Artificial Intelligence (AI) is no longer a futuristic concept—it’s transforming sales today in ways many leaders never imagined. From real-time meeting feedback to smarter follow-ups, AI tools are changing how deals are won and how buyers experience the sales process.
Yet one question looms large for sales leaders: How can I use AI to actually sell better without losing the human touch that builds trust?
In this episode of Endless Customers, I sat down with Chris Duprey, IMPACT’s Head Coach and Chief Customer Officer, to tackle that question head-on. Together, we discuss how AI can:
Help sales professionals sharpen their communication in the moment
Personalize follow-ups based on what really matters to buyers
Create efficiencies that free up time for authentic relationship-building
The conversation highlights a truth every sales team needs to hear: AI is not here to replace salespeople, it’s here to help them perform at their very best.
Chris emphasizes that AI is only valuable if sales professionals are willing to step into the sandbox and experiment. Imagine having a coach in every sales call. With the right tools, AI can:
Provide real-time feedback during virtual meetings, such as flagging filler words, pacing, or body language.
Help salespeople refine their presentation skills to become more persuasive and confident.
Highlight areas for improvement that might otherwise go unnoticed.
As Chris explains, “AI is at a point where it can be really, really helpful—if sales folks are proactive in their approach.”
Beyond presentation feedback, AI tools like Gong and Otter.ai analyze call transcripts to identify key buyer concerns, objections, and points of interest. This allows sales professionals to:
Craft follow-up emails that directly address the buyer’s priorities.
Demonstrate that they listened carefully and understood the conversation.
Build trust by showing they’re responsive and attentive.
This level of personalization helps move deals forward faster and with greater confidence from the buyer.
Chris understands the concerns many have about AI, but he says this often comes from people who’ve never really seen what it can do.
At a recent presentation, Chris saw initial skepticism about AI turn into excitement as attendees began to understand its potential. “Most people come in uneducated or undereducated on what's out there for AI,” he notes. However, once people see the practical applications and benefits, their mindset changes. “It’s about becoming aware and then choosing to leverage that awareness.”
The fear of AI replacing human interaction is common, but Chris reframes the conversation: AI is here to enhance sales, not replace it. By handling repetitive tasks, surfacing data insights, and providing coaching in real time, AI frees salespeople to focus on what they do best, building relationships and closing deals.
As Chris puts it: “The more efficiencies you can create, the more successful you will be.”
If you’ve been wondering how do I integrate AI into my sales process without losing the human touch, the answer is to start small. Experiment with one tool, test it in a few calls, and evaluate the results.
Talk to our team about implementing the Endless Customers System in your organization.
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
Watch: Generative Search: How AI Will Transform Marketing ft. Mike Kaput
Read: The Sales Problem Everyone Ignores: An Untrained Sales Force
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What are the best AI tools for sales professionals right now?
Tools like Gong and Otter.ai are leading the way in sales call analysis and coaching, giving reps instant feedback they can act on. Others include AI-driven meeting assistants that track tone, pacing, and word choice in real time, helping salespeople sharpen their delivery and build stronger buyer trust. New tools are emerging constantly, but the best ones always tie back to one goal: helping sales conversations convert.
How quickly can I see results from using AI in sales?
Many sales professionals notice improvements within weeks, especially in communication skills and the quality of follow-up interactions. Over time, AI highlights recurring patterns—like missed opportunities or common objections—so teams can adjust their approach and steadily improve close rates. The quick wins build momentum, but the long-term compounding gains are where AI becomes a real advantage.
Does using AI make sales feel less human?
Not if it’s done right. AI should enhance, not replace, your ability to connect with buyers. By removing repetitive tasks, it gives salespeople more time for genuine conversations and deeper discovery. When sales teams use AI as a behind-the-scenes coach, the buyer experience actually feels more personal—because reps show up better prepared, more focused, and more present.