Course overview
Sales teams can use generative AI to research accounts, prepare relevant outreach, improve discovery preparation, draft value messages and reduce administrative work after customer conversations. The commercial opportunity is significant when AI supports disciplined selling methods and accurate customer evidence. The risk is equally practical: unverified claims, confidential data entered into public tools, generic messaging and poor judgement can damage trust, create compliance exposure and weaken sales performance.
This course shows participants how to apply generative AI throughout a B2B sales cycle. Participants build structured prompts for account research, ideal customer profile development, prospecting, discovery, qualification, value selling, proposals, account growth and renewal preparation. They use established sales frameworks including SPIN Selling, MEDDICC and Jobs to Be Done, while learning how to assess AI outputs for accuracy, evidence, tone and commercial usefulness.
Instruction combines short briefings, sales cases, facilitated group work, prompt-writing practice, simulated customer scenarios and peer review of sales outputs. Participants work with realistic account information and assess where AI can assist, where human judgement remains essential and how managers can measure results. Each participant leaves with a practical Generative AI Sales Playbook containing approved prompt patterns, workflow priorities, quality controls and a 90-day application plan.
The course is suited to sales professionals and commercial managers responsible for revenue growth, pipeline quality, account development or sales enablement. It is particularly relevant for teams selling complex products and services to enterprise, public-sector, financial-services, industrial, technology and professional-services buyers.
