我们当时的论点是：虽然数字化工具正在将部分采购环节转移到线上，并淘汰某些销售岗位，但许多 B2B交易，尤其涉及复杂或全新产品的采购，依然充满挑战与不确定性。在这种情况下，我们认为，这 种现实情况将持续催生出对专业销售人员的强劲需求，他们能帮助买方解决难题、设计方案、达成共识 并实现价值。我们的预测是："除非出现严重的经济衰退，B2B销售岗位的总量更可能增长，而非减 少。" 将近十年后，数据给出了答案。除了新冠疫情期间出现短暂下滑外，长期趋势显示销售岗位的数量有所 增长。根据美国劳工统计局的数据，美国非零售类B2B销售人员的数量从2015年的390万增至2019年的 410万，2020年短暂回落至390万，而到了2024年又增至420万。 2016年，我们在《哈佛商业评论》英文版网站发表了一篇题为《尽管存在悲观预测，销售人员并不会消 失》的文章。当时，已有不少预测称，新技术将促使企业缩减销售团队的规模，其中包括一项令人担忧 的预测：到2020年，将有100万名B2B （企业对企业）销售人员面临失业。但我们并不认同这一观点。 然而，随着AI和生成式AI的快速发展，一个新的问题也随之而来：这一次会不会有所不同？更智 ...

Core Insights - The article discusses the challenges faced by companies in closing sales due to customer indecision, which can stem from various factors such as lack of budget, fear of change, and insufficient information [3][11]. Group 1: Causes of Customer Indecision - A significant portion of B2B transactions, between 40% to 60%, are interrupted for various reasons during the sales process [4]. - Customer indecision is primarily attributed to 56% hesitation and 44% reluctance to change the status quo [11]. - Factors contributing to indecision include difficulty in choosing options, feeling of insufficient information, uncertainty about return on investment, and challenges in internal coordination [12][13][14]. Group 2: Strategies to Address Indecision - Implementing consultative selling can help clarify the decision-making process for customers by providing straightforward recommendations rather than overwhelming them with options [15][16]. - Clearly defining product positioning is crucial, as customers need to understand why they should choose a specific solution over competitors [19][20]. - Providing decision-making evidence, such as data, case studies, and testimonials, can alleviate concerns about potential outcomes and reduce fear of making the wrong choice [24][28]. Group 3: Final Thoughts - The article emphasizes the importance of being a guide rather than just a salesperson, understanding the complexities of B2B purchasing decisions, and addressing customer fears and hesitations [33].

Core Viewpoint - The article emphasizes the shift from traditional high-frequency client marketing to AI-driven strategies that prioritize efficiency and personalized engagement in B2B sales. Group 1: Traditional Client Marketing Pain Points - The decision-making process in B2B sales is lengthy and involves multiple stakeholders, leading to extended sales cycles and a demand for highly customized solutions [3] - Sales personnel often manage multiple clients simultaneously, limiting their ability to provide personalized service, which results in a gap between client expectations and actual service [4] - Over-reliance on traditional sales methods leads to inefficiencies and wasted resources, highlighting the need for AI to enhance sales strategies [5] Group 2: Current Status and Trends of AI in B2B Sales - Embracing AI has become a consensus among B2B sales professionals, with a recent LinkedIn survey indicating that higher frequency of AI tool usage correlates with better sales performance [6][8] - AI applications are primarily concentrated in the pre-sales phase, focusing on creating personalized marketing messages and conducting industry research [11][12] - The integration of generative AI can empower the entire B2B transaction cycle, enhancing customer identification, interaction, and sales coaching [13][14] Group 3: AI's Role in Enhancing Client Acquisition - AI can optimize client acquisition strategies by analyzing existing customer data to create precise client profiles and identifying diverse outreach channels [24][25] - The case of Huawei Cloud illustrates how AI can improve business development efficiency by providing actionable insights and strategies [21][22] Group 4: AI's Contribution to Personalized Marketing - AI can assist in generating impactful marketing content, as demonstrated by a successful email campaign from Huawei Cloud that effectively addressed client concerns and highlighted strategic importance [54][62] - The article outlines the importance of personalized communication in high-stakes scenarios, emphasizing the need for concise and relevant messaging [63][64] Group 5: The Future Role of AI in Sales - AI is expected to play three critical roles in future sales processes: as an intelligent sales assistant, a solution expert, and a sales coach, enhancing overall efficiency and effectiveness [15][17] - AI can help identify decision-makers and analyze organizational structures, improving the understanding of client dynamics and enhancing sales strategies [48][50]