From Self-Service to Storytelling: Redefining Sales in the Age of AI

As technology continues to reshape the business landscape, fears persist over the evolving nature of artificial intelligence use and the role of sales teams in the modern marketplace

Despite ongoing fears about AI and its potential impact on job security, concerns over technology replacing human workers are not new. For instance, when Tesco introduced self-service checkouts back in 2003 – over two decades ago – there were widespread worries that cashiers would become obsolete. Yet, today, Tesco still employs more than 300,000 people.

The reality is that consumer behaviour and buying trends speak for themselves. Self-service is increasingly becoming the preferred method of purchasing, especially among younger generations who favour minimal in-person interactions. However, this shift doesn’t signal the end of the salesperson role – rather, it represents an evolution in what that role entails.

The evolving role

In the future, sales personnel will increasingly focus on pre- and post-sales support, where human interaction remains essential. While many customers may prefer a hands-off approach during the purchasing process, there’s nothing more frustrating than a chatbot repeatedly asking, “Have I answered your question?” when a customer is seeking help or trying to resolve an issue with a product.

Globally, 43% of consumers would prefer a buying process that doesn’t involve interacting with sellers. This growing trend can be attributed to several factors, including the increasing aversion to traditional hard-sell tactics, the abundance of information available online and the changing nature of consumer expectations. This preference also stems from a desire to avoid being ‘sold’ to – an outdated tactic that savvy dealers recognise as ineffective.

From interaction to experience

Consumers have access to a wealth of information at their fingertips, enabling them to research products, compare options and read reviews before making a purchase.

For sales teams, it’s crucial to distinguish between the buying process and the buying experience. Storytelling in sales involves crafting a narrative that resonates with the customer, connecting the product or service to their needs, desires, and aspirations. Salespeople who master the art of storytelling can create a consistent and cohesive brand experience that resonates with customers long after the initial interaction, supplementing and upgrading the experience achieved by automated processes alone.

Consider a customer looking to purchase a new printer for their workspace. While they may not want to sit through a sales pitch about various models, they might appreciate watching a video where a sales consultant demonstrates the printer’s features. This can be followed by a call to action, inviting them to contact a specialist with any questions or proceed directly to purchase through a simple, automated system. This approach transforms the transaction from a process into an engaging experience, blending human interaction with self-service options.

Instead of viewing AI as a threat to job security, businesses should embrace it as a powerful tool that enables sales teams to shift tactics, focusing on areas where human interaction is most valuable. By leveraging AI for routine tasks and enhancing the customer experience through storytelling and personalised support, sales teams can adapt to the evolving market and continue to play a vital role in driving business success.