Applying artificial intelligence and machine learning techniques to uncover sales growth potential is one of the most exciting challenges we’ve taken on recently. At Spring Global, we believe much of this potential lies within a company’s existing resources, particularly in the performance of its sales teams. Closing the skill gap between top-performing sales reps and the rest of the team could generate over 10% additional revenue. With the latest advances in AI and technology, tapping into this latent potential is now more possible than ever before.
Unlocking Sales Potential
The AI strategy is the number one priority for every CIO in a Consumer Goods company – and it’s no surprise. In areas where AI has already been implemented, it has delivered transformational outcomes in boosting results and improving efficiency. To successfully drive AI transformation, companies should focus on understanding technology trends and growing AI capabilities, experimenting with technology concepts and innovative approaches, and continuously refining their solutions until they achieve optimal performance. Here is a must-have list of AI technologies to consider for Consumer Goods sales:
According McKinsey, the gap in core skills between high and low performers in sales teams can exceed 10%, especially in areas such as product knowledge, customer understanding, and relationship building. Our analysis at Spring Global suggests that narrowing this skills gap could unlock an additional 5-10% in revenue. So why, despite significant investments in training and coaching programs, has the CPG industry still not fully realized this potential?
Transforming the Training System
U.S. businesses invest over $70 billion annually in employee training, with about $1,459 spent on each sales rep—20% more than on employees in other functions. Yet, the ROI of these training investments often falls short. Research shows that around 80% of traditional training content is forgotten within 90 days. But this is not the only reason why the training system requires transformation.
To bridge the skills gap and unlock growth, companies must address two critical questions:
- What specific skills set top-performing sales reps apart from others?
- How can knowledge transfer from top performers be made consistent, on-demand, and seamlessly integrated into daily tasks?
Traditional training lacks the agility to provide these answers, relying on standardized approaches that don’t address individual needs. Here, advanced AI and machine learning offer a solution, enabling tailored, adaptive training for each rep.
Moving Toward Continuous Learning
Despite widespread interest in AI, its application in training remains limited. In 2023, AI-powered training accounted for less than 1% of total training hours. However, a promising shift is underway, with 19% of large companies now experimenting with AI-driven training solutions.
AI-powered training is a key component in transforming sales teams, as offered by Coach AI, a pioneer in AI solutions for CPG retail execution. Coach AI goes beyond traditional training by providing personalized, on-demand learning and continuous performance benchmarking.
| Traditional Training Process | Coach AI Training Process |
| Standardized approach for all employees | Personalized program tailored to each rep’s current skill level |
| Static, slowly changing programs | Continuous benchmarking of performance and skills to quickly transfer new knowledge |
| Periodic sessions, with most information quickly forgotten | Learning process integrated into daily activities. On-demand training, in-work training, and the ability to repeat as needed |
| Limited or no analysis of training effectiveness | Individual analysis of training effectiveness and its impact on each sales rep's performance |
In practice, the process unfolds over several key stages:
- Coach AI establishes a performance benchmark based on top-performing sales reps.
- Identifies underperforming reps by comparing their performance to these benchmarks.
- Recommends targeted activities and training to support best-in-class execution and pricing.
- Evaluates the results to assess the impact of the training and identify areas for further improvement.
The machine learning algorithm evaluates each training question and correlates responses with the sales rep's performance data before and after training. This allows precise measurement of how training impacts sales outcomes. If necessary, this cycle can be repeated to further reinforce and improve skills.
Thus, skills development shifts from periodic, standardized training to an ongoing, continuous process. Coach AI consistently benchmarks top performers and helps other team members elevate their performance to meet these high standards and ultimately driving additional revenue for the organization.
Transforming the Sales Rep Role
Skills development is only one aspect of Coach AI’s functionality. Its broader goal is to transform the entire workflow of the sales team. By automating routine tasks, Coach AI frees up time during visits for communication and relationship-building while also providing store-specific insights and strategies.
As a result, reps can focus on helping the store manager recognize the brand's potential through data, stories, and knowledge of best practices. In this way, Coach AI shifts the sales rep's role from a transactional one to a consultative one. This transformation ultimately unlocks the sales growth potential within the sales team.
Learn more about Coach AI’s business benefits through the link, or schedule a demo to see its potential in action.
