Will AI Take Over Sales Jobs?

Has this crossed your mind?  As a company, are you considering using artificial intelligence (“AI”) instead of a salesforce?  As a salesperson, are you worried that AI will take your job?  Well, those are reasonable questions to be asking, given the current AI fascination and push in our culture today.  However, there is no clear-cut answer to this question - it’s not a yes or a no, but rather it depends.  Let’s examine why.

AI IN THE SALES PROCESS

Sales roles (aka sales jobs), are built around the company objectives, go to market strategy and sales process.  Each company has to determine the channels they will be using and who needs to do what and when.  Starting there, a company may use AI if the process can be facilitated with AI instead of a human, also factoring in the cost associated for AI. 

Instead of a person handling a certain responsibility in the sales process, companies may consider using AI.  However, perhaps for the next step in the sales process, a human component is needed, which results in roles shifting and changing.  Take for example, car sales.  Historically, all cars were bought in person.  Now with the advancement of technology, cars can be sold online reducing the need for a front-line salesperson.  A person can order a car online with their desired features and ask questions pre- or post-sale.  The sales roles shifted due to technology advancement, however the need shifted to a different type of role.  The selling channels expanded, and the salesperson role changed to more of a support role in this scenario. 

AI is not a good fit in the sales process for certain organizations due to the industry and nature of the product or service.  These companies will hold sales roles without AI, or maybe incorporate AI in the basic information gathering.  This depends entirely on the company and products or services they are selling.  As an example, roles that are more strategic, or handle complex sales, cannot be replaced with AI, such as sales roles that require relationship building.

CONSUMER KNOWLEDGE

The more knowledge a potential customer, or prospect, has around a service or product, the less the need for a salesperson.  In today’s age, there is a plethora of information easily accessible in our phones or electronics.  As an example, if the product being sold is highly customizable and a person has the knowledge to make educated choices around what they want then there is no need for a salesperson.  Think about when you go online and you order a customizable product, its literally a guided form online that helps you build and buy your product, with limited, if any, interaction from a person.  As product knowledge increases the additional value a salesperson provides decreases.  

While its possible for a company to have no sales roles at all, the majority of businesses still have a need for the human component in the sales process.  A person may go through the buying process with AI but at some point - they may want to speak to a person.  That person can help drive the completion of the sale by addressing items that the AI cannot address.  As in the example mentioned previously, our online car company, the salesperson role shifted to more of an online support role.  With this type of company, the majority of sales are generated by AI, but the company will still need a person to cover the remaining sales that are stuck in the process.  A human has the ability to persuade customers to buy products or services that they may not otherwise buy through AI or other technology. 

Let’s consider the other parts of the online car business.  To sell cars, they need to source cars by negotiating with car dealers.  This role that they have today could not be replaced with AI because it requires skill and talent to handle those large contract negotiations.

CONCLUSION

Technology will always be advancing, and as it does roles will change.  But the extent to which roles are eliminated or shifted largely depends on the company, product or service they are selling and consumers knowledge.  Like all technological advancements, AI should be seen as something that is helpful in the sales process.  However, if it doesn’t add value for the customer, or causes confusion, then the company should stick to traditional sales roles.  Roles are the foundation for sales compensation plan design, to learn more about how roles impact incentive plans check out our course here.