sales automation

In a consultative sales environment, technology should only be utilized to support the sales process and never to replace it. People want to feel special; they don’t want to be viewed as a mass target.


Today’s sales technologies have perfect recollection of every past customer transaction, demographics, contact information and so many other facts. But when sales technology is over-used – and it often is today – it usually diminishes customer satisfaction, as well as overall sales. Here are some examples of what sales technology lacks.

Common sense

Common sense is the least common of the senses. I love that saying and it is so true. The more focused on technology we become, the less we use our common sense. Why is that? Because we rely on it too often and feel that everything we need can be found on the internet. There are statistics that show that we are getting dumber and dumber. I would argue that we are also getting lazier. An argument over dinner that used to take hours to resolve (sometimes it wasn’t even resolved that night) can now usually be settled in a couple of minutes by somebody pulling out their smartphone.

The human touch

And by that I mean exactly that: the human touch. When you call on a prospect you can apply nuances to your voice, you can be compassionate, and you can adjust your language.

Mass messages, even if they are targeted to specific audiences, will always be static. Yes, you can add images and videos and animations, but they will never be personal. I get mass emails and messages all day. Some of them are more relevant to my business than others, but they are never exactly what I am looking for because I am one of many to receive them. There is also the trend to over-systematize and salespeople rely on technology to help them make a sale rather than picking up the phone and talking to people.

Human persuasion

In sales it is very important to overcome objections and to add value to your customer/client so they buy from you and choose your product or service. Content marketing is important for people to find out about your product/service and to make it easy for customers to find you. It is important to get your message out and to build brand awareness, but it cannot replace human interaction.

Most people today will research a product/service before they make a buying decision. But I would argue that people still like to buy from people, and they will most likely buy from people they trust. Building trust takes time and it is a process that cannot be rushed or replaced by technology.

Quality content

With all the hype about content marketing, we sometimes seem to forget that it’s actually content that drives content marketing. Guess who provides content? People!

As I am sitting here writing this article I am wondering if there will ever be a technology that will produce quality content. I sure hope not. Not for self-serving reasons but for the nuances which human beings can provide. I can’t help but think that computer or technology generated content would lack the subtlety of human writing. And what about sarcasm? I can tell you that I have yet to find a computer program that translates effectively, especially when it comes to humorous phrases or idioms.


And by that, I mean applying logic and knowledge. Let’s talk about database management, because to me it’s key to effectively engaging with prospects and customers. CRM systems are only as good as the data that is fed into them (which is the truth for all technology enabled solutions). As they say, garbage in, garbage out which brings me to over-systematizing without applying rational thinking and feedback. When managing a database, you need to know who your target audience is, whether they are a client, a prospect or a partner. If you don’t tag your contacts properly, your messaging will be off, and it really doesn’t matter what technology you use.


Even though we all think technology has made it so easy for us to do almost everything by itself, it’s really important to remember that making a decision is still something that humans need to do. While technology can help us build an opinion or stay informed, it’s still humans who make the decision to buy and people who are signing checks.

I love technology. I really do. Like most of us, I would be lost without my computer, smartphone and other technology solutions. What we shouldn’t forget though is that technology doesn’t replace humans. Not yet, anyway and hopefully not any time soon.