The Human-Centric Approach to Sales
Artificial Intelligence (AI) tools have changed how sales teams operate, speeding up lead generation and focusing efforts more sharply. Early stages of sales often rely on chats, videos, and emails to build awareness and interest, with limited face-to-face interaction until leads are qualified.
But when it comes to closing the deal, nothing beats a real human connection. Being genuinely human is a unique advantage that builds trust and loyalty, especially in high-value B2B services where offerings are intangible and personal interaction can make or break the sale.
My Encounter with a Robo-like Salesperson
I once spoke with a startup founder selling a tech solution. The call started with rapid-fire questions: "What’s your biggest business challenge? Are you talking to others? Why us? What’s your monthly revenue?" While probing is necessary to understand client needs, his delivery felt cold and mechanical.
He seemed more interested in my ability to pay than in solving my problems. He didn’t explain his company’s services clearly and even asked me to take notes as if I were in a classroom. When I requested a proposal, he said the notes were it, quickly quoting a sizeable upfront fee.
As a customer, I wondered: Why pay him instead of others when many alternatives exist? And if he didn’t show empathy or understanding before payment, how could I trust him to care for my business after?
Why Choose a Human-Centric Sales Approach?
The choice is clear: sound robotic or lead with genuine human connection. Technology handles many pre- and post-sales tasks, but it’s the human element that sets you apart in a crowded market.
Serving customers sincerely—helping grow their business or meeting real needs—builds lasting relationships and repeat business. A transactional, quick-profit mindset dries up pipelines and damages reputation.
With social media and online communication making people less patient, real conversations—with all their imperfections—are becoming rare and valuable.
What Works in Face-to-Face Client Interaction?
Getting a prospect to commit to a one-on-one meeting is a big achievement. It signals serious interest. So, make the most of it. Start with a smile to build trust right away.
Do your homework. Use AI tools to gather insights, but rely on your experience to truly understand the customer’s pain points. Knowing the industry, market, and your product inside out lets you offer solutions that fit precisely.
Ask thoughtful questions and confirm your understanding during the meeting. This shows humility and a genuine desire to help. When clients feel understood, they’re more likely to become long-term partners.
Empathy, trust, and patience are human qualities that AI can’t replace—at least not yet. When services become commodities, the salesperson's personal touch remains the key differentiator.
In sales, being human isn't just an option; it’s essential.
Your membership also unlocks:
