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 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 speeds up, but what truly fidelizes a customer is empathy, differentiated service, and genuine connection," he/she/they states.
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 in full progress in the sector, but they also reinforce that there is still room for human involvement in the shopping experience. After all, sales are, above all, emotional.
For him, winning a client requires much more than offering a good price. The human being takes 3 to 10 seconds to form an opinion about someone. Sympathy and courtesy are the first steps toward a successful sale. Furthermore, communication is not limited to words: only 7% of the impact comes from what we say, while tone of voice accounts for 38% and body language for 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 the parks, there is a yellow line on the ground that indicates the exact moment when employees need to enter character and provide visitors with a flawless experience. At Love Gifts, this concept is also present. "Our team knows that when entering 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 specialist, everything in life is a matter of training, and in sales, it's 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 will not hesitate to switch. Therefore, we need to be in constant evolution.
Another essential point is how the seller communicates. Small vocabulary adjustments can transform the customer's perception and create a more positive environment. Simple expressions, such as replacing "sorry for the delay" with "thank you for waiting," or swapping "discount" for "exclusive condition," make all the difference in the shopping experience. Furthermore, according to the specialist, those who socialize more 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 greater 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 really sells is not an algorithm, but the way the customer feels when being served. Today, the salesperson needs to be strategic, but above all, human.
