Our research team is busy examining in a number of ways how the best sellers are shifting time-spend and improving their effectiveness in the age of AI, across the entire customer journey.

AI is disrupting both ends of the commercial relationship: sellers using tools across the full sales cycle; and buyers increasingly using AI to conduct vendor research, seek recommendations, and refine their point of view on needs, with two primary effects on sellers:

1. Many previously time-consuming necessary but routine seller tasks will be automated or completed with far greater efficiency.

2. Given the vast tooling and information available to both parties, buyer patience for unhelpful seller interactions will only continue to decrease, drawing an ever-brighter contrast between sellers who thrive and those who can’t rise to the occasion of higher expectations.

Paradoxically, despite many tools that will save seller time, the average seller’s job will increase in complexity. With less time needed to plan accounts, research prospects, or qualify opportunities, more of the typical day will be spent on the most complex aspects of their job: building relationships, establishing trust, differentiating the experience, or interpreting signals sent by hesitant buyers about intent, group desire, and fear.