Sales
January 22, 2025

Using AI in Sales Should Never Compromise the Human Connection

From predictive analytics and sales automation to chatbots and conversational intelligence, businesses across Australia and New Zealand are increasingly embracing the latest advancements in artificial intelligence (AI) and automation. This trend is only set to grow as digital technologies and AI tools continue to transform the sales landscape. These innovations offer significant benefits, such as improving efficiency, personalising content, delivering data-driven insights, and automating the time-consuming tasks that have long frustrated sales professionals. However, one thing AI can never replicate is the human touch in sales.

No matter how sophisticated technology becomes, the human element remains vital. In today’s marketplace—where customers are more informed, savvy, and distracted than ever—the ability to listen, connect, and empathise has never been more critical. Buyers aren’t just seeking quality products or services; they are looking to partner with people they trust, who genuinely understand their challenges, and who can provide meaningful insights and lasting value. While advanced AI tools can enhance the sales process, it’s the skilled salesperson who nurtures the trusted relationships that drive sustainable business outcomes and foster long-term customer success—not just a one-off transaction.

The good news is that AI and automated sales enablement tools are helping salespeople dedicate more time to these uniquely human aspects. Successful leaders and sales teams will embrace this opportunity, combining cutting-edge technology with their interpersonal expertise to deliver unparalleled value to both their customers and their organisations.

 

Why the Human Touch Is Critical in Sales.

While B2B sales may operate under a “business-to-business” label, at its heart, it’s a people-driven profession. With buying processes becoming increasingly complex—often involving diverse stakeholder groups—salespeople are more essential than ever in uncovering needs and guiding collaborative decision-making. These stakeholders want to engage with someone who is transparent, authentic, and focused on solving problems, not just selling products. By bringing the human touch to sales, salespeople create an environment where clients feel heard and supported through tailored, empathetic, and relationship-focused interactions.

At its core, sales reflects a universal truth: people don’t want to be sold to; they want to buy, and they prefer to buy from someone they trust. Trust is the foundation of successful sales relationships, and it stems from a sales mindset centred on uncovering and meeting needs while creating value. The human touch enables salespeople to build rapport by genuinely understanding their clients’ businesses, industries, challenges, and opportunities. This understanding helps clients see the gap between where they are and where they want to be—and positions the salesperson as a trusted partner, not just a vendor.

While AI can analyse data and offer suggestions, it cannot form the emotional connections that foster customer loyalty. Building these bonds requires a dedicated salesperson who asks insightful, needs-focused questions and listens actively. By forming personal connections, salespeople can develop trust-based relationships where clients feel confident to share their challenges and needs. A salesperson who takes the time to establish trust reassures clients that their best interests are the priority, creating a collaborative environment where solutions can be shaped together.

This trust-building isn’t a “nice-to-have”; it’s vital for instilling confidence in purchasing decisions, particularly when clients are considering complex solutions that require significant buy-in. Although some buyers may seek quick, self-service transactions, many others value a deeper human connection in their sales interactions. Unlike AI, a skilled salesperson can interpret subtleties—such as tone of voice, hesitation, or body language—and adjust their approach. Whether it’s slowing down to ask more probing questions or showing heightened attentiveness, these nuanced interactions are where human salespeople excel in ways AI simply cannot.

Beyond trust, today’s buyers are also searching for empathy in their interactions with salespeople. In industries facing constant change and uncertainty, buyers want to feel like more than just a number or a data point in a CRM system. They value salespeople who validate their concerns, understand their unique challenges, and offer personalised, actionable insights instead of generic responses.

Empathy enables sales professionals to connect on a deeper level by demonstrating a genuine investment in their clients’ success. For example, a salesperson who understands a client’s anxiety about adapting to rapid technological changes and offers tailored guidance will leave a lasting impression. These meaningful, memorable interactions differentiate salespeople and reinforce their value.

Empathy also fosters client loyalty, even if a sale isn’t closed immediately. Clients are far more likely to return to a salesperson they believe genuinely cares about their success rather than someone focused solely on closing a deal. By demonstrating empathy and trust, salespeople position themselves as long-term partners in their clients’ success—a critical differentiator in today’s competitive sales landscape.

 

What Qualities Are Clients Seeking in Sales Professionals?

The role of the sales professional is changing. Today’s buyers expect more from their sales interactions and are increasingly selective about whom they choose to partner with. Let’s explore what modern B2B buyers in Australia and New Zealand value most—and what they aim to avoid—in their relationships with salespeople.

 

Buyers Don’t Want Order-Takers.

Today’s clients are looking for strategic partners who understand their industries and can offer insights that challenge their thinking. To become trusted advisors, sales professionals must move beyond simply pitching products and reciting features. Instead, they need to engage in value-added conversations, providing meaningful guidance and consultative support.

This approach demands exceptional questioning and active listening skills, along with a deep understanding of the client’s business and the wider market trends influencing their decisions. It also requires a positive, solution-focused mindset and a sincere belief in the value they can deliver.

Salespeople who take the time to understand their client’s industry challenges, goals, and long-term vision can provide tailored, forward-thinking recommendations. When clients feel their needs are understood, they’re more likely to trust the salesperson as a partner rather than viewing them as merely a vendor. Buyers can quickly spot when they’re being subjected to a forced or inauthentic sales pitch. What they value instead is honesty, transparency, and authenticity—qualities that build rapport and create a sense of mutual respect.

 

Authenticity Is Key.

Sales professionals who prioritise building relationships, communicating openly, and avoiding aggressive “hard-sell” tactics stand out in today’s marketplace. Authenticity means being upfront about product limitations, exploring alternative solutions, and being clear about pricing and timelines. This transparency not only strengthens credibility but also demonstrates a commitment to achieving the best outcomes for the client—a hallmark of a win-win mindset.

Authenticity, however, is more than just honesty. It stems from a strong inner confidence, a sense of purpose, and alignment with one’s values and beliefs. Salespeople who exude authenticity create a comfortable, trusting environment where clients feel they are working with someone genuinely invested in their success.

 

Focus on Human-to-Human Interactions.

Modern buyers expect more than transactional sales experiences. Sales professionals need to have high-quality, human-centred conversations that go beyond product features. The more they learn about the client through these interactions, the better they can connect their solutions to outcomes that truly matter.

Delivering value might involve sharing relevant industry insights, offering tailored recommendations, or providing resources to help clients achieve their goals—even if these actions don’t directly benefit the salesperson. By focusing on the client’s needs first, salespeople position themselves as indispensable partners, building relationships based on trust and respect.

 

Responsiveness and Adaptability Are Essential.

In an era of rapid communication, sales professionals who respond promptly and adapt quickly to changing client needs gain a competitive edge. Whether it’s addressing questions, providing updates, or tailoring solutions to fit new circumstances, a responsive approach signals that the client is a priority.

Similarly, adaptability is crucial. Clients value salespeople who are flexible enough to pivot when their business or industry changes, offering customised approaches and alternative solutions that reflect a customer-centric mindset.

 

Clients Expect Prepared, Knowledgeable Salespeople.

Today’s buyers often arrive at the table well-informed, and they expect the same from the sales professionals they work with. Being prepared not only ensures a productive conversation but also demonstrates respect for the client’s time.

Preparation involves researching the client’s business, understanding industry trends, and anticipating potential challenges. This allows sales professionals to have deeper, more meaningful conversations, offering relevant insights that address the client’s needs and goals.

By investing time in preparation, salespeople send a clear message: they are committed to the client’s success and are ready to serve as knowledgeable, forward-thinking partners in the decision-making process.

 

Developing the Human Touch in Sales: 3 Essential Steps.

In today’s technology-driven world, digital advancements are revolutionising business practices, including sales. However, amidst the growing reliance on automation and AI, the critical value of the human touch in sales can sometimes be overlooked. Here are three key steps to help sales teams cultivate and prioritise the human side of selling:

 

1. Set Clear Expectations for Using Technology.

Ensure your sales team understands that technology is there to support, not replace, their role. Tools like automation, generative AI, and other digital solutions should enhance productivity, freeing up time for salespeople to focus on meaningful, human-to-human interactions—the kind that only they can deliver. When used thoughtfully, technology can empower salespeople to better connect with clients, personalise their approach, and deliver tailored solutions that build trust and drive long-term results.

 

2. Highlight the Human Factor in Sales Training.

Effective sales training goes beyond teaching knowledge, processes, and techniques—it must address the emotional and interpersonal skills that underpin customer satisfaction and loyalty. In addition to core sales skills like active listening, asking open-ended questions, and validating concerns, training should focus on reshaping mindsets. Sales professionals need to understand that selling isn’t about pushing products; it’s about creating value, building trust, and forming authentic relationships.

Training programmes should also help salespeople identify and overcome mental barriers that may hold them back, build confidence, and learn how to effectively integrate new tools into their processes. This enables them to shift their focus from administrative tasks to nurturing strong, trust-based client relationships—an essential aspect of the human touch in sales.

 

3. Equip Sales Leaders to Coach with a Focus on Human Connection.

Sales leaders play a critical role in fostering the human touch within their teams. Yet many leaders lack the coaching skills needed to guide their salespeople effectively. Too often, coaching conversations focus on numbers, evaluations, and corrections, neglecting the interpersonal and relational aspects of selling.

To prioritise the human side of sales, organisations must equip leaders with the skills, frameworks, and mindset necessary for impactful coaching. This includes teaching them how to have meaningful coaching conversations that reinforce the importance of human-to-human interactions and empathy in selling. Leaders should also be held accountable for coaching regularly, ensuring their teams stay focused on the behaviours and values that drive long-term customer trust and success.

 

Bringing It All Together: Balancing AI in Sales with the Human Touch.

As AI continues to reshape the sales landscape, its role in the profession will only become more prominent. However, no matter how advanced the technology becomes, it will never replace the human touch that clients value most. Sales professionals who can harness the power of AI to enhance efficiency and insights, while maintaining authentic, human-centred interactions, will thrive in an ever-changing business environment.

This is because, at its core, sales isn’t about selling products—it’s about solving problems, delivering outcomes, and helping clients meet their own customers’ needs. Buyers aren’t simply looking for solutions; they’re seeking trusted partners who understand their challenges and can deliver meaningful value.

Salespeople who embrace this mindset—combining AI’s strengths with their own interpersonal skills, emotional intelligence, and genuine commitment to customer success—will remain indispensable. In a world increasingly influenced by technology, it’s this ability to balance innovation with the human touch that will define the sales professionals of tomorrow.