How Small Businesses Should Begin with AI

AI in sales isn't coming soon. It's already here, and it's quietly separating the salespeople who will thrive from those who won't. On the Sales Gravy Podcast, sales expert and author Victor Antonio shares this quote: "You won't lose your job to AI. You'll lose your job to people who are using AI."  While everyone debates whether artificial intelligence will replace salespeople, the real shift is already happening. What you need to know is which parts of your job will still matter when a machine can do everything else. The Trust Formula Still Requires Humans Most people think AI in sales is about automation. It's not. It's about augmentation. Yes, AI can write your emails. It can analyze your pipeline. It can schedule your meetings and generate your proposals. But it can’t build trust with a buyer who's about to make a six-figure decision they're terrified of getting wrong. Trust in selling comes down to three things: Understanding the buyer’s point of view Demonstrating real expertise Keeping the buyer’s best interest front and center When a buyer is staring at a purchase order that could make or break their business, they don't want a chatbot. They want a human being who says, "I've got you. This is the right move." Simple Sales No Longer Require a Sales Rep  Transactional jobs are disappearing. AI sales agents can already handle simple sales from start to finish. A customer calls about a broken window seal. The AI analyzes the image, checks inventory, schedules a technician, verifies the warranty, and puts the appointment on the calendar. No human required. This isn't science fiction. These systems exist today. AI handles simple tasks easily, but complex sales still require humans. Everything on the straightforward end—cold outreach, basic prospecting, routine follow-ups—is getting automated fast. But complex B2B sales are different. When deals involve multiple stakeholders, custom solutions, and high-stakes decisions, buyers still need salespeople. Humans don't trust machines with decisions that keep them up at night. Your job security lives in complexity. If you're selling simple products with simple processes, you need to start adding value now.  What You Should Be Doing Right Now Most salespeople are waiting while AI transforms the industry. Don’t make that mistake. Here’s how to start experimenting with AI today: Use ChatGPT, Google's Notebook LM, or your AI of choice to digest long articles and research reports in minutes instead of hours. Feed it information about your products and competitors to create your own custom knowledge base. Role-play objection handling by assigning it different buyer personas and practicing your responses. Ask it to critique your proposals before you send them to catch weak points you might miss. These tools aren't perfect. They'll feel clunky at first. But you're not trying to master AI today. You're building comfort with technology that will be 100 times more powerful in just a few years. The salespeople who are experimenting now will be the ones who know how to use AI when it really matters. The ones waiting for their leaders to force them to adopt AI will scramble to catch up. The Skills That Survive AI So what actually matters when AI handles the busywork? The biggest obstacle in complex sales isn't convincing buyers that your solution works. It's helping them trust their own judgment enough to decide. Buyers freeze not because of your pitch, but because of fear: What if I’m wrong? AI can show data, ROI models, and comparison charts—but building buyer confidence still requires human judgment. That's the skill that matters: Building buyer confidence. You need to get exceptional at reading hesitation—when a buyer goes quiet or starts asking the same questions in different ways. They’re not confused about your product. They’re uncertain about themselves.