AI in Sales: Learn from the Evidence on HI

There are many questions about the role of AI in sales. This is understandable, as it is a new phenomenon and we still know very little about it. However, there is a substantial amount of scientific research on the role of HI (Human Intelligence) in sales. What are the key takeaways that managers can learn from this research? To find out, we looked at studies published in the leading Journal of Marketing.

What Does Science Say About IQ and Sales?

Being smart and demonstrating smart behavior are two different things, even in sales. The famous American psychologist Rob Sternberg even wrote a book about it: Why Smart People Can Be So Stupid.

The scientific evidence shows that while intelligence plays an important role in sales success, social competencies and thinking styles ultimately determine how successful a salesperson is. IQ acts as the ‘hardware’, while social competencies are the ‘software’. They are therefore worthless without each other.

One of the most striking conclusions from the study is that salespeople with a high IQ, when lacking sufficient social competencies, are the absolute worst performers.

Why is social intelligence a prerequisite for the success of intelligence in sales? First, customers want to feel heard and understood. Second, salespeople with a high IQ but few social competencies can come across as distant or even arrogant. Third, social skills contribute to presenting intelligent solutions for issues that customers face in a clear and accessible manner.

The Right Thinking Style Makes the Difference

In addition to social competence, thinking styles also play an important role in the success of salespeople with a high IQ. Thinking styles—the way people prefer to think—help salespeople provide structured solutions and better adapt to the needs of their customers.

Salespeople with a high IQ and a strong legal ('considering interests') thinking style perform better because they are able to recognize patterns and effectively analyze customer problems. However, too much creativity can be detrimental. Salespeople with a high IQ and a creative ('wanting to set their own rules') thinking style may sometimes propose overly complicated solutions, leaving customers feeling overwhelmed.

HI in Sales

IQ is important in sales, but the IQ hardware requires good social software. It is the combination of intelligence, social skills, and the right thinking styles that enables sales professionals to perform at their best. A salesperson with a high IQ can only be successful if he or she is also able to connect with customers and communicate complex information clearly and accessibly.

Organizations looking to strengthen their sales teams should therefore look beyond just the IQ of their employees. Investing in training for social skills while also selecting for both IQ and social competencies can make the difference between mediocre and exceptional sales performance. Interestingly, we see very few organizations in practice that select their salespeople based on both IQ and SQ.

AI in Sales

Research into the role of HI in sales offers valuable insights for the application of AI in sales. The key takeaway: without human social competencies, intelligence—thus also AI—can be more of a curse than a blessing for sales.

The importance of social intelligence in human salespeople highlights the need for a balance between analytical capabilities and 'soft' skills in AI systems. Just as different types of intelligence in humans can be complementary, AI can be used to support human salespeople, not replace them.

Research on IQ and sales performance emphasizes the importance of a balanced, adaptive approach to intelligence in sales. These lessons can be directly applied to the development and implementation of AI in sales, where we aim for systems that are not only 'smart' but also effective and complementary to human salespeople.