How to Train (& Onboard) Your Sales Team With AI

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We're so deep in the AI revolution that it's not really a "revolution" anymore. It's a standard - a borderline ubiquitous factor in virtually every field, and sales is definitely no exception.

It has a massive presence in the practice, including (or especially) in sales training. Artificial intelligence resources that augment, support, and streamline the way sales teams get their reps up to speed are everywhere. And every sales leader should have a pulse on what those tools are and how to use them.

That's why we here at the HubSpot Sales Blog - the friendliest, most gosh darn helpful resource for everyone on every rung of every sales org - have put together this handy guide on AI sales training, featuring insight pulled directly from our new State of AI for Sales report. Check it out!

Table of Contents

• How to Use AI for Sales Training
• Can you use AI for sales training?
• How to Get Started With Sales AI Training

How to Use AI for Sales Training

1. Leverage AI for analyzing sales calls.

Even with the rising tide of digital transformation shifting the sales landscape, some things never change - and the effectiveness of a well-executed sales call fits that bill. There's something about direct communication with reps that will always register with prospects.

That's why sales leaders need to have the resources and know-how required to teach their reps how to thoughtfully communicate over the phone, and AI can be a big help on that front.

Our research indicates that roughly 45% of sales leaders who leverage AI for training reps use it to analyze sales calls. Conversation intelligence platforms - like Gong or HubSpot Sales Hub - use AI to glean insight from sales calls that can inform better-structured, more personalized, locked-in coaching on how reps communicate with prospects and customers.

2. Simulate training scenarios.

AI can also be used to brace reps for real-life engagements with prospects. Our research indicates that 53% of sales professionals who leverage AI use it to simulate training scenarios - essentially giving them the space to conduct "dry runs" ahead of actual sales engagements.

3. Support customer research.

Getting reps acquainted with individual prospects and customers is a challenge for a lot of sales leaders. Every sales engagement is unique - resting on a salesperson's ability to accommodate specific needs, interests, and circumstances.

That's why thorough, thoughtful customer research is mission-critical when both selling and training reps. It's also an area that can be supported and enhanced with AI, and several sales leaders are aware of that.

55% of our respondents who leverage AI say they use it to help them out on that front, making it one of the most popular applications of artificial intelligence resources among sales professionals.

Can you use AI for sales training?

We asked real sales leaders, "What are some ways you can use AI to train your sales team?" Here's what they had to say.

1. Leverage AI for AI-generated meeting recaps and insights.

Andy Cloyd, CEO Superfiliate, says, "We're pushing each seller on our team to lean into their AI-recording software to generate meeting recaps and follow-up emails, as well as to share highlights and snippets from particularly relevant moments during sales calls.

"We are also starting to reconcile meeting transcripts and recordings with deal outcomes to parse out characteristics of successful meetings that ultimately lead to closed deals."

2. Use AI to support a central knowledge hub.

Mike Zima, CMO of Zima Media, says, "One effective way to use AI in training your sales team is by leveraging it as a central knowledge hub. Instead of relying solely on a traditional knowledge base, upload all your sales scripts and processes - from senior and junior team members - into an AI tool. This makes your AI the most knowledgeable 'team member,' capable of delivering tried-and-tested responses instantly."

3. Leverage video-analyzing AI to personalize sales coaching.

Kacper Rafalski, Demand Generation Team Leader at Netguru, says, "We use a video-analyzing AI that's revolutionized how we coach our sales team. This smart system dissects recorded sales calls, picking up on nuances that even seasoned managers might miss.

"The AI doesn't just offer generic tips; it provides tailored advice for each team member. It might say, 'You tend to speed up when discussing pricing. Try maintaining a steady pace to project more confidence.' This level of customization has been invaluable for us as a team.

"The system also identifies winning patterns from our top performers. It spots things like the optimal ratio of open-ended questions or the ideal listening time. We then weave these insights into our training programs, elevating everyone's performance.

"An unexpected bonus has been its impact on objection handling. The AI catalogs common objections and suggests effective responses based on past successes. This has been a massive confidence booster for our team in tough conversations.

"Since implementing this 'AI coach,' our close rates have soared, and the team's confidence has skyrocketed. They're nailing those calls like never before. My advice? Embrace AI in your sales training, but don't ever ditch the human element! The real magic happens when you blend AI insights with human experience."

4. Leverage AI to create personalized training pathways.

Nicole Crifasi, Director of Marketing and Customer Experience at Crawford Group, says, "Not everyone learns the same way. Some learn by doing, some learn by reading or watching. The best way to utilize AI to train your sales team is through personalized pathways. Leverage AI to analyze individual sales reps' strengths, weaknesses, and learning styles.

"Utilizing this strategy can create customized training programs tailored to each rep's unique needs, ensuring maximum effectiveness (all through HubSpot).

"Gamification and leaderboards can also boost team morale and identify top performers. By introducing friendly competition and recognizing achievements, you can motivate your team and foster a culture of continuous improvement."

5. Use AI to enhance training with instant feedback.

Hayley Kirkby, Wholesale Sales Manager at Connect Vending, says, "Traditional sales training and resources have the limitation of being theory-based with limited practical application. However, AI tools are great at simulating different customer interactions and scenarios for building listening, persuasion, and negotiation skills, which can only be acquired through practice.

"Through simulated calls, AI tools that are customized to mimic different user personas can allow sales professionals to understand the art of conversation and learn how to command it. An added benefit of such conversations is that AI tools will also evaluate performance objectively, reducing the need for a separate review and assessment process."

How to Get Started With Sales AI Training

1. Pin down where your needs are.

Not all AI sales training resources are going to produce the same returns for your sales org. There's a massive range of these tools available. Some are bound to suit you better than others.

Before you get started with Sales AI training, you have to have a sense of where your needs are - you need to audit how your team is performing and where you really need to see better results.

At what stages of your sales process are your reps getting held up? Is your cold call conversion rate problematic? Does your team struggle with handling objections overall? Ask questions like those to get a sense of which aspects of your current training standards need the most work.

From there, you'll be able to identify the appropriate tools to accommodate those needs.

2. Identify the appropriate tools to accommodate those needs.

As I mentioned literally one sentence ago, you need to identify the appropriate tools to meet your needs where they are when getting started with AI sales training.

Are reps struggling with sales calls? Consider leveraging resources like conversation intelligence platforms to augment your sales messaging and ensure your reps can articulate it effectively.

Are your salespeople having a hard time with objection handling? Look into generative AI tools that can simulate contentious interactions with prospects.

There are tons of artificial intelligence tools that support sales training on the market, and new ones are emerging all the time - so stay on top of both your team's needs and the available AI resources that can assist with them.

3. Commit to both the old and the new.

If you decide to fold an AI sales training resource into your tech stack, you can't halfway commit to it and expect to see real results. If your company is willing to make the financial investment in tools like these, you have to invest time and energy in it as well.

But like virtually any AI-related resource in sales, AI sales training tools aren't replacements for the human element of the process - they're augmenters. They enhance, support, and refine your efforts.

You have to have both sides of the equation work in tandem. You have to both lean on the more traditional elements of sales training and embrace these new tools that can support them.

Leverage AI to support your sales training efforts.

I said this almost verbatim roughly four sentences ago but I'll mention it again: AI resources aren't a replacement for the human element of sales training - they're augmenters. You can't lean on them exclusively to get your reps up to speed.

Still, in the midst of the AI revolution, you shouldn't ignore what these kinds of tools can do for you and your sales training efforts. At the very least, you need to consider folding some of these resources into your tech stack.

As this article indicates, they can help with a pretty wide range of responsibilities and enhance your ability to train reps as effectively as possible.

Topics:Artificial Intelligence

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