The Human Touch In Sales: Balancing Emotional Intelligence With AI

The phrase “people buy from people” is ubiquitous in sales. However, with artificial intelligence and emotional intelligence engulfing all aspects of business operations, some leaders are questioning whether this conventional wisdom holds up. In fact, a recent Gartner report (download required) noted that 33% of buyers now want a seller-free experience.

However, before you decide to swap out sales reps with AI digital workers, understand it’s not quite so black and white.

A recent Twilio report revealed more than half of buyers would become repeat customers after a personalized experience—and AI helps greatly in tailoring customer interactions. Companies now use AI digital workers for everything from drafting bespoke emails to analyzing tone, pitch and facial expression. However, Twilio also warns of apprehension surrounding AI, with 60% of customers reportedly uncomfortable with AI being used to create customized experiences.

So, yes, people still buy from people, but judiciously utilized, AI can augment the capabilities of your sales team with. Introducing AI effectively is a delicate balance that comes down to blending the human touch with modern tools.

Emotional Intelligence: Why It’s Crucial To Sales

One Harvard study showed EQ is more important than IQ when predicting workplace success. In an area like sales in particular, which requires empathizing with customers, a high emotional intelligence is a major asset that cannot be replaced with AI digital workers.

A 2022 Gartner report emphasized the importance of situational awareness during sales. Even while patterns repeat, every buyer’s situation is inherently unique. Knowledge of effective sales techniques and human behavior helps, but a one-size-fits-all approach is always subpar. Good sales reps empathize with a customer’s specific situation throughout the entire sales journey, and this extra attention can improve buyer decision-making quality by 11%, according to the same report.

Clearly, EQ is important for sales. Your sales reps need to stay in tune with a buyer’s needs from start to finish, making prospective customers feel heard, valued and cared for. While AI cannot replace the human touch, it can help boost your sales team’s EQ when implemented effectively.

AI Digital Workers: How Your New Pixelated Colleagues Can Help

AI and EQ are often seen as mutually exclusive, but modern technology is dismantling this dichotomy as AI digital workers learn to read human emotion.

Modern AI software can pinpoint customers’ preferred communication styles and provide real-time feedback via text prompts with suggestions on how to best address customers’ concerns. Such tools also provide insights after the fact, using information drawn from customer interactions to create tailored advice for sales reps based on consumer behavior. Companies like Zillow, PayPal and LinkedIn are already leveraging this technology.

Another major upside of AI is its capacity for analyzing data. When it comes to closing deals, the more you know about a customer, the better. AI can sort through vast amounts of consumer data in just minutes and provide your team with unique insights based on customer preferences and habits. Plus, AI digital workers can research prospects for your team, improving cold outreach campaigns.

AI Digital Workers And EQ: Striking The Right Balance

Obviously, AI is changing the game. According to Gartner, digital technology will be used to improve the customer experience in 80% of B2B sales contacts by 2025.

However, the public remains apprehensive, and AI comes with its own set of drawbacks. Wise adoption is key. There are a couple of best practices to keep in mind when integrating AI digital workers into your sales processes.

1. Use Human Intervention When Needed

Remember, patterns do not always repeat. There will always be deviations from the norm, and this is where the aforementioned situational awareness comes into play. Customers are customers, not algorithms, and while AI digital workers can enhance your sales team’s EQ, you still need a conscious human on board prepared to tackle the unexpected.

Additionally, AI was built by people, so it remains imperfect. Training data used to teach machine learning models often reflects existing societal prejudices, and the design and implementation of algorithms inadvertently embed subjective perspectives of the developers. Plus, AI still occasionally makes factual errors. Therefore, you’ll need human workers to carefully review your AI digital workers’ outputs to ensure they’re free from inaccuracies and blind spots.

2. Remember AI Is A Tool, Not A Replacement

You’re still steering the ship. While AI digital workers can efficiently analyze data, automate processes and provide valuable insights, human sales reps bring a unique set of qualities crucial for building trust and navigating nuanced client interactions. The human touch allows for personalized communication, empathetic understanding and the ability to adapt to unforeseen challenges.

Make sure your sales team understands this. AI digital workers can be a morale killer if valuable employees worry their jobs are in jeopardy. If your sales rep sees AI as a tool to make their life easier, they’re less likely to fear being replaced.

The Bottom Line

People still buy from people, but even the most talented individuals can benefit from AI digital workers. I believe that the integration of emotional intelligence with digital workers is pivotal for navigating the ever-evolving landscape of commerce.

From my experience providing digital helpers to companies, I have seen how striking the right balance between AI digital workers and human sales professionals not only ensures sustainable success but also reinforces the importance of aligning technological advancements with human connection. The dynamic interplay between artificial intelligence and emotional intelligence can help businesses forge a path where the best of both worlds creates unparalleled customer experiences and long-lasting partnerships.

____________________________________________________________

This article was written by Forbes and originally published here.

Author