Differentiate communication needs. Use automation for low-stakes messages like appointment reminders. Reserve authentic, human video for high-stakes moments where emotional connection and trust are critical, such as discussing a major purchase or sensitive personal matters.
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The goal of "always-on" engagement is a seamless, contextual relationship. The best model is interacting with a friend: you can switch from text to a phone call, and they'll remember the context and anticipate your needs. This is the new standard AI should enable for brands.
Deciding between email and a face-to-face conversation for a tough message isn't about what's easiest for you. The choice should be a strategic one based on the desired relational outcome. Use email for transactional updates; use direct conversation to preserve relationships.
Instead of defaulting to one method, sellers should strategically choose the communication channel (phone, video, in-person) that offers the highest probability of success for the lowest investment of time, energy, and money for any given situation.
The best filter for automation vs. human support is the customer's emotional state. High-stress scenarios, even if procedurally simple, demand human empathy to maintain brand loyalty. Reserve automation for low-sensitivity, routine queries.
As AI automates content creation, the ultimate differentiator becomes authentic human connection. This means prioritizing "reading the room," sharing personal stories, and even being inefficient to foster genuine relationships. While AI optimizes for output, marketers who optimize for humanity will build more resilient brands.
Instead of fully automating conversations and risking sounding robotic, use AI to provide real-time suggestions and prompts to a human sales rep. This scales expertise and consistency without sacrificing the human touch needed to close deals.
In an era of mass automation, customers notice and value actions they know can't be easily scaled. Instead of another automated email, send a personal video via text, a handwritten note, or "lumpy mail." These high-effort signals cut through the noise and show genuine appreciation.
Top reps use hyper-personalized videos for their best prospects but scale efforts by using AI-generated avatars for the rest. These AI videos are still personalized with data fields like name and company, making them more effective than generic text emails without the manual effort.
Sales is the ultimate human profession in the age of AI, but only if salespeople engage in real-time, synchronous conversations (phone, video, in-person). Relying on asynchronous methods like email is abdicating the human advantage to robots, which can perform those tasks better.
Adopt a 'more intelligent, more human' framework. For every process made more intelligent through AI automation, strategically reinvest the freed-up human capacity into higher-touch, more personalized customer activities. This creates a balanced system that enhances both efficiency and relationships.
