In today’s fast-paced business environment, technology continues to change the way we work, communicate, and—perhaps most importantly—buy. Yet despite the advancements in artificial intelligence (AI) and automation, many B2B sales processes remain inefficient and outdated, leading to frustration on both sides of the transaction.

Omer Gotlieb, co-founder of SalesPeak and a thought leader in sales technology, believes the time is ripe for a transformation. The key to unlocking that transformation? A maniacal focus on the buying experience.

The Broken State of the B2B Buying Experience

The typical B2B buying journey hasn’t kept pace with modern expectations. Buyers are often required to navigate through multiple layers of sales personnel, from junior sales reps to more seasoned account executives, just to get basic information.

This outdated approach wastes time, frustrates buyers, and forces them to follow a rigid process that doesn’t match their needs.

As Gotlieb explains, “The buying experience today is outdated, maybe even broken. Companies dictate how buyers go through the process, and I believe there’s an opportunity to reshape how people buy, especially with the new technology and AI available.”

According to Gotlieb, businesses need to rethink the entire buying experience by focusing on efficiency, transparency, and delivering value from the very start.

Instead of forcing buyers through hoops, organizations should meet them where they are—whether that means a quick demo or a high-level discussion about how a product solves their problems.

Making the Buying Experience a Win-Win

Gotlieb argues that a streamlined buying experience benefits both the buyer and the seller. By removing unnecessary friction, companies can accelerate the sales process while improving customer satisfaction. This is where AI becomes a game changer.

“If we make the buyer experience great—efficient and value-driven—we won’t need as many people holding hands throughout the process,” Gotlieb notes. “Technology will allow sellers to do more with less.”

AI can handle the initial stages of the buying journey, automating responses and delivering key information quickly and accurately. This allows sales teams to focus their energy on qualified leads that are ready for more in-depth discussions.

In other words, technology helps sales teams do more with fewer resources while providing a better overall experience for the buyer.

The Shift to Value-Based Selling

The traditional sales approach—where success is often measured by the number of calls made or emails sent—no longer works in a world where buyers demand value at every stage of the process.

Instead of relying on junior sales reps to chase leads and fill quotas, Gotlieb suggests that sales teams should focus on delivering value from the start.

“Sales should be value-based. Too many companies are proud of their sales teams for getting prospects on the phone, but that’s not what it’s about. We should be focusing on how to show buyers the right value in just a few seconds,” says Gotlieb.

By leveraging AI, companies can quickly provide buyers with the information they need to make informed decisions.

AI can also help tailor the buyer’s experience, adapting to their preferences and giving them what they need when they need it.

For example, some buyers might prefer a detailed demo, while others may want a quick explainer or case study. AI can adjust to meet these needs in real time.

Personalizing the Buying Journey with AI

One of AI’s greatest strengths is its ability to personalize the buying experience. By collecting and analyzing data, AI can adapt to each buyer’s unique preferences and guide them through the process in a way that feels intuitive and customized.

“AI can deliver value quickly without wasting the buyer’s time. Some buyers want no interaction, some want lots. AI can adapt to each buyer’s preferences, giving them what they need in the way they want it,” Gotlieb explains.

This personalization is key to creating a frictionless buying experience. Instead of following a one-size-fits-all approach, AI allows companies to tailor their messaging, content, and overall sales strategy to match each buyer’s specific needs.

The Emotional Connection of AI

While AI excels at automating processes and delivering information efficiently, some might argue that it lacks the emotional depth that human interactions bring to the sales process. However, Gotlieb believes AI can still create emotional connections in its own way.

“I believe technology can create emotional experiences in its own way. The first time you used ChatGPT, you probably felt something—amazement at what it could do. That’s an emotional response,” he points out.

While AI might not replace human interaction in high-stakes, emotionally driven sales, it can still evoke reactions that drive engagement.

Whether through a seamless user experience or the excitement of interacting with a new technology, AI can elicit positive emotions that enhance the buying journey.

Transparency and Trust in AI Interactions

One critical element of using AI in sales is transparency. Buyers need to know when they’re interacting with AI versus a human. According to Gotlieb, transparency is essential for building trust in the process.

“It must be completely transparent. Many people prefer starting the process with AI because they know the AI won’t nag them or send multiple follow-up emails. There are no emotions, and you can say ‘No thanks’ and move on,” Gotlieb says.

By being upfront about AI’s role in the sales process, companies can build trust with their buyers while still leveraging the efficiency and intelligence that AI brings to the table.

AI as a Value-Driven Advisor

Gotlieb’s vision for AI in sales goes beyond automation. He believes AI can eventually replicate the high-level, value-driven conversations that founders have with potential buyers. Founders often approach sales with confidence, guiding buyers through the decision-making process with transparency and a deep understanding of their needs.

“Founders sell based on value. They know when to say, ‘This isn’t the right fit for you,’ and when to guide the buyer in the right direction. That’s the level of conversation AI can help replicate,” Gotlieb explains.

By developing AI to act as a trusted advisor, companies can elevate their sales interactions, providing buyers with meaningful insights and solutions from the start.

The Future of Sales with AI

While the B2B buying process may seem outdated today, Gotlieb is optimistic about the future. He believes AI will transform the way companies approach sales, making the process more efficient, value-driven, and personalized.

“We’re just at the beginning of this journey, but I believe the sales process will look very different in three years,” Gotlieb says. “AI will integrate into the entire process, supporting both buyers and sellers.”

By embracing AI and focusing on improving the buying experience, companies can not only streamline their operations but also build stronger, more trusting relationships with their customers.

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