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I’ve learned a lot about sales, including this: it’s not automatic. It’s a discipline. And lately, it is an area where artificial intelligence is creating results that I could not ignore.
What AI Revealed Inside Our Sales Process
When we started using AI for sales, I expected incremental improvements. Instead, we uncovered patterns that had been hiding in plain sight.
- When a tech tells our company story, the average ticket is $285 higher.
- When financing is presented first, jobs close at an average of $2,000 more.
- When open-ended questions are asked 15 or more times, close rates climb significantly.
These are not guesses. They are measurable insights pulled directly from recorded conversations. Before, I had to rely on ride-alongs or feedback from managers. That approach limited what we could see.
Now, every interaction is analyzed and turned into actionable coaching.
AI Makes Sales Training Real
Most sales training in this industry is broad. Build rapport. Present options. Overcome objections. That advice is true, but it is not specific to my team. AI changes that.
Instead of me telling a manager to “focus on closing skills,” I can now show them that our plumbing team rarely introduces financing, or that electricians forget to tell the company story. The coaching becomes precise, and the improvements show up quickly in revenue.
It is not just efficiency. It is clarity.
Shifting From Guesswork to Data
The truth is, I used to coach sales based on instinct. I would listen to a few calls, ride along with a tech, or hear stories secondhand. That meant most of my decisions were guesses.
Now I see the actual conversations. I see what top performers do differently. I see where weaker reps lose the customer. And I can scale those lessons across the entire team.
That is the difference.
AI is not replacing my managers or trainers. It is giving them sharper tools so their time is spent on the right issues.
Why This Matters for Growth
It is tempting to focus only on leads. When revenue stalls, the first question operators ask is, “How do I get more calls?” But more leads do not solve weak sales habits.
If you are not closing at a high level, you are wasting the opportunities you already paid to generate. AI helps you capture what would otherwise slip through.
In our case, it showed that financing was the number one way to overcome price objections. It showed that the company story built trust. It showed that the best techs asked better questions. Those insights turned into training sessions, and those training sessions turned into higher average tickets.
Where AI Fits in the Sales Journey
AI does not install a water heater or repair a panel. What it does is make every salesperson better in the moment and every manager more effective after the call.
- During the call, it can give techs real-time coaching prompts.
- After the call, it creates summaries and insights that managers can use to run targeted training.
- Over time, it builds a dataset that reveals which habits consistently drive results.
That combination is powerful. It is how you turn average reps into top performers and good teams into great ones.
My Takeaway
If you are asking yourself why your close rates are not higher, or why average tickets are slipping, the answer might not be in your marketing budget. It might be in your conversations.
AI has already shown me what works and what does not. The only real question is whether I choose to act on it. I’m sure you know the answer.
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