There’s no doubt that AI tools can make your day-to-day easier. But when it comes to trying new tools, you gamble by investing a few hours in trying to set up something that may not work as it claims.<\/p>\n
Sometimes, it’s best to keep it simple and stick to the tried-and-tested resources.<\/p>\n
ChatGPT, Gemini, Claude, and Microsoft Copilot have been around for a while, and most B2B sales teams will have tried at least one. But while they’re often mentioned in the same breath, they aren\u2019t interchangeable. They’re all powered by large language models (LLMs), yet each has different strengths when it comes to sales tasks.<\/p>\n
We outline the benefits and challenges of each tool, and help illustrate their potential by suggesting some of the kinds of sales tasks they could help with.<\/p>\n
ChatGPT<\/span><\/span> is usually the first AI tool sales reps try, and so it becomes the most used. That’s perhaps its biggest strength: it’s easy and flexible to use.\u00a0ChatGPT is designed to handle open-ended thinking, writing, and refinement, which maps closely to the day-to-day reality of selling.<\/p>\n For sales reps, this means ChatGPT is particularly strong at shaping language. You can start with a rough idea, such as an awkward email draft, messy call notes, or a half-formed objection response, and refine it step by step with this AI tool. It responds well to feedback like \u201cmake this shorter,\u201d \u201csound more direct,\u201d or \u201crewrite this for a CFO instead of a technical buyer.\u201d<\/p>\n The trade-off is that ChatGPT doesn\u2019t automatically know anything about your accounts, inbox, or CRM: it only works with the context you give it. When used well, that\u2019s not a major limitation. But it does mean you should consider ChatGPT a thinking partner, rather than a fully automated sales assistant.<\/p>\n ChatGPT is best suited to sales tasks like:<\/strong><\/p>\n Writing cold and warm outreach emails<\/p>\n<\/li>\n Creating follow-ups after no response<\/p>\n<\/li>\n Generating discovery questions<\/p>\n<\/li>\n Handling objections and pushback<\/p>\n<\/li>\n Turning rough notes into polished recap emails<\/p>\n<\/li>\n<\/ul>\n Gemini<\/span><\/span> is less about persuasion and more about understanding. Where ChatGPT excels at writing, Gemini tends to perform best when a sales rep needs context,\u00a0especially early in the sales process.<\/p>\n For example, Gemini is particularly useful when you\u2019re preparing for a first conversation with a new account or entering an unfamiliar industry. It\u2019s good at synthesising information, explaining how a business operates, and summarising trends or challenges within a sector. Rather than helping you write the perfect email, it helps you understand what matters before you write it.<\/p>\n But the downside is that Gemini is generally less effective for tone-sensitive sales copy. It can help you get informed quickly, but most reps still prefer a different tool when it comes time to craft outreach or follow-ups.<\/p>\n Gemini is best suited to sales tasks like:<\/strong><\/p>\n Researching target accounts or industries<\/p>\n<\/li>\n Preparing for first discovery calls<\/p>\n<\/li>\n Understanding competitive or market context<\/p>\n<\/li>\n Summarising long articles or thought leadership<\/p>\n<\/li>\n Sense-checking assumptions before outreach<\/p>\n<\/li>\n<\/ul>\n Claude<\/span><\/span> stands out when the problem isn\u2019t writing or research, but information overload. It\u2019s particularly effective at working through long, complex, or messy inputs and turning them into something clear and structured.<\/p>\n For sales reps, this often shows up later in the deal cycle, with long call transcripts, dense email threads, procurement documents, or RFPs. Claude handles large volumes of text calmly and reliably, without losing key details or jumping to exaggerated conclusions.<\/p>\n But the trade-off is tone. Claude tends to be more neutral and cautious, which makes it less suitable for punchy outreach or persuasive messaging. Where it shines is clarity, not creativity.<\/p>\n Claude is best suited to sales tasks like:<\/strong><\/p>\n Summarising call transcripts and meetings<\/p>\n<\/li>\n Extracting objections and next steps<\/p>\n<\/li>\n Reviewing RFPs or procurement emails<\/p>\n<\/li>\n Pulling action items from long email threads<\/p>\n<\/li>\n Creating internal deal summaries for managers<\/p>\n<\/li>\n<\/ul>\n Microsoft Copilot<\/span><\/span> works differently from the other tools because it lives inside<\/em> Microsoft applications rather than alongside them. For sales teams already using Outlook, Teams, Word, and Excel, this can make Copilot feel less like \u201cusing AI\u201d and more like a natural extension of existing workflows.<\/p>\n Its biggest advantage is context. Copilot can draft emails based on real email threads, summarise Teams meetings automatically, and help analyse pipeline data directly in Excel. There\u2019s no need to copy and paste information into another tool, because the AI already sits where the work happens.<\/p>\n However, Copilot is less opinionated from a sales perspective. It\u2019s designed to support productivity inside Microsoft tools, not to coach messaging, prospecting strategy, or objection handling. It\u2019s also typically tied to Microsoft 365 licensing, which may limit access for individual reps.<\/p>\n Copilot is best suited to sales tasks like:<\/strong><\/p>\n\n
Gemini: Strong for Research and Account Context<\/h2>\n
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Claude: Best for Summarising and Making Sense of Complexity<\/h2>\n
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Microsoft Copilot: AI Embedded in Your Daily Workflow<\/h2>\n