In an increasingly digitized market, it is common to see companies betting all their chips on automation to increase their sales. The promise is seductivebotsthat respond automatically, mass scheduled emails and algorithms that decide when and how to approach the customer. It seems efficient, but this search for agility has left behind what really closes a sale: the human connection.The mistake is in believing that automation alone can handle the task. When interactions become cold and mechanized, the client realizes. The messages become generic, impersonal contacts and, inevitably, sales do not happen. What is missing is an essential element that technology still cannot replace: empathy.
This lack of empathy directly affects purchasing decisions. A study conducted by Professor Gerald Zaltman, from Harvard Business School, shows that 95% of these decisions are made unconsciously, driven by emotions and feelings. AHarvard Business Reviewreinforces this concept by highlighting that a large part of the decision-making process occurs below the conscious level, influenced by emotional experiences that go unnoticed. When a company relies solely on the efficiency of algorithms and ignores this human aspect, she neglects what really convinces a customer: the feeling of being heard and understood.
In Brazil, digitalization is already a reality.According to a survey by IBM, 41% of companies in the country are already actively using artificial intelligence to optimize their processes and increase productivity. But the best results are in companies that manage to balance this technology with the human touch. They are those who understand that automation is a powerful tool to accelerate processes and identify patterns, but does not replace empathy, active listening and the intuition that only a human conversation can provide.
Automating makes sense, clear. In repetitive tasks, in data management and the creation of personalized approaches, artificial intelligence is a valuable ally. However, what converts a business interaction into a sale is the seller's ability to adapt their approach to the reality of each customer, offering a genuine and meaningful conversation. Companies that are managing to integrate automation and human connection are getting ahead.They automate processes whenever possible, but they ensure that each interaction remains personal and relevant. This combination is the true competitive advantage
In the end, sales are human. Technology accelerates, facilitates and improves accuracy, but it is authentic relationships that win customers and generate sustainable results. Losing sight of this is turning your company into just another one among many that talk to consumers as if they were robots and, as a result, end up receiving the same treatment in return.
