How To Use AI for Sales—Everything You Need To Know

A few years ago, AI was a nice-to-have addition that gave you a competitive edge and made life a bit easier. Today, AI is quickly becoming a must-have.

Sales teams are no longer just dabbling with AI tools. Instead, they’re using them to meet the ever-increasing customer expectations, streamline operations, and stay competitive. 

We experienced firsthand how powerful AI can be. By using AI in our B2B lead generation, we've doubled or even tripled response rates and conversions from the 800k+ cold emails we send monthly.

With AI for sales becoming more integrated into sales processes, you’ll struggle to keep pace if you don't adapt. We’ll help make sure that this doesn’t happen by sharing everything you should know about using AI in sales. 🛍️

In this guide, we’ll answer all the key questions, like:

• What does it mean to use AI in sales?
• How to use AI in sales?
• What are the benefits of AI and automation in sales?
• What are the best sales AI tools?

What Is AI in Sales?

AI-driven sales applies artificial intelligence (AI) to make the sales processes smarter and more streamlined. It uses different technologies, including:

AI tools for sales might’ve started as a nifty solution for automating repetitive tasks like lead scoring, but they can now also help you make data-driven decisions. They can gather data, analyze customer behavior, recommend the next best steps, and even draft hyper-personalized pitches.

Since these tools can analyze incredible amounts of data at lightning speed, they can also detect patterns humans might miss. This kind of abundant and detailed information can lead to better conversations and faster deals. 🤝

AI Use Cases for Sales

There are plenty of ways you can use AI to increase sales, and as these technologies become more sophisticated, you can only expect more opportunities.

Here are some top applications of AI in sales:

1. Advancing data enrichment and analysis
2. Sales forecasting
3. Generating and scoring leads
4. Automating sales pitches and outreach 
5. Analyzing sales calls

Advancing Data Enrichment and Analysis

Data enrichment has become a necessity for building a richer, more accurate picture of your prospects, leads, and customers. A lot of tools that help with this process now use AI technology.

With AI-driven data enrichment, you’ll be able to:

• Analyze unlimited amounts of data in real-time ✔️
• Get more precise recommendations ✔️
• Detect subtle correlations and emerging trends ✔️

Sales Forecasting

AI systems can predict future outcomes by analyzing historical data. These predictions can be immensely useful in sales. For example, AI can help you identify:

• Best prospects to focus on next
• Deals that are most likely to close
• Products that might be best-sellers in the upcoming season

Besides helping you boost sales, predictive forecasting can also benefit your team’s workflow. Sales managers can use AI to project their team's performance and set realistic goals.

Generating and Scoring Leads

Even the most seasoned sales professionals can feel like they're just shooting in the dark sometimes. Instead of spinning their wheels with leads that go nowhere, they can use AI to hit the mark almost every time. 🎯

These smart systems can track how leads behave online, collect data on their interests and pain points, and then score and prioritize them automatically.

For example, a retail company can use AI to monitor browsing patterns and purchase history to find out which customers are the most likely to respond to a new promotion.

Automating Sales Pitches and Outreach

AI tools can draft emails and sales pitches based on your lead and customer data. Their capabilities go beyond automating these repetitive tasks—you can use this technology to make your communication more personal. 💬

With AI, you can tailor every sales pitch and email specifically for each lead. That means that everything from the custom subject lines to the tone of your message can resonate with the recipient. It’s personalization at its best.

Analyzing Sales Calls

Sales calls can tell you a lot about your current and prospective customers, and using AI in cold calling can ensure you don’t miss out on any relevant details.

An AI sales tool can listen to and analyze sales calls to break down exactly what was said and what it means for closing the deal. It doesn’t just pick up hard facts but also subtle cues like the tone, mood, and sentiment of the conversation. 

This way, your sales team will know when to let go and when to push harder until that deal is closed. They can also get feedback that can help them improve their performance. 

Benefits of Using AI for Sales and Marketing

Some notable benefits that show how AI is changing sales include:

1. Letting sales pros focus on selling 
2. Gaining a deeper understanding of customers
3. Improving personalization
4. Helping make informative and strategic decisions

Letting Sales Pros Focus on Selling

Once you take tasks like research, summarizing, and writing repetitive emails off your team’s plate, they’ll have more time and energy to focus on what matters the most—building relationships and closing deals.

A recent survey showed that sales pros are catching on to this benefit. Here are some important takeaways:

• They noticed they saved about two hours a day using AI to automate tasks
• 74% of survey participants believe AI lets them spend more time on the tasks they actually enjoy
• 78% of sales professionals think AI can help them focus more on the most important parts of their job

These insights just go to show that AI, even AI SDRs, isn’t the enemy—it’s not here to take over sales pros’ jobs but to make them better.

Gaining a Deeper Understanding of Customers

One of the rules to live by in sales is understanding your customers inside and out. With AI tools, you can get a full picture of:

1. Who your customers are 
2. What needs do they have 
3. What their pain points are 

By analyzing their behavior and collecting abundant data, you can build an ideal customer profile (ICP) with perfect precision. This kind of detail is golden in sales and marketing, and you can leverage it for all sorts of purposes, like:

• Creating highly targeted marketing campaigns
• Improving customer service and support
• Identifying and solving common objections proactively
• Prioritizing leads based on their likelihood to convert

Improving Personalization

When competition is as fierce, personalization can be that edge that helps you cut through the noise. The problem is that writing personalized messages for each prospect can be a time-sink, especially if you're managing a lot of contacts.

AI can take over the heavy lifting by analyzing customer data to draft tailored messages that fit each person's preferences and past interactions. You can use it for cold emails, follow-ups, and even real-time chat responses. This way, every touchpoint feels personal without burning out your team.

Helping Make Informative and Strategic Decisions

Instead of reacting to trends and acting on hunches, you can use machine learning models to plan smarter and take action before your competitors do.

These technologies can forecast customer behavior and give you real-time information that can be crucial for making quick but strategic decisions. For example, an AI tool can alert you when customers are ripe for upselling or suggest the best time to reach out with an offer. 

Even when time is not of the essence, AI can be of great help. Through predictive analytics, it can identify long-term trends and opportunities essential for sustainable growth. 🌱

How To Get Started With AI

If any of these benefits hit home, it’s time to welcome a sales AI tool to your business.

We get that sifting through all the different options can be overwhelming, especially with a ton of different tools out there that can handle different aspects of your sales process. 

So, how do you choose the right one?

Knowing what key factors to look for can be of great help in this process. There are a couple of things that should be non-negotiable for AI tools for sales, and we’ve laid them out for you below:

Don’t worry; you don’t have to compare dozens of tools to this checklist and analyze their AI features—we’ve already done that for you.

If you want an affordable and intuitive tool with diverse AI features and integration with over 100 systems, pick Clay. 🔥

This powerful platform can cut your costs by taking care of time-consuming tasks, so that a single sales rep can oversee an entire campaign.

Clay—Your Intuitive, Innovative, and Indispensable Sales AI Solution

Clay is a cutting-edge sales and marketing automation platform. While it has a range of AI features that can boost your sales activities, it doesn't replace the human touch. Instead, it complements it, so you can make smarter decisions while still having complete control over your sales processes. 

Here are some of Clay’s AI features that can make a big difference in your work:

1. Claygent 🤖
2. AI messaging ✉️
3. OpenAI integration 🧩

Claygent

With Claygent, you get your very own research assistant. Enter your question or request, and the AI web scraper will instantly give you the answer.

The best part about Claygent is its versatility. It can automate almost every part of your sales and marketing processes, including:

• Finding and enriching leads ✅
• Automating trigger-based targeting ✅
• Making business decisions ✅
• Researching companies ✅
• Generating marketing ideas ✅

You can also train Claygent to meet your specific needs. Give it instructions along with examples of input and output pairs, and it will learn to deliver more personalized results.

AI Messaging

Clay’s AI email drafter takes email personalization to a whole new level. It pulls all the data you’ve collected on your leads with Clay to write emails that will make them feel valued and understood.

To find out more about leads, let Clay enrich data with details like their:

• Company mission
• Open roles
• Social media posts
• Job titles

Clay can then include such personal information in emails to make them more compelling. You can even simplify writing prompts with Clay’s ready-made templates. ✍️

Once you’re happy with your emails, push them to your email sequencer or CRM tool, and you’re all done.

OpenAI Integration

Clay integrates with OpenAI, the brain behind ChatGPT, to give you access to advanced AI capabilities. Here’s what you can do with it:

What Else Can Clay Do for You?

You’ll get more than just AI features with Clay. This platform can become your go-to for collecting and supplementing rich, fresh, and accurate information about your leads. Successful sales and marketing campaigns depend on this type of high-quality data.

For example, with email verification integrations such as ZeroBounce and Debounce, you can ensure that your email lists are clean and accurate. No more bounced emails ever again!

If you want to augment your data, Clay can tap into its pool of over 50 data providers to source both people and company information. Here’s how it works:

1. Choose the data you need
2. Select the data providers Clay should look into
3. Run waterfall enrichment to search through the databases one by one for maximum coverage and precision

If you want your CRM to always stay current with the latest information, use Clay’s CRM enrichment. It will update and sync your data in real time.

Advanced Technology at an Affordable Price

Clay’s free plan lets you try the platform without any time constraints or financial commitments. If you like what you see, you can sign up for one of its paid plans, designed to meet different business needs.

Here are your options:

Create Your Free Clay Account

If you want to see firsthand how AI can uplevel your sales, creating a Clay account is super fast and easy. Just follow these steps:

1. Go to the signup page 🖥️
2. Enter your name, email address, and password ⌨️
3. Start enjoying Clay’s features 🦾

Clay’s feature walkthroughs can be a great resource for learning how to use them, so be sure to visit Clay University. You also have the option to join the Slack community and find out what other users have to say about Clay.

To get insightful content on building high-converting cold email campaigns, subscribe to Clay’s newsletter.

💡 Keep reading: Find out more about using AI for sales with our in-depth guides:

• How to use ChatGPT to write an email
• ChatGPT prompts for sales
• ChatGPT prompts for sales emails
• ChatGPT lead generation