Is AI Harming Your Sales Efforts?

“Have your robot call my robot.” (said no one ever). As business owners, it’s tempting to leverage technology to automate processes and replace people to make things move faster and easier while reducing impact on our bottom line. All things that are good for the business. But is technology like AI harming sales?

Are automated processes always good for your customer?

The AI Dilemma

As technology improves, it can be easy to get caught up in the desire to be on the cutting edge with something new and innovative. In this process, businesses can lose sight of some key questions that need to be asked like, “What’s the ultimate impact on the customer experience, and what does it say about my business?” and “Is the technology preventing my customers from getting the type of connection that shows we’re a company that’s invested in their success?”

While AI can offer significant advantages, it can also inadvertently harm your sales efforts if not implemented thoughtfully. We’ve based our business on the philosophy that people want to connect with people when it comes to making purchases, and we hold firm on that today. But don’t just take our word for it—to validate our philosophy, we recently conducted a survey of over 1,000 consumers to understand how AI impacts their purchasing decisions in 2024. The results may surprise you if you’ve been thinking AI is the future of sales and need a critical reminder of the importance of human connection in sales.

Human Connection: Irreplaceable and Essential

In our business, we frequently receive questions from our clients about incorporating AI into their sales and customer service processes. While there are clear benefits to using AI, such as providing quick answers to basic customer inquiries or making quick, transactional sales, there are significant downsides when it comes to building lasting customer relationships.

Human connection remains the fastest way to close a sale. It builds the “know, like, and trust” factor more effectively than any AI system can. When customers feel valued and understood by a real human, they’re more likely to make a purchase and remain loyal to the brand.

Our survey supports this, and here’s what buyers had to say:

• 93% emphasized the importance of human interaction when making purchases
• 69% are uncomfortable with AI-driven purchases
• 54% do not trust AI-generated sales recommendations

AI and the Erosion of Customer Trust

One of the most overlooked side effects of an AI-driven sales process is the impact on trust. 80% of buyers believe over-reliance on AI makes a company less personal and trustworthy. While AI can be a useful tool for handling simple tasks, it falls short in creating the emotional connections that drive customer loyalty, significantly impacting the type of long-term growth that comes from loyal customers—the ones who renew, refer, and make additional purchases.

This underscores the importance of maintaining human interaction in your customer journey from the beginning. Customers want to feel that they’re interacting with a company that values their business and is committed to providing personalized support. Maintaining this human element is critical for fostering trust and loyalty that drive long-term business success.

The Ideal Sales Experience Revealed

Our survey revealed that 92% of respondents described their ideal sales experience as including personalized attention from another human. In fact, 42% are willing to pay a premium for human interaction in the sales process.

Personalized attention during the sales process makes customers feel valued and understood. When a salesperson listens to a customer’s needs, provides tailored recommendations, and addresses specific concerns, it builds trust and reliability. Customers are looking for more than a transaction; they want a meaningful interaction that reassures them they are making the right choice.  AI simply lacks the empathy needed to build strong relationships.

The willingness of customers to pay a premium for human interaction shows that they value businesses that prioritize human touch points and are willing to invest more to have those experiences. By integrating personalized human interactions into the sales process, businesses can meet customer expectations, enhance satisfaction, and drive higher sales and retention rates.

Embracing the Future: A Balanced Approach

It’s clear that while AI can be beneficial for handling routine tasks and providing quick answers, it should not replace the human element in your sales strategy. Instead, consider how AI can complement your efforts to build stronger customer relationships. Here are a few tips:

• Use AI for Basic Tasks: Allow AI to handle simple, repetitive tasks that do not require emotional intelligence or deep understanding.
• Maintain Transparency: Always inform customers when they are interacting with AI to build trust and avoid feelings of deception.
• Focus on Human Interaction for High-Value Sales: Ensure that significant purchases and complex customer inquiries are handled by easily accessed human representatives.
• Leverage Live Video and Webinars: Use live interactions to showcase your expertise, demonstrate products, and build real-time connections with your audience.
• Regular Check-Ins: For businesses that operate on subscription models or rely on repeat purchases, implement regular, person-to-person check-ins to address ongoing needs and reinforce the value you provide.

So, do we think there’s a place for AI? Absolutely, and by intentionally balancing AI with genuine human connections, you can create a customer experience that builds relationships, drives sales, and fosters loyalty.

Want More?

Check out their recent WEBINAR: “2024 Sales Trends Every Business Needs to Know”