Artificial intelligence (AI) is significantly reshaping the workplace, including the financial sector. A compelling study conducted at the University of Eastern Finland has shed light on AI’s impact on the roles and communication skills required of sales managers within financial institutions. The research delved into how AI’s incorporation into sales teams transforms the interpersonal communication competencies demanded of sales managers.

The findings from this study are particularly enlightening. It discovered that delegating routine tasks to AI not only enhances efficiency but also provides sales managers with the opportunity to tackle more intricate tasks. Nonetheless, sales managers are encountering new communication challenges as AI becomes more integrated into their daily operations. These challenges stem primarily from addressing team members’ apprehensions and resistance to embracing change.

Associate Professor Jonna Koponen from the University of Eastern Finland highlighted the evolving demands on sales teams. “Sales teams require encouragement to use AI and support in fostering their autonomy. The role of sales managers is critical in adapting to ongoing digital transformations and preserving trust within the team,” she explained.

This extensive study spans five years, from 2019 to 2024, and includes insights from 35 expert interviews alongside secondary data collected from one of Scandinavia’s most prominent financial groups. The results underline that, beyond traditional interpersonal communication skills, ethical considerations and the ability to adapt are increasingly crucial in integrating AI within sales teams.

Sales managers are at the forefront of guiding their teams through daily tasks and strategic implementations. As AI becomes integral to the digital transformation of sales teams, managers and their team members must acquire new skills.

The integration of AI raises benefits and concerns and poses distinct communication challenges that necessitate a blend of traditional and new AI-related communication skills. Advanced AI tasks, which include customer interactions, require a collaborative effort with humans, thus demanding learning and adaptation.

The emphasis on people management is becoming more pronounced. Effective management of sales teams in this technologically evolving landscape requires sales managers to integrate their traditional interpersonal communication skills with new AI-related competencies. These traditional competencies include a motivation to interact and lead, a thorough understanding of communication and leadership principles, and the ability to utilize AI-generated data in managing sales and teams.

Moreover, the research highlighted the importance of empathy, listening, argumentation skills, and the capacity for open information sharing and supporting collaborative management within the team. Another noteworthy skill is the ability to formulate effective AI prompts and communicate politely like AI.

Adaptability also emerged as a crucial skill. The ability to modify interpersonal communication strategies to suit different contexts and meet various employee needs is essential in the evolving role of a sales manager.

“Our findings indicate that the integration of AI by sales teams has shifted the focus of sales managers towards more people-oriented management, rather than mere task management. With AI’s introduction, ethical considerations and the understanding of AI as a team member have become central,” said Professor Koponen.

The study suggests that a sales manager’s interpersonal communication skills significantly influence team dynamics, trust-building, community sense, employee engagement, and job satisfaction. “With robust interpersonal communication skills, sales managers are better equipped to achieve work goals, make informed decisions, and communicate the importance of human roles in the AI era,” concludes the study.

This nuanced understanding of sales managers’ evolving role in an AI-transformed landscape offers valuable insights into the future of leadership and team management in the financial sector.

More information: Jonna Koponen et al, Sales managers’ perceptions of interpersonal communication competence in leading AI-integrated sales teams, Industrial Marketing Management. DOI: 10.1016/j.indmarman.2024.11.012

Journal information: Industrial Marketing Management Provided by University of Eastern Finland