Hybrid Sales Development | Engelstalig

Meer AI-output is niet automatisch beter

Welcome. In this video, I'll show you how people and AI can work together in sales. Most B2B companies know they need to use AI, but many companies start to see AI as the answer to everything.

And that creates a problem. More emails, more LinkedIn messages, posts and videos are made with AI. So people start to wonder, is this real or is it a scam?

Am I talking to a real person? Human contact is becoming more valuable. The goal is not to replace your sales team with AI.

The goal is to use AI for speed and volume and use people for trust and real conversations.

Het model in drie delen

At Matchday, we use a simple sales model with three parts. First, the AI layer. Second, the hands-off zone.

And third, the human zone. Each part has its own job. AI prepares the work and saves time.

Marketing helps people get to know your company and gives them a reason to respond. And people take over when trust and personal contact are needed. So the main question is simple.

Which tasks can AI do well? And when do I need an actual person?

De AI-laag: de juiste lijst en de juiste data

So let's start with the AI layer. B2B sales starts with the right list of companies. You can teach AI what your ideal customer looks like.

Then AI can search for useful signs. For example, a company might be hiring new people, buying another company, or maybe they're receiving new funding. The AI agent can then add these companies to HubSpot or any other CRM for your sales team, which saves your team a lot of research time and gives them a fresh list to work with.

But don't use these signs alone. Your top accounts are super important and you need to add these as well. the people that actually fit your business even if there's no clear buying sign yet.

A good list consists of both things. On one hand, your ideal customer and then your buying signals. The next step is to complete the data.

AI can help find the right contact people, email addresses and phone numbers. And tools like Lusha, Apollo or maybe even Cognism can then send this information to your CRM.

Waar AI moet oppassen

AI can also send the first email, but please be very, very careful with this. AI needs to be trained very well. And even then, it really sounds like a message everyone is sending.

And in very busy markets, like IT managed services, many are already receiving so many similar emails. And in that case, it's better not to use that automated message. AI can also add the right people to your LinkedIn campaign.

The company fits your target group, the contact details are there, and if it makes sense... or not the first email has been sent. That person will see your company several times before you engage with them directly and that is when the sales process begins.

AI is used to find data and then the people are added to find that personal layer to reach out.

De hands-off zone: interesse opwekken met marketing

Now, The next part is the hands-off zone. The goal here is to get people to show that they are interested. You give them a useful reason to respond.

This could be a webinar, a live event, or a report. And the content should help them understand a problem or see a new opportunity before you ask them for a meeting. This part is mainly marketing.

It keeps running while people get to know your company. Some people will only see the content. Other people will sign up.

download something, or maybe visit an important page on your website. When someone takes action, you know there is interest. Your sales team now has a better reason to make contact.

And the conversation is much easier because the person already knows your company and they know about the topic.

De human zone: past het, en is het nu het juiste moment?

This is where the human zone really starts. The first job for people is to check if there is a good fit. Is this company interesting for us?

Does our offer match what they need? And is it the right time to reach out? You don't want to call every company that clicks on something.

You want to look at both the interest they show and the value of the account. This group includes company found by AI and your dream clients chosen by your team. Most B2B companies do not have enough new buying signs to keep the sales team busy for days.

So dream clients are still very important here. AI can help you decide who to call first, but your salespeople will still need to understand the market, the company. and the possible deal.

Het gesprek zelf

The next step is the call. I would always let a person make that call. AI can still help during the calls and the meetings.

It can listen in, record the main points and save useful information for later. This really helps the whole sales team. You can see which opening questions work best, when people lose interest and which concerns come up most often.

Managers don't have to rely on only memory or a few examples. They can really use real calls and meetings to coach the team. AI helps people improve faster, but it does not lead the conversation.

De taakverdeling

The rules are clear. AI finds and updates leads. Marketing creates interest.

People... check the first call and they handle the conversation. And then AI can save the lessons, which is a better use of AI than asking it to be a real salesperson.

People who are well-trained and understand the subject will usually win more customers than a sales process only run by AI.

De balans hangt af van wat je verkoopt

The right balance depends on what you sell. A simple product with a low price may need a less personal contact. But a software or a solution with a big price and more impact needs trust, knowledge and a real good conversation.

That is where this model works best. Use AI for research, data, speed and learning. Use people to make choices, build trust and win over customers.

You can change something in the steps, whatever you see fit of your companies, but do not automate the whole process. The best sales model is not AI instead of people. It is AI helping good people do an even better job.