Head of Global Sales Mobility at TÜV Rheinland Group

At first glance, there are many similarities between the two. The fourth wave of the industrial revolution (4IR), known as digitization, has propelled technological advancement in both areas. This digital development has brought about exciting analogies that aptly describe the various levels of automation in both domains.

Automated driving is classified into five levels based on the extent of automation, connectivity, and technical support used in vehicles. As the level increases, the car's assistance systems, data, and analysis take greater control of road traffic, freeing up the driver to focus on other responsibilities.

When it comes to sales, the more digital systems are utilized to automate tasks such as research and data entry, the more time sales teams must focus on their primary responsibilities. By freeing up their time, sales teams can dedicate more attention to their most valuable customers while spending less time on those who are less interested. This results in a more efficient sales process and a better customer experience overall.

Artificial intelligence (AI)-powered assistance systems can support discovery and help salespeople close deals.

To illustrate the levels of automation in sales, the levels of autonomous driving (Level 0 - Level 5) can be used as an analogy.

Level 0 - No automation or use of driver assistance systems.

Similarly, at Level 0 in autonomous driving, there is no automation in sales. All tasks are manually performed by sales personnel, and AI or automated systems are not used.

Level 1 - Limited automation or assisted driving.

Just as Level 1 vehicles can use features like parking assistance, there is limited automation in sales. Automated or AI-supported systems handle some repetitive tasks or processes, but the primary responsibility still lies with sales personnel. For example, newsletters in sales are sent more quickly using automated mailing lists, and a basic CRM system is used to process customer data.

“When it comes to sales, the more digital systems are utilized to automate tasks such as research and data entry, the more time sales teams must focus on their primary responsibilities.”

Level 2 - Intelligent automation or partially automated driving, also called Advanced Driver Assistance System (ADAS)

Vehicles at Level 2 can, for example, partially steer (lane-keeping system), brake, or accelerate on highways (adaptive cruise control). They can access digital services through external platforms via individual smartphone connectivity with an occupant, and real-time traffic data can be retrieved.

Similarly, at Level 2, conditional automation in sales can lead to significant improvements in daily operations. AI systems play a more substantial role and can perform complex tasks such as data analysis, customer profiling, and personalized recommendations. However, they still require human oversight and decision-making. Sales enablement platforms, for instance, allow sales teams to be equipped with customer-specific content for more effective and flexible customer interactions.

Level 3 - Intelligent control or highly automated driving, also called ALK (Automated Lane Keeping)

On German highways, vehicles with Level 3 clearance (Mercedes was the first automaker) can drive autonomously under certain conditions (up to 60 km/h). When the car detects an error, the driver is immediately prompted to intervene. Personalization becomes central in connectivity, and additional infotainment content, such as targeted local advertising, is added.

Frank Mager, Head of Global Sales Mobility at TÜV Rheinland Group

At Level 3 in sales, there is intelligent control. AI systems can perform many tasks independently but require human intervention in certain decisions or complex situations. CRM systems, for example, work with AI-assisted forecasting functions to better assess sales pipeline forecasts, enabling sales to achieve faster closures with relevant information.

Level 4 - Predominantly AI-controlled or fully automated driving:

Vehicles with Level 4 clearance (currently no approvals, only pilot projects in controlled environments) can drive autonomously in specific environments and weather conditions. Communication with the driver and passengers occurs through real-time dialogue, allowing perceived conversations with the assistance systems through voice commands.

AI systems take on most sales tasks, conducting complex analyses, handling customer interactions, and optimizing sales strategies. Human employees are in a supervisory or advisory role and can communicate directly with customers when necessary, such as in direct customer management. Chatbots interact with customers or handle complaints. Employees step in only in emergencies, as in bid management. AI systems oversee and select suitable bids and, in the next step, place an automatically generated offer within the predefined framework. Prices are negotiated automatically on purchasing platforms. The bid manager acts as a monitoring function.

Level 5 - Full automation or autonomous driving:

Vehicles with Level 5 clearance (no approvals yet) can drive autonomously in all environments. Technical systems assess the situation and independently minimize all risks in emergencies. Humans cannot intervene, and the vehicle becomes an entirely virtual chauffeur.

In sales, at Level 5, there is complete automation. AI systems can handle all aspects of sales independently, such as complex negotiations, closing deals, and initiating next steps.

Will Level 5 ever come?

Situational intelligence, empathy, and constantly changing situations are crucial in autonomous driving and sales, whether in city driving or customer interactions. Often, we must interpret non-verbal cues from road users or customers to successfully navigate a critical situation.

It's important to note that the transition from Level 2 to Level 3 in both fields (sales and autonomous driving) represents a significant milestone and shifts decision-making from humans to machines. The use of data to support sales decisions is increasing, but interpersonal understanding and empathy remain crucial, especially in complex situations.

The main advantage of using digital technologies in autonomous driving and sales is that they allow us more time for our core tasks and complement our human abilities by increasing productivity, taking on simple tasks, and making better decisions through data.

The advancement of technology cannot be hindered, and businesses that adopt AI will possess a competitive edge over their competitors. Nevertheless, if we avoid the AI apocalypse, successful selling will continue to be defined by trust, and people who understand people will always win the game.