I was playing golf recently with a lawyer, a pilot and a real estate agent and we debated who was going to lose their job to AI first.
We all agreed that the lawyer would be the first to go, the pilot second and myself and the real estate agent would be the last to go as we were both in sales and you still need the human connection. Do lawyers need the human connection as much as salespeople? What about the pilot? My answer would be no. The pilot however felt that he still had a long career in front of him as no insurance company would be comfortable without a human on board. Time will tell.
It is hard to have a conversation about sales right now without the discussion quickly turning to the impact AI and technology will have on our profession. That is entirely understandable given how fast technology continues to develop and the staggering adoption rate of all things AI. (as a side note AI is officially the fastest adopted business technology in history, ChatGPT became the first tech application to reach 100 million unique users in its first two months.)
However, a real risk for all of us in 2024 is that we forget how significant human interaction is in both sales leadership and sales. While technology and automation are undoubtedly transforming the sales landscape and creating opportunities for efficiency and scalability, the essence of successful sales remains deeply rooted in genuine human connections. Most of us were attracted to sales by the enjoyment of connecting with, and helping people which we should never forget. For me I love a one-on-one meeting as you can create a connection that differs from a room full of people or even an online ‘virtual’ experience. For me this is where the magic happens but recognising that being able to connect with multiple people, sharing stories and insights is also critical.
In our annual ‘Mood of the Sales Leader’ report published earlier this month both Sales Leaders and Salespeople listed very clearly that the number one reason people buy is ‘based on trust’. The ability to establish a genuine level of trust between the buyer and the seller is a foundational pillar of effective sales and building enduring relationships. Technology alone cannot replicate that and so far, nothing has been able to match our ability as human beings to build rapport and trust.
Human interaction allows sales professionals to delve beyond surface-level information and truly understand the nuanced needs and preferences of their customers. Active listening, a skill intrinsic to interpersonal communication, enables salespeople to pick up on subtle cues, read emotions, and note concerns that may not be evident through digital channels. This depth of understanding facilitates the customisation of solutions and client specific recommendations, leading to a more personalised and satisfying customer experience.
Humans are inherently emotional beings, and emotions drive purchasing decisions. Building an emotional connection between the buyer and the seller fosters loyalty and repeat business. The personal touch provided by human interaction helps create memorable experiences, making customers more likely to choose a brand not just for its products or services but for the positive associations linked to the sales process.
As a sales leader we should also never forget the value in taking time for your salespeople. A catch up over coffee or a caring enquiry about their life outside of work always yields insights that you need as an effective leader. Referring to the Mood of the Sales Leader report again, salespeople confirmed that the old adage “go for the brand and stay for the manager” is indeed true.
The sales landscape is dynamic, with customer preferences and market trends evolving continuously. Human interaction allows sales professionals to adapt to changing circumstances, market conditions, and customer demands in real-time. The ability to pivot strategies, tailor presentations and offer flexible solutions is a competitive advantage that sets human-powered sales apart from automated approaches.
So, for 2024 let’s absolutely keep exploring A Iand the role technology will play in the future of sales, but let’s also keep those human connections going. By all means systemise, streamline and automate the bits of the process we can, but let’s always humanise the human connection. Swap a zoom session for an in person meeting occasionally and get ready for a big year in 2024.