In the evolving landscape of B2B sales, the buying experience is more important than ever. With AI transforming customer interactions and expectations, businesses have a golden opportunity to modernize how they approach potential buyers.
In this Q&A with Omer Gotlieb, we explore how AI and cutting-edge technologies are reshaping the buying experience and why focusing on the buyer journey is key to future success.
Omer, an expert in sales transformation, shares how companies can leverage these tools not just to automate, but to add genuine value and improve outcomes across the board.
This interview has been edited and condensed for clarity and length.
Bryan Kramer: Omer, it’s wonderful having you here on Leadtail TV. Thank you so much for joining us.
Omer Gotlieb: Thanks, Bryan. I appreciate the opportunity and am really excited to speak with you.
Bryan Kramer: Let’s jump into it. You describe yourself as maniacally focused on the buying experience. What does that mean to you?
Omer Gotlieb: I’ve spent years in B2B, and I believe the buying experience today is broken. It’s outdated and buyers are forced into inefficient processes—like multiple meetings with junior salespeople and unnecessary demos. Companies dictate how buyers should interact, but I believe there’s a huge opportunity with AI and new technologies to reshape this experience. A great buyer experience benefits both buyers and sellers.
Bryan Kramer: So, by focusing on the buying experience, can sellers also improve their go-to-market strategies?
Omer Gotlieb: Absolutely. If the buyer experience is streamlined and value-driven, sellers will spend less time on inefficient tasks and more time with the right prospects. That improves the entire sales process. It also enhances post-sale outcomes like retention and satisfaction.
Bryan Kramer: Can you give us specific examples of where improvement is needed?
Omer Gotlieb: Buyer expectations have changed dramatically, especially with AI tools like ChatGPT. For instance, a friend of mine at Microsoft shared how AI is transforming his day-to-day work with Office 365 Copilot. It’s game-changing. But in B2B sales, we still force people into outdated processes like cold-calling and repetitive outreach. Companies need to focus on delivering value from the start, rather than wasting time on unnecessary steps.
Bryan Kramer: You mentioned technology. How do we find the right balance between AI and human interaction?
Omer Gotlieb: The beginning of the sales journey doesn’t always require human involvement. AI can provide quick, valuable insights—almost like speaking directly to a founder. AI can handle the repetitive, early stages of the process, allowing humans to step in when it’s time for deeper engagement.
Bryan Kramer: You’re saying technology can tailor the experience to individual buyers?
Omer Gotlieb: Exactly. Every buyer has a different preference—some want to watch videos, others want a brief email summary. AI can adapt to these preferences, making the process more efficient and personal.
Bryan Kramer: Should buyers know they’re interacting with AI?
Omer Gotlieb: Yes, transparency is critical. People should always know when they’re talking to AI. Interestingly, many buyers prefer it, especially at the beginning. AI gives them quick answers without the pressure of follow-up emails or sales tactics.
Bryan Kramer: Speaking of value, how do we ensure that AI delivers real value?
Omer Gotlieb: AI needs to be more than just an automation tool—it should provide intelligence. AI can quickly learn and deliver insights, such as pricing or product details, faster than humans can. Buyers will willingly share their preferences if they know it leads to a better experience.
Bryan Kramer: Emotions play a big role in sales. Can AI really address the emotional side of buying?
Omer Gotlieb: While AI won’t replace human emotion, it can evoke different feelings by creating a seamless experience. For example, I felt a sense of excitement the first time I used ChatGPT. AI has the potential to create positive emotional experiences in B2B sales too.
Bryan Kramer: How can we ensure value in every sales interaction?
Omer Gotlieb: We need to move away from scripted sales calls. The best conversations happen when salespeople focus on understanding the buyer’s needs, much like founders do. AI can help replicate these kinds of conversations by providing relevant, value-driven content.
Bryan Kramer: What does the future hold for AI in sales?
Omer Gotlieb: We’re at the start of a long journey, but AI will continue to reshape how sales are done. AI will help eliminate inefficient processes and allow salespeople to focus on building trust and delivering value.
Bryan Kramer: You’re a pilot in training, despite a fear of heights. How’s that going?
Omer Gotlieb: (laughs) Yes, I’ve been training for about a year and a half. What’s funny is that I don’t feel afraid once I’m in control of the plane. It’s been an amazing journey, and it’s taught me a lot about overcoming fears—both in life and business.
Bryan Kramer: That’s a great metaphor for business! Thank you so much, Omer. Any final thoughts?
Omer Gotlieb: We’re at a pivotal moment with technology and evolving buyer expectations. It’s an exciting time for B2B, and I’m looking forward to seeing where things go.
The future of B2B sales will be shaped by how effectively companies leverage AI to enhance buyer interactions.
By focusing on value, transparency, and personalization, businesses can better align with evolving buyer expectations.
As Omer Gotlieb emphasized, it’s time to move beyond outdated sales practices and harness the full potential of AI.
While the path forward may present challenges, embracing AI offers a powerful opportunity to transform buyer experiences and create meaningful connections.
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