John Barrows on the future of sales and how not to get replaced by AI
Aug 29, 2023
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Sales expert and consultant, John Barrows, discusses the future of sales and the impact of AI. Topics include the SDR/AE model, low value interactions in sales, the power of AI in creating personalized messaging, the challenges of traditional outbound sales, and the importance of investing in technology and training for sales reps.
AI will replace low-value interactions in sales, such as qualification calls and introductory conversations on features and pricing.
The traditional SDR/AE model is flawed, and organizations should transition to a full-cycle sales model and align sales and marketing teams.
Outbound sales will transition into an 'allbound' approach, with marketing playing a larger role in hyper-personalizing emails and ads to capture buyer attention.
Deep dives
The impact of AI on sales
John Barrows discusses the increasing role of AI in sales, particularly in replacing low-value interactions. He believes that AI will take over tasks such as qualification calls and introductory conversations on features and pricing in the next few years. Barrows also explores the future of the SDR and AE model, emphasizing the shift towards more full-cycle sales reps. He suggests that hosting sales hackathons can be a valuable way for sales leaders to generate new ideas and improve outbound processes. Ultimately, Barrows highlights the importance of leveraging AI tools and continuously adapting in order to thrive in the rapidly changing sales landscape.
Challenges of the traditional sales model
Barrows discusses the flaws in the traditional sales model, particularly in the SaaS industry. He questions the effectiveness of relying solely on SDRs and AEs, especially when it comes to engaging with high-level executives. Barrows suggests that the model worked during the booming economy, but is now falling apart. He emphasizes the need for organizations to align their sales and marketing teams, and highlights the value of self-sourcing for account executives. Barrows proposes a transition to a full-cycle sales model, supported by ABM strategies, where SDRs work under marketing to gather intel and AE's engage with target accounts more strategically.
The future of outbound sales
Barrows believes that outbound sales will transition into an 'allbound' approach, with marketing playing a larger role. He discusses the importance of hyper-personalizing emails and ads to capture the attention of buyers. Barrows highlights the need for companies to invest in technology and empower their sales reps to adapt to the changing sales landscape. He recommends tools like Chachi BT and encourages sales hackathons to encourage innovation and efficiency. Barrows suggests that sales reps need to enhance their product knowledge, business acumen, and emotional intelligence to become indispensable in a future where AI takes on more routine tasks.
Taking ownership of individual development
Barrows emphasizes the importance of sales reps taking ownership of their own development and embracing technology. He urges reps to invest in tools and training to improve their efficiency and effectiveness. Barrows dismisses the notion that companies should solely provide the necessary tools and instead encourages reps to proactively seek out resources. He advocates for a mindset shift where reps focus on constant learning, upskilling, and adapting to outperform AI-powered solutions. Barrows suggests that reps who embrace technology and continuously improve their skills will thrive in the changing sales landscape.
Transitioning to an AI-driven future
Barrows envisions a future where AI plays a central role in sales processes. He predicts that AI will enable highly personalized and relevant outreach, even surpassing human capabilities. Barrows emphasizes the importance of reps being the last mile in the sales process, bringing the human element to AI-generated communications. He suggests that sales reps need to focus on curiosity, business acumen, and emotional intelligence to provide genuine value during customer interactions. Barrows encourages sales organizations to embrace AI and leverage it to increase efficiency, effectiveness, and customer satisfaction.
In this episode, John Barrows joins us to talk about the future of sales, the SDR/AE model, and how AI will start to replace parts of the selling process.
