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Salesforce Einstein Allows Sales Reps to Focus on the Customer

Sales representatives are a key resource for their customers, and aim to be seen as trusted advisors. As the effects of the COVID-19 pandemic continue to be felt by businesses globally, it is now more important than ever that salespeople bring additional value to the table. Technology is key to this, enabling reps to provide customers with tangible, competitive insights that will help them take the next steps towards business recovery and growth. As announced at Dreamforce and generally available this week, new AI abilities with Einstein Call Coaching are already enabling sales teams to drive more success from each customer interaction. We talk to SVP Product Management, Robin Grochol about how AI is improving sales.

How AI helps sales reps sell

Many businesses are being forced to reevaluate their operating models and consider how they can emerge post-COVID-19 with the strength and agility to prosper and grow. The sales organization is key to this and AI is already enhancing several elements of the sales function. Einstein products are removing administrative work such as logging activities, freeing up more time for salespeople to focus on growing customer business and differentiating from competitors. AI is also changing the way sellers approach calling. Through Automatic Speech Recognition and Natural Language Processing, Einstein Call Coaching records each interaction with a customer and analyzes the pain points and wins.

“Conversational intelligence allows us to understand what makes a successful sales call versus one that’s not as effective, and to be able to share that with your teams, so that you can help every sales rep be the best sales rep by modeling the positive outcomes of those. That’s really going to change the game for sales organizations,” says Robin.

For opportunities in the pipeline, Salesforce has Einstein Opportunity Scoring, which provides visibility on what opportunities are top priority, and what should be abandoned. While the pandemic has made our past learnings not as relevant, customers now have more than four months of lead and opportunity scoring based on current circumstances on which to base decisions, and will continue to increase this knowledge of our ‘new normal’.

Robin Grochol, SVP Product Management, on how AI is changing sales. Video filmed February 2020.

Enhancing sales productivity

A study by Salesforce Research found that sales reps spend only 1/3 of their time actually selling. As businesses move into recovery and towards growth, maximizing the time salespeople spend talking to customers and bringing in business is crucial.

AI enables sales teams to use their time wisely, focusing on building long-term relationships and helping customers solve complex problems. Capturing as much data as possible through a CRM is really critical to this. Salespeople need to know what is working and what is not – at every stage of the deal.

By automating these administrative tasks, sales teams can focus their time and efforts on the human side of selling, accomplishing small tasks, with big impact.

“Instead of focusing on administrative burden, they can apply that time to becoming a trusted advisor.”

Robin Grochol discusses sales use cases for artificial intelligence. Video filmed February 2020.

Einstein Call Coaching is now generally available. To learn how Salesforce customer, Armstrong Steel, is leveraging Einstein Call Coaching, check out this Q&A.


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