Selling as a Human in the Age of AI
AI is a part of life now. It’s here to stay. AI is enabling amazing things and opening up a whole new universe of opportunity for the human race.
The business world is busy automating everything in sight including a lot of sales & marketing.
So what does that mean for human to human sales?
Do we even need to meet with people to sell things any more? Or talk to them?
Human connection is more important than ever
If Covid taught us anything, it’s that sitting in front of a screen does not replace real human connection.
Remember how much we craved connecting with real people during the lockdowns? I lived on my own during Covid. I can tell you – Zoom catch ups just don’t cut it.
But what does that mean for business?
Do we really need to meet and connect with people to get things done?
And more specifically, if we are out there selling, trying to find customers – do we really need to connect with people like we used to? Can’t we just send them on their ‘journey’, give them videos and content to learn what they need, and let them make their own decision?
Human relationships matter - even in business
Sure, there is a place for automation. We are all busy. We are all time poor. No one wants to waste time on calls if they can find what they need quickly and easily elsewhere.
But buyers are still human - at least for now.
This means that all of that messy stuff about being human is true for them as it is for all of us. It means that they will be influenced by the people they connect with along the buying journey. That’s just human nature.
The reality is that buying decisions are still influenced by our relationships. This is why in the digital space, testimonials are so important. We are influenced by seeing how that product impacted another person. If that other person is someone we know – even better.
We are influenced by how the brand makes us feeland that is connected to the people we associate with a brand. In bigger sales opportunities, that is often the salesperson. So how that person interacts with the buyer is super important.
Not all products are digital
It’s easy to forget that not everything in this world is digital. There are businesses that sell trees, boats and aeroplanes.
I don’t think anyone would want to buy an aeroplane without looking at it first (if you know someone who has done this – I would really like to meet them!).
We can’t just rely on the digital world to do all the work for us. At some point, we need to move into the physical world.
Sometimes you just want to talk to a human
How often have you been in a situation where you keep looking for an answer to a specific question, and no matter how much you change your prompt or your search question, the bots keep sending you to information that is not helpful, or extraneous?
It is so frustrating!
Especially if you know if you could spend just 3 mins with the right person you could get the answer you need.
Also, some of our customers would just like to speak with a human. They may just want to meet with the person who made what it is they are buying. Or maybe, using your services will mean that you will be working together for a while. They want to know that working together will feel good.
But beyond that – everyone is different. Some people want as little interaction as possible when they are buying something. Others want to connect and chat.
If you ignore those customers who would like to connect, you may lose sales.
Remember, selling is not about making it easy for yourself – it is about making it easy for the customer.
So how do we get the balance right?
The best approach is not to try and do one over the other. We don’t need to choose AI automation over human connection or vice versa. We need to use both together in a way that is effective.
But how do we do that?
We want to use the technology available, whilst making it easy for connection to happen.
Use AI to enhance not replace
AI is an amazing tool that can accelerate your output and increase your effectiveness and efficiency on almost every level.
We want to use AI to support our relationship building. AI can help us find the right people and target great messaging.
It can help us take our ideas and reframe them for others, so that they are easier to understand.
And so much more – the opportunities are endless.
Use AI for all this – but don’t let it replace the actual connection with someone. Ensure that you leave space to make direct connections with other humans.
Plan some in-person connection
A good way to ensure that you don’t get too trapped behind a screen, is to make time for in-person connecting. One of the easiest ways to do this is to find networking events where your customers hang out – and go and hang out with them.
Plan these into your working month. You’ll be pleasantly surprised at the different mix and types of potential customers you may meet this way. Remember – not everyone is spending all of their time on LinkedIn.
Make it easy for people to meet with you
Make sure that if someone would like to connect with you, you make it easy for them.
Ensure that options to meet with you are clear and easy to find on your website, so that people know it is an option.
When people book a meeting with you via your website, this is mostly likely going to be a video call. This is a good way to connect, to start building that one to one relationship. You can see them and converse in a natural way, rather than getting into a slower and more distanced back and forth via email or chat.
Be targeted with your outreach
We all need to do outreach – but no one likes being spammed. On the other hand, if someone is offering something of value, we generally are happy to be contacted.
When you are doing direct outreach, do the best you can to ensure it is personal and to your target audience.
I always recommend trying to provide value with every interaction. For example, offer a free tool that is valuable to the person you are messaging.
Converse as a human
When you are connecting in a sales capacity, remember you are still speaking with a human.
Ask how their day is. Be genuinely interested in what is going on for them right now.
Conversations take a little time. Don’t try and rush through them to tick them off your list. Be there in the conversation, as a human.
Don’t avoid
For those of you who are a naturally a little introverted, it is easy to bury ourselves in the digital world, and find every excuse known to man to avoid phone calls or meetings. Ensure you leave space for connecting when others want to. Be open to it.
Make it fun
Remember, running a business doesn’t have to be all work and no play. Connecting with people can be great fun. Make it fun for yourself by having a coffee and that biscuit you enjoy when you meet. Have a laugh and let a little joy in.
Humans are still running the show (at least for now)
As we continue on this journey with AI, I believe connecting and meeting with people will continue to be a part of our sales process. How we do that will change and evolve, but at the end of the day business is a human endeavour.
Remove the humans and there is no business.
Humans are still running the world – and they will be for a while yet. If you want to sell things to humans – you need to connect.
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