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Ferguson, one of the nation’s largest heating and plumbing suppliers, is developing AI tools to give its sales staff skills that can otherwise take years to develop on the job, according to CFO Bill Brundage.
It can take a long time to get new sales associates up to speed on the company’s products, services and pricing. Brundage spoke with CFO Journal about how Ferguson is turning to new artificial intelligence tools to help speed up the process. Below is an edited excerpt.
Are you using generative AI? If so, how?
Brundage: We’re using it in a few of the areas that you would probably expect us to so across our functional support areas, so whether you're talking about finance or legal or HR. We're piloting some different tools and technologies to drive additional productivity.
But really, where we see the value is, across our organization, upskilling our sales and customer-facing associates.
In what way?
Brundage: It’s actually a pretty complex industry to learn if you're new to the organization. It takes several years of learning the product, learning how to put together a project, learning how to work with the customer before you're really efficient. We see a great ability of AI to help us drive speed and consistency and quality, and actually free up our associates to spend more time relationship-building and selling to and with our customers.
So think of automating the bidding and the quoting process—so taking a set of plans, and allowing an AI tool or agent to do the first set of bids or quotes for those plans. Putting together the pricing, the invoicing and even the project management plan. And allowing the associate to get up to speed faster.
Anything we can do to speed the learning curve of our associates and then free up more of their time to spend with our customers, we think would be a real advantage for us.
Are these tools in the field?
Brundage: The process tools that I was referring to are in early stages, so we haven’t rolled a lot of that out. But parts and pieces of the transaction are leveraging AI—in areas like pricing, in areas like inventory management.
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