When a prospect claims they have something (like SEO) under control, a salesperson can use an AI tool on the spot to query their business. Showing the prospect their lack of online visibility can instantly interrupt their pattern and create an opening for a deeper conversation.

Leverage AI to conduct comprehensive research on a prospect's company, industry, and the specific individuals you're meeting. This allows you to bypass basic discovery questions and dive into more relevant, informed conversations, making the sales call more efficient and valuable for the customer.

Using AI to generate a pre-call hypothesis about a prospect's priorities is valuable even when it's wrong. Presenting a thoughtful, albeit incorrect, idea demonstrates research. This prompts the prospect to correct you, immediately opening the door to a deeper conversation about their actual priorities.

Upload call recordings or transcripts from tools like Gong or Fathom into an AI model. Ask specific questions like, 'Where was the most friction?' to identify disconnects you missed in the moment. Use this insight to craft hyper-relevant follow-ups that address the core misunderstanding.

While AI and data can provide immense insight into an account's history, wielding this information poorly can be creepy and counterproductive. The goal is not to prove you know everything about the client. Instead, use the insights to form hypotheses and ask intelligent questions, positioning yourself as a helpful partner rather than an all-knowing vendor.

Instead of general queries, instruct your AI to act as an account executive with an urgent deadline. This framing forces the AI to cut through fluff (like a company's founding date) and extract pressing business initiatives from documents like 10-Ks and earnings calls.

A powerful framework for the human-AI partnership: AI provides the "intellectual capacity" (data, options, research), but the salesperson must serve as the "intellectual activator." Their irreplaceable role is applying strategic judgment and critical thinking to activate the information AI provides.

Consistently feed your AI tool information about your company, products, and sales approach. Over time, it will learn this context and automatically tailor its sales prep output, connecting a prospect's likely problems directly to your specific solutions without needing to be reprompted each time.

AI can provide outdated information. Instead of stating its output as fact ("You are an ESOP"), frame it as a question ("My research suggested you were an ESOP, is that still the case?"). This validates information and turns a potential error into a natural, informed conversation starter.