AI in sales makes a difference. Learn how to apply the latest technology to your daily sales routine with this JSP Blog post.
If you work in B2B sales and your boss hasn’t yet forced you to implement 5–7 AI tools into your processes, you are behind the market. AI in sales is everywhere! Artificial intelligence technology significantly simplifies a thousand and one routine processes in corporate sales. But on the other hand, there are so many innovations that keeping up with them is already a challenge, and applying them correctly is almost an impossible task.
In this article, we will share with you the best practices not only from JetSoftPro’s sales department but also from the networking of our colleagues and partners.
Where to Apply AI in B2B Sales
Perhaps the three main processes that flourish with the help of AI are lead generation, customer database development, and pitch preparation. Let’s go through them one by one.
AI-Powered Lead Generation in B2B
Predictive analytics, AI-powered lead scoring, crafting icebreakers for outreach, writing sales funnels with AI, scanning a person’s LinkedIn profile and generating insights that are then transformed into an offering — these are the real capabilities of today’s AI for lead generation (as of Q1 2025). In other words, it’s not just ChatGPT. 🙂
Major outreach platforms like HubSpot or Lemlist are actively integrating AI features into their resources, and it’s wise to start with a large, well-established tool and then dive deeper. If you need to find someone’s contact details, try Seamless.AI or similar services.
AI-Powered Customer Database Development
If you’ve been in sales for a while, you probably remember the days when a lead database was just an Excel sheet with a person’s name, surname, email, phone number, and company name. Surprisingly, many still haven’t moved beyond that level. However, modern AI tools allow us to compile a detailed profile of a person and their business, group specialists by areas of responsibility, and even predict company needs — based on which you can craft funnels and pitches. AI also helps keep information up to date, as people tend to change jobs and move between companies.
Another crucial function AI can assist with in sales is eliminating potential conflicts — for example, preventing you from sending three identical emails to three people in the same company who sit in the same office. That’s simply not acceptable in 2025.
One AI-powered tool for working with customer databases is JetMessage from JetSoftPro. We also recommend checking out ZoomInfo and Clay.
Watch: JetCRM: The Ultimate B2B CRM Solution by JetSoftPro
AI-Powered Pitch Preparation
Chances are, you’ve tried ChatGPT or a similar tool to draft a pitch for a client. We won’t dwell on the benefits of this method — just give you some tips on how to structure your prompt to get a decent result.
How to Request a B2B Pitch from Generative AI
- Provide AI with information: the person’s name, position, specialization, work experience, job title, company name, and the last three news articles about the company.
- Explain what exactly you are selling and which services you want to offer the target company. Highlight your competitive advantages.
- Give AI a task: analyze all the provided information and prepare a pitch for a presentation lasting X minutes, to be delivered verbally with slides, using simple language, structured information, and emphasizing a specific competitive advantage.
If you’ve only tried ChatGPT so far, we also recommend testing Claude and Jasper AI.
Read: AI in 2024: Overview of Key AI Innovations and Their Impact on the Tech Industry
How Deeply Do You Need to Understand AI to Use It Effectively?
The short answer — deeply. AI does not replace humans, and — most importantly — it has no ideas of its own. AI reproduces familiar patterns, but the choice of which pattern to apply is always purely rational.
For example, if a user requests a pitch for a financial company, AI will pull the top 100 most popular materials about financial firms from its knowledge base. But this will be as far from your actual task as choosing a birthday gift for your mom based on the 100 most-read articles about mothers.
That’s why you must break down each task for AI as much as possible, leaving no room for imagination. Additionally, sales involve both rational and emotional aspects, and AI still can’t help you with emotions. So it’s in your best interest to understand how AI thinks and avoid giving it tasks beyond its capabilities.
How to Understand How AI Thinks? Practice, practice, practice. Interact with it, give it small tasks, experiment with different approaches, and you’ll start to understand how your AI tool operates.
When to Avoid AI in Sales?
In B2B, the principle is simple: the more uncertain factors that can influence the outcome at a given stage, the less AI you should use. Or, put even more simply — the closer you are to the first payment, the less you should rely on AI.
AI is primarily a scaling tool. The sales process is structured so that we first cast a wide net and then work closely with the curious (or slow) fish that end up in our controlled part of the pond.
That’s why we don’t recommend using AI for the final steps of contract signing. However, if a deal falls through and the lead moves back into the nurturing phase, you can confidently entrust it to AI — just make sure it understands its tasks correctly and acts in the best interest of your business.
