I’ve been fascinated to read about the experiments people are doing with CHATGPT. It’s a fascinating tool, offering some potentially fascinating potential. At the same time, as so many others have discussed, using CHATGPT is a double edged sword; there are some very powerful applications, at the same time there is a huge potential for misapplication and misinformation.
Some of the articles I’ve read suggest that when “experts” are interacting with CHATGPT, it’s pretty easy to identify these potentially problematic areas—the issue is for those who may not know they may be getting misinformation. It appears, for the time being, CHATGPT is architected to provide as balanced an answer to a question as it can, neither taking a strong position one way or another. But as the technologies mature, and as people look to harness these technologies in different ways, this is an area of concern.
But let me share my experience and observations. I’ve pasted images of my chats at the end of this post–sometimes CHATGPT is quite chatty…
Selling is less about providing answers, but helping customers think differently.
I decided to start with “easy” questions like, “What is the future of selling? How should sellerrs deal with buyer aversion to working with sellers?” I got to tactical questions like, “Is cold calling dead?” Then, I got to the questions of, “Would you be a seller if you could? Would you take a cold call if you could?” I discovered CHATGPT has a very dry sense of humor.
My observations:
However, I think tools like CHATGPT can offer us and our customers great potential. Clearly, we are in the very early stages of these tools and they will “improve” quite rapidly. I think the greatest opportunity is in our digital interventions with the customer buying journey. I suspect SEO plays a strong role in how CHATGPT develops it’s answers. Unless the questions are very very specific, it might be very difficult to “show up,” or even to have the nuanced answers show up.
Clearly, the tools will ultimately have some sort of license-ability. We might be able to leverage these at our own websites to help customers navigate the information and insights we provide in our own web presence, helping them more easily get basic information. And we can leverage these to help navigate the customer to deeper insights through our analytics.
I also think understanding the questions our customers are asking helps us design our human interventions to be more timely and more relevant.
At these tools up their capabilities, it will require sellers to dramatically up their game. Deep collaborative conversations will continue where we make the deepest impact on our customers. Helping them think differently, drilling down into the issues that are important, helping them make sense, build confidence, learn. Understanding them and their business, helping them with the information and insights that are most relevant to them continues to be the real values sellers create.
Unfortunately, to many of our conversations are simply us providing information and answering questions. We’ve long seen customers shifting to digital channels because the quality of the information they get is higher than that they get with sellers. CHATGPT and tools like it will continue to accelerate this choice, unless we change our engagement strategies.
In any case, I expect these tools will evolve very quickly. There will be some who will exploit these both maliciously, and in ways that unintentionally mislead or misinform the customer, and us. Which continues to reinforce the age old wisdom of “Buyer beware,” though I would rephrase it to “Buyer be aware.”
Below is my conversation with ChatGPT, enjoy, it was a lot of fun. Scroll to the bottom to get some view of it’s sense of humor.
Dave has spent his career developing high performance organizations. He worked in sales, marketing, and executive management capacities with IBM, Tektronix and Keithley Instruments. His consulting clients include companies in the semiconductor, aerospace, electronics, consumer products, computer, telecommunications, retailing, internet, software, professional and financial services industries.
Find out more about Dave Brock on LinkedIn
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