AI isn't making sales easier

AI isn't making sales easier.

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It just isn't.

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Sure, things might not take as long anymore. But what you get back in time savings you lose in how much better you have to be in order to get the same result.

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Your job is getting exponentially harder for two reasons:

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⛔️ Volume is out of control

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Most of us can see an AI-written email from a mile away. There's a common argument this makes it easier for you to stand out.

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I wish that were true. But it just isn't.

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The volume of automated emails and LinkedIn messages in every buyer's inbox has increased by 30%+ in the last two years.

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It's only getting worse as the barrier for entry with AI agents gets lower and lower.

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⛔️ Buyer expectations are much higher

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There's very little novelty right now with outbound.

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A few years ago, you had videos in emails, videos in LinkedIn DMs, audio messages, custom GIFs, etc. A new thing was coming out every quarter.

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There isn't anything new left with these mediums.

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Our big study of 85M cold emails with Gong and 30 Minutes to President's Club showed one thing:

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If you're not in the top 20% of cold emailers, it's not even worth doing.

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Gong's data from cold calling showed similar findings.

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So what to do?

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Go where AI cannot. I repeat: Go where AI cannot.

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✅ Research & Triggers: Create your owner triggers.

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Great advice from Rob B. Anderson. Have conversations with ICs and managers within your accounts.

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Bring the AI-found triggers to these folks. Get their takes. Go a layer deeper to find specific projects/initiatives.

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Then bubble that up to the C-suite.

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Good ole' fashioned groundswell.

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✅ The phones: What AI can't do

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That's right, pick. up. the. phone. Have an actual conversation with your buyer.

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AI SUCKs at these types of calls that aren't inbound. Pick up the phone and make it happen.

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✅ In-person

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Host dinners, events, happy hours, VIP events, etc. for your buyers. Do them around conferences or in regions where many of your buyers are.

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Meet with your customers in-person. AI can't do any of this and your customers/prospects will love you if you do this right.

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AI doesn't make your job easier. You absolutely need to learn it.

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But don't forget to invest in your people skills.

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Enterprise deals are bought and sold by PEOPLE, not AI.

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