AI tools are reshaping the way we approach sales research, offering unprecedented insight into buyer preferences, communication styles, and even what their own customers value. But here’s the thing: AI isn’t here to replace our thinking—it’s here to amplify it. 

One tool I use is Crystal Knows, which analyzes online presence to help me understand a buyer’s communication style. Imagine knowing, right out of the gate, if your prospect prefers quick, no-nonsense interactions or if they respond best to a more relationship-driven approach. It’s not about tricks—it’s about meeting people where they’re at and understanding them on a deeper level.

But AI isn’t just about a single buyer insight.

It can dig deeper, pulling up insights on your buyer’s buyer. That’s powerful. It means understanding not only what’s important to your customer but also to the people they serve, giving you a leg up in knowing what matters most to them.

Check out the slides below for some quick tips

Still, there’s a key to remember: AI is not without its flaws. It’s shaped by the data it learns from, which means it can carry biases. You can’t just take AI insights at face value. Your job? To use your own judgment to question, validate, and add context to what AI finds. AI can give us the data, but it’s our responsibility to make the call.

In the end, AI doesn’t replace good, critical thinking—it frees up the time to do more of it.

By letting AI handle the heavy lifting of gathering information, we get to focus on understanding it, questioning it, and using it to drive meaningful connections and decisions. 

So, next time you’re faced with a mountain of research, remember: AI is a tool to gather, but it’s our insight and intuition that close the deal. Let’s use it wisely.

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