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    When Prospects Say "I Asked ChatGPT First" - What Sales Teams Need to Know

    Yuval HaleviJanuary 202610 min read

    Your AE just got off a discovery call. The prospect said something that's becoming increasingly common: "Yeah, I asked ChatGPT about solutions in this space before reaching out."

    This isn't a one-off. Sales teams across B2B are hearing this more frequently. And it changes everything about how the deal unfolds.

    From working with 50+ B2B sales organizations, here's what your sales team needs to know about AI-informed buyers, and what to do about it.

    TL;DR

    • 20-40% of B2B buyers now research via AI before engaging vendors. This number is growing monthly.
    • If ChatGPT mentioned you positively, you're starting with credibility. If it mentioned competitors, you're starting behind.
    • Add 'AI research' questions to discovery. Know what the prospect was told before you pitch.
    • Sales intel from AI interactions is gold. Feed it back to marketing.
    • This is a revenue problem, not just a marketing problem. Sales leaders need to care.

    Why This Matters to Sales

    When a prospect asks ChatGPT "what's the best SIEM for mid-market companies?" before talking to you, three things happen:

    1
    Their shortlist is already formed
    By the time they talk to you, they've already got 3-5 names in their head. If you weren't mentioned, you're fighting for a spot that may already be filled. If you were mentioned negatively or inaccurately, you're starting in a hole.
    2
    They have preconceptions about your positioning
    ChatGPT told them something about you. Maybe accurate, maybe not. "Great for enterprise but expensive" or "Strong in compliance but weak UX." These frames are hard to shake because they came from a "neutral" source.
    3
    Your competitors may have a head start
    If ChatGPT recommended Competitor A first with a glowing description, that's essentially a warm referral. They're talking to you as a comparison, not as the frontrunner. Your close rates drop accordingly.

    The Discovery Questions to Add

    Your sales team needs to understand what AI told the prospect. Add these to your discovery framework:

    "Before we connected, did you do any research with AI tools like ChatGPT or Perplexity?"
    WHY ASK THIS
    Opens the door without assuming. Many prospects won't volunteer this.
    FOLLOW-UP QUESTIONS
    • What did you ask?
    • What stood out from what it told you?
    • Were there any surprises?
    "What did AI tell you about companies in our space?"
    WHY ASK THIS
    Gets specific about the competitive frame they received. You need to know who else is on their radar.
    FOLLOW-UP QUESTIONS
    • Who did it recommend?
    • How did it describe us vs competitors?
    • Anything that didn't match your expectations?
    "Was there anything AI said about us specifically that you want to verify?"
    WHY ASK THIS
    Invites them to share misconceptions or concerns. Better to address now than have them linger.
    FOLLOW-UP QUESTIONS
    • What made you curious about that?
    • Would it be helpful if I clarified?
    "How much weight are you putting on what AI recommended?"
    WHY ASK THIS
    Gauges influence. Some treat AI as one input. Others treat it as gospel.
    FOLLOW-UP QUESTIONS
    • What other sources are you using?
    • How do you typically validate vendor recommendations?

    What You'll Hear (And What It Means)

    Based on patterns we see across sales teams, here's how to interpret common responses:

    "ChatGPT recommended you guys specifically"
    Translation: You're starting with credibility. AI gave you a warm referral.
    Your move: Acknowledge it: 'Great to hear. Let me show you why that recommendation was right for your situation...'
    "It mentioned a few options including you"
    Translation: You're on the shortlist but not differentiated. Even playing field.
    Your move: Probe deeper: 'What made you decide to reach out to us vs the others it mentioned?'
    "It actually recommended [Competitor] but I wanted to compare"
    Translation: You're the backup. They're due-diligencing the AI recommendation.
    Your move: Don't attack competitor. Focus on fit: 'Smart to compare. Let me understand your specific needs to see if we're actually a better fit...'
    "It didn't really mention you"
    Translation: AI doesn't know you well enough to recommend. Visibility problem.
    Your move: Lean into it: 'We hear that sometimes. We've been focused on [X segment] where we're well known. Let me tell you why we're actually a strong fit...'
    "It said you were expensive / enterprise-only / [misconception]"
    Translation: AI has outdated or wrong info. You're starting with a frame to overcome.
    Your move: Correct gently: 'Interesting, that's actually outdated. We changed our pricing last year. Here's what's current...'

    Talk Tracks by Scenario

    Different situations need different approaches. Here are ready-to-use talk tracks:

    SCENARIO: CHATGPT RECOMMENDED YOU
    "That's great to hear. AI is getting better at matching solutions to needs. Let me make sure the recommendation was right for your specific situation. What's driving the evaluation right now?"
    💡 Don't gloat. Use the credibility to dig into their needs.
    SCENARIO: CHATGPT RECOMMENDED A COMPETITOR
    "Appreciate you still reaching out to compare. AI recommendations are a good starting point, but they can't know your specific context. Let me understand your situation so we can figure out together if we're actually the better fit."
    💡 Don't attack competitor. Position yourself as the thorough, context-aware choice.
    SCENARIO: AI DIDN'T MENTION YOU
    "Honestly, AI is still catching up on smaller or more specialized vendors. We've been heads-down solving [specific problem] for [specific segment]. Let me show you why companies in your situation choose us."
    💡 Turn invisibility into a strength: you're focused, not trying to be everything to everyone.
    SCENARIO: AI SAID SOMETHING WRONG ABOUT YOU
    "That's interesting, and it's actually outdated. [Correct the misconception with specifics.] AI pulls from various sources and doesn't always have the latest. Here's what's actually current..."
    💡 Be matter-of-fact, not defensive. Provide proof if possible (recent press, customer quotes, etc.).

    The Intel Loop: Sales → Marketing

    Every discovery call is market research. Your sales team is learning what AI is telling buyers about your category. This intel is gold for marketing.

    What to Track and Share
    Track in CRM: AI Research Field
    Add a field: "Did prospect research via AI?" with options: Yes-mentioned us, Yes-didn't mention us, Yes-mentioned competitors, No/Unknown. This becomes a filter for win/loss analysis.
    Log: What AI Said About You
    When prospects share what ChatGPT told them, log it. These descriptions reveal how AI is positioning you. Marketing needs this to correct inaccuracies.
    Monthly Briefing: Sales → Marketing
    Share patterns monthly: "We're hearing X about our positioning. Competitors are being positioned as Y. AI is recommending Z for our target segment." This shapes GEO strategy.

    The Qualification Impact

    AI research behavior should factor into how you qualify deals:

    ↑ Higher Probability Signals
    • ChatGPT recommended you specifically
    • They're verifying AI suggestions (due diligence mindset)
    • They asked follow-up questions about you to AI
    • AI description matched your actual positioning
    → Neutral Signals
    • AI mentioned you among several options
    • They're checking multiple sources (AI + analysts + peers)
    • AI info was outdated but not negative
    • Category is new, AI didn't have strong opinions
    ↓ Lower Probability Signals
    • ChatGPT didn't mention you at all
    • AI actively recommended competitors instead
    • AI described you inaccurately in a negative way
    • Prospect seems to be "checking boxes" with you

    What Sales Leaders Should Do

    This isn't just a rep-level issue. Sales leadership needs to act:

    1
    Add AI research to discovery framework
    Make it standard. Every discovery call should include questions about AI research.
    2
    Track AI-informed deals separately
    Add CRM fields. Analyze win rates for AI-informed vs non-AI-informed deals. The data will shock you.
    3
    Build the marketing feedback loop
    Monthly sync with marketing on AI visibility intel. What sales hears shapes GEO strategy.
    4
    Push for AI visibility investment
    This is a revenue problem. If deals are harder because AI isn't recommending you, that's a sales-justified marketing investment.
    5
    Train on AI-informed buyer handling
    Role-play the scenarios. AI-informed buyers are different. Reps need practice handling them.
    The Bottom Line

    "I asked ChatGPT first" is the new "I read some reviews." But it's more influential because buyers treat AI as a neutral expert, not a biased review site.

    This is a revenue problem, not just a marketing problem. If AI is recommending competitors and your sales team is fighting uphill battles, that's pipeline impact. Sales leaders should be pushing for AI visibility investment.

    Every discovery call is intel. What AI told the prospect is market research. Build the feedback loop to marketing. The patterns you see shape strategy.

    Frequently Asked Questions

    Yuval Halevi

    Yuval Halevi

    Helping SaaS companies and developer tools get cited in AI answers since before it was called "GEO." 10+ years in B2B SEO, 50+ cybersecurity and SaaS tools clients.