Artificial Intelligence (AI) is transforming the sales sector, bringing automation, predictive analytics, and chatbots that make processes faster and more strategic. However, the big question is: can technology completely replace the salesperson? For Fábio Farias, CEO of the Love Gifts franchise network and a business acceleration expert, the answer is clear. AI is a powerful tool, but it can never replace the human factor in the art of selling. “Technology facilitates, optimizes, and speeds up processes, but what truly builds customer loyalty is empathy, differentiated service, and genuine connection,” he says.
A recent study conducted by Central do Varejo between April and June 2024 revealed that 47% of Brazilian retailers already use AI, while 53% have not yet implemented this technology, although they are aware of its possibilities. The numbers show that innovation is advancing rapidly in the sector, but they also reinforce that there is still room for human interaction in the shopping experience. After all, sales are, above all, emotional.
For him, winning over a customer requires much more than offering a good price. “It takes humans 3 to 10 seconds to form an opinion about someone. Friendliness and politeness are the first steps to a successful sale. Moreover, communication is not just about words: only 7% of the impact comes from what we say, while tone of voice accounts for 38% and body language, 55%. In other words, posture, eye contact, and gestures speak louder than any argument.”
To create a memorable experience, Fábio highlights an example from Disney. In their parks, there is a yellow line on the ground indicating the exact moment employees need to step into character and offer a flawless experience to visitors. At Love Gifts, this concept is also present. “Our team knows that when they enter the store, they need to give their best. Here, we don’t just serve—we welcome. Because the customer doesn’t just want a product; they seek an experience.”
Preparation and resilience are also factors that make a difference. For the expert, everything in life is a matter of practice, and sales are no different. “The more you dedicate yourself, the better you become. Customer loyalty depends on the absence of something better. If a competitor offers a superior experience, the customer won’t hesitate to switch. That’s why we need to constantly evolve.”
Another essential point is how the salesperson communicates. Small adjustments in vocabulary can transform the customer’s perception and create a more positive environment. Simple expressions, like replacing ‘sorry for the delay’ with ‘thank you for waiting,’ or swapping ‘discount’ for ‘exclusive condition,’ make all the difference in the shopping experience. Additionally, according to the expert, those who build relationships sell more. “It’s not enough to just offer a product; you need to understand the customer’s needs and deliver more than they expect. The more value you add, the better your chances of closing a sale.”
Although AI can predict trends, analyze data, and personalize offers, it will never be able to replace the charisma, active listening, and creativity of a real salesperson. In the end, what truly sells isn’t an algorithm but how the customer feels when being served. Today, salespeople need to be strategic but, above all, human.
