Ep 307: The AI Shift – From Cold Pitches to Personalized Sales

Transitioning from Cold Pitches to Personalized Sales: The Role of AI

Sales organizations operate with varying mandates, which range from introducing new products, driving business expansion, scaling upmarket to decreasing the sales expense. Customer interaction offers invaluable feedback crucial to product positioning, pricing, and packaging.

The Inspection Role of AI in Sales

Artificial Intelligence (AI) introduces a novel inspection mechanism to swiftly collect feedback from interactions, providing companies and sales representatives with vital information. Nonetheless, when launching a new product, only about 10% of reps will verbalize the exact message they are given, revealing the importance of both those who follow the script and those who articulate in their unique style.

The Experimentation Phase: Testing on In-house Teams

Businesses that sell to salespeople will often first experiment on their teams before marketing their products to external salespeople. This strategic move allows them to refine and optimize their approach from insights gained.

Generative AI: The Future of Sales

Generative AI is changing the way sales reps manage their emails, handle objections, summarize meetings, and maintain account relationships. By constantly evolving and adapting to the individual needs of sales reps and managers, AI tools are becoming powerful allies in achieving set goals.

The Top-Performing Reps and AI

The top-performing sales representatives are those who are efficient, systematic, and mindful of their work-life balance. They deliver their sales numbers fast and consistently beat their goals. By being selfish with time and utilizing AI for increased productivity, reps can wrap up tasks quicker, enabling them to go home sooner.

The Future of Sales Outreach and the Role of AI

AI presents a potential future where sales outreach increases in relevancy and agents recognize the drivers of desired outcomes. It is important to note that as AI gets integrated into sales, the need for human involvement to ensure accurate and factual communication cannot be dismissed.

Relevancy Over Personalization

The focus on relevancy of interaction trumps personalization in today's sales landscape. Harnessing AI to optimize sales strategies is vital to prevent 'hallucination' and create a personalized buying experience.

AI in Sales: Creating Better Connections

AI is a pivotal tool that sales reps can use to forge better connections with their prospects and deliver personalized sales. Utilizing AI not only adds value by increasing relevancy but also significantly improves efficiencies in the sales process.

Challenges of AI in Sales

Integrating AI in sales is not without its challenges. One of the major concerns is lazy personalization, which can lead to ineffective outreach. A key consideration for sales leaders is to achieve relevancy in communication, a feat made possible by large language models (LLM) developed by AI.

The power of AI in improving sales strategies cannot be overstated. To fully leverage this, sales leaders should lead the charge by integrating AI technologies into their daily tasks. This move not only uplifts their performance but also inspires team members to adopt AI.

Unlearning Habits to Maximize AI's Potential

Unlearning certain habits and adjusting work processes are fundamental to enhancing AI's potential in driving sales. Embracing technology and allowing AI to handle some tasks increases relevancy to the customers and ultimately drives sales success.

Maximizing opportunities to utilize AI should be a priority for every sales team. As a takeaway, it is a good practice to stay updated with AI news and innovations to fully grasp and utilize its potential in transforming sales strategies. As AI transitions us from cold, impersonal pitches to personalized sales, it’s time for businesses to harness it's potential in developing relevant relationships with their customers.

Topics Covered in This Episode

1. Use of AI in Sales
2. Challenges of AI in Sales
3. Role of Sales Organizations
4. AI For Better Communication and Sales Strategies
5. Future of AI in Sales and Personalized Sales

Podcast Transcript

Jordan Wilson [00:00:18]:
AI is making sales bad. Right? It's getting all these just lazy, cold outreach emails and and, you know, with personalization that is seemingly not even there. Right? Isn't AI supposed to help us create better connections with humans and to really display value at the right time? Well, that's what we're gonna be talking about today on everyday AI, about how AI can actually help make your sales team more relevant at the right time for more personalized sales. I'm excited to be talking about this because I think even though it is through the lens of sales, I think today's show is going to be especially helpful really just for anyone on the best way to use AI to just create better human connections and better relevancy. Alright. So before we get started, just as a reminder, if you're listening on the podcast, we appreciate it as always. Make sure to check out your show notes, and most importantly, go to your everyday ai.com because we recap every single episode. I already know there's gonna be a ton of great insights from our expert guest today, so make sure that you read the newsletter and go to your everyday ai.com.

Jordan Wilson [00:01:32]:
Alright. Before we get started, let's do as we always do and go over what's happening in the AI news. So Meta just announced a new model called Meta 3 d Gen. So Meta formerly known as Facebook has unveiled a groundbreaking AI system called Meta 3dgen, which can rapidly generate high quality 3 d assets from text descriptions in under a minute. So meta 3dgen combines meta 3dassetgen for creating 3 dmeshes and meta 3 d texture gen for creating textures, resulting in assets with high resolution textures physically based on rendering materials. So this system offers 3 d asset creation with high fidelity and quality in less than a minute, potentially transforming industries like video game development, architecture, so many other things. So, the texture gen can create high quality textures for complex 3 d, objects in 20 seconds and then upscale the textures to 4 k. Like, some of these early, like, you know, text to 3 d was not even, like, HD quality, and now we're getting 4, 4 k.

Jordan Wilson [00:02:38]:
Wild. Alright. Speaking of wild, well, here's some wild news. Apple is set to have acquired a seat on OpenAI's board. So according to a Bloomberg report, Apple is set to acquire an observer role on OpenAI's board, marking a pretty significant development in the AI industry among among all these tech titans. So Phil Schiller, Apple's head of the App Store and former marketing chief, has been selected for this position, which will come into effect later this year. So observers like Schiller can attend board meetings, but do not possess voting rights or other directional powers providing insights into decision making processes within the companies. So Apple's integration of OpenAI's ChatGPT onto its, upcoming devices and the integration of Apple Intelligence Technology across its suite, including Siri, precedes this board arrangement.

Jordan Wilson [00:03:30]:
So, obviously, a pretty huge partnership that Apple announced last month at WWDC with OpenAI. And, you know, we actually talked about it. It's like, hey, Apple's, actually not paying OpenAI, but even more so now they're getting a seat on the board. So great negotiation there from, out of, Cupertino. Alright. Last but not least, Google is introducing new AI features for Pixel phones. So Google is set to launch new AI features for pixel phones, including a pixel screenshot feature that can process details from manually taken screenshots allowing for easy, easier searchability. So the pixel screenshots AI feature will enable users to save and process helpful information from their screenshots, making it convenient to search through them.

Jordan Wilson [00:04:14]:
I was literally thinking about this, like, 2 days ago. So this is kind of similar to Microsoft's recall tool, except Google's version will only process manually taken screenshots addressing privacy concerns. And, obviously, Microsoft had to temporarily delay its recall feature due to privacy concerns because it essentially just kind of monitored everything going on at all times in the background, but Microsoft is expected to roll it out soon. Alright. So there's going to be a lot more, in our newsletter. So make sure that you go to your everydayai.com and sign up for that free daily newsletter. Alright. But you didn't come here to hear about all the AI news.

Jordan Wilson [00:04:51]:
You probably came here to hear or to talk about how you can use AI just to go from this, you know, impersonal cold process to something that's actually very personal. So I'm excited to bring on our guests for today. There we go. We have him, Manny Medina, who is the CEO and Co-founder of Outreach. Manny, thank you so much for joining the everyday AI show.

Manny Medina [00:05:13]:
Oh, thank you for having me. This is exciting.

Jordan Wilson [00:05:15]:
Alright. Hey. I'm excited for this 1, and, you know, special shout out to our our friends on the West Coast joining us at 5 30 AM local time. So shout out shout out Manny. But, hey, can you tell us a little bit about what you do in your role there at Outreach?

Manny Medina [00:05:28]:
Yeah. I'm the cofounder and CEO, and we do what CEOs do, you know, everything from fundraising to make sure there's food in the office.

Jordan Wilson [00:05:36]:
Yeah. And, you you know, outreach is is 1 of the, you know, bigger tools, you know, in this industry. But, you know, maybe many for those that aren't, you know, too familiar with outreach with the company. Can you give us a little bit of insights on on what it is that you do and and how you also can allow for, you know, more personalized, sales experiences?

Manny Medina [00:05:56]:
Yeah. So I think it's easier to start with our mission. So, you know, we're here to ensure that every sales rep and every manager is unlocking their fullest potential. So the way to think about us is that we are the r and d department. We are the engineering department for every rep and every manager and every sales organization to make sure that we're building tools for them, that we're we're taking whatever is at the edge of technology and we're bringing in the form of something that accrues and is useful to the day to day job. So what Outreach actually now is is a revenue execution platform. So it allows and empowers reps to execute the entire revenue function from building pipeline and prospecting to manage deals and ensure that the deals are closing at a higher rate, to forecasting, to making sure that you retain that account, that you expand that account, that you cross sell that account, and then, you know, layering, managing, and observability throughout the process to ensure that every rep is doing that. Now, of course, these workflows have changed dramatically with AI and in a very positive way.

Manny Medina [00:06:56]:
So this is this is the part where it gets really interesting for reps because there is a lot of talk of, you know, reps being displaced by AI. Then in reality, reps are being, you know, aided by AI. The displacement happened during, you know, the the economic contraction when there is a lot of people who were laid off. But in reality, for the day to day action of the rep, AI is supercharging their work in the form of more relevancy and ability to complete task in a in a short period of time. So there's all this activity that is happening in AI that is actually helping the rep.

Jordan Wilson [00:07:30]:
You know, speaking of relevancy, I wanna I wanna pick on this because, you know, cold, like, you know, cold outreach and, you know, using different sales forms to better nurture lead and, you know, using company intelligence and and all of these things. You know, it's been around for a very long time, but I've even noticed a huge uptake over the last, like, 3 years since the kind of surgeons of large language models with so many more, pieces of cold outreach. And and, Manny, I feel it's getting lazy. I'd like I feel that AI, generative AI, large language models have so much potential, to help people just, yeah, create more relevant and actually real relationships by using AI. But it always seems it comes off sometimes as lazy personalization. And, you know, AI is just being used to slap a placeholder, you know, on a on an outreach, you know, email or, you know, LinkedIn message or something like that. Is this something that that you've seen? Like, is AI actually making some people a little bit lazier when it comes to sales?

Manny Medina [00:08:30]:
No. So let's let's pick that apart. So first of all, yeah, the the this the striving for towards personalization has been around for a very long time, whether it's you doing your own research or now AI doing your own research to try to be personalized, quote unquote. But I fundamentally believe that personalization is just it's BS. Personalization is not nonsensical most of the time. Why? And and the reason why is that is that you don't care about a personalized email. You care about a relevant email to the moment of your to to the moment in in time in which you're having a problem. At at the end of the day, sales is not so much about building relationship, but using that relationship to solve a problem.

Manny Medina [00:09:14]:
And in the context of solving the problem, you're gonna drive a transaction. So if I send you an email saying, hey. We are both from the Midwest or we're hey. We're both, into AI. That's gonna be incredibly irrelevant to you. But if I send you an email about the industry that you're in and say, hey. The you may have missed this piece of news. It just came out yesterday.

Manny Medina [00:09:33]:
That is incredibly relevant. And relevancy is way harder because relevant has a, a, you know, a shelf life that is a lot shorter than personalization. You know? And if you were born in the Midwest, that is true forever. Whereas if I send you a piece of news that is relevant for this week, that is true right now. And and the second is way harder. So now, you know, it's because it's harder to do, it takes a lot more time. And what AI is doing and LLM is doing and and when you combine LLM to search engines, it's it's it's it allows you to create all this sort of like micro agents. So you're going out into the web and finding relevant piece of information that could be relevant to you.

Manny Medina [00:10:13]:
And then allow you to experiment. Right? Because an an an an element can create, you know, 5 versions, you know, of a piece of communication, all of them including some different relevant fact. And 1 of them is gonna hit. You see what I mean? So the ability for a rep to wrap their mind around how do how do they initiate a relationship is now supercharged with AI. Now it can be used for ill, and it can be used stupidly just like everything else. But the potential to truly unlock relevant conversation right from the beginning it's mind blowingly high.

Jordan Wilson [00:10:44]:
Let's let's unpack that a little bit. Right? You know, the example, Manny, that you talked about there, which I think can really you know, if if someone's in sales or maybe if you're AAA CEO and, you know, sales is always on your mind and how can our our sales team be more relevant. I think you just gave great examples there on, you know, how can you use large language models to provide value and to maybe help them solve problems or to even, yes, like align yourself and say, hey, I saw this big piece of news that probably, you know, impacts you. How should, you know, sales leaders, be looking at AI technologies to do that? Because it it seems like kind of a tall task. Right? Like, oh, there's my prospect is probably facing dozens of problems. So, you know, how how can, people start to, unravel that process? Because what you just described there, I'm like, that's amazing. I wish I got 10 10 messages like that a day, but probably easier said than done.

Manny Medina [00:11:42]:
Yeah. No. It's interesting. So sales leaders need to start leading the way of AI by using it themselves. So, you know, there is almost 0 place to hide from as email or a meeting summarization tool, you know, whether you use Zoom directly or you use whatever, you know, anything from Copilot. There's the ability for you to summarize what's going on in a in a series of conversations is very high right now. It's almost ubiquitous. Yet most people still don't use it.

Manny Medina [00:12:16]:
So the the first the the first instantiation of AI relevance is your your own use. So use it for your own You know, figure out every task that you do in your day. Like, you know, sit down for 30 minutes and figure out what is it you do throughout the day and figure out in which ones are you gonna insert AI as a assistant. You know what I mean? Whereas human led AI assisted and let that play and see what's the impact of your work. You know? Instead of writing your own emails, have AI, you know, write it for you. Instead of asking a rep what's going on on a deal, inquire, you know, the deal for you. Like, use a tool like Outreach or use, you know, something like Copilot that allows you to summarize stuff. So that's number 1.

Manny Medina [00:12:55]:
Number 2 is that, you know, you can make it fun. You see what I mean? Like, you can make it, if if you have AI is still down to the So if a rep can use good prompting to drive a good, say, communication, whether that's email or a text or, you know, something that you use in a meeting, And that gets a response that is funny. Or that gets a response that is, that is engaging. You know, just show it to everybody. You know, see you know, you can say, look at this look at this email or look at what, you know, what this rep said that was, you know, AI driven during a conversation. And show it to everybody and see, like and and and show that, you know, how funny it was or how relevant it was or how impactful it was. And and drive the awareness by showing other people how to do it. You know, this is, you know, the the the fastest path of adoption for AI right now is is daily single use, not corporate use.

Manny Medina [00:13:45]:
You know? Matter of fact, you know, corporations are trying to block AI access because they don't know the implications in privacy and uses of their own data. But the individual use is going to be way more powerful than anything that is mandated by any com company or by any manager.

Jordan Wilson [00:13:59]:
You know, Manny, you just tapped into what I still think is 1 of the most helpful uses of generative AI. And I think you pointed out almost this juxtaposition. Right? Like, we all have access, to these tools. Right? So whether you're using Microsoft Teams or you're using Copilot or I'm sure there's people out there that use Google Meet as an example. Right? Like, I'm so much of our time.

Manny Medina [00:14:24]:
And it's everywhere. Like, when you pop out a a Google Doc, the first thing you see is the Gemini thing right on top to say, you know, use me. So use it. You see what I mean? Like, write a document by prompting first. And so this this is a mental change that we need to have is that instead of our default is to start right away, and our default should be to prompt right away. You know? And then use the prompting as a way to drive, you know, better, you know, better communication as opposed to using you know, beating yourself against the wall and saying, yeah, I could have done this better. Or let me let me do this task in, like, 2 minutes. Use the same 2 minutes to prompt better, and that will get you there.

Jordan Wilson [00:15:02]:
Yeah. Because I think, you know, and and I see this all the time. Right? We work with companies. We consult them. And, you know, it it seems like there's so much value, with face to face communication. Right? Especially, obviously, when you talk about sales. Right? So you're on a you're on a meeting, you know, you're talking with a prospect. It's an ongoing process.

Jordan Wilson [00:15:20]:
You know, it's not just, you know, 1 call. It's it's ongoing. How can both salespeople, Manny, and, you know, others use, the the transcripts of those conversations? Use the recording of those conversations. Right? Because I think sometimes people think, well, if there's not an immediate action or if if there's not an immediate sale, then that transcript maybe doesn't hold a ton of value. What would your recommendation be? Because, yes, so many of us spend hours a day sometimes in meetings, and there's I think there's so much value that happens there even if it's not that that 1 meeting that leads to the sale. What should business leaders, be doing when it comes to just looking at their meetings a little differently with generative AI?

Manny Medina [00:16:03]:
Yeah. So every every sales organization that we work with has, has a a mandate to do something different. You know, whether it's to sell a new product, whether it's to, you know, drive an expansion in areas that where they weren't, whether it's to go upmarket, whether it's to lower the cost of sales. And you can find instances of that initiative everywhere in every single conversation. So, you know, as we were talking right before we got online, you know, when you launch a new product, you you have the idea of the product. You have a bunch of feedback for the early customers. You have the positioning and the pricing and the packaging, and then you release it to the wild. But whatever you came up with internally is relevant.

Manny Medina [00:16:41]:
Like, all the information that is relevant to you is on those interactions. Like, how did they land? Was it easy to sell? You know, was it easy to position? Did it roll off the tongue? Did it was it easy to put in the middle of conversation? Can the customer imagine themselves using it? Did the did the rep even ask that question? Or did they try just to say, hey. You should buy this because it's cheap and it's included in your offering? So all all those points of feedback, you know, are out there in the wild in the in the relationship and interaction. And managers and leaders just need to get really good at at using AI as an inspection mechanism to get that feedback into the company fast and into the reps fast. There is, whenever you launch something new and you educate your reps on your new on your new application, only about 10% of the reps will say what you told them to go say. Everybody else will not say it, make up their own mind, say their own things, etcetera. And there's value in both of them. For 1 reason, the 10% that will say it becomes the group that you're actually testing against.

Manny Medina [00:17:46]:
And then there's another 10% who are gonna remember some of the training, and they're gonna say it in their own words. So now you have an AB test. Right? You have 2 ways of positioning the same, you know, artifact out in the market, And now you can get real feedback as to what the customer is saying. So the the the the the the AI use of the summarization is incredibly powerful and incredibly underused right now to get faster information back into the company to to to react to what you're trying to get done.

Jordan Wilson [00:18:14]:
And and, you know, obviously and and we'll have this out in our newsletter today. You know, Outreach has a lot of, you know, AI capabilities, in its platform. But, you know, I'm wondering even for you all internally, Manny, maybe before you rolled all these out in your platform, how was your own team using generative AI? Right? Like, I love, taking, findings from successful companies that have already implemented their products. But I like asking, okay. Well, before you put it into your product, how were you actually using this, and and how did you find the value? So maybe can you tell us a little bit even how you all were internally finding value in generative AI?

Manny Medina [00:18:54]:
Yeah. That's, that's that's that's that's that's almost our secret sauce. Right? It's that we sell to salespeople, and we test in our own salespeople before we sell to salespeople. So, you know, when we there is there is ubiquity around email composers. Right? There is a ton of email almost every every email client comes up with a AI email composer. Where it gets better is on the follow-up. So when you start a conversation, you, you know, you respond to my email with, yeah. Let's go, or with an objection.

Manny Medina [00:19:26]:
And it's in that objection handling where the majority of transactions get done. So they there is this fact in sales that a positive reply has lower conversion than an objection that is turnaround. And how do you turn around that objection? It's where the AI really shines. Right? Because it could be a timing objection. It could be a personal objection. It could be a pricing objection, a competitor objection. And the AI is really good at taking all the facts you have internally and the and the latest information that you have accumulated as a company and use it in that follow-up, right, in that in that back and forth. So the AI is now at the point in which it can by itself through email communication, you know, get you a meeting, get you the 1st meeting.

Manny Medina [00:20:08]:
That is much faster actually than a human using it. So we're using it already internally exactly for that. And then from a management perspective, AI began with, you know, summarizing the meeting. You know, you had a meeting, you transferred the meeting, and then it summarizes it for you. But as both the context window got larger and the ability to daisy chain, you know, models, you know, became available, now we can do not just summarize the meeting, but summarize the relationship with the account. So in the last 5 meetings, what happened? Right? And then allows me to then summarize what is going on the account altogether. So in the last 2 years, you know, what have we done with this account? Where has this account gone? Where is our white space? And what's our opportunity size within this account? And and and mind you, I mean, you're in the in the business of AI news. This thing is changing, like, every other week.

Manny Medina [00:20:52]:
Right? Every other week, there is a release of something new that has you know, it's cheaper, faster, more tokens, more you know, whatever. You know? And and staying on top of this allows us to then make the AI more powerful for the use of the of the a of the agent or the use of the rep the manager.

Jordan Wilson [00:21:07]:
You know, Manny, I'm thinking as you know, you had a great example because, you know, I feel like a year ago, you had to go seek out, the help of AI or or, you know, large language models and not not anymore. Right? Like, we talked about, oh, if you're in, you know, your Gmail and, you know, you have Gemini features enabled, it's gonna give you suggested replies, right, to an email, that, you know, hopefully are gonna become more relevant. Right? That's what the big thing we're talking about. You know, a a lean into relevancy and maybe a a way from personalization. But how as as as we look at, you know, not future proofing, against smarter, you know, AI, but, you know, how can we as humans, as these AI systems like Outreach, like your, you you know, Microsoft Copilot, like Google Gemini, and across its products, they're all getting smarter. Right? So how can we, as humans, think in the future of ways that we can better use artificial intelligence to not stay relevant. Right? I'm not I'm not talking about that, but to perform our jobs better. Right? As these tools become more powerful, I feel AAA struggle even myself personally is how can we take advantage of all of this to to get more sales, to create more relevancy? How should we be looking at that?

Manny Medina [00:22:22]:
So that's a really broad question. So let me let me narrow it down to to to Joe's sales. In sales, your calling card is your number. Are you delivering the results that you were hired to deliver, or are you not? And I think I guess I can extrapolate that to everybody else. Like, start with the goal in mind. You know, what is your end? AI is just a means to an end, and AI should help you get to that end faster and more efficiently. There's a little secret in in sales that if you were to look at the top 20% of the reps that deliver 80% of the numbers, they are not working any harder. You see what I mean? They're not, like, you know, up above, you know, the amount of hours work that a rep that is not performing.

Manny Medina [00:23:07]:
They're just very efficient, and they're very methodical, and they're very clear about what what is that what they wanna do. Matter of fact, the majority of those reps are very clear about their work life, you know, interaction or balance. So they wanna get as much work done in the period in which they allow themselves with a goal of making the most amount of money in that amount of time. You see what I mean? So how do you prove you know, how do you future proof yourself as a rep is continue to deliver the number faster. You see what I mean? So if you're constantly beating your number, there is no AI replacement for you. Because for the next 5 years, a manager will always be leery of shaking the tree that is actually delivering the goods. You see what I mean? So just be a good rep. You know what I mean? Like go make a lot of money.

Manny Medina [00:23:49]:
Go be selfish with your time, with the amount of money that you bring into yourself and to your organization, and use AI to do that faster so that you can go home earlier.

Jordan Wilson [00:23:58]:
That's a good point. Right? Yeah. It's, it's something I'm always I'm always thinking about. Right? Like, even right now, you know, this this conversation, we're gonna use AI to to summarize it. And we have pre built prompts that are always gonna run from these conversations. And I always think, how can I how can I better use that? How can I better leverage that? How can I help more people and then, you know, create more relevancy with this? But, you know, actually actually a great question, a great question here, Manny, from, Woosie. So, you know, for our livestream audience, if you have any questions, please get them in now, before we wrap this up. So Woosie asking, oh, sorry.

Jordan Wilson [00:24:35]:
That's that's the wrong 1 there for Woozy. That was just AAA funny 1 saying, yeah, like, all these pitches that people get all the time. But, asking you, Manny, what do you think the sales outreach process looks like a year from now or 3 years from now? I can't imagine, but I'm sure it's something you're thinking about all the time with advancements in AI. But what does that look like specifically with AI?

Manny Medina [00:25:00]:
So once we get good at it, what you're gonna see is this increase in relevancy over the next maybe 2 years. We're only seeing about 20% of the reps really using AI you know, to drive their day to day work. And and they're still using AI for personalization, which I made the argument is the wrong the wrong use. So instead of saying writing a personalized email, you know, the the the the human should then be thinking about, oh, you know, what what would that person care about right now? And then ask the AI to go do that. What will happen in the next 3 years is that agents will recognize what drives the outcome that you're looking for. So if the outcome that you're looking for is outreach and engagement from that outreach, the agent will know that the best engagement happens from relevant news, relevant information about you, and we'll go look for that and give you that answer as opposed to you having to prompt the element to go do it And that's when it really gets good is that because agent technology and the, the the ability for you to to to strings and parallelize these LLMs allows you to test really quickly, you know, what's working, what's not. What you will see in the next year is that this will be packaged together in such a way that you that will will be deployed to the point of the rep, and the rep will know that the LLM that the AI is giving them relevant information right now. And so for instance, the email that an NLN would generate right now may not be useful next week.

Manny Medina [00:26:24]:
Mhmm. That relevant. You see what I mean? And the second thing is that the the element will know that relevance is not so much about, you know, giving you a piece of news or something that is related to you. The NLM would recognize that humans react really well to something that they were not expecting. That is actually the juiciest cuts of any piece of personalized email. It's when you get a piece of email that you, you know, that you read and be like, oh, shit. I didn't know about that. That's interesting.

Manny Medina [00:26:53]:
That's what engages the most. You know what I mean? So, like, this kind of psychological facts will be learned by the LN and and and fully be deployed, you know, at the point of the email. And you will start getting emails that are a joy to read. You know, in 3 years, my hope is that your inbox is full of a, you know, useful information as opposed to the crap that you see right now.

Jordan Wilson [00:27:12]:
Oh, I can't I can't wait for that. Right? Yeah. Like, someone please sell me something that what is what Manny is talking about. Right? Like, solving my problems today and and to give me, you know, highly relevant, information and value that maybe I didn't expect.

Manny Medina [00:27:29]:
But no nobody sits down to write an email or to write a piece of communication. Like, you know, I really wish that this is gonna be super annoying, but nobody does that. So the, you know, the human tendency is to actually do well. Right? And but it's being so hard to do. It's so complex. And the AI has a true opportunity to actually do really deliver against what, you know, we all have seen as once did.

Jordan Wilson [00:27:49]:
You know, I'm wondering, you know, Manny, because I'm sure that there's a lot of people who are hearing today's conversation and who are hearing what you're saying, and they're like, oh, yes. This is amazing. I'm going to do this right away. Right? I'm gonna implement exactly what he's saying into my process. What are potential downsides? Right? Aside from just not doing it well and aside from, like, what we talked about, like, oh, AI, and it it does not mean, you know, personalization is going to lead to sales because, you know, putting my name in a placeholder or my title

Manny Medina [00:28:20]:

Jordan Wilson [00:28:20]:
Placeholder does nothing. But maybe what are some downsides or potential obstacles that people need to keep in mind, especially when, you know, deploying this to large sales teams?

Manny Medina [00:28:32]:
So there is a number of things. So 1 of them is the fact that, you know, Ken Griffin just came out and and talked about how, you know, he doesn't see AI replacing humans in in his business. Right? Because at the end of the day, just like sales, he needs to deliver, you know, return to his shareholders. Right? He runs a bunch of hedge funds. And you can just trust an AI to actually deliver the return. And at the end of the and that's his job. The job of a rep, of a manager, of a sales leader is to deliver, you know, our numbers, to deliver, you know, growth to the company. So we are not at a point where we can just, you know, trust the the the the, the AI to completely run your sales process for a number of reasons.

Manny Medina [00:29:14]:
1, it's not there yet. B, the hallucinations are a real problem. In that, you can ask an LLM to go and, you know, find me some piece of news that is relevant and surprising at the same time because you know that's the most engaging thing, but it may come back with a lie. And if you get caught lying because of the element prompt that you're wrong, that is just really bad. You know what I mean? Now you are that guy who's spreading, you know, new things that are not true. So you have to be careful for those kinds of things. And and truly, there's no real soul for that because where we are right now in AI, we don't really truly understand why LLMs work. So whenever he hallucinates, we have no idea what he's hallucinating.

Manny Medina [00:29:54]:
So you have to be super careful in that there needs to be a human in the loop. So this copilot mode is gonna be around for a long time. Unless you create, you know, a parallel LLM that sort of checks on the validity of the fact of the first LLM, there's going to be some human involvement to ensure that a 100% communication is true and factual.

Jordan Wilson [00:30:11]:
So much so much great value here. You're like, y'all, like, when I'm on these calls, I'm always jotting down main points and, you know, usually at the end of a conversation, I have a good good 5 or 7 of them. III have 16. So, like, Manny, we've we've talked about so much in today's conversation, you you know, from how AI can help enhance but not replace sales reps, talking about relevancy over personalization in sales, and also how you can best optimize your sales strategy with AI and avoid those hallucinations. But as we wrap up, maybe what is the 1 most important piece of advice, that you have for people, you know, to go from using AI from these cold, impersonal pitches to actually personalized sales in relevant relationships. What's that 1 takeaway?

Manny Medina [00:31:00]:
For for for it is to really embrace the technology. The technology truly will make you better. Look. I transact, you know, hundreds of millions of communication pieces a day through the average platform. You see emails and texts and and phone calls, etcetera. And there is so much opportunity for people to be more relevant. There is so much opportunity for people to really embrace that dynamic of using the AI to be relevant at the point of your customer. And you're and we're only gonna get there by using it, by trying it, by failing sometimes, by by really getting to it.

Manny Medina [00:31:35]:
So what, you know, what what I was before we got started, you know, we talked about how humans still have this tendency because it's really hard to break out of a habit to jump in an email and start writing or jump in a document and start writing. And we should switch that. We should actually reward ourselves with a cookie or a chocolate or something to jump in a document or an email or even a meeting agenda and start prompting. Mhmm. Prompt before you write. Prompt before you write. Let the AI do the work and then get really good and then use that time to think about what would the customer want? What would that person care about? And then really exercise this empathetic muscle that is so hard to copy in software, which is putting yourself in somebody else's shoes. That is the most human thing that we can do and the hardest, by the way.

Manny Medina [00:32:21]:
Yeah. I love that. All the time.

Jordan Wilson [00:32:23]:
I love that. Such great advice. Right? Like I tell people that all the time is sometimes to get the most out of AI, you have to unlearn good habits. You have to absolutely change how you work, and and, Manny, I love that. Don't just jump in there and start writing. Start prompting. Prompt before you work and let AI do some of that work. That's amazing advice and an amazing conversation today as well.

Jordan Wilson [00:32:47]:
Manny, thank you so much for joining the Everyday AI Show. We really appreciate your time and your insights.

Manny Medina [00:32:52]:
Absolutely. No. It was a it was a pleasure. It was fun.

Jordan Wilson [00:32:55]:
Alright. And, hey, as a reminder, yeah, a ton of value in today's show. I'm gonna have to do exactly what Manny said. I'm gonna have to before I go write the the newsletter, I gotta prompt this because there is so much value, but we're gonna be breaking it down, in today's newsletter. So please go to your everydayai.com, Sign up for that free daily newsletter or check out the show notes. Also, if this was helpful, if you're listening on the podcast, please leave us a rating. If you're listening here online, tag someone that needs to hear this, tag someone in your sales team, share this with them. We appreciate you tuning in.

Jordan Wilson [00:33:24]:
We will be off tomorrow because of the holiday, but we'll be back Friday and every day after that with more everyday AI. Thanks, y'all.

Gain Extra Insights With Our Newsletter

Sign up for our newsletter to get more in-depth content on AI