The biggest threat to manufacturing sales teams today isn’t AI. It’s your existing process.
While headlines swirl about artificial intelligence automating jobs out of existence, the truth for sales leaders is more pressing: if you’re still relying on legacy tools, manual quoting, and gut-based pricing decisions, your sales engine is already underperforming.
Not because your people aren’t capable, but because the system around them is broken.
What’s Actually Replacing Sellers? Friction.
Today’s manufacturing customers want fast, personalized, and value-based interactions. But most manufacturers are still selling with a process designed for a different era—one where product catalogs were simpler, pricing was more stable, and customer expectations were far lower.
The result? Sellers bogged down by complexity:
- Quoting delays that stretch into days or even weeks.
- Pricing that’s inconsistent and difficult to explain.
- Sales playbooks built on tribal knowledge, not data.
- Forecasting that’s reactive and wildly inaccurate.
In this environment, even top sellers struggle to win. It’s not that they’re underperforming—it’s that the system is failing them.
According to a McKinsey report, companies that embed analytics into their sales processes see 5–10% revenue growth1. Yet many manufacturing sales orgs are still operating with fragmented tools and manual workflows that make this impossible.
Pricing: Your Biggest Untapped Sales Lever
In manufacturing, pricing has traditionally been treated as a financial function or an afterthought to product development. But in today’s market, pricing is a sales strategy.
When sales teams don’t have clear, intelligent guidance on how to price—or when they rely on outdated spreadsheets and last-minute overrides—margins erode fast. Worse, deals stall when customers lose confidence in the value being offered.
AI changes this dynamic. With the right data, AI-powered pricing can:
- Suggest optimal price points in real-time based on customer profile, market data, and historical deal outcomes.
- Recommend ideal price targets based on deal context and revenue impact.
- Prevent margin leakage by ensuring pricing discipline across teams, regions, and channels.
This isn’t theoretical. Manufacturing leaders that implement dynamic, AI-powered pricing are seeing marked improvement in margin, revenue uplift and efficiency.
In a market defined by volatility, intelligent pricing is no longer optional. It’s a competitive necessity.
Modern CPQ: Not Just Faster, Smarter
Configure-price-quote (CPQ) tools have been around for years, but many manufacturers are still using basic or outdated systems that create more friction than they remove.
Today’s sales environments demand next-generation CPQ solutions that:
- Help sellers navigate vast, complex product portfolios with guided selling paths.
- Integrate with real-time pricing engines and CRMs and ERPs to ensure accuracy.
- Automatically adapt to subscription-based or service-driven offerings, which are increasingly common in B2B manufacturing.
For global organizations with thousands of SKUs, disconnected data sources, and multi-tier pricing, a modern CPQ is a force multiplier. It’s what transforms an average quoting cycle from 7+ days down to a few hours, enabling sellers to move at the speed of the buyer.
AI and Analytics: Sales Leaders’ New Superpower
Let’s be clear: AI isn’t replacing sellers. It’s replacing guesswork.
The real power of AI in sales isn’t just automation—it’s visibility. Sales leaders who embed AI into their operations gain:
- Real-time deal insights: Know which deals are likely to stall before they do.
- Forecast accuracy: Replace top-down assumptions with data-backed projections.
- Rep performance signals: Spot discounting patterns, deal velocity trends, and coaching opportunities across the team.
- Improved decision making: Integrated insights give complete visibility into profits and margin.
This kind of intelligence used to be locked in the heads of veteran reps. Now, it can be systematized and scaled across the team.
Your Customers Have Changed. Has Your Sales Process?
Today’s buyers are more informed, more time-pressed, and more value-conscious than ever. A Gartner study found that 83% of B2B buyers prefer to buy through digital or self-service channels, and when they do speak to a sales rep, they expect high-value consultation, not basic configuration help2.
If your sellers are still spending hours on manual quotes or chasing approvals, they’re not only losing deals, they’re also losing credibility.
Forward-thinking manufacturers are responding by digitizing the front line: not just enabling eCommerce, but equipping sellers with the tools and data to meet customers where they are—with speed, insight, and precision.
Sales Must Lead the Transformation
Manufacturing has spent the past decade modernizing operations, from smart factories to automated supply chains. Now, it’s time for the sales floor to catch up.
The transformation ahead is not about turning sales into software. It’s about removing friction, standardizing excellence, and giving sales teams the intelligence they need to win in a complex market.
Because here’s the real risk: AI isn’t coming to replace your sales team—your outdated process already is.
The question isn’t whether to modernize. It’s how fast you move, and whether sales will lead or lag behind the rest of the business.
Learn more about PROS Solutions for Manufacturers.
1McKinsey | Boosting your sales ROI: How digital and analytics can drive new performance growth
