AI Guided Selling: Tools, Examples & Best Practices

Traditional selling methods can sometimes miss the mark, leading to scenarios where customers feel their needs aren’t fully understood. For example, consider a shopper in a store being shown products that don’t match their taste or an online shopper overwhelmed by choices that seem irrelevant. This not only frustrates the customer but also makes the sales process inefficient, as salespeople spend time on interactions that don’t lead to conversions.

Guided selling addresses these issues by offering a more tailored approach. Whether powered by AI or driven by knowledgeable sales staff, guided selling uses information from past interactions and customer preferences to suggest products or services that are more aligned with what the customer is actually seeking.

For instance, if a customer regularly buys eco-friendly products, AI-based guided selling won’t just offer random items; it will recommend new eco-friendly products that align with their past behavior.

This method ensures that recommendations are relevant, simplifying the decision-making process for customers and enhancing their purchase journey. It also makes the sales process more efficient by focusing efforts directly on likely interests, which can lead to higher conversion rates.

In this article, we’ll delve into how guided selling works, explore its benefits for sales teams, and offer actionable tips for integrating this customer-centric approach into your sales strategy. If you’re looking to refine how your business connects with customers and increase sales efficiency, guided selling could be the effective solution you need.

TL;DR

* Guided selling simplifies purchasing decisions through expert advice and interactive tools. * It can be AI-driven or rely on human expertise. * The main benefits are improved customer experience, increased sales efficiency, and data-driven insights. * Key tools include CRM systems, interactive aids, and sales enablement platforms. * Examples like Maybelline Foundation Finder show how it enhances customer experience. * Best practices include understanding your customers, integrating across channels, and leveraging AI.

What is guided selling?

Guided selling is a sales technique that assists customers in making purchasing decisions through a structured process, typically using a combination of expert advice, data-driven recommendations, and interactive questionnaires. This approach is aimed at simplifying the buying process by narrowing down options based on the customer’s specific needs and preferences.

It can, but doesn’t have to, use AI and machine learning technology. For example, in e-commerce, guided selling might utilize sophisticated algorithms to analyze customer data such as past purchases, browsing behavior, and search queries to suggest products that align with the customer’s preferences and needs. These recommendations can be refined over time as the system learns from the customer’s interactions and feedback, enhancing the personalization of the shopping experience.

Alternatively, in settings without AI, such as small retail shops or over phone sales, guided selling can be executed by trained sales leaders who use their expertise and a structured set of questions to understand the customer’s requirements. They can then manually select products or services that best match the customer’s needs, providing a personalized shopping experience based on human judgment and interaction.

How does guided selling work?

Here’s a step-by-step look at how the guided selling process typically unfolds:

1) Understanding customer needs

• Human interaction: Salespeople directly engage with customers through conversations or consultations to understand their needs, preferences, and limitations.
• Digital interaction: Digital tools like online forms, quizzes, or chatbots gather information through a structured series of predefined questions designed to elicit the necessary customer insights.

2) Data processing

• Without AI: Customer responses are processed using rule-based logic, where predefined rules trigger product suggestions based on the answers provided.
• With AI: Advanced algorithms analyze customer responses along with additional data points (such as past purchasing behavior, demographic information, and broader market trends) to generate highly personalized recommendations.

3) Presenting recommendations

• Product options: A curated list of products or services is presented to the customer based on the processed data. This list includes options that best match the customer’s expressed needs.
• Detailed explanations: Each recommendation is accompanied by detailed explanations provided either by a salesperson or through a digital interface, focusing on why each option is suitable and how it addresses the customer’s specific needs or challenges.

4) Facilitating decision naking

• Comparison tools: Customers are equipped with tools to compare different options, highlighting distinct features, benefits, and pricing to aid in decision-making.
• Further customization: Further refinement of choices is available, allowing customers to adjust features, quantities, or configurations to better fit their needs.

5) Closing the sale

• Assistance in purchasing: Help is provided to facilitate the final purchase decision, whether through navigating the online checkout process or assisting with transaction details in person.
• Upselling and cross-selling: Based on the customer’s selections, opportunities for upselling or cross-selling are identified, which enhances the value of the purchase for both the customer and the business.

6) Post-purchase support and feedback

• Support: Customers receive ongoing support to ensure satisfaction with their purchases, fostering loyalty and trust in the brand.
• Feedback collection: Feedback is actively sought from customers to enhance future guided selling interactions and refine product recommendations further.

Business benefits of a guided selling approach

Now that we know what guided selling is and how it works, let’s talk about what it brings to the table from a business perspective.

Improved customer experience

Guided selling tailors the shopping experience to individual customer needs, making it more personal and relevant. It also simplifies decision-making by narrowing down choices and providing targeted recommendations.

This way, guided selling helps customers make informed purchasing decisions but doesn’t let them get overwhelmed by too many options. Finally, customers feel more satisfied with their purchases as they receive help in finding products that truly fit their needs.

Increased sales efficiency

Personalized recommendations and a simplified buying process lead to higher conversion rates. What’s more, guided selling can increase the average order value by effectively identifying upsell and cross-sell opportunities.

But that’s not all. Guided selling improves lead qualification by helping identify and prioritize potential buyers based on their engagement. Plus, the structured questioning process of guided selling helps uncover true customer needs, enabling more effective solution presentations.

Data-driven insights

With AI and machine learning, businesses can continually refine their recommendation algorithms based on customer data and feedback.

Interaction data from guided selling can provide insights into customer preferences and behavior, which is useful for marketing and product development. Finally, analyzing the outcomes of guided interactions helps businesses understand market trends and customer needs better.

Scalability and consistency

Scalable Customer Engagement: Digital guided selling tools allow businesses to handle a larger volume of customer interactions without compromising quality.

Consistent Brand Experience: Guided selling ensures that all customers receive a consistent level of service and information, reinforcing the brand’s value proposition.

Competitive advantage

Differentiation: Offering a guided selling experience can differentiate a brand in a crowded market, making it more attractive to customers seeking easy and reliable shopping experiences.

Customer Loyalty: By providing a consistently helpful and personalized buying experience, companies can build stronger relationships with customers, leading to increased loyalty and repeat business.

Guided selling technology & tools

Now, let’s turn our attention to a few software tools you have to be aware of if you want to get the most out of guided selling.

CRM systems

Customer Relationship Management (CRM) systems are foundational tools for guided selling. They store and manage customer data such as contact information, interaction history, purchase records, and customer preferences.

CRMs facilitate a personalized approach to guided selling by allowing sales representatives to access comprehensive customer profiles. This enables tailored recommendations based on past interactions and preferences.

• Benefits: Improved customer relationship management, streamlined data accessibility, and enhanced personalization of sales efforts.
• Best Tool: Salesforce
• Why It’s the Best: This guided selling tool is renowned for its robust functionality, extensive integration capabilities, and comprehensive analytics, making it an indispensable tool for any sales team aiming to leverage detailed customer insights for guided selling.
• Use Case: A B2B company utilizes Salesforce to maintain detailed records of customer interactions, purchase history, and communication preferences. This data allows sales reps to quickly personalize their interactions based on the customer’s past engagements and current needs, leading to more targeted and effective sales pitches.

Interactive selling aids

Interactive selling aids such as product configurators and virtual showrooms enhance customer engagement by providing an interactive and visually appealing way to explore products.

These tools allow customers to customize products or navigate through a digital representation of product options, which helps them make informed decisions.

• Benefits: Increased customer engagement and satisfaction, higher conversion rates, and an enriched shopping experience.
• Best Tool: Autodesk Configurator
• Why It’s the Best: Autodesk offers powerful customization options and a user-friendly interface that can handle complex product configurations across various industries.
• Use Case: An automotive retailer implements an online car configurator provided by Autodesk, enabling customers to select car models, colors, and features in a step-by-step process that mimics the personalized guidance of a sales representative.

Sales enablement tools

Sales enablement platforms provide necessary resources and tools to assist sales teams in more effective selling.

These platforms support the distribution of up-to-date sales content, automated sales coaching, and performance tracking to enhance sales productivity.

• Benefits: Streamlined sales process, improved sales readiness, and enhanced ability to measure sales effectiveness.
• Best Tool: Seismic
• Why It’s the Best: Seismic excels in delivering personalized content to sales teams, ensuring that materials are tailored to specific sales scenarios and customer interactions.
• Use Case: A pharmaceutical company uses Seismic to equip its sales force with real-time scientific data and compliance information, ensuring that sales pitches are not only compelling but also compliant with industry regulations.

Website analytics

Website analytics tools track and analyze the way users interact with a website, providing insights into their behaviors and preferences.

These tools collect data on user actions on the site, such as pages visited, time spent on pages, and conversion paths.

• Benefits: Deeper understanding of customer behavior, enhanced ability to tailor marketing strategies, and improved website design for optimal user experience.
• Best Tool: Google Analytics
• Why It’s the Best: Google Analytics offers comprehensive features for tracking website traffic, user behavior, and conversion metrics, which are crucial for optimizing guided selling strategies.
• Use Case: An e-commerce store uses Google Analytics to monitor which product pages perform best and where users drop off in the purchase process. The insights guide adjustments in site layout and guided selling prompts to increase conversions.

Call & meeting analytics

Tools like conversational intelligence software analyze sales calls to provide insights and real-time guidance to sales reps.

These tools transcribe and analyze sales conversations, identifying key moments and suggesting real-time sales tactics.

• Benefits: Improved sales call effectiveness, enhanced training and coaching of sales reps, and increased conversion rates.
• Best Tool: JustCall
• Why It’s the Best: JustCall offers a comprehensive outbound phone system for sales with all the call analytics you’ll need. The automation system eliminates low-value, time-consuming tasks such as manual dialing or sending separate voicemails. Processes are streamlined with auto and predictive diallers, pre-recorded voicemails, and more. JustCall integrates seamlessly with CRM systems, offering features like call recording, transcription, and analytics, which are crucial for refining the guided selling process. It provides real-time assistance during calls, enabling sales reps to make informed decisions and personalize their sales approach on the fly.
• Use Case: A financial services firm uses JustCall to handle customer inquiries and sales calls. The tool’s integration with their CRM allows sales reps to access customer history and previous interactions during calls, guiding them to offer personalized solutions and thus enhancing the overall customer experience.

Some guided selling examples

Now, let’s look at how some companies have specifically used guided selling solutions to achieve results.

Maybelline Foundation Finder

Overview: An online tool that uses a chatbot to ask customers about their skin type, tone, and preferences to recommend the perfect foundation shade.

Impact: This tool not only simplifies the product selection process but also personalizes the shopping experience, leading to increased customer satisfaction and sales.

Ikea Comfort Guide

Overview: An online guide that helps customers choose the right mattress and bed based on their sleeping habits and preferences.

Impact: By simplifying the discovery process and providing tailored recommendations, Ikea enhances customer experience and drives sales both online and in-store.

Lufthansa WorldShop Luggage Advisor

Overview: An online advisor that asks a series of questions about travel habits and luggage needs to suggest the most suitable luggage options from various brands.

Impact: This tool adds value to the customer’s travel experience by making luggage selection easier and more personalized, which also encourages loyalty to the airline

Best practices to help you excel in guided selling

Organizations can follow several best practices to maximize the benefits of guided selling. Here’s a look at some of the key strategies:

1) Understand your customer

Before implementing any guided selling strategy, it’s essential to have a deep understanding of your target audience. This involves collecting and analyzing data to build customer profiles and personas. The more you understand your customers’ needs and behaviors, the better you can tailor your guided selling tools to meet their needs.

2) Integrate across channels

Ensure that your guided selling tools are integrated across all customer touchpoints. This includes your website, mobile app, social media platforms, and even in-store technologies if applicable. Consistency across channels enhances the customer experience and helps maintain engagement throughout the buying journey.

3) Keep it simple

The goal of guided selling is to simplify the decision-making process for your customers. Make sure that the interfaces and questionnaires are user-friendly and intuitive. Avoid overwhelming users with too many options or overly complicated questions, which can lead to decision fatigue.

4) Leverage AI and machine learning

Utilize the power of AI to analyze data and predict what customers might be interested in based on their past behavior and similar profiles. Machine learning can help refine the accuracy of recommendations over time, making your guided selling tools smarter and more effective.

5) Test and optimize

Continuously test different aspects of your guided selling process, from the questions asked to the way recommendations are presented. Use A/B testing to see what works best and make adjustments based on real user data. Optimization should be an ongoing process aimed at improving both the effectiveness of your recommendations and the overall user experience.

6) Train your team

Ensure that your sales and support teams are well-trained on how the guided selling software works and how it should be used to enhance customer interactions. Having knowledgeable staff who can effectively use these tools will improve the customer experience and help achieve better sales outcomes.

7) Monitor performance

Keep track of key metrics such as conversion rates, average order value, customer satisfaction, and return rates. Monitoring these metrics will help you understand the impact of your guided selling tools and identify areas for improvement.

8) Stay updated

The digital landscape is constantly evolving, so it’s important to stay updated with the latest technologies and trends in guided selling. Adapting to new technologies can provide more sophisticated ways to engage customers and refine your selling strategies.

9) Security and privacy

Ensure that all customer data used for guided selling is handled with strict privacy standards and security measures. Transparency about how data is used can also help build trust with your customers.

By implementing these best practices, businesses can effectively utilize guided selling to enhance their sales processes, improve customer experiences, and drive better business outcomes.

Conclusion

Traditional sales methods often miss the mark, leaving customers frustrated and sales teams struggling. Guided selling offers a solution, utilizing AI or expert knowledge to tailor recommendations based on customer preferences.

This simplifies decision-making and boosts sales efficiency. By understanding customers, leveraging technology, and providing personalized service, businesses can drive better outcomes. Guided selling is the modern approach to sales success.