AI Isn’t Replacing Salespeople, It’s Giving Them a Competitive Edge

AI Isn’t Replacing Salespeople, It’s Giving Them a Competitive Edge

By Sean O'Shaughnessey

AI isn’t replacing salespeople, it’s making them more effective. The real risk isn’t losing your job to AI; it’s losing to a competitor who uses AI better than you do. Sales professionals who integrate AI into their workflow will outperform those who don’t. 

It’s not about technology taking over but about using technology to gain an edge. The market is becoming increasingly competitive, and the most efficient salespeople will emerge victorious.

Time is a salesperson’s most valuable asset. 

Every minute spent on administrative tasks is a minute not spent selling. AI helps reclaim those lost hours. Tools that automate writing, scheduling, and research allow salespeople to focus on what matters: building relationships and closing deals. If you’re not leveraging AI to increase productivity, you’re leaving opportunities on the table.

Sales emails need to be clear and professional. AI-powered writing assistants ensure your messages are polished and effective. A poorly written email can cost you a deal. AI tools catch grammatical mistakes, improve clarity, and even suggest more effective phrasing. This isn’t just about looking professional; it’s about being understood. 

If your message isn’t clear, it won’t convert.

Presentations are another time-consuming task. AI can generate professional decks in minutes. Instead of spending hours designing slides, salespeople can focus on developing effective strategies. AI-powered tools create branded, structured presentations based on simple inputs. This ensures consistency while saving time. Sales professionals who utilize AI for presentations can focus on delivering insights rather than formatting slides.

CRM systems are the backbone of sales operations. AI enhances CRM by automating data entry, tracking customer interactions, and suggesting next steps. Salespeople often struggle with keeping CRM data updated. AI reduces this friction by automatically capturing and organizing information. A well-maintained CRM leads to better forecasting and stronger customer relationships. 

If your CRM doesn’t have AI capabilities, it’s time to upgrade.

AI-driven insights enable sales managers to make more informed decisions, rather than relying on instinct. Managers can use AI to analyze performance trends, identify coaching opportunities, and predict revenue outcomes. AI doesn’t replace leadership; it enhances it. 

Sales managers who adopt AI can build stronger teams and achieve better results. Ignoring AI in sales management is a strategic mistake.

Lead generation is another area where AI adds value. AI-powered tools can analyze vast amounts of data to identify high-potential prospects. Instead of spending hours researching leads, salespeople can receive AI-generated recommendations. This allows for more targeted outreach and higher conversion rates. AI doesn’t just find leads, it finds the right leads.

Sales follow-up is often inconsistent. AI ensures follow-ups happen at the right time with the right message. Automated reminders and AI-generated responses keep deals moving forward. 

A well-timed follow-up can be the difference between closing a deal and losing it. AI helps salespeople stay on top of their pipeline without relying on memory.

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Two Tall Guys Talking Sales – Workflows, Automation, and AI: Building a Smarter Sales Organization – Episode 145

Two Tall Guys Talking Sales – Workflows, Automation, and AI: Building a Smarter Sales Organization – Episode 145

By Sean O'Shaughnessey

In this compelling episode, co-hosts Kevin Lawson and Sean O’Shaughnessey delve into the crucial distinctions between workflows, automations, and artificial intelligence (AI), and why understanding these differences isn’t just technical trivia, but foundational to improving sales processes, enhancing sales management, and accelerating revenue generation. If you’re a sales leader, business owner, or B2B rep striving to improve how you use technology to boost sales success, this episode is a must-listen. Packed with real-world examples and expert commentary, you’ll walk away with a clearer understanding of how to integrate automation and AI into your selling environment without losing the human touch that drives value selling.

Key Topics Discussed

  • The Distinction Between Workflow and Automation (approx. 01:00)
    Kevin and Sean explain that workflows are rule-based sequences (what should happen), while automations are system-triggered actions (when they happen).
  • Applying Workflow and Automation to Common Sales Scenarios (approx. 03:00)
    Sean walks through onboarding, fulfillment, and follow-up processes that can be automated to save time and reduce human error.
  • The Role of AI in Enhancing Sales Tasks (approx. 05:00)
    Discover how AI moves beyond automation by adding intelligence and insight, like writing customized thank-you messages or enriching CRM data.
  • What Sales Leaders Should Expect from Modern CRM Systems (approx. 12:00)
    Sean lays out a vision of AI-enabled CRMs that proactively suggest key contacts and actions for deeper account penetration.
  • Creating Sales Infrastructure That Supports Scale (approx. 09:00)
    Kevin emphasizes how business logic, automation, and AI build a more agile, informed sales team that’s prepared for disruption.

Key Quotes

  • Kevin Lawson (approx. 00:46):
    “Workflows are trigger-based events that tell business logic what to do next… but automation is what makes things happen automatically, without human intervention.”
  • Sean O’Shaughnessey (approx. 05:43):
    “We used to personalize thank-you letters with a person. Now we can automate that process and use AI to generate something that’s still meaningful but takes no time.”
  • Kevin Lawson (approx. 10:00):
    “AI plus workflows plus automation creates the bedrock for a better sales organization… a more nimble organization that can adapt to changes in the environment.”
  • Sean O’Shaughnessey (approx. 13:08):
    “Does your CRM say, ‘Did you know there are three directors of manufacturing at that company?’ That’s where workflows, automation, and AI converge to fuel revenue growth.”

Additional Resources

  • Join the B2B Sales Lab Community – A peer-driven space where sales professionals, managers, and leaders exchange insights, share best practices, and build smarter revenue systems.

A Significant Actionable Item from this Podcast

Audit your CRM and lead-handling processes.
Ask yourself: Is my CRM working for me, or am I working for it? Review whether incoming leads are routed automatically, if emails are logged without manual entry, and whether sales leaders receive alerts on stalled opportunities. Implement at least one automation or AI-powered enhancement, such as auto-logging emails or enriching lead data, to eliminate repetitive tasks and enable your team to focus on strategic selling.

Why You Should Listen Now

This episode isn’t just a primer on sales tech buzzwords; it’s a blueprint for operational excellence in B2B sales. Kevin and Sean break down complex topics with clarity and offer practical advice that can immediately improve your sales team’s responsiveness, accountability, and business acumen. If you’re serious about building a scalable sales infrastructure, aligning your team with cutting-edge sales strategies, and using AI as a force multiplier for your messaging and revenue management, then queue up this episode today. You’ll walk away with new ideas, sharper thinking, and a to-do list worth acting on.

Why Cold Calling is Dead: The Shift to Relationship-Based Selling

Why Cold Calling is Dead: The Shift to Relationship-Based Selling

By Sean O'Shaughnessey

Building an effective sales pipeline requires a shift in strategy. Traditional cold calling has become increasingly ineffective, with decision-makers ignoring unsolicited calls and emails.

In the spring of 2021, Bank of America Corp.’s Merrill Lynch Wealth Management unit banned trainee brokers from making cold calls. According to the Wall Street Journal, it is hard to succeed with cold phone calls in an era when no one picks up. Merrill executives said personal referrals lead to a response around 40% of the time, but less than 2% of people who are cold-called even answer the phone.

Sales teams must adopt a more strategic approach, focusing on relationships rather than volume-based outreach. The key is leveraging existing networks to create warm introductions, significantly improving engagement rates and overall success.

Cold outreach has become expensive and inefficient, and the time spent dialing numbers, leaving voicemails, and sending emails that never get opened results in diminishing returns. Many executives no longer answer unknown calls, and email filters automatically sort cold outreach into spam. Even when messages get through, recipients are skeptical, assuming they are generated by automation rather than a genuine human connection. In reality, sales professionals must find a better way to reach their target audience.

Relationship-based selling offers a more effective alternative. Salespeople should focus on leveraging their connections instead of reaching out to strangers. This approach involves identifying key contacts who can provide warm introductions to potential prospects. These “super connectors” are individuals with strong networks and the ability to facilitate meaningful introductions. By tapping into these relationships, sales teams can bypass the skepticism associated with cold outreach and start conversations with credibility.

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Unlocking Sales Success: The Power of KPIs in Sales Processes

Unlocking Sales Success: The Power of KPIs in Sales Processes

By Sean O'Shaughnessey

Are your sales KPIs helping your team succeed? Many sales leaders focus solely on closed deals. This narrow view misses crucial elements of sustainable sales growth.

The journey matters more than the destination. Sales excellence follows a similar path. Your team’s daily actions and behaviors create the foundation for lasting success.

Effective sales measurement requires a comprehensive view of your team’s activities. Top performers consistently execute vital behaviors that drive results. They prospect strategically, nurture relationships, and expand their presence within existing accounts. These leading indicators paint a clearer picture of future performance than lagging metrics alone.

Your KPI framework must evolve beyond historical analysis. Forward-looking metrics help you spot opportunities and challenges before they impact revenue. What’s happening in your pipeline right now? How are your teams finding new prospects? Which accounts show growth potential?

Experience levels significantly impact appropriate performance measures. New salespeople face different challenges than seasoned veterans. A rookie might need help with fundamental sales behaviors while learning your company’s approach. They need clear operational guidance and structured metrics that reinforce proper execution.

Veteran salespeople bring established skills and proven track records. Their KPIs should emphasize continuous improvement and cultural alignment. How are they advancing their capabilities? What value do they add to the broader sales organization?

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Two Tall Guys Talking Sales – Future-Proofing Your Sales with the Right Tech Stack – E115

Two Tall Guys Talking Sales – Future-Proofing Your Sales with the Right Tech Stack – E115

By Sean O'Shaughnessey

In this thought-provoking episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive into the transformative power of technology in sales and operations. From the essentials of adopting a CRM to leveraging AI and automation, Kevin and Sean discuss how modern businesses can streamline operations, boost productivity, and prepare for the future. Whether you’re managing a small team or a large enterprise, this episode will provide actionable insights into creating an integrated tech stack that supports growth and resilience.

Key Topics Discussed

  1. The Importance of a CRM System (Approx. 00:01:00)
    • Why every organization needs a CRM to centralize and share data across teams, from sales to manufacturing.
    • How a CRM can prevent revenue loss during sales team transitions.
  2. Building an Integrated Tech Stack (Approx. 00:03:00)
    • Understanding the interconnectedness of CRM, ERP, and project management tools.
    • Simplifying operations with modern, cloud-based solutions.
  3. Preparing for the AI Revolution (Approx. 00:04:00)
    • How AI and machine learning are redefining operational workflows.
    • Why having an AI strategy is essential for staying competitive.
  4. Forecasting and Automation (Approx. 00:09:00)
    • Leveraging technology to improve forecasting, pipeline management, and resource allocation.
    • Automating routine tasks for efficiency and scalability.
  5. The Role of Sales and Marketing Alignment (Approx. 00:11:00)
    • Why sales and marketing collaboration is critical for success.
    • How technology bridges the gap between these teams.

Key Quotes

  • Sean O’Shaughnessey:
    “Your journey to 2035 starts right now. By staying on outdated tools, you’re not just behind—you’re making it harder to catch up later.” (Approx. 00:06:06)
  • Kevin Lawson:
    “Technology is now part of the fabric of how we do business. If you want to grow and scale—or even just survive—adopting the right tools is the right battle to fight.” (Approx. 00:02:34)
  • Sean O’Shaughnessey:
    “Revenue solves all problems in companies, but only if your systems are set up to support it.” (Approx. 00:12:23)

Additional Resources

  • McKinsey Report on AI in Business: September 2024 Edition.
  • HubSpot Marketplace: Tools to integrate CRM with calling apps and social media management platforms.
  • Ninety.io: Software for tracking KPIs and achieving quarterly goals.

A Significant Actionable Item from this Podcast

Start with Your CRM:
Evaluate your current CRM system (or lack thereof) and its integration with other business tools. Focus on centralizing data and enabling seamless communication between teams. This single step can drastically improve productivity, forecasting accuracy, and cross-functional collaboration.

Why You Should Listen

This episode of Two Tall Guys Talking Sales is a must-listen for anyone looking to future-proof their business. Kevin and Sean offer practical advice and actionable strategies to help you streamline operations, adopt cutting-edge technologies, and align your team for success. Whether you’re planning for 2025 or 2035, the insights shared in this episode will set you on the path to achieving your goals.

Tune in and discover how to take your sales operations to the next level!

Adapting to the New Sales Landscape: The Importance of Omni-Channel Outreach

Adapting to the New Sales Landscape: The Importance of Omni-Channel Outreach

By Sean O'Shaughnessey

Are you still relying on trade shows as your primary sales driver? The sales landscape has undergone a seismic shift. Those packed convention halls and endless rows of booths no longer serve as the bedrock of business development they once were.

Let’s talk about what works in today’s sales environment. Building an effective outbound pipeline isn’t just an option anymore – it’s your survival toolkit. But here’s the challenge: how do you stand out in a market where everyone’s fighting for attention?

Your unique value proposition makes all the difference. Yet many sales professionals miss a crucial point: your value proposition isn’t static. What resonates with a manufacturing client might fall flat with a distribution company. Have you tailored your message to address each industry’s pain points?

Think about your last prospecting campaign. Did you give up after four or five attempts? Research shows it takes 12 to 16 touches before prospects typically respond. This gap between persistence and practice often determines success or failure in modern sales.

The game has changed. Your prospects live in an omnichannel world. They check email between Zoom calls, scroll LinkedIn during lunch, and scan their phones throughout the day. How are you showing up in their digital world?

Consider this: every unanswered email or phone call might be a messaging problem. Are you talking about your features when you should be solving your prospects’ problems? Your prospects don’t care about your product specifications. They care about their challenges, their goals, and their bottom line.

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Two Tall Guys Talking Sales – From CRM to AI: Building Your Sales Toolbox – E113

Two Tall Guys Talking Sales – From CRM to AI: Building Your Sales Toolbox – E113

By Sean O'Shaughnessey

In this episode of “Two Tall Guys Talking Sales,” Kevin Lawson and Sean O’Shaughnessey dive into the critical tools every modern salesperson needs to thrive. Whether you’re equipping yourself in a tech-limited environment or looking to amplify your selling power with affordable tools, Kevin and Sean share practical insights from their decades of experience in sales and technology. This episode is packed with actionable advice for sales professionals looking to streamline their workflows and close deals more efficiently.

Key Topics Discussed

  • [00:01:00] Taking Notes Efficiently: The duo discusses tools like Evernote, OneNote, and even native apps like Notes, emphasizing the importance of accessible, synchronized note-taking for sales success.
  • [00:03:00] CRM Essentials: Why Outlook or spreadsheets don’t cut it as CRMs and affordable alternatives like HubSpot and Insightly that can transform your sales process.
  • [00:05:00] Integration is Key: Kevin highlights how integrating tools like email, CRMs, and AI writing assistants such as ChatGPT or Claude can create a seamless selling experience.
  • [00:07:30] Managing Mileage and Expenses: Sean introduces tools like MileIQ and Expensify to streamline mileage tracking and expense management for busy salespeople.
  • [00:12:00] Staying Top of Mind: How CRMs help salespeople maintain relationships by tracking the timing and content of client interactions.

Key Quotes

  • Kevin [00:05:00]: “Integrate everything. All of your tools should talk to each other—most of that, you’ll find under the marketplace of your CRM.”
  • Sean [00:04:00]: “Outlook is not a CRM. Gmail is not a CRM. They’re just tools. A true CRM system will help you relate multiple people together at the same company and keep track of your progress.”
  • Kevin [00:13:30]: “When we write to reconnect, it’s not about us; it’s about them. The fewer times you say ‘I, me, or my’ in an email, the better your message will land.”

Additional Resources

  • HubSpot CRM: A free CRM option for individual salespeople to manage contacts and deals.
  • Insightly CRM: A free CRM option for individual salespeople to manage contacts and deals.
  • MileIQ: A mileage-tracking app that simplifies expense reporting.
  • Expensify: A freemium tool to manage receipts and expenses with ease.
  • ChatGPT and Claude: AI writing tools that improve email and content creation for sales professionals.
  • Grammarly: An AI-powered writing assistant that enhances communication by providing real-time feedback on grammar, clarity, tone, and style across various platforms and devices.

A Significant Actionable Item from this Podcast

Build your integrated tech stack now. Start by selecting a free CRM like HubSpot or Insightly, then add complementary tools for note-taking, mileage tracking, and email integration. Use AI tools like ChatGPT to refine your communications and ensure every tool in your stack works seamlessly.

Summary

Whether you’re a tech-savvy salesperson or just starting to explore the power of modern tools, this episode offers a roadmap for building an affordable, effective sales tech stack. Kevin and Sean provide real-world examples and practical advice to help you stay organized, build stronger client relationships, and close deals faster. Don’t miss this episode—it could be the catalyst for taking your sales game to the next level. Listen now!

Unlocking Growth: How TriState Fabricators Transformed Their Sales Approach

Unlocking Growth: How TriState Fabricators Transformed Their Sales Approach

By Sean O'Shaughnessey

Have you ever wondered how a well-established manufacturing company can revolutionize its sales strategy? The journey of TriState Fabricators, a premier metal fabrication shop in the Midwest, offers compelling insights into this process. In a recent interview, I sat down with Joe Vogt, President and Owner, and Jonathon Padial, VP of Sales, to discuss their transformative experience.

With his 20-year tenure at TriState, Joe Vogt recognized the need for change to scale the business. The company’s sales approach was primarily reactive, relying on RFPs and inside sales personnel. But how do you shift from this traditional model to a proactive, growth-oriented strategy?

Enter the game-changers: a fractional VP of Sales, a robust CRM system, and comprehensive sales leadership training. These tools provided the structure and visibility that TriState had been lacking. Joe Vogt hired Sean O’Shaughnessey, CEO of New Sales Expert, to come in and revamp the sales organization and install best-in-class practices. Sean entered as the VP of Sales and quickly assessed the need to understand the deals better, so he installed Pipedrive as their CRM system. He also started to train the salespeople in the needed sales skills during L10-style meetings patterned after EOS L10 management meetings. To get closer to the biggest customers, the company started to have quarterly business reviews with the biggest and most profitable customers.

Vogt praises O’Shaughnessey several times in the full interview but at one place said, “So I look at Vistage as my board of directors essentially. You were an internal board member for me. I never met anybody with more sales knowledge in my life.”

After several months, Vogt and O’Shaughnessey agreed it was time for TSF to run autonomously and without Sean’s help. After an intense interview process, they hired Jonathon Padial to be Sean’s heir apparent in sales leadership. Coming from a software background, Jonathon continued the emphasis on Pipedrive and a structured sales process. “It’s allowed us to really capture more and for my team to see what’s coming in,” Padial noted. But is technology alone enough to drive change?

The fundamental transformation came from empowering the sales team. Vogt and Padial underwent Certified Sales Leadership (CSL) training, which Padial described as his “bible” for navigating leadership challenges. This training, coupled with their involvement in Vistage and implementing the Entrepreneurial Operating System (EOS), created a powerful trifecta for growth.

But how do you manage such significant changes in an established company culture? Vogt stressed the importance of communication and structure. “If you give structure with the change, it really helps. And you get the people to understand why you’re changing and what the benefits are going to be,” he explained. This approach has led to a more engaged and cohesive sales team than ever before.

Looking to the future, TriState Fabricators is poised for controlled, strategic growth. With plans to incorporate AI and new manufacturing technologies, they’re positioning themselves at the forefront of the industry. But as Padial reminded us, success in manufacturing isn’t just about technology – it’s about relationships and exceptional customer service.

Are you curious to hear more about TriState Fabricators’ journey and gain insights that could transform your business? The full video interview delves into their experiences, challenges, and strategies. It’s a must-watch for any business leader looking to drive growth and embrace organizational change. Don’t miss out on these valuable insights – check out the full interview today!

Unstick Your Sales: The Importance of Understanding the Buyer’s Journey

Unstick Your Sales: The Importance of Understanding the Buyer’s Journey

By Sean O'Shaughnessey

It’s no secret that the dynamics between the buyer and the salesperson play a pivotal role in sealing the deal. The conversation often revolves around real sales issues, selling situations, and sales leadership. 

Let’s delve into a scenario. You’re selling to a beer industry manufacturer, and their first question is about your price. This immediate focus on cost might make you think this may not be a good prospect. However, it’s crucial to remember that you can’t be disrespectful or dismissive. As salespeople, it’s our job to work with what we have. 

In this situation, the salesperson has to conduct a discovery call and engage a subject matter expert to understand the prospect’s business process, adaptation, and conversion. Unfortunately, the interaction turned into a commodity exchange, with the buyer solely interested in the number of users and the price per user. 

This scenario illustrates a common challenge in sales: the sales and buying processes often need to align. How your Customer Relationship Management (CRM) system is set up may not necessarily mirror how the buyer decides. Therefore, figuring out how to sell more effectively based on the buyer’s journey is crucial. Understanding the buyer is discussed in great detail in my book Eliminate Your Competition, which is available wherever you buy books.

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