You May Already Be Paying for the AI You Need to Close More Deals

When business owners ask me how they can use AI to win more deals, one of my first questions is, “What are you already paying for?”

A lot of the companies we work with at IMPACT use HubSpot. Their sellers have spent years logging deals, emails, meeting notes, and the reasons they won or lost deals. Many also use Zoom or another call recording integration, so they have full call transcripts in HubSpot, too.

It still amazes me how many leaders haven’t opened Breeze Assistant, the AI assistant HubSpot rebuilt this year.

If you have HubSpot and haven’t played around with Breeze, I encourage you to try it. Start simple. Pick a deal you know and ask it a few questions. What matters most to the buyer? How is our seller doing on this deal? Do you think we’ll win it?

When I first tried Breeze a few years ago, my reaction was, “Eh, it’s OK.” It’s come a long way since then. Today, I’m amazed by what it comes back with. I think you will be, too.

Questions like these don’t use any HubSpot Credits. You can even ask them from the HubSpot mobile app when you’re on the go.

Want to get more advanced? Since the summer, you’ve probably heard some version of the same advice about AI. Give it better context.

At UNBOUND, HubSpot CEO Yamini Rangan put some numbers behind that advice. HubSpot found that companies using AI with poor context won 27% fewer deals than companies using no AI at all. With good context, deals won were up 197%. Yamini shared the findings here.

Your CRM already gives Breeze plenty of context. What it may still need is a better understanding of how your team sells. Who’s your ideal customer? What sales methodology do you follow? What has to happen before you can mark a deal as closed won?

That’s why HubSpot recently released Context Home, a place for that knowledge to live. You can find it in the HubSpot sidebar under Agents → Agent Hub → Context.

I recently interviewed Kyle Jepson, a familiar face at HubSpot Academy, on the Endless Customers podcast. His advice was to open Context Home and work through the sections. Even a few minutes is a good place to start. Listen to my conversation with Kyle.

Here are a couple of ways I’ve seen it help.

Would a deal close by the end of the month? I asked Breeze to review the call transcripts. Its first answer was yes. It saw strong signals in what the buyer had said. After I added our sales methodology and the steps we require before a deal can close, I asked again. Breeze changed its assessment and pointed out several steps we still hadn’t completed.

How did our seller do on the call? The first time I asked, Breeze gave me a general answer. Once I gave it the criteria we use in our call reviews, it evaluated the transcript against the things we actually coach. Did our seller identify the gap between where the buyer is and where they want to be? Did we put a dollar figure on what that gap is costing them? Did we learn exactly how the company will make its final decision?

With that context in place, I can pull out my phone, ask about a deal in our pipeline, and see what Breeze is basing its answer on.

And that’s the simple stuff. HubSpot’s Prospecting Agent can research potential customers and draft outreach specific to each one. You can also use Breeze to turn questions buyers ask on sales calls into marketing content or build a workflow by describing what you want it to do.

I’d start with the basics. Pick one deal, ask Breeze a question, give it some context about how you sell, and ask again. See what changes.

Put this to work

Already working with an IMPACT coach? Show them your Context Home screen and ask what they’d add. Bring your HubSpot AI wish list, too. What’s one thing you’d love for AI to take off your plate inside HubSpot?

If you’re not working with a coach and want to get more out of HubSpot, talk with one of our HubSpot specialists. We can help you figure out which AI tools you already have and where to put them to work first.