How to Use AI to Close More Deals and Build Lasting Customer Relationships

By Donna Peterson 

Salespeople today face more pressure than ever. You are expected to close more deals, respond faster, and keep every customer happy. But between meetings, travel, and follow-ups, there never seems to be enough time in the day. Most sales professionals know that building relationships is what drives repeat business, yet time and competing priorities often get in the way. This is where using AI in sales can help, not to replace people, but to save time and make every customer interaction more personal. When used thoughtfully, AI supports what great salespeople already do best, help customers, communicate consistently, and build lasting customer relationships. 

My dad was a salesman in the industrial food space, working with General Mills and Stauffer for many years. He was the kind of person who knew everyone’s name, from the front desk to the plant floor, and always remembered small details about their lives. I joke that he was like one of those Progressive commercials, always trying to help everyone whether they wanted it or not. But seriously, he taught me that caring and remembering people always matters. Even though technology has changed the way we communicate, the foundation of sales has not changed. People still want to buy from someone they trust and who genuinely cares about their success. 

When I train sales teams, I remind them that AI is not here to take away what makes sales personal. It is a tool to make your outreach easier and more consistent. Used correctly, it helps you organize your thoughts, follow up faster, and create value-based communication that resonates. WARNING: Anything AI generated is a baseline, it is from an assistant. You must review for accuracy, and that the context is correct.  

Here are four actionable steps to start using AI to close more deals and build lasting customer relationships. 

Step 1: Get on ChatGPT (www.openai.com) 

If you have never used ChatGPT before, start simple. Go to www.openai.com and create a free ChatGPT account. Spend a few minutes getting comfortable by asking for something light, like a recipe, a vacation plan, or a productivity tip, just to see how it responds. Then take these steps to personalize your experience so it reflects your tone and goals: 

• On the bottom left, click your initials to open Settings.
• Select Personalization.
• Fill out the Custom Instructions section with details about yourself, your role, and your company tone or style.

This step helps ChatGPT understand how you communicate so responses sound more like you. When you ask it to write sales emails or summarize notes, it will create drafts that align with your tone. This is how AI in sales can help you close more deals. It makes your outreach faster while keeping your voice and personality intact. 

Step 2: Use the Audio Feature to Capture Meeting Details 

After a meeting or Zoom call, use the audio feature in ChatGPT or an app like Fathom to record your thoughts while they are fresh. You do not need to script it. Simply talk about what the customer cared about, their challenges, and any personal details you picked up. For example, maybe they are expanding next quarter or mentioned they are replacing old equipment, their daughter had a field hockey championship or that they graduated from Connecticut College. Then ask ChatGPT to summarize your notes and write a short thank-you or follow-up email. 

Here is how to make this habit even stronger: 

• Immediately after each meeting, open the audio tool and record a one-minute summary of key takeaways.
• Mention any specific goals, deadlines, or concerns the customer shared.
• Ask ChatGPT to turn that recording into a follow-up email in your tone and style mentioning the personal topics you discussed and what their business needs are. Show that you were listening. 
• Add one resource or article that relates to what you discussed to show you want to help them succeed by giving them as much information as possible to do a great job. 

This small practice will help you stay organized, remember important details and speed up the follow-up process especially when at trade shows. Where you can use the ChatGPT audio feature as you are walking to the next meeting.   

Step 3: Refresh Existing Content to Add Value 

Most companies already have great materials like emails, brochures, or blog posts that could use a quick update. AI makes this process simple. Copy an old piece of content into ChatGPT and ask it to refresh the message so it answers a question your customers often ask. For example, you could type, “Update this email so it answers a common question about how to improve production efficiency.” AI will rewrite it in a modern, professional tone that sounds current and useful. Then you can review and adjust it to fit your personality. 

You can also ask ChatGPT to change content for different titles.  For example a CEO wants to see the full picture of WHY, where an engineer wants to know HOW.  

You can use AI to give content that will resonate with the individual adding more value. By updating what you already have, you keep your communication relevant without starting from scratch. It also positions you as a trusted resource who understands your customer’s needs. One company I worked with took a case study, and change the details based on the title of the individual they were sending it to.  From that promotion they received 30% more responses because they were giving people information the way they like to receive it.  The individual felt as if they were speaking directly to them and not just a generic case study. 

Step 4: Blend Traditional and Digital Channels 

The best sales strategies combine traditional with digital channels. While digital tools make it easier to reach people, traditional outreach still builds the strongest relationships. Use AI to help plan your outreach, identify potential customers, create personalized messages, and schedule follow-ups, but never forget that real conversations instill trust that close deals. 

I recently met with a client who shared a great story about one of their salespeople. He had not heard from an old customer in years, but during a trip to Connecticut, he decided to stop by their office. When he called from the parking lot, the production manager said he would love to talk and asked when he could meet. The salesperson replied, “I am in your parking lot right now.” They met on the spot and ended up talking with both the production manager and the president of the company. That visit was a reminder that showing up still matters, and it also created an opportunity to meet another decision maker. 

AI can help you organize and prioritize these opportunities, but personal follow-up is what makes connections that last for years. Use AI to prepare, track, and plan, then make the call, write the note, or stop by. Combining digital consistency with personal effort is how to use AI to close more deals and build lasting customer relationships. 

Final Thoughts 

You do not have to be an expert in technology to start seeing results. Begin with one small step, like creating your ChatGPT account, recording a meeting summary, or refreshing one old email. Each action will help you communicate more clearly, follow up faster, and show customers that you genuinely care about their success. AI in sales is not about replacing people, it is about helping you stay personal, consistent, and focused on what matters most. When you combine genuine care with the right tools, you will close more deals, build lasting customer relationships, and create repeat business. 

Because at the end of the day, AI can help us do the tasks behind the desk so we can get out and do more in-person meetings.

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