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AI is rapidly reshaping the way that enterprise sales looks, sounds, and feels. Second Nature’s Head of Revenue, Russell Zacks, had a frank and wide-ranging conversation with three experts from Spekit, Salesloft, Revenue.io, to discuss the impact that AI is, should, and will be having on sales.
Learn what Frank Dale, former EVP of Product at Salesloft; Howard Brown, founder and CEO at Revenue.io; and Melanie Fellay, co-founder and CEO at Spekit, think is the most important for AI in sales.
“Buyers know so so much more about you that the sales experience, the frontline experience has to be elevated from where it was in the past. And that puts so much stress on the person trying to deliver that experience. And that’s where the AI really makes a difference because it elevates the person to do the best thing in the moment.”
There’s a lot to think about when deciding how to integrate AI into your sales process. In this article, three revenue experts share their opinions about how to use AI in sales; which ethical concerns should be at the top of the list; and where AI-powered sales tools should go from here.
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AI-powered sales tools should be used to improve the relationship between the buyer and the seller. After all, sales rep goals haven’t changed. Sellers still want to have a conversation with another person. What’s changed is the way that they achieve those goals.
“At the end of the day, sales is always about a relationship. It’s one human connecting with another human to solve a problem. Technology’s job is just to make that easier to do”.
AI-powered sales should involve:
Too many sales reps are losing time while they try to decide which task to do next, out of the dozens that face them every day. Salesloft addressed this by introducing an AI tool that guides sellers to the best next-step, reducing friction and easing the mental load.
Automating low-value, repetitive workflows allows sales reps to spend more time delivering a good customer experience. That means using AI to deliver the right content to the right rep at the right time, because a good customer experience starts with a positive employee experience.
Sales reps need to master an astonishing amount of information, including product knowledge, customer objections, and prospect pain points. They’re under a lot of stress trying to deliver an elevated customer experience to today’s hyper-informed buyer, who knows every corner of their ecosystem, pain points, and competitive landscape. AI enables them to succeed.
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Bias is a serious issue in LLMs, and that can easily creep through into sales decisions and workflows. Data drives the model, so preprocessing and strict governance are vital to correct bias. However, it’s just as important to think about who is adjusting the bias of the model, because they could be introducing bias themselves.
Pro tip! Set careful guardrails around data pipelines, to make sure that AI tools only draw on verified data.
Pro tip!
Set careful guardrails around data pipelines, to make sure that AI tools only draw on verified data.
Ensuring your AI-powered tools use up to date data can be critical for sales success. Some AI solutions generate automated recommendations, like telling sellers to suggest a certain resource or carry out a specific next step. If the model uses data that isn’t relevant, it could give sellers bad advice that causes them to lose the sale. AI vendors have to consider these potential points of failure and ensure their software can deliver on user expectations.
“The expectation from the end user is that whatever is being recommended to them is going to be accurate. And that is where we hold the responsibility, to think what is that middle layer of governance, what are the capabilities that we need to build in to ensure that the answer is correct”.
The pace of advance in AI is astonishing, with products being developed faster and new ideas arising more quickly. Projects that seem like science fiction that couldn’t be actualized for another 10 or 15 years are actually on the doorstep.
When AI is adopted for sales training, it must serve a purpose. It’s all about using AI to help people move forward in their careers and improve their human to human relationships. “Never use AI for the sake of AI. You need to have a strategy around it. A lot is going to come at you pretty fast and if you don’t, it will be easy to prioritize the wrong things,“ says Dale.
However much data you plug into your AI model, there will always be something that it doesn’t know and that a human could know. If a manager disagrees with the AI’s recommendations, they should be able to override it, although the outcome should be tracked and fed back into the system to improve it for the future.
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It’s clear that AI has made sales tech more exciting than ever. The sense of possibilities is endless, but only when built upon a solid foundation that prioritizes trust and human interactions. AI-driven sales tools can remove friction, reduce busy work, and return sales reps to their core task of building connections with customers, as long as relationships are seen as the goal.
How can I avoid bias in sales AI?
According to Frank Dale, EVP of Product at Salesloft, filtering out data in the preprocessing stage is key to avoiding bias. Howard Brown, founder and CEO at Revenue.io, says you must be very careful about any biases held by the people training the model.
How can I choose the right sales AI solution for my organization?
Frank Dale, EVP of Product at Salesloft, says that you need to be familiar with how AI works. Playing with AI tools in your daily life will help you to ask better questions when it comes to selecting AI for your company.
What is the best AI sales training software for B2B tech teams to purchase?
Second Nature’s AI-powered sales training software delivers personalized, always-available role play training in a safe space. Second Nature B2B clients have seen sales rise 21%, onboarding times drop 33%, and new hires achieve the same productivity as established agents.
How do I evaluate ROI when investing in AI sales training software?
To evaluate ROI on AI sales training software, track changes in key KPIs, measure changes in sales performance, and gather qualitative feedback from sales reps. Second Nature’s AI-powered reports, dashboards, and real-time scores make it easy to collect data to measure ROI.
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