Introduction
In recent years, there has been a growing trend towards automation in the sales process. Many companies are turning to artificial intelligence (AI) and other technologies to help them generate and qualify leads, nurture prospects, and even close deals. My company is among those.
While AI can be a valuable tool, it’s important not to forget the human touch. SDRs (sales development representatives) also referred to as BDRs (business development representatives) still play a critical role in the sales process, especially when it comes to converting leads and facilitating introductions to subject matter experts and sales executives.
The Underestimated Role of Human Involvement in the SDR Process
AI can automate many tasks in the SDR process, but it cannot replace the human touch when it comes to lead conversion, live introductions, prospect handoffs to subject matter experts, navigating complex questions, resistance, and objections, and managing long sales cycles and multi-touch sales processes with each prospect having a unique behavior, needs, budget, and decision process.
Here are some specific examples:
• Lead conversion: AI can be used to qualify leads and identify those that are most likely to convert. However, it is SDRs who are responsible for building relationships with these leads and understanding their needs in detail. This allows SDRs to tailor their pitch to each individual lead and increase the chances of conversion.
• Live introductions: AI cannot replace the human touch when it comes to making live introductions between potential customers and subject matter experts or sales executives. SDRs are able to personalize these introductions and ensure that all parties involved are well-prepared.
• Prospect handoffs to subject matter experts: SDRs play a critical role in handing off qualified prospects to subject matter experts. This involves understanding the prospect’s needs and pain points, as well as the expertise of the subject matter expert. This allows SDRs to make the right match between prospect and subject matter expert, which can increase the chances of closing a deal.
• Navigating complex questions, resistance, and objections: AI can be helpful in answering simple questions about a company’s products or services. However, it is SDRs who are best equipped to handle complex questions, resistance, and objections. SDRs are able to use their knowledge and experience to overcome these challenges and move the deal forward.
• Managing long sales cycles and multi-touch sales processes: Long sales cycles and multi-touch sales processes require a high degree of personalization and attention to detail. AI can help to automate some of the tasks involved in these processes, but it is SDRs who are responsible for building relationships with potential customers and keeping the deal moving forward.
In addition to these specific examples, SDRs also play a vital role in the sales process by:
• Building relationships with potential customers
• Understanding the needs and pain points of potential customers
• Personalizing the sales process
• Advocating for the customer
• Overcoming challenges and objections
• Closing deals
SDRs are the human face of the sales process. They are the ones who build relationships with potential customers and help them to understand how the company’s products or services can solve their problems. SDRs may also be responsible for closing deals and bringing in new customers.
While AI can be a valuable tool for SDRs, it is important to remember that the human touch is still critical. SDRs play a key role in the sales process and should not be replaced by AI.
The Dangers of Over-Correcting with AI
One of the biggest dangers of over-correcting with AI is that it can lead to a decline in lead conversion rates. This is because AI can be good at identifying and qualifying leads, but it is not as good at building relationships and understanding the nuances of human behavior.
When SDRs are replaced by AI, B2B companies can lose the ability to:
● Build rapport with potential customers: SDRs are able to build rapport with potential customers by understanding their needs, pain points, and goals. This is difficult for AI to do, as it does not have the same level of understanding of human psychology.
● Personalize the sales process: SDRs can personalize the sales process by tailoring their pitch to each individual lead. This is also difficult for AI to do, as it is limited by the data that it has been trained on.
● Handle complex objections: SDRs are able to handle complex objections from potential customers by using their knowledge and experience. AI can be good at answering simple questions, but it is not as good at handling more complex objections.
As a result of these limitations, AI-driven sales processes can often lead to a decline in lead conversion rates. Here are a few examples:
• AI can struggle to understand the nuances of human behavior. This can make it difficult for AI-driven sales processes to identify and qualify leads effectively. For example, AI may not be able to tell the difference between a lead who is genuinely interested in a product or service and a lead who is just browsing. As a result, AI-driven sales processes may generate a large number of unqualified leads, which can waste the time of sales reps and lead to a decline in conversion rates.
• AI can make it difficult to personalize the sales experience. SDRs are able to personalize the sales experience by tailoring their pitch to each individual lead. This is important because it helps to build rapport and trust with potential customers. AI-driven sales processes, on the other hand, often rely on generic scripts and templates. This can make the sales experience feel impersonal and can lead to a decline in conversion rates.
• AI can make it difficult to handle complex objections. When potential customers have complex objections, they need to be able to speak to a human being who can understand their concerns and provide them with a satisfactory answer. AI-driven sales processes often struggle to handle complex objections, which can lead to lost sales.
• AI can make it difficult to navigate long sales cycles. Long sales cycles require a high degree of relationship building and nurturing. AI-driven sales processes can be effective at automating some of the tasks involved in long sales cycles, but they are not as good at building relationships and understanding the needs of potential customers. As a result, AI-driven sales processes can lead to a decline in conversion rates for long sales cycles.
As a result, the company’s lead conversion rates decline.
To avoid this, it is important for companies to strike a balance between AI and human involvement in the SDR process. AI can be used to automate tasks such as lead generation and qualification, but it is important to have SDRs in place to build relationships with potential customers and understand their needs in detail.
By using a combination of AI and human involvement, companies can improve their lead conversion rates and close more deals. For example, a study by Aberdeen Group found that companies that use a combination of AI and human interaction have lead conversion rates that are 177% higher than companies that rely on AI alone.
Conclusion
AI can be a valuable tool in the sales process, but it’s important to remember that the human touch is still critical. SDRs play a key role in building relationships, qualifying leads, nurturing prospects, and facilitating introductions.
Companies should not over-correct with AI and lose sight of the importance of human involvement in the SDR process.
Trend Statistics
63% of B2B buyers believe that it’s more important than ever to have a human connection when making a purchase decision. (Salesforce)
Companies that use a combination of AI and human interaction have lead conversion rates that are 177% higher than companies that rely on AI alone. (Aberdeen Group)
Graph:
If you’re looking to improve your lead conversion rates, don’t forget the human touch. SDRs play a critical role in the sales process, and they should be seen as conversion agents and facilitators of introductions and handoffs to the subject matter experts and sales executives of your company.
David Balzen
Chief Demand Officer
