Interview Study by Turku University of Applied Sciences: Technology Cannot Replace Salespeople, Judgment Is the Key to Closing Sales

Digital technologies and channels, such as artificial intelligence and social media, have rapidly transformed business-to-business sales. According to a recent study, the most critical factors are the appropriate use of tools and the salesperson’s ability to choose the approach best suited to the customer situation.

Artificial intelligence, customer relationship management systems, online meetings, and social media have taken center stage in B2B sales in recent years. A skilled salesperson combines technology, expert knowledge, and the right approach tailored to the customer’s needs.

A study conducted by the Sales and B2B Business research group conducted a study in which 74 Finnish business professionals from various sectors —including ICT, banking, manufacturing, and energy — were interviewed. Based on the responses, the most important factor is choosing the tools that work best in each situation, but technology alone does not determine sales success.

Assessing the overall situation is a key skill for a salesperson

Based on an interview study, the research group’s experts, Timo Holopainen and Arto Kuuluvainen, developed the concept of relational orchestration capability, which describes a salesperson’s ability to read a customer situation and combine the necessary technologies, stakeholders, and interaction methods within it. 

– It’s really a matter of judgment. Salespeople need to recognize what the customer needs at that very moment, what approach will serve them best, and what each tool is best suited for, they summarize.

The same tool can make client work easier in one situation and hinder interaction in another. For example, a Teams meeting can be effective for handling routine matters, but evaluating complex solutions, conducting significant contract negotiations, or familiarizing oneself with a client’s operating environment may require face-to-face meetings. 

Artificial intelligence helps, but the responsibility lies with the user

The interviews revealed that artificial intelligence is used, among other things, to prepare for client meetings, analyze data, and organize proposal materials. However, the technology does not relieve the salesperson of responsibility.

– Artificial intelligence can help organize a large volume of sales proposal materials and thus prepare for a meeting, but it is still up to the salesperson to assess the accuracy of the information and its suitability for the customer’s situation, Holopainen and Kuuluvainen emphasize.

According to the research group’s experts, not all relevant information can be found in systems; rather, some of it is based on long-term customer relationships and insights gained through experience. 

Social media builds trust

The study also found that the importance of social media in salespeople’s work extends beyond acquiring new customers. For example, LinkedIn — a service designed for professional networking — can help showcase expertise and lower the barrier to making contact.

– It is important to assess, in particular, whether the content reinforces the salesperson’s credibility and facilitates the next customer interaction. The number of posts isn’t as crucial, according to Timo Holopainen and Arto Kuuluvainen, who analyzed the interview responses.

According to them, sales organizations should focus on training in the use of technology and on ensuring that salespeople learn to justify their choices. As technology becomes more prevalent, the importance of personal judgment increases.

– The more options a salesperson has at their disposal, the more important it is to know how to find the most appropriate approach. From a management perspective, another key question is whether the salesperson receives sufficient support in their work.

Read more about this topic in the Talk Journal online magazine (in Finnish). A scientific article based on the research findings is also in the works.

The Sales and B2B Business group researches and develops the use of digitalization, biometrics, and artificial intelligence in sales and customer journeys, sales and customer relationship management, business growth within value chains, and interaction and negotiation skills in sales and purchasing processes. Principal Lecturer Timo Holopainen is in charge of the group’s activities.

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