AI in Sales: Navigating the Silent Buyer's Journey
The landscape of enterprise sales has dramatically shifted, with buyers making most of their decisions long before engaging with a sales representative. In this new era, where the buyer's journey is increasingly silent and digital, understanding how to adapt and leverage technology is paramount. This podcast explores how AI is not just a tool for automation but a critical enabler for sales professionals seeking to connect, build trust, and close deals in a complex, virtual world.
Join Sugata Sanyal, Founder & CEO of ZINFI, in an insightful discussion with Krysten Conner, an experienced sales coach who works with mid-market and enterprise companies. Krysten shares her unique journey from teaching to becoming a successful enterprise sales representative at Tableau, Salesforce, and Outreach. She delves into the profound changes in sales over the last decade, particularly post-COVID, emphasizing the need for reps to be more analytical, proactive, and adept at building trust in a fragmented buying environment.
Listen to the full episode to gain actionable insights into developing the human skills and strategic approaches needed to thrive in AI!











Related Guidebook




AI in Sales: Navigating the Silent Buyer's Journey Best Practices
Unlock the Power of Authentic Engagement for B2B Revenue Growth.
Download your COMPLIMENTARY COPY of AI in Sales: Navigating the Silent Buyer's Journey Best Practices Guidebook. Unlock the Power of Authentic Engagement for B2B Revenue Growth.
Download for FREE





Video Podcast: AI in Sales: Navigating the Silent Buyer's Journey

Chapter 1: The Evolving Landscape of Enterprise Sales and the Silent Buyer


Enterprise sales have dramatically transformed over the last decade, significantly accelerated by the COVID-19 pandemic. Previously, closing a $100K deal often involved flying to meet decision-makers in person, where physical presence helped establish rapport and understanding of the business culture. Today, virtual interactions are the norm, with decision-makers frequently joining Zoom calls without video, making it harder to build personal connections. This shift necessitates that sales representatives become far more analytical and prepared, developing a sharp point of view on how they can add value, rather than relying solely on personality. Extensive upfront research and analysis are now critical to earn the right to engage with potential buyers.
The buyer's journey has become overwhelmingly digital, with Gartner reporting that up to 95% of a decision is made before a buyer engages with a sales representative. Buyers spend an enormous time online researching reviews, case studies, and white papers to educate themselves thoroughly. This means the marketing team acts as a "silent salesperson," profoundly influencing the buyer's perceptions and choices long before a human interaction occurs. Buyers increasingly seek unbiased information, often prioritizing third-party reviews and peer recommendations over what a company says about itself.
This evolution has also led to significantly larger buying committees, even for relatively minor deals.