They were using AI throughout the process to research, compare and challenge what each supplier was telling them.
The interesting part - AI actually slowed the sales process down.
Eventually, the customer asked AI which vendor it would select. Think about that.
AI had effectively become part of the buying committee. For sales leaders, I think there are three big implications:
1. Your sales process doesn't end when the meeting ends.
Your buyer is probably researching you, your competitors and your claims between every interaction.
2. Differentiation needs to be visible, not just verbal.
If your competitive advantage only exists in what your salesperson says, you have a problem.
Your website, case studies, customer evidence, proposals and content all need to reinforce why you are different.
3. You need to understand what AI sees when it compares you.
Because increasingly, your customer won't just ask:
"What did the salesperson tell me?" They'll ask:
"What does AI think?" The sales battle is changing. It's no longer just about winning the conversation. It's about being the obvious choice when the buyer, their buying committee and their AI, compare the alternatives.
Are you ready for that?
#SalesLeadership #B2BSales #AIinSales #SalesStrategy #BuyerJourney #SalesPerformance #MEDDPICC #SalesTraining #SalesManagement #Pipeline
