5 Ways AI Can Enhance Your Sales Calls

Narratives win or lose deals, from first impression to close. Sales calls are where you uncover client needs, build trust, and position your company’s value in a way that pushes your competition out the door.

Even with B2B buyers completing 75% of their buyer journey on their own, the differentiator is that last 25% with Sales.

AI for sales calls is flipping the learning and prep curve on its head. New sales reps, or even experienced sellers new to a complex market, can now prep like pros and perform with confidence on day one. At the same time, seasoned reps are using AI to eliminate time-wasting prep, sharpen their message, and show up to every call with a competitive edge.

83% of sales teams using AI saw revenue growth last year compared to just 66% without AI. Proving that freeing up time to focus on high-value interactions and building trusting relationships leads to more closed deals.

The five ways AI is enhancing sales calls that we’ll explore in this article can be applied to any type of call, cold, demo, renewal, and beyond. But to keep things focused (and because it’s such a make-or-break moment), we’ll use the discovery call as our running example.

We’ll break down these five tactical ways AI is transforming sales calls right now:

• • How AI handles admin work you shouldn’t be doing
  • What real-time intel during live calls actually looks like
  • Why GenAI is an incredible shortcut for faster, smarter prep
  • How role-playing with AI builds skill faster than any manager can
  • And why AI coaching at scale is the performance engine modern teams need

1. AI Is Automating the Sales Call Work Reps Shouldn’t Be Doing

Reps waste hours each week on tasks that don’t move deals forward, such as note-taking, CRM updates, call summaries, and follow-up emails. AI can, and should, handle all that.

Here’s how top conversation intelligence tools break it down:

• • Gong: Analyzes call content and sales rep behavior to surface deal risks, objections, and next steps. It’s a revenue intelligence platform with coaching insights baked-in.
  • Fireflies: Focuses on transcribing and summarizing meetings across platforms like Zoom and Google Meet. Great for logging and search.
  • Avoma: Offers real-time transcription, plus automated follow-ups and agenda tracking. Ideal for teams that want both admin automation and meeting prep.
    

These tools reduce hours of post-call admin, giving reps back time to prospect, close, or level up.

In a discovery call, that saved time goes directly into better conversations. Instead of splitting focus, reps can be fully present to probe deeper, listen better, and close stronger.

Related Content: Using ChatGPT for Sales Prospecting and List Building

2. Real-Time Call Intelligence Helps You Pivot in the Moment

The difference between a good discovery call and a great one can come down to timing; it’s a matter of knowing when to dig deeper, when to pause, and when to change subjects. AI tools for sales calls now offer real-time insights that help reps adjust mid-conversation instead of realizing what went wrong after the call is over.

What conversation intelligence and real-time coaching tools enable:

• • Detect shifts in tone, sentiment, and engagement mid-call
  • Track talk-time ratios, interruptions, and pacing to improve flow
  • Surface real-time prompts for questions, objection handling, or follow-ups
  • Provide in-the-moment nudges based on proven talk tracks and behavioral patterns
  • Help new reps respond confidently without relying on post-call feedback
  • Scale “manager-in-your-ear” guidance across the team
    

The benefits are extremely impressive: Sellers using AI-driven conversation intelligence tools have seen win rates increase by 26-35% compared to those who don’t use them, according to Gong Labs.

If you’re exploring the space, the top conversation intelligence platforms on the market today (also mentioned in the last section) are:

• • Gong: Known for revenue intelligence, coaching insights, and deal risk detection
  • Chorus by ZoomInfo: Strong call transcription and analytics with CRM integration
  • Avoma: Real-time meeting assistance plus agenda and follow-up automation

3. Generative AI Supercharges Sales Call Preparation

Call prep is where you can win a sales call before it even begins, but most reps either skip it or spend too much time clicking through tabs and old notes. Generative AI fixes that.

Instead of spending 30 minutes researching a company’s website, LinkedIn page, 10-K, and news mentions, reps can now use GenAI tools like ChatGPT to generate a high-level account brief in seconds. When we create a prompt for these services using the right language, they can deliver:

• • A one-paragraph company overview
  • Key leadership roles and recent moves
  • Industry trends the prospect likely cares about
  • Talking points aligned to use cases or pain points
    

The result is that prep, which used to take 20-30 minutes, now takes 3-5, and it’s often more focused and consistent across sales reps. Not bad.

Outside of static research, GenAI is also being used to simulate sales call prep scenarios. Again, when we use the right language in our prompting, these tools can provide probable objections, competitor comparisons, and even mock Q&A based on the account’s profile.

For teams looking to go deeper, Skaled’s Discovery Call Prep GPT takes this to another level, using deal stage, buyer role, and ICP details to guide sales reps on how to tailor their call approach.

Tools like these make sales call prep scalable, consistent, and useful, so reps show up sharper and better aligned to the buyer.

4. Role-Playing with GenAI Makes Sales Reps Ready for Anything

Most reps don’t practice enough. Maybe they don’t have the time, or a manager available to help, or structured scenarios they could run through. This is another area where AI for sales calls enhances the value and narrative that reps should prep for every sales call. 

With tools like ChatGPT and custom GPTs built for sales training, reps can now simulate discovery calls, handle objections, and test messaging on demand, without needing to schedule time with a manager.

These AI role-plays are fast, repeatable, and increasingly lifelike. Sales reps can:

• • Practice cold call openers and pivots based on buyer persona
  • Simulate discovery calls with dynamic back-and-forth
  • Handle objections from different stakeholders or industries
  • Stress-test messaging for different product lines or use cases
    

A fantastic advantage here is instant feedback. Some tools can score your response based on clarity, tone, and relevance, or even compare it to top-performer talk tracks.

At Skaled, our Cold Call Role-Playing GPT and Discovery Call Role-Playing GPT are designed specifically for this purpose: helping SDRs and AEs build fluency and confidence by running real-world call scenarios repeatedly until they master them.

Instead of waiting for live calls to “figure it out,” reps can walk into the real thing rehearsed, warmed up, and ready to perform.

Related Content: How to Send Personalized Emails with ChatGPT

5. Coaching at Scale: Two Ways AI for Sales Calls Helps Reps Get Better, Faster

Most teams don’t coach enough because they can’t keep up. But now, with AI, sales organizations have two distinct ways to scale coaching that actually sticks.

Option 1: Coaching with Conversation Intelligence Tools

Conversation intelligence platforms like Gong, Chorus, and Avoma help teams coach based on actual rep behavior, not guesswork. Here’s how:

• • Auto-flag coaching moments: Tools highlight talk-time ratios, filler words, missed questions, or negative sentiment shifts without a manager needing to listen to the full call.
  • Track trends across sales reps: Spot who’s struggling with objection handling, where discovery is falling short, or how top performers are closing more efficiently.
  • Deliver coaching insights at scale: Managers get weekly summaries of what matters, so they spend less time reviewing and more time developing.
    

Option 2: Coaching with Generative AI Tools

GenAI platforms like ChatGPT or custom training GPTs are changing how reps self-coach and build skills on demand. They do this by:

• • Running simulated role-plays: Reps can rehearse cold calls, discovery questions, and objection handling with dynamic GenAI personas.
  • Giving real-time performance feedback: Tools can score rep responses based on tone, relevance, and clarity, and provide tips instantly.
  • Turning every day into a coaching opportunity: Instead of waiting for 1:1s, reps can train daily, at their own pace, with structured prompts and response analysis.
    

Both paths drive faster skill development. Together, they turn every call and every rep into a feedback loop for growth.

Final Take: Make Your Next Sales Call Smarter with AI

Whether you’re new to sales or have hundreds of discovery calls under your belt, AI is now part of the job, and a real advantage if you know how to make use of it.

Here’s what to take with you after you leave this page:

• • Save time on prep by using GenAI tools to get fast, relevant insights
  • Stay sharp during the call with real-time feedback from conversation intelligence tools
  • Automate post-call tasks so you can move on to the next deal faster
  • Practice your pitch and objection handling with AI, on your own time
  • Use AI-driven feedback to keep improving without waiting on a 1:1
    

You don’t have to master everything at once: start with one part of your workflow, like prep, role-play, or call review, and build from there. You’ll master using AI to make your sales calls better in no time.