Emblaze | Article: What Sales Leaders Should Be Thinking About as AI Shakes Up B2B Procurement

Overview

Let’s face it—AI is changing everything, and procurement isn’t immune.

You’ve probably already heard how AI is transforming vendor selection and management, but the question is: what does that mean for you as a sales leader?

Here’s the thing—if you’re not adapting, you’re falling behind. Let’s break down what’s happening and how you can stay ahead of it.

AI is Pushing Buyer-Seller Conversations Later—So You Need to Get Creative

Here’s a shift that might throw you: procurement teams are using AI to handle the heavy lifting early on. AI tools are doing vendor discovery, reaching out, collecting information—all the stuff that used to start a conversation with a human. Now, that conversation isn’t happening until much later.

And here’s the kicker—75% of procurement leaders say AI is speeding up decisions. So, by the time you’re talking to them, they already have a lot of what they need. That means you’ve got to get creative about how and when you engage.

Keep an eye on those AI-driven inquiries: Make sure you know when AI is engaging with your company and prep your team to respond appropriately. If it feels a bit robotic, it probably is.
Lead with insights, not just products: Instead of waiting to react, get proactive. Share valuable insights or trends in your industry early. You want to be the expert in their eyes before they even start looking at their options.

More Competition Is Coming—Differentiate or Get Drowned Out

AI is opening the door to competitors you didn’t even know existed. Geographic barriers? Gone. Suddenly, you’re up against vendors from across the globe, and it’s not because someone flew in for a big pitch—it’s because AI found them.

According to Gartner, by 2025, 40% of procurement teams will use AI and advanced analytics to find new suppliers. That means you can’t just blend in.

What should you do?

It’s not just about price anymore: Buyers already have your pricing and your competitors’ prices. What they don’t have is your story. Show them the value you bring that’s more than just a number—like unbeatable customer support or creative solutions.
Focus on the human element: AI might find you, but it’s not going to build a relationship. Lean into those one-on-one connections that AI can’t replicate. Tailored, personalized approaches still stand out.

Pricing Transparency is Here—Be Ready to Dive Deeper

Here’s another reality check: with 63% of procurement leaders using AI for pricing analysis, your numbers are out in the open. They’ve done the homework before you even say hello. That transparency means you’re not walking into a conversation cold—they’ve already run the numbers.

How do you handle that?

Come prepared for a deeper conversation: You’re not just there to throw out prices anymore. Be ready to talk about the bigger picture. How does your pricing tie into the value you’re delivering? What’s your edge beyond just cost?
Get creative with pricing models: Think about offering something that AI can’t compare as easily—like bundled services, loyalty incentives, or performance-based pricing. The more flexible and innovative you can be, the better.

AI is Efficient, But Relationships Still Rule

Sure, AI is making procurement more efficient, especially with things like vendor performance and contract management. But at the end of the day, people still buy from people. No algorithm can replace a solid, trust-based relationship.

Here’s how you can leverage that:

Make time for face-to-face: Whether it’s in-person or virtual, these interactions matter more than ever. It’s your chance to correct any misconceptions the buyer’s AI might have fed them. A simple question like, “What do you know about us?” can open the door to resetting the narrative.
Position yourself as a strategic partner: AI handles the nuts and bolts, but procurement teams still need help navigating the complexities that come with big decisions. Be that trusted advisor who can help them think bigger and longer term.

So, What’s the Takeaway for You?

Look, AI in procurement isn’t going anywhere. It’s making the process faster and more transparent, but that doesn’t mean you’re out of the picture. In fact, it’s just changing the rules a bit. Here’s what you should keep in mind:

Watch for AI-driven touchpoints and adjust your approach accordingly.
Focus on building relationships and delivering insights that AI can’t.
Be ready for buyers who already know your pricing and differentiate yourself on value.
Use AI as an opportunity to get ahead, not a roadblock.

The human element will always count. AI won’t replace you—it’ll just replace the people who don’t learn how to use it to their advantage.

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