The Human Touch: Why It’s Still Sales’ Greatest Superpower

We’re living in a time where sales is changing fast. Tools, automations, AI, data....

they’re all giving us more ways to reach more people in less time. And that’s brilliant. I’m all for it. Why wouldn’t we use every tool available to save time and increase our communication?

But here’s the thing.

When everyone is armed with the same technology, the same clever AI prompts, the same “personalised” templates… how do you stand out?

You stand out by being human.

Because at the end of the day, people don’t buy from an email sequence or a LinkedIn automation tool. People buy from people.

And that is something AI can’t replace.

The danger of forgetting the human bit

We’ve all been on the receiving end of it. The generic LinkedIn DM. The email that uses your first name but clearly doesn’t know a thing about you. The call that feels more like a script than a conversation.

Yes, it’s efficient. But it’s also forgettable. And forgettable is the enemy of sales.

The superpower AI can’t touch

The thing that will separate you from the noise isn’t just more communication. It’s better communication.

• The voice note that lets someone hear the warmth in your tone.

• The quick phone call to ask how they actually are, not just whether they want to buy.

• Meeting someone for a coffee and giving them space to talk about their challenges.

  
  

That’s the bit no AI can replicate. That’s the part that builds trust.

The best of both worlds

This isn’t about throwing tech out the window. I recommend using it, I build into your strategy. Automations, AI, CRM systems; they free up your time. They help you keep organised. They allow you scale with no additional 'person power'.

But what you do with the time they save? That’s where the magic happens. That’s where you double down on the human touch and the person hires.

Final thought

Sales has always been about connection. The tools are evolving, and they’re exciting, but the fundamentals haven’t changed.

So my advice? Use the tools, lean into the tech, but don’t automate the most important bit. Be the human or source the person your customers want to buy from.

Because that will always be your superpower.