by Art Waskey | May 15, 2025 | Art of Sales Weekly, Featured
Focus on your core business
Artificial Intelligence (AI) tools are particularly effective for your core business. Companies have a lot of information on existing customers, and AI can crunch that data for you. According to a McKinsey report, 80 percent of the value creation achieved by successful growth companies comes from their core business—namely, generating new revenue from existing customers.
Selling to existing customers
Todd Daubenberger, CRO at White Cup, says selling to existing customers costs less than finding new ones. AI-powered platforms help by giving teams smart suggestions based on order history. With the right tools, companies can boost revenue by 10% to 30%. (“Eight Upselling and Cross-Selling Strategies That Drive Sales Growth,” distributionstrategy.com)
How AI strengthens your core
A sales rep’s job involves juggling multiple tasks. A recent report by the Distribution Strategy Group explained how AI is providing data that helps reps keep all the balls in the air.
The Distribution Strategy Group reported: “Distributors are catching on. Recent research shows that 78% of survey distributors plan to use data and analytics to guide their decision-making and sales strategies. Many are also leaning into CRMs and AI-powered tools to help their reps work smarter, not harder. In seconds, AI can surface a long-time customer whose orders are slipping, signaling a churn risk. It can also reveal a high-potential prospect that’s gone quiet and needs a follow-up or a growing account with untapped opportunities in new product categories.”
Work smarter
Growing your core business is essential to success. Lastly, make sure you have the AI tools to allow your sales team to work smarter, not harder.
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by Art Waskey | May 7, 2025 | Art of Sales Weekly, Featured
Traditional sales techniques can be improved with the assistance of Artificial Intelligence (AI). According to a recent article in Forbes (“Why Sales Reps Spend So Little Time Selling by Ken Krogue, Forbes), conventional reps spend 35% of their time selling and 65% on everything else.
The traditional sales process
The traditional sales process for distributors involves juggling many tasks and coordinating lots of customer information. As a past VP of Sales, I remember my frustration with seeing outside sales reps in their offices until mid-morning. Why were they not out engaging with customers? The representatives shared that they were working to develop the best plan of attack. They were working on whom to call, what to suggest to existing customers, and which accounts needed the most attention. The actual selling time was being lost. Monthly prospecting target results were weak. Also, I received call reports listing a day of six to eight prospective calls, with, maybe at best, two qualified leads. The success with productive calls to existing accounts was not much better.
To improve the situation, I invested significant time training representatives on preparing for customer visits. I instructed them to review old call reports and actively gather data from business intelligence, other departments, and various online sources. I also encouraged them to analyze sales history and examine credit spreadsheets.
AI to the rescue
All this effort and research on the part of reps, while important, is incredibly time-consuming, and results are often incomplete. AI can change this scenario by automating tasks and streamlining the traditional sales process. Machine learning is constantly analyzing the data behind sales transactions. It enables reps to see priorities faster. AI automates repetitive and tedious tasks like sorting through endless data, and allows reps to focus on what they do best — selling.
Improving the process
As you can see, AI doesn’t replace sales reps, it assists them. Finally, it automates numerous tasks in the traditional sales process, enhancing the accuracy and efficiency of sales strategies.
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by Art Waskey | Apr 29, 2025 | Art of Sales Weekly, Featured
Attention, all sales executives. Digital Transformation (DX) and Artificial Intelligence (AI) are here. It took a long time for the collection of technologies and applications referred to as DX (laptops, emails, texting, smartphones, social media technologies, etc.) to move from a conversation to a coordinated business reality. Also, take note that the adoption of artificial intelligence and its benefits is moving much faster. The good news is that artificial intelligence applications are affordable, even to smaller companies.
Outside sales is hard work
Outside sales is daunting work. Reps must be focused and able to close business fast to outperform the competition.
A rep’s job is a juggling act. He needs to chase leads, satisfy existing clients, follow up on backorders, correct pricing errors, handle objections, and keep competitors at bay. Inefficiencies within current systems can cause reps to spend too much time with the wrong prospects. Moreover, the correct information on existing customers’ objectives may also be lacking or hard to come by. This puts pressure on representatives and undermines their confidence in identifying next steps and surpassing the competition.
AI streamlines processes
New AI tools are available to make selling more strategically efficient. AI allows sales representatives to enhance various processes, such as lead generation, pricing, and follow-up, making it an exciting time to be in outside sales. According to McKinsey & Company, AI has “opened up 20% more sales team capacity” (“How Top Performers Outpace Peers in Sales Productivity,” July 6, 2023: mckinsey.com).
Adopting AI
In conclusion, be sure to provide your sales team with the appropriate artificial intelligence technologies to open up your sales capacity. AI tools are critical to beating your competition, especially the larger companies that have lots of AI tech powering their sales force. Lastly, you must adopt AI tools now. They will streamline the selling process and help you grow your business.
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by Art Waskey | Apr 9, 2025 | Art of Sales Weekly, Featured
Personnel issues, if left unaddressed, can create chaos and derail business operations. Remember, when working with others, there are no absolutes. You need to organize principles and solutions to meet needs.
Here are four ways to organize solutions.
- Delegate responsibility – In his ground-breaking book, The Effective Executive, Peter Drucker points out the mark of a successful leader is his ability to “use all the available strengths: the strength of associates, the strength of supervisors, and one’s strength.” Delegating responsibility is an opportunity to develop team members by challenging them to grow their skills.
- Maintain a proper balance – To achieve workplace balance, it’s important to cultivate self-awareness and understand your needs and limits. Balance involves moving past doing the things we know we can do and moving toward new levels. When I consider balance, the acronym SMART comes to mind: Specific, Measurable, Achievable, Relevant, and Time-bound. This framework helps me create clear and effective goals.
- Make planning a team effort – In Sharpening the Focus of the Church, Gene Getz urges us to “take an approach to problem-solving and decision-making that takes into consideration the attitudes and feelings of all those who are directly involved.” Before enacting a plan, communicate your idea to the people responsible for its implementation. You may find the need to make revisions. You want to be sure all those involved with a plan’s implementation are motivated. Make it a team effort.
- Solve problems creatively – Don’t allow yourself to get locked into administrative methods and routines. Circumstances vary with each problem and solution. Be creative, expect alternative options, and solicit suggestions.
Still in the people business
No matter how digitized our lives are becoming with technology, we are still in the people business. Keep the implementation of your personnel strategies as simple as possible. Delegate responsibilities fairly, maintain workforce balance, make planning a team effort, and by all means, be creative!
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by Art Waskey | Mar 25, 2025 | Art of Sales Weekly, Featured
Keeping your business on track with good people management
As an executive sales manager, I found that many work-related problems I encountered did not originate from business economics but from personnel issues. As organizations grow and develop, staffing needs change. To keep your business on track, you must get serious about good and fair people management.
Three guiding principles
Creative problem-solving takes moments of reflection. It focuses on developing new perspectives and fostering creativity. These three principles, whose basic conscript comes from Gene Getz’s Sharpening the Focus of the Church, are a good way to start.
Principle 1: Deal with people’s problems – Look at complaints as an opportunity for growth in a relationship. When a fellow worker or customer is upset with you, address the issue immediately. With effort, you can turn a bad situation into a good one. But also, if we ignore problems, they may overwhelm us.
Principle 2: Develop a proper perspective – Accept the fact that you may need help in solving problems. In his book, Who Not How, Dan Sullivan advises that seeking the assistance of someone qualified outside your organization saves time and grief. Also, asking for help is a sign of strength, not weakness,s and people find satisfaction in helping others solve problems.
Principle 3: Establish priorities – Have your priorities clearly mapped out. This allows everyone to recognize company expectations and avoid conflicts of interest. In my program, The 4 Disciplines of an Organized Executive, I teach people how to prioritize the next steps for important projects every week. This eliminates wasting time figuring out your next move and provides a clear path of action for your team.
Stay on track
Lastly, people are your most important asset. Be sure to take their management seriously. As staffing needs change, address problems as they arise, seek outside help as needed, and establish a clear set of priorities.
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by Art Waskey | Mar 19, 2025 | Art of Sales Weekly, Featured
With the latest technology, you can streamline operations, improve customer service, and stay competitive in today’s market. Using automation tools has become increasingly important to achieving that goal.
Automation inside the shop
Fastenal, a large US distributor of industrial and construction supplies, has led the way in supplying vendor-managed inventory (VMI) at customer locations. VMI systems utilize advanced technologies to simplify inventory replenishment and track necessary products. These systems improve supply chain efficiency, foster collaboration, and drive predictability for both supplier and customer. Moreover, with omnichannel capabilities, the customer receives the best product at a competitive price. The traditional independent distributor should now work with a VMI equipment manufacturer to remain competitive.
Automating the warehouse
While VMI is improving inventory management for customers at the front of the store, inventory control costs behind the scenes at the warehouse are also improving with automation. In a recent article in Gasworld, Anthony Wrighton writes, “Drones, robots, and virtual reality might have sounded like science fiction a few years ago, but in industrial operations, they’re becoming everyday tools. With drones reducing inspection risks, robots taking over dangerous manual tasks, and VR transforming training… one thing is clear, digital transformation isn’t just coming, it’s already here.”
By deploying warehouse automation, distributors can reduce storage capacity by up to 35% and accelerate order fulfillment. Customer satisfaction is enhanced by accurate and timely deliveries. Be sure to take advantage of automation tools in your warehousing operations.
Stay competitive
In conclusion, stay competitive with automation in 2025. Streamline operations and improve customer service with automation tools both in front of and behind the sales desk.
Kim Phelan writes in the MDM Guide: Tailor Your Tech Strategy to Win in Any Market, “Customer experience is still the name of the game…” Automating while retaining customer loyalty can be complicated. Use resources like industry associations, cooperatives, and consultants to help you select the right tools for your needs.
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