Why 9 out of 10 B2B sellers seek AI training

Businesses that prioritise industry research saw a 27-fold increase in sales quotas.

Business-to-business (B2B) sellers in Singapore are embracing AI technology, with 87% expressing their desire for training on how to effectively utilise AI tools. This reflects a clear recognition of the role AI plays in enhancing sales efforts and driving revenue growth, according to LinkedIn.

LinkedIn’s latest report titled "Deep Sales: The B2B Sales Playbook to Boost Revenue in 2024," identified three key habits of top-performing sales professionals, dubbed "deep sellers" by LinkedIn: prioritising high-potential accounts, investing in building key relationships, and uncovering hidden allies and intelligence for targeted outreach. 

It is highlighted that 14% of B2B sellers in Singapore embody these behaviours, with a remarkable 27-fold increase in exceeding sales quotas among those who prioritise industry research, a practice adopted by 67% of deep sellers. 

Furthermore, nearly half of deep sellers (48%) actively seek buyer feedback following interactions, underscoring their commitment to continuous improvement and customer satisfaction.

AI emerges as a pivotal tool in the arsenal of B2B sellers, with over 8 in 10 leveraging AI for prospect research, target identification, and lead generation. 

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Notably, deep sellers in Singapore are 1.7 times more likely than their counterparts to utilise AI in identifying opportunities at risk. Additionally, a significant 71% of deep sellers already employ sales intelligence tools to pinpoint high-potential accounts, showcasing their proactive approach to leveraging technology for sales success.

“The best sales professionals do things differently. They practise the deep sales approach, assisted by AI, to get conversations with people that matter. That’s why companies are on the hunt for deep sellers who know how to use AI and sales intelligence tools. B2B sellers who use LinkedIn Sales Navigator connect 4.3 times more with top leaders compared to others. This drives our commitment to improving our AI tools, so sellers on our platform can grow their businesses smoothly.” dubbed Grace Kerrison, Head of Sales Solutions, LinkedIn APAC.

Despite the growing reliance on AI, the report underscores the enduring value of human connection in buyer-seller relationships. 

A resounding 88% of B2B sellers and 72% of buyers in Singapore emphasise the importance of in-person meetings in closing deals. 

Moreover, nearly half of buyers (46%) continue to engage with the same sales professional even after changing companies, emphasising the enduring impact of strong relationships on sales success and long-term value creation.