Sellers may wonder how to offer value as artificial intelligence (AI) advances. While AI offers opportunities for growth, some sellers worry about being replaced by this technology. Relationships in sales will be key in delivering value that only a human can.
As Spencer Wixom writes for Selling Power, AI can provide assistance to sellers and optimize their strategies. It can quickly automate tasks, uncover patterns and analyze data. But it cannot offer one thing that is vital to sales: emotional intelligence.
He explains emotional intelligence is needed to “create trust and build long-lasting customer relationships.”
Anthony Iannarino agrees, noting that AI can never replace the human connection.
“Building lifelong relationships, which AI cannot replicate, remains crucial in winning deals and overcoming transactional approaches.
How to to build strong relationships that AI can’t
Building and nurturing emotional intelligence is one way to foster connections with prospects and clients. Emotional intelligence is increasingly known as an essential component in sales success.
Business.com defines emotional intelligence as the following:
“Emotional intelligence is the capacity to express and control one’s emotions, read others’ emotions, and respond empathetically.”
Jennifer Dublino goes on to specifically point out key components of emotional intelligence:
- Self-awareness
- Self-regulation
- Social skills
- Empathy
- Motivation
Emotionally intelligent sellers tap into those components to connect with others and build relationships. They are able to engage comfortably and pivot to align with how a prospect or client is feeling.
This ability isn’t possible in AI interactions. Machines cannot observe others’ emotions and respond accordingly. As Gaurav Aggarwale explains, negotiating a deal is a great example of sellers having the upper hand.
“Knowing when to push for a decision or…give the client space to process information comes from experience and intuition.”
And emotional intelligence is something that humans can grow and build within themselves. With time and effort, sellers can develop this soft skill unlike a machine.
Take a look at this guidance for enhancing your own emotional intelligence to strengthen sales relationships.
Focus on the client’s success
Simply put, AI is limited to offering transactional sales. This positions sellers to stand out by shifting the focus from closing to the client’s success. Wixom explains that this difference in approach drives value in the eyes of buyers.
“Using a consultative selling approach shows the customer the sales professional is invested in their success beyond the sale.”
Consultative selling involves navigating the buying journey with the prospect. It involves understanding buyers, their business, their motivations, and their goals. It also requires layers of trust, empathy and credibility. These are factors that humans uniquely express and share.
Writing for LinkedIn, Carson V. Heady points out sellers can provide the consulting that machines can’t.
“AI can give you insight, but only humans can truly connect and understand what the buyer needs at the specific moment.”
It’s this collaboration and shared interest in the buyer’s success that builds relationships in sales. The buyer recognizes that the seller cares about more than closing a deal. They realize the seller is committed to helping them succeed.
This differentiates the buyer from AI, which can solely offer a transactional experience.
AI can be a powerful resource for sales reps.
It has the ability to drive productivity, spotlight trends and provide valuable analyses. Smart sellers understand that the future of sales will involve partnering with AI. But they shouldn’t fear being replaced.
By focusing on the skills and strategies needed to establish strong relationships, sellers prove their value. They demonstrate their unique human ability to help their clients succeed. And most importantly, they show that they care.
For more advice on successful relationship-building in sales, take a look at these professional tips.
Source: Photo by Vitaly Gariev