Why the Human Touch Still Matters in an AI-Driven World

As AI continues to shape and reshape industries, it's no surprise that the sales sector is experiencing a significant transformation.

AI has the potential to automate mundane tasks, analyze massive amounts of data, and offer valuable insights that could revolutionize how we approach sales.

However, despite all the excitement and technological advancements, the essence of building genuine relationships and fostering trust remains uniquely human.

Therefore, one crucial question remains:

Can AI ever replace the power of human connection in sales?

We asked David Connors, Co-Founder and CEO of The Swarm.

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Step-by-Step Guide to Leverage the Power of Human Relationships in an AI-Driven World

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1. Understand AI’s Role in Sales

AI excels at automating routine tasks and processing data at scale. For instance, it can manage lead scoring, email outreach, and even analyze customer behavior patterns.

As David puts it, “There's gonna be more AI assistance, more AI tools that will help to do the low-value tasks that humans don't like doing and free us up to do the more high-value tasks.  So where is the human in this world of AI that's swirling around? And I think it's that every human has this AI assistant little helper that can do a lot of this heavy lifting in the background. But at the end of the day, it's still gonna be humans talking to other humans.”

What does this mean?

AI should be viewed as a tool that enhances our capabilities rather than a replacement for human interaction.

Embrace AI to handle data and routine tasks, but don't overlook the importance of human touch in high-value interactions that drive success.

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2. Leverage Your Network with a Go-To-Network Approach

Transitioning from the "growth at all costs" mentality, where mass emails and power dialers dominate, it's time to adopt a more strategic approach.

The Go-To-Network model highlights the importance of employing relationships within and around your organization. This includes your team, investors, advisors, partners, suppliers, and customers.

Start by mapping out your connections and identifying who can act as strong advocates or offer warm introductions. As David explains, “The Go-To-Network approach looks at the relationships that sit around your company. It's not just your team's networks, but it's also your investors, advisors, partners, vendors, suppliers, customers, and then also things like the candidates you're talking to, the alumni at your company. And when you start thinking about all the different people that sit around your organization, there's actually a lot of networks that you can start tapping into.”

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3. Transform Contacts into Champions

Your network is more than a list of contacts; it's a valuable asset that can be leveraged for long-term success. Instead of aiming for quick transactions, focus on building authentic, long-lasting relationships.

Invest time in understanding both the business and personal goals of your contacts. This effort pays off by turning customers into loyal advocates who will not only return but also refer others to your business.

“I think for some firms, the network could be the greatest asset that they have. It's this defendable mode that you can leverage, that's proprietary, that's just for your firm that your competitors can't imitate or compete with.”

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4. Use Advanced Tools for Enhanced Relationships Management

With evolving regulations like GDPR and CCPA, as well as advancements in platforms like LinkedIn, it's possible to gather deeper, actionable insights into your relationships.

Tools like The Swarm integrate data from multiple sources, including LinkedIn and Salesforce, to offer a unified view of your network. This allows you to manage and understand your connections beyond basic interactions.

Keep in mind the importance of privacy and security. The Swarm platform focuses solely on work relationships, ensuring that your data, including email and calendar information, remains secure and private.

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In the end, it's not a battle between humans and machines. AI is here to stay and it's up to us to use it to our advantage. Therefore, the future of sales isn’t about choosing between technology and relationships; it’s about integrating both to achieve unparalleled success.

Now that you know how to leverage the power of human relationships in the era of AI sales, discover the full list of episodes at The B2B Revenue Executive Experience. If you enjoy the show, instructions to rate and review it are found here.