupt” their day. This nuanced first step effectively turns cold email, warm.
- Emotion – Engage prospects with evocative brain-friendly words to pique interest and excite buyers about their needed outcomes.
- Action – Provide an authentic reason for the next natural step in the buyer’s journey. Make it frictionless, respectful, and easy,
- Delight – Deliver an authentic close that sweetly summarizes buyer success
“Sue puts it this way: ‘Too many sales reps are given little or no training beyond product knowledge – lots of product knowledge, especially in the AI and pharmaceutical fields. Many of their sales leaders – technical experts – believe that features convince the buyer, but this is not how decisions are made.'”
And the results are in. Sellers trained in using email as a true sales tool, applying this formula along with additional non-intuitive email sales strategies, reported:
- 98% felt better prepared to authentically communicate their unique brand message
- 65% booked business or had new business entering their pipeline as a direct result of attending training
The reality is that only a very small number of prospects are in active buying cycles when SDRs contact them. But many will be interested sometime soon. That’s the reason this tool works so well.
- Email does not put prospects on the spot.
- It’s non-threatening.
- It allows seller and prospect to develop a trusted relationship.
- It can create an emotionally positive, inspiring action-oriented experience.
“Sellers trained in using email as a true sales tool, applying this formula along with additional non-intuitive email sales strategies, reported 98% felt better prepared to authentically communicate their unique brand message.”
The world of business is changing. Humans, machines, and algorithms will transform the future of sales and those who adapt to these shifts will be the high achievers of tomorrow.
“Everyone wants templates that scale,” Sue said, “but sending hundreds of emails, hopeful a few stick doesn’t work anymore. Email that is personalized and helps prospects feel safe and smart, making next steps super easy – that is how to develop highly successful win ratios. Selling AI can be very demanding, but sales reps who use email to build trust find their own winning sweet spot.”
Email is an untapped sales tool that offers a practical and smart method to create new business. The question is: “How much opportunity will be lost because plays are being called from an outdated playbook?”
Power Sales Writing