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Does Artificial Intelligence Have a Place in Sales?

Welcome back to The Defiant Business Podcast. I am here with Stephanie Bonte-Lebair, found of The Empowered Voice. Today, we’re going to talk about the future of artificial intelligence in sales. 

It’s Future Friday. We always discuss a future-focused topic on Fridays, no matter who I’m talking to. And Stephanie really brought it with this recommendation of topics. So thank you so much, Stephanie. We talked about wearables and how they could help coaching businesses a couple of seasons ago. We always go for something interesting to help people go out into the weekend, and you really picked a great one. 

Where Does AI Fit in the Sales Process?

Ruthie: Thinking about artificial intelligence, we think of things like I, Robot or Eagle Eye. It can be scary stuff, but we can’t deny that technology has made our lives better. As you noted, most of the conversations we’re having these days take place over Zoom.

So I was curious to know,  where does artificial intelligence (AI) fit in the sales process? Where have you seen people try and fit it? 

Stephanie: Facebook, Google, Apple, and everybody is using AI. There are all kinds of AI for the purpose of sales. We have a particular artificial intelligence for the method that I teach that was developed. It was actually featured in Forbes, and the creator of this methodology was invited to the United Nations AI Summit. They talked about AI and all the different applications. 

Our particular artificial intelligence can copy your text messages, emails, website, LinkedIn profile, blogs, whatever it is and it’ll tell you exactly which personality types are attracted to that copy. This is good to know because you may not realize who you’re attracting.

artificial intelligence in sales

Using AI to Assess Communication Style

Maybe you have a certain personality type and you’re attracting a lot of people who are just like you, or maybe you’re not. Maybe the marketing company that you hired tends to write in a certain way, and you’re attracting a different personality type. It would be interesting to know the “BANK codes” of your current client base. 

Because if you know the current clients you have, would you like to attract more of them? And if you want to attract more of them, how do you ensure that the copy you’re writing is going to catch them? So artificial intelligence helps make sure that that copy is in alignment with what you desire to create. 

This artificial intelligence also encourages more empathy. When you- as the business owner- can have empathy for other people based on what they value, you’re able to be less salesy and more authentic. And when you’re more authentic, you’re naturally going to close more sales. When you speak the language that person cares about, you’re increasing the chance of closing the sale. 

In the beginning, I was using this method in my voice coaching business. I would make sure that I understood everyone’s BANK code before I had the prospect conversation. So somebody said, “Hey, I’m interested in voice coaching.” Then they would take this assessment. And then, I already knew exactly what to say before I even got on the call with them.

Drastically Increasing Sales With Reflective Value Communication

I actually went 30 days without a no, and I generated an extra $10,000 in 2 weeks. And I then had my first $50,000 month, which I had never had as an entrepreneur before. 

So the AI allows you to then create raving fans, because now you’ve got these clients that are working with you. Every time they send you an email, you can run it through the AI and know exactly what language they’re speaking in the moment. 

Because Ruthie, even though you have a BANK code, you might email me and it might come across as high Knowledge. I know that you’re speaking Knowledge because I’ve run it through the AI, so now I can respond to you in Knowledge.

Right now, Ruthie is asking me a lot of Knowledge questions, so let me make sure that I’m responding in a way that really feeds her knowledge. 

The next day, you might send me an email and you’re back to Nurture, “Stephanie, I really want to connect. Let’s have coffee next week. I want to hear more about how you’re homeschooling Brayden right now.” So now I need to make sure that I’m responding in my nurturing voice with you. 

I could be in my Action at that moment, and I could be like, “Awesome Ruthie, send me a link.” There’s no love in that email. You might think it’s way too abrupt.

Instead, I should say, “Ruthie, thank you so much. I really enjoy our conversations. I can’t wait to connect with you next week for coffee and share more about what I’m doing.” That’s a nurturing email. 

Speaking in Your Prospect’s Language

So the AI allows you to always be on point. It always allows you to have empathy for that other person and be able to respond in kind. It’ll say, “Warning! Stephanie, you’re not speaking Ruthie’s language. You’re speaking Action, and she’s speaking Nurturing.” I can then change my email because I want to be more empathetic.

I want to have higher emotional intelligence because that can only lead to friendships, deeper relationships, and happier clients.

 I’m doing it because I want to make sure that I’m successful in getting my mission out there. We all have a service that we believe in. AI is just a tool that helps you create deeper connections and shorten sales cycles.

Hopefully, we’ll be using it all the time, which is what I do. We even have a Google Chrome extension. It can go to any LinkedIn profile, grab all your contact information, tell me the BANK code of your LinkedIn profile and allow me to save it in my CRM. 

Ruthie: I guess that answers the question about where AI can fit in the sales process. It sounds like it could be anywhere. 

Have You Seen Technologies That Could Replace the Sales Person?

Ruthie: One of the things we fear is that we’ll be replaced, the same way that people who did work with their hands were replaced once we got factory automation. We wouldn’t necessarily say that that was bad, but of course it was bad for the people at that time. 

From your position as a sales expert, have you seen technologies that may be aspiring to replace the sales person?

Stephanie: There’s always going to be certain industries where AI can help make that sales process faster, with less overhead for people that need to be involved in that process. So of course, evolution is always going to create different versions of the same thing we’ve seen done with more people. 

The question is, what is next? Because there’s always going to be another level of employment. As technology grows and becomes more advanced, you’re just going to have a different version of a job. A possibility is that a different version of the technology industry may open up. 

I’m not worried about AI replacing relationships, right. That’s what we’re really talking about. AI is like an assistant to help you with your relationships. So when you’re talking about AI in sales and communication, it’s like an employee. You have the employee of AI, and then you have your other team members. 

AI is an assistant that’s helping everybody be more effective and helping them create deeper connections and relationships.  AI is also a tool for me so that when I’m having one-on-one conversations with people, I’m better. I have more empathy and knowledge. I have more perspective, which allows me to be more effective and influential. It’s an assistant to me, more than it replaces me.

Ruthie: It’s very much a tool. We shouldn’t really need to be worried until they achieve singularity. Once people start legitimately falling in love with their artificial intelligence, then we may need to revisit this conversation.

Stephanie: That’s right. You never know. We can’t predict the future. Could you have predicted even where we’d be a year ago?

We’re Just Speculating, But Who Knows?

Ruthie: 2020 is a lesson by itself. You can’t predict the future. I think a lot of us thought 2020 was going to be our year. I was like, “Man, I feel like a lot’s going to change in 2020.” That was the general feeling I had because I had goals in place and I was feeling very ambitious.

Well, it seems like I totally misunderstood the general sense of change coming my way.

Stephanie: There’s also a quickening that’s happening. We’ve had to pivot so fast and make so many adjustments, that we’re moving forward faster. Even though there’s a lot of really horrible things happening, there are some silver linings. Our priorities have shifted. 

It pushed all of the entrepreneurs to get to a whole new level of consciousness, and the ones who are surviving are the ones who are adapting the fastest. So if you can be in that adaptation mode and AI  fits into that, then you’re going to be much better off than before.

Ruthie: For sure. A lot of people are making choices about their lives, businesses, families, and how they spend their time. Those are conversations that are probably long overdue. You forget to have them when you’re so focused on the day-to-day. 

When you’re not  going through each day nose-to-the-ground, you’re able to  take that step back and get a bigger picture of what’s in front of you. You can make those choices and take advantage of that higher  consciousness that seems to be opening up for a lot of us.

Stephanie: Absolutely. There’s been a lot of time for reflection. If we take advantage of that, we’re going to be in a better place as we move forward.

Where You Can Find Stephanie 

Ruthie: Stephanie, this has been a fantastic interview series. I feel like everybody’s going to be using the heck out of your personality assessment. 

Stephanie: They should! It’s awesome.

Ruthie: I’m very excited about that and seeing its different applications. Where should people reach out to you? What’s your favorite social media platform?

Stephanie: All my clients hang out on Facebook and LinkedIn, so those are the two places that I’m the most active. You can always directly reach out to me through email, at The best way to contact me is through email, because that’s on my to-do list. 

Ruthie: Again, thank you so much for everything. I’m going to have all of your links in the show notes for this particular episode, since it’s the last one of your series. I’m really excited for this to go live.

I love your message of sales and empathy, putting yourself in the other person’s shoes and speaking to them in their language. As a society that gets more global by the second, I think that message really resonates right now. So thank you so much for being here.

Stephanie: You’re very welcome, Ruthie. It’s been a pleasure.

artificial intelligence in sales