Why Sales People Matter Even More In Our Digital Age

In our current digital day and age, technology can do just about anything. From handheld devices that can be taken apart and put back together like Legos to smartphone apps that help its users catch and record their literal, nighttime dreams — if you can imagine it, there’s likely a team of engineers out there making it happen.

That said, there’s still an extremely important side of the business world that technology will never fully dominate — sales. Yes, big data, research tools, widgets, and a host of other automated options all help digital marketers find and convert new customers, but there are plenty of things technology — no matter many advances — will never be able to do. The following are just a few of them:

Genuine Knowledge Is Hard to Come By

Currently, the access we have to information on just about any subject is nothing short of staggering. If you have a question or are unclear on something, thanks to Google, in under five seconds you can have the answer right at your fingertips. Here’s the thing, though — information isn’t knowledge.

As far as sales are concerned, think of things this way — information is features; knowledge is benefits and value. Anybody can read off a list of features during a pitch, but an in-depth, emotional connection with the benefits and value that a product or service provides is the knowledge that only accomplished salespeople can provide.

The Evergreen Importance of Human-to-Human Interaction

You’ve heard of business-to-business (B2B) and business-to-consumer (B2C) sales, right? Incredibly enough, in recent years, a third category has been created — human-to-human (H2H) sales. While a digitized society has made B2B and B2C communication as easy as a click of the mouse, touchpad or screen, it’s now the norm. On the flip side of things, skilled sales people know that H2H interactionsaren’t soon forgotten, and often lead to customer action.

Technology Can’t Identify Pain Points

Recent studies have shown that upwards of 90% of all buying decisions aren’t logical. Believe it or not, they’re not even conscious decisions. So, what’s the real source of sales genius, then? It’s simple — emotion. People almost always make emotional buying decisions.

Because of this, not only will skilled sales people focus their pitches and presentations on buyers’ pain points, they’ll help potential customers realize that they’re suffering, regardless of whether or not they themselves are aware of it — they have emotional intelligence not taught or programmed in a complex algorithm. No matter how much technology progresses in the coming years, this is a corner of the product- and service-pushing market that salespeople will always own outright.


Clearly, there’s something to be said for technology. It creates tremendous efficiencies, fills in major gaps and is a must have solution for so many of our business needs and challenges. However, equally as important is your sales staff. Fortunately, by staying up-to-date and working with an experienced recruiter, you can have the best of both worlds.

So, what do you think? Am I right when I claim that experienced, results-driven salespeople are irreplaceable, or do you see things differently? Take to the comments section below to share your thoughts and feelings. As always, thanks for reading!

* Note: This post was originally published on Linkedin

I help startups hire sales leaders without the cringe • Founder/CEO • 2X Entrepreneur • Personally closed $100MM+ in revenue (and counting) • LinkedIn Top Sales

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