117 than searching for information, significantly improving efficiency and productivity. But how can B2B retailers optimise their use of AI technology to ensure it enhances their sales models? “They should take a people-first approach to evolving their sales models in the era of AI transformation,” says Edmonds. “Working backwards from key personas and the unmet expectations for each, retail and consumer goods companies can identify ways to unlock value in end-to-end processes and workflows to drive productivity.” For example, key account managers can adopt AI tools to enhance joint business planning, orchestrate cross-functional teams, analyse sales data to refine strategies and training, and optimise territory management and pricing through simulation and predictive insights. Meanwhile, field sales teams can utilise realtime data for on-the-spot decision-making, leverage AI-powered tooling to strengthen retailer partnerships and employ AI-driven tools to enhance customer visit planning, interactions and satisfaction. As these tools become increasingly prevalent, Edmonds believes that the outbound salesperson will “continue to become more of an advisor than an order taker”. Lastly, pricing managers can deploy dynamic pricing models driven by real-time data analysis and implement data-driven promotional strategies to maximise return on investment, and customer service teams can capture and elevate customer “ There is a growing emphasis to provide a seamless and personalised experience to B2B customers” RETAIL & CG Photo: iStock/Jacob Wackerhausen
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