AI and sales: will sellers be replaced?

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 seller? For Fabio Farias, CEO of the franchise network Love Gifts and business acceleration specialist, 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 streamlines, but what really loyal a customer is empathy, differentiated service and genuine” connection, he says.

A recent study, conducted by Central do Retail 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 in full progress in the sector, but also reinforce that there is still room for human action in the shopping experience.

For him, winning a customer requires much more than offering a good price.“The human being takes 3 to 10 seconds to form an opinion about someone. Sympathy and education are the first steps to a successful sale.In addition, communication is not limited to words: only 7% of the impact comes from what we say, while the tone of voice represents 38% and body language, 55%. That is, posture, look and gestures speak more than any argument”.

To create a memorable experience, Fabio highlights an example of Disney. In the parks, there is a yellow stripe on the floor that indicates the exact moment when employees need to get into the character and offer an impeccable experience to visitors. At Love Gifts, this concept is also present. “Our team knows that when entering the store, it needs to give its best. Here, we do not serve, we welcome. Because the customer does not want just a product, he seeks an” experience.

Preparation and resilience are factors that also make a difference. For the specialist, everything in life is a matter of training and, in sales, it is no different. “The more you dedicate yourself, the better it becomes. Customer loyalty depends on the absence of something better. If a competitor offers a superior experience, the customer will not hesitate to exchange. Therefore, we need to be constantly evolving”.

Another essential point is the way the seller communicates. Small adjustments in vocabulary can transform the customer's perception and create a more positive environment. Simple expressions, such as replacing “sorry for the delay”, or exchange “discount” for “exclusive condition”, make all the difference in the shopping experience.In addition, according to the expert, who relates more, sells more. “It is not enough to just offer a product, it is necessary to understand the customer's needs and deliver more than he expects. The more value you add, the more chances you have of closing a sale”.

Although AI can predict trends, analyze data and customize offers, it will never be able to replace the charisma, active listening and creativity of a real salesperson. Ultimately, what really sells is not an algorithm, but rather the way the customer feels when being served. Today, the seller needs to be strategic, but above all, human.