An effective prospecting motion is the foundation for building a sustainable sales pipeline, but the method used to make initial contact can have a big impact on long-term success. While AI has made significant inroads in streamlining various sales tasks, the value of human connection remains unmatched when it comes to prospecting calls. Only 16% of survey respondents find AI-driven phone interactions personalized, highlighting the risk of inauthentic experiences.¹ However, when used properly in other areas of prospecting—drafting scripts, enriching data, and warming opportunities through campaigns—AI can enhance, rather than replace, the human touch that makes these calls truly impactful.

The Human Factor in Sales Calls

One of the key advantages of a human-led sales call is the ability to create a personal, emotional connection with prospects. Empathy, active listening, and adaptability are crucial when addressing the needs and concerns of prospects. Research from McKinsey shows that personalized, consultative sales approaches often outperform fully automated methods –  customers still value human interaction during critical stages of their journey.²

During a live conversation, skilled sales professionals immediately pick up on emotional cues, adapt based on the prospect’s tone, and handle objections with nuance. This level of engagement is difficult for AI to replicate today, especially when it comes to sensitive or complex issues.

The Pitfalls of Fully Automated Sales Calls

Despite advances in AI, many customers still express discomfort when interacting with AI in sales or service environments which is why it is imperative to deploy this technology thoughtfully. A recent  survey showed that 47% of respondents felt uncomfortable during AI-driven phone interactions, with many expressing concerns about AI’s ability to handle real-time conversations.¹ Additionally, 77% believed that AI lacked the nuance needed to address their specific needs during phone calls, making it less effective than human agents in handling complex or personalized discussions.¹

This disconnect often leads to frustrations, with customers feeling that they are stuck in robotic, impersonal conversations. Common complaint of AI phone interactions include:

• Overly generic responses that are impersonal and, at times, do not make sense
• Failing to adequately address unique or complex issues, which can leave prospects feeling undervalued
• Delays in responses including a delayed greeting when answer calls

While these limitations may not pose barriers in specific situations, like appointment reminders, it poses significant barriers 

How AI Can Enhance Human-Driven Sales Calls

While AI should not conduct sales call in place of a seller, it can significantly enhance effectiveness in several areas:

• Data Sourcing & Enriching: AI can efficiently gather and process vast amounts of prospect data, giving sales reps deeper insights into their leads before making the call, including information on company performance, decision-makers, and relevant market trends. This allows sales teams to develop strong target lists without the tedious, manual work. 

• Lead Nurturing with Email: AI can play a crucial role in email outreach before a call, sending personalized messages to prospects, reading responses, and replying, increasing the chances of a successful phone conversation. Autonomous email prospecting with AI ensures the leads you call have familiarity with your brand

• Call Script Generation: AI can help sales teams by analyzing prospect data and drafting tailored scripts that better address the specific needs of the prospect while succinctly weaving in your value prop. For example, AI can provide suggestions for personalized opening lines based on a prospect’s job title or recent company news.

• Call Coaching: AI can offer real-time feedback to sales reps, helping them improve their tone, pace, and delivery. By analyzing previous calls, AI can also suggest improvements in objection handling and closing techniques .

Tips for Successful Phone Prospecting

• Avoid Being Marked As Spam: Many AI-powered call bots will show up as Spam Likely, but your number may be, as well. Make sure to register your phone number here to avoid being marked as spam. It also helps to maintain consistent call volume and patterns to build a call history that carriers will view as legitimate.
• Research Thoroughly: Leverage AI-enriched data to gather background on the prospect’s company, industry, and recent developments. Understanding the prospect’s challenges allows for a more relevant and engaging conversation.
• Personalize Your Introduction: Reference specific details about the prospect, such as their recent achievements or company news, to show that the call is tailored to them rather than a standard pitch.
• Be Clear and Concise: Keep the messaging focused on the value you bring and how your solution addresses the prospect’s key pain points.
• Listen More Than You Talk: A successful call involves active listening. Allow the prospect to express their concerns, and adapt your responses to fit their specific needs. Follow the Golden Talk-Listen Ratio – the best sales professionals speak only 43% of the time, allowing their prospects to share valuable insights to their needs.³
• Handle Objections with Empathy: When prospects voice concerns, acknowledge them and provide thoughtful responses that demonstrate your understanding of their situation.
• Quickly Follow Up with Value: After the call, send a personalized follow-up email, recapping the key points of the conversation and offering additional value such as interesting industry insights, case studies, or eBooks. If you have agreed to a meeting, send the invite right away while you are still top-of-mind.

Sales prospecting calls are best handled by humans because they require the ability to form genuine, empathetic connections. While AI should not replace the human touch, it is still a powerful technology that supports sellers, allowing them to focus where their human expertise is needed most. By striking the right balance between AI and human interaction, sales teams can build stronger relationships with prospects and improve their overall success rate.

By leveraging Human-AI collaboration, sales teams create a winning formula that enhances efficiency, allowing their sales team to reach their full human potential.

Resources

¹ A Closer Look. Striking the Balance: Leveraging AI in Call Centers While Maintaining A Human Touch. A Closer Look. Retrieved September 16, 2024, from https://a-closer-look.com/market-research/striking-the-balance-leveraging-ai-in-call-centers-while-maintaining-the-human-touch/

² Angevine, C., Plotkin, C. L., & Stanley, J. (2018, May 25). The secret to making it in the digital sales world: The human touch. McKinsey. Retrieved September 16, 2024, from https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-secret-to-making-it-in-the-digital-sales-world

³ The Center for Sales Strategy (2023, June 13). The “Golden Talk-Listen Ratio” and How It Will Help Close More Sales. Retrieved September 16, 2024, from https://blog.thecenterforsalesstrategy.com/the-golden-talk-listen-ratio-and-how-it-will-help-close-more-sales