In a world filled with all things AI, what do we do in the sales business to ensure we keep the human touch? With automation and artificial intelligence playing an increasingly significant role in sales, it’s easy to see why many salespeople and business owners worry that widespread AI adoption might foster losing that essential human connection. If lost the worry is how will a company make their business stand above their competitors. What makes sales work isn’t just data, automation, or predictive analytics. It’s the relationships built through trust, empathy, service, consultation and genuine interaction that closes deals.
The concept of “sales humanity” is becoming increasingly important. Many who study and teach sales wonder if the human side of sales is being overlooked in the future AI-driven world. Several key sales strategies can be implemented to ensure the human touch is not lost in the sales process.
Sales professionals often get a bad rap due to outdated stereotypes. Many think of us salespeople as pushy, aggressive, and willing to do anything to close a deal. This may have been stereotypical of the salesperson in the past, but at least in hardwood lumber, it is increasingly becoming apparent that successful salespeople need to understand manufacturing, including their company’s abilities and constraints alongside their customer’s manufacturing processes, pinch points and growth areas, business processes including cash flow and its impact on inventory, in addition to all the technical knowledge about the species and products
This broadly skilled salesperson is who succeeds in today’s marketplace. Shifting from being just a salesperson to becoming a trusted advisor is essential. When acting as an advisor, valuable insights and solutions are provided rather than just pitching a product or service. Customers appreciate salespeople who listen, understand their needs and recommend the best course of action, even if sometimes it is not their offering. This shift builds trust, encourages repeat business and turns clients into advocates for the brand.
One of the simplest yet most overlooked aspects of successful selling is the act of being genuinely helpful. Too often, salespeople check in with clients just to maintain contact, asking questions like, “Just following up to see if you’re ready to buy more “X”.” Instead, the focus should be on adding value in every interaction. Asking, “What challenges around lumber are you facing?” or “What could we provide that would have a meaningful impact on profitability or productivity?” changes the dynamic of the conversation.
Prioritizing being of service to clients transforms the relationship from a transactional exchange into a meaningful partnership. Whether offering advice, sharing industry insights or making introductions to key connections, helpfulness will differentiate a salesperson in a crowded marketplace.
The days of aggressive closing techniques are over. Buyers today are more informed than ever, and many of the traditional closing lines like, “I have it today but it might be gone tomorrow, can you afford to miss out?” feel outdated and even manipulative.
Instead of pressuring a customer into making a decision, a more effective approach might be a softer close but one that focuses on the future: “For us at Cascade, it is not the 1st or even the 5th load that we are working for. We do want the order. But it’s the 10th, the 50th that we work towards. As when you do decide to go with us, we constantly look to the future and products we can make to help both our businesses.” This approach invites honesty, encourages dialogue and provides valuable insight into what the client is thinking. A softer, consultative approach makes clients feel respected rather than pressured, ultimately leading to stronger, longer-lasting relationships.
Increase Non-Sales Touches
Not every conversation with a customer should be about closing a deal. A great rule of thumb is ensuring that 30% to 35% of interactions with clients are non-sales related. Sharing helpful articles, sending handwritten thank-you notes or simply checking in to see how they’re doing without bringing up a sales pitch can go a long way in relationship-building.
Taking the time to build rapport outside of the buying process strengthens the relationship in a way that benefits both parties. When clients see a salesperson as a real person who genuinely cares about their success, they are more likely to trust that individual when it does come time to make a purchase.
Emphasize The Human Element In Sales
Ultimately, what sets great salespeople apart is their ability to connect on a human level. Sales isn’t just about products and services, it’s about relationships. The more authenticity, empathy and genuine investment in a client’s success, the greater the likelihood of long-term success.
This is especially true in industries like lumber manufacturing, where long-term relationships and trust play a significant role in closing deals. Approaching sales with humanity makes a salesperson indispensable to clients, standing out in a field where many rely solely on numbers and automation.
The Future Of Sales Is Human
Putting humanity back into sales can only benefit the entire industry. I am in no way against AI in the sales process. I love AI for research and finding points of connection. But for us to think that AI will replace salespeople is like those who said TV would replace radio. The best salespeople in the AI world will be those that embrace and understand AI-driven tools, including predictive analytics, which is where I believe one strength of AI will evolve. Imagine a companion sales assistant who can look for usage patterns and suggest when it might be time for a company to place a repeat order. Oftentimes these patterns are hard to identify but this is an area AI will excel in and one at Cascade we are closely evaluating. These tools will make us all better, not replace us.
I say all the time, “If sales were easy, everyone would be doing it.” This profession provides a career that can support a family for a lifetime. As AI continues to evolve, the one thing it will never fully replicate is the genuine, human connection that great salespeople bring to the table. Focusing on being an advisor, being helpful, ditching outdated tactics, making non-sales connections, emphasizing relationships and being open to new tools are the keys to long-term success in sales.
