Written by: Vickie Sullivan  |  January 21, 2025

AI in B2B Sales: Turning Big Companies’ Castoffs into Your Clients

With the rapid adoption of AI in B2B sales, it’s clear that this technology will dominate. This intriguing McKinsey report uses a crystal ball to illustrate three paths AI can take to transform B2B sales.

It’s tempting to adopt a defensive stance here to distinguish our impact from AI’s contributions. At best, that’s akin to playing whack-a-mole with a 500-pound gorilla. At worst, it’s merely rearranging the deck chairs on the Titanic.

In my view, the first two paths are too limited. For this discussion, let’s examine McKinsey’s third pathway: Generative AI in B2B sales becomes “table stakes,” like how the internet or social media operate today. How can smaller shops like ours compete with the giants that have endless budgets to implement AI? How can we avoid being left behind?

One answer: appeal to their castoff clients. Let me explain.

How AI in B2B Sales Creates Opportunities in Overlooked Markets

AI in B2B sales has revolutionized how companies identify, engage, and serve customers, but it also introduces a significant gap. When large companies use generative AI to calculate “long-term customer success,” some buyers may be overlooked. Those organizations still need help and don’t want to wait until AI determines the right time. Could one company’s unprofitable customer be your treasure? I think so.

For example, if human connection is reserved for only the most profitable customers, then who helps the less profitable ones? And by what standard does AI decide who’s not profitable enough? I see a huge haves/have-nots buyer schism coming up. You can fill that gap by providing the human touch that is not accessible from the bigger companies.

Instead of thinking about how to outcompete the bigger shops head-on, ask yourself, “What types of clients will AI cast off that I can serve?” The answers can reveal new markets where generative AI negotiations and qualifying aren’t attractive.

Now Read This:

• Winning New Business in the Shadow of Big Competitors
• Outsmart Your Competition. Attract More Opportunities

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