AI in Sales: Enhancing Relationships, Not Replacing Them
I’ve been following the news about an AI-driven sales company, 11x, which is now facing scrutiny for allegedly overstating its customer base. When I hear stories like this, I can’t help but think about how important honesty, transparency, and authenticity are in our business—and how easily companies can lose sight of that, especially when relying heavily on technology.
At Televerde, we actively track what’s happening with AI and automation, not because it’s trendy but because these technologies offer real ways to boost productivity and enhance the abilities of our teams. In particular, our focus has always been on empowering the women we train and employ in our call centers, many of whom are building entirely new careers in sales development and inside sales. AI is not replacing these individuals. Instead, it gives them access to new tools to do their jobs better, faster, and with greater confidence.
Last year, on a flight to Indiana, I got into an interesting conversation with a lawyer sitting next to me. He was explaining a case he was working on, and we ended up talking about AI and its growing role in the legal world. He told me he’d read a legal brief and instantly recognized it as AI-generated. How? Because the AI tool referred to “Arthur Andersen” as a person, rather than recognizing it as the well-known former accounting firm. We laughed about it, but it made an important point clear: AI is powerful, fast, and efficient, but it still doesn’t fully grasp context or nuance.
In the world of sales—particularly complex, relationship-driven sales—that distinction is critical. AI is great at certain important tasks, like data processing, predictive analytics, and initial lead qualification. For companies like Televerde, AI can quickly sift through large prospect lists, identify key patterns, and determine which companies are likely to need the products or services the company represents. This makes outreach more targeted and effective, dramatically improving the chances of success. Similarly, using AI for quality assurance means agents can receive quicker, more relevant feedback, accelerating their professional growth and increasing their success rates.
Yet, for all its capabilities, AI can’t replace the human aspect of sales. People still buy from people they trust, people they like, and those who genuinely understand them. Let’s consider an everyday scenario: imagine a traveler whose flight has just been canceled. They’re headed to an important event—a wedding, a funeral, or a critical business meeting, and need to find a new flight immediately. In situations like these, human empathy and responsiveness are not just appreciated; they’re necessary. Getting it wrong, even once, can cost a brand a long-time customer. However, making a customer feel seen, heard, and cared for in an urgent or complicated situation builds brand loyalty and may even earn a lifelong relationship with your brand.
Emotional connection, urgency, and personalized care simply can’t be replicated by AI tools alone. Here at Televerde, we strive to integrate technology and human talent effectively. We want our agents to use AI tools to accelerate their development, sharpen their skills, and increase their effectiveness in connecting with prospects and clients. But at the end of the day, the human element remains central to everything we do. The goal isn’t just to close a sale; it’s to build lasting relationships that drive long-term value for our clients and their customers.
When you combine the strengths of AI and the value of human connection, the result is far greater than either could achieve alone. That’s the approach we’re embracing at Televerde, and it’s one we’re confident will continue to succeed, no matter how technology evolves. In our business, authenticity and genuine human relationships will always be at the core, supported—but never replaced—by AI.
