Artificial intelligence (AI) is quickly changing the landscape of work, particularly in the financial sector. A recent study from the University of Eastern Finland examined the effects of AI integration on the interpersonal communication skills needed by sales managers. The findings revealed that automating repetitive tasks with AI not only increased efficiency but also allowed sales managers to allocate more time to complex responsibilities. However, as AI became more integrated, sales managers encountered new communication hurdles, including addressing fears and resistance to change.
“Sales team members required motivation to embrace AI, and there was a need for support in fostering their self-direction. The role of sales managers was crucial for adapting to ongoing digital transformations and preserving trust within the team,” states Associate Professor Jonna Koponen from the University of Eastern Finland.
This longitudinal study is based on 35 expert interviews conducted throughout a five-year span from 2019 to 2024, and it also draws from secondary data collected from one of Scandinavia’s major financial groups. The results indicate that besides traditional managerial communication skills, it was essential to consider ethical viewpoints and adaptability when incorporating AI into sales team activities.
Sales managers are key players in steering their teams, overseeing daily tasks, and implementing strategic changes. Currently, AI is significantly influencing the digital transformation of sales teams, necessitating new skill sets for both managers and team members.
The research underscored the advantages, concerns, and communication issues related to AI integration, which require both conventional communication abilities and new skills linked to AI. Alongside handling routine tasks, advanced AI systems are now capable of performing roles that necessitate learning and adaptation, such as engaging with customers collaboratively with human team members.
Focus on People Management
Effectively managing a sales team amidst evolving technology demands that sales managers blend traditional communication skills with new abilities related to AI. The traditional interpersonal communication competence of sales managers encompasses four key elements. The first is the motivation to engage with others and a willingness to lead a team. The second element emphasizes the necessity for knowledge and comprehension: sales managers should be versed in communication and leadership, as well as understand how to utilize AI-generated data in their sales and team management efforts.
The third component pertains to communication skills, which encompass empathy, active listening, persuasion, transparency in information sharing, and promoting co-management within the team. Additionally, the study pointed out the importance of crafting effective prompts for AI and adopting a polite communication style akin to that of AI. The fourth element is adaptability, underscoring the need for sales managers to modify their interpersonal communication styles according to different contexts, employee distinctions, and varied communication requirements.
“Our research suggests that the adoption of AI by sales teams requires sales managers to prioritize human management over task management. Furthermore, with AI’s introduction, ethical considerations and recognizing the role of AI as a team member became essential,” remarked Koponen.
The study indicates that the interpersonal communication skills of sales managers substantially impact team dynamics and responsibilities, such as nurturing trust, fostering a sense of community, encouraging employee engagement, and boosting job satisfaction.
“With effective interpersonal communication skills, sales managers can ensure that teams meet their objectives. Strong communication can also facilitate decision-making and highlight the importance of human contributions in the AI era,” Koponen concluded.
