Manager to new copier rep: “Learning how to sell copiers around here is like drinking from a fire hose.” It’s one of the many sales mantras that echoes for eternity, and it’s timeless because it’s true.
Traditional learning methods consist of one person telling the newbie how they did it, how one method or a combination of protocols worked well for them, and the many thousands of other sales reps before them. This is not a lie, but it is not the entire truth. As a matter of fact, the most used method of sales training is baptism by fire: “Here’s a list of the prospects in your territory, it’s a good one, reach out to every one of them and secure as many appointments as possible.” That’s it.
Or should I say, that was it. Today, there is a new way for you, whether a new or well-seasoned selling professional, to take control of your learning process, move at your own pace, and build skills tailored specifically to your style.
I don’t want to be another person beating you over the head with artificial intelligence — but that’s exactly what I’m going to do. This new way is where artificial intelligence (AI) and large language models (LLMs) help, not as shinny gimmicks but as tactical, everyday game-changers.
The tools are just waiting for you. You just need the right mindset. AI is not a killer robot from the sky. But it isn’t just another tool — it’s an assistant. LLMs like ChatGPT are your coach, strategist, and sounding board.
Need help drafting a cold email? Done. Want to roleplay handling objections? No problem. Curious about how to position your document management services to a new vertical like HVAC or construction? Unlike internet searches, these things don’t just spit out links; they engage, adapt, and learn with you. I ain’t kidding, either.
One foot in front of the other
Like good selling, the key is asking the right questions. Treat the AI casually as if it’s your buddy, without pressure or judgment. Start with a simple question. A first step: “I’m new to copier sales. How can I learn the basics of prospecting and closing deals?” Or go specific: “What are the most effective strategies for selling wide-format devices to construction firms?” The AI will respond with tailored insights, offering you a foundation to build on.
I posed a question to Gemini from Google: “I’m experiencing a sales plateau and want to expand into document management. How do I approach this?” The AI response? A four-step, multi-point plan for targeting industries, emphasizing relationships with decision-makers, and crafting niche expertise. It’s not generic advice — it’s specifically relevant.
Revolutionizing training, one question at a time, at any time
Most traditional sales training overwhelms you with hours of content that quickly fade into the background. Studies show that 85% of “learned” content is lost within hours of consumption. You know this to be true — after a three-day boot camp, come Monday morning, it is the same old routine. The only things remembered is what happened after the formal sessions.
AI provides just-in-time learning. You ask anything, anytime, and it answers immediately.
Not that this ever happens, but imagine you’re in the parking lot of your fifth appointment for the day. With an insurance firm. No prep, just a name and a time because your manager answered an incoming call and “set the appointment for you.”
Whip out your LLM and ask: “What are five common pain points for insurance companies that AI can address?” The AI will provide the standard insights on workflow inefficiencies, data security, or client onboarding challenges and might just bring up something you hadn’t considered. You walk into the meeting with confidence, ready to have a meaningful conversation at a peer-to-peer level, shoulder to shoulder with your prospect instead of the more common servant-master relationship.
In 15 minutes, you’ve consumed more content and have more actionable knowledge than those four hours of cookie-cutter sales training.
What’s remarkable is the iterative nature of these tools. If the first answer doesn’t resonate, ask for a different perspective. Dive deeper, refine your approach, and let the AI evolve alongside your queries. It’s a partnership where every question sharpens your understanding. Even more interesting is the ability of some LLMs to learn about you based on the questions, responses, and secondary questions you pose.
Want to role-play? I asked Perplexity, “Can you function as a prospect on the phone as I try to secure an appointment with you?”
It responded, “Absolutely! Let’s simulate a cold call where you’re trying to secure an appointment with me as the prospect. You can start the call whenever you’re ready, and I’ll respond as the prospect. Go ahead!”
What followed was an 11-minute cold call conversation between me and the machine. No pressure, just results.
Right, you don’t need an LLM because you know how to sell anything to everyone, every time. Don’t you?
There are those of us, we veterans, who often look for new momentum, fresh perspectives or new lands of opportunities. Maybe it’s native curiosity. Maybe it’s boredom. Either way, it’s what keeps us going.
I can’t stress this enough: AI is not a replacement for what you’ve spent years mastering—field experience, persistence, and the art of reading people. The LLM is a tool, a sounding board to bounce ideas and the stone to sharpen your edge.
Let’s say your ownership has engaged an outside selling coach to help the team along. You’re seasoned, have been through dozens of courses, hundreds of hours and read lots of sales books.
Can you ask your hired gun this?
“As a seasoned sales professional with extensive experience, I’m looking to refine my approach by integrating the most effective elements from Strategic Selling (Miller & Heiman), Gap Selling (Keenan), The Only Sales Guide You’ll Ever Need (Anthony Iannarino), SNAP Selling (Jill Konrath), Sandler Sales, The Little Red Book of Selling (Jeffrey Gitomer), Own Your Niche (Stephanie Chandler), and Fanatical Prospecting (Jeb Blount). Put together a good approach incorporating all the best from each, to help me manage a selling cycle with K&K (F100, Global Corp.)”
Ask an LLM. The answer was stunning.
So, do you “need” an LLM? That’s the wrong question. The right one is: Can you use what it brings to stay ahead? Because AI isn’t here to tell you how to sell. It’s here to help you sell smarter. Whether you’re closing your hundredth deal or walking into a high-stakes meeting, the question isn’t whether you can sell without AI. You’ve proven that already. The real question is: How much more could you do with it?
Greg Walters
is an entrepreneur and founder of the notorious destination site TheDeathOfTheCopier, where he comments on all things imaging, the rise of managed services and the advance of business technology. A prolific writer and frequent speaker, Greg shares his passionate, unique – and often provocative – view of technology and people, addressing the impact of digital on 21st century business. His 2014 book, Death Of The Copier, offers a controversial summary of the early days of Managed Print Services and the not-so-distant future of the hard copy industry. Reach out to Greg at greg@grwalters.com.