A single individual selling a product to a customer

Why do People Buy from People? The Human Touch in Sales.

In today’s fast-paced digital world, it is easy to use online shopping and e-transaction. However, despite the rise of e-commerce and advanced technologies, one fundamental truth remains unchanged, people buy from people. The human touch in sales continues to play a crucial role in forging meaningful connections, building trust, and driving successful transactions. In this article, we will explore why people tend to buy from other people and the undeniable power of personal relationships in the world of retail.


Building Trust through Authentic Connections:

When it comes to making purchasing decisions, people often seek a sense of trust and reliability. Building trust with customers is not something that can be achieved through automated systems or chatbots alone. Instead, it requires authentic connections forged between real individuals. Whether it is a warm smile, a friendly conversation, or an empathetic understanding of customer needs, the human touch has an unparalleled ability to create a genuine bond that instils confidence in the buyer.


Understanding and Meeting Customer Needs:

Selling is not just about pushing products or services. It is about understanding and addressing customer needs. This first-hand knowledge allows them to tailor their offerings, provide personalized recommendations, and offer solutions that genuinely resonate with the customer. The human touch empowers salespeople to listen actively, ask relevant questions, and respond with empathy, making the sales process more customer-centric and effective.


Effective Communication and Persuasion:

In sales, effective communication is key to communicating the value and benefits of a product or service. While automation can provide information, it often lacks the finesse and emotional intelligence that human interaction brings. A skilled salesperson can adapt their communication style, tone, and body language to establish rapport, address objections, and highlight key selling points. By actively engaging in dialogue, understanding customer feedback, and adapting their approach, sales professionals can influence purchasing decisions more effectively than any automated system.

As a salesperson, you know how important it is to communicate effectively with your prospects and customers. You want to build trust, rapport, and loyalty with them, and persuade them to buy your products or services. But how can you do that in a fast-paced and competitive environment, where you have to deal with multiple leads, follow-ups, and deadlines? That’s where Slack comes in. Slack is a messaging app for businesses that connects you to the information you need. By using Slack, you can communicate in real-time with your team, your clients, and your partners, and share messages, files, and feedback within different channels. You can also integrate Slack with other apps and services that you use for sales, such as Salesforce, HubSpot, Mailchimp, and Zoom, to streamline your workflows and enhance your productivity. Slack enables you to communicate in real-time, regardless of your location, time zone, or device.


Creating Memorable Experiences:

Human interaction has the power to create memorable experiences that leave an impression on customers. Whether it is a personalized recommendation, exceptional customer service, or a thoughtful gesture, these experiences go beyond the transactional nature of a sale. They create positive associations and emotional connections, which are often far more influential in customer loyalty and advocacy than any digital interface can achieve. The human touch adds a personal touch that fosters relationships, turning customers into loyal brand advocates.

The human touch in customer service, whether in banking or any other business, holds immense importance in shaping the overall customer experience. Through face-to-face interactions, businesses can establish a personal connection that fosters trust, builds stronger relationships, and delivers exceptional service. This direct engagement enables a deeper understanding of customer needs, enables swift issue resolution, and allows for a more empathetic approach to addressing concerns. Personalized customer service facilitates real-time feedback, instant clarification, and on-site problem-solving, resulting in higher customer satisfaction and long-term loyalty. The power of human interaction in customer service cannot be underestimated, as it creates a lasting impact on customers and sets businesses apart in a competitive marketplace.


The Future of Sales:

While technology continues to shape the sales landscape, the human touch remains irreplaceable. It is not about eliminating automation or digital solutions; instead, it is about striking a balance between technology and human interaction. By leveraging technology to enhance efficiency and provide valuable insights, sales professionals can focus on what they do best – building relationships, understanding customer needs, and delivering exceptional experiences. The future of sales lies in embracing the power of the human touch alongside technological advancements.


How does the human touch in sales aid professionals in grasping and fulfilling customer needs?

The human touch in sales plays a vital role in helping sales professionals better understand and meet customer needs in various ways. By engaging in direct, personal interactions with customers, sales professionals gain valuable insights and establish a deeper understanding of their preferences, pain points, and desires. This understanding enables them to tailor their offerings and provide personalized recommendations that truly resonate with the customer. Here are some specific ways in which the human touch enhances the ability to meet customer needs:


Active Listening: Sales professionals can actively listen to customers during face-to-face or phone conversations. They can pay close attention to the customer’s verbal and non-verbal cues, allowing them to grasp the underlying needs and motivations that drive their purchasing decisions. Active listening enables sales professionals to identify specific pain points and challenges that customers are facing, thereby helping them offer tailored solutions.


Empathetic Engagement: The human touch allows sales professionals to engage with customers on an emotional level. By demonstrating empathy and understanding, salespeople can connect with customers and establish a sense of trust and rapport. This emotional connection enables sales professionals to better comprehend the customer’s perspective and empathize with their challenges. Consequently, they can provide solutions that address the unique circumstances and concerns of each individual customer.


Effective Questioning: Through personal interactions, sales professionals can ask probing questions and seek clarification to gain a deeper understanding of customer needs. They can explore specific details, preferences, and requirements that may not be apparent through automated systems. By delving into the customer’s specific needs and goals, sales professionals can tailor their offerings and provide a more personalized sales experience.


Customized Recommendations: Armed with a comprehensive understanding of customer needs, sales professionals can offer customized recommendations that precisely meet those needs. They can leverage their expertise and product knowledge to guide customers towards the solutions that best align with their goals and preferences. This personalized approach not only addresses the immediate requirements of the customer but also fosters a sense of confidence and satisfaction in their purchasing decisions.

Building Trust: The human touch in sales allows for the establishment of trust, a critical factor in meeting customer needs. By engaging in genuine, personal interactions, sales professionals can create a sense of trustworthiness and reliability. Customers are more likely to open up about their requirements and challenges when they feel they are dealing with a real person who genuinely cares about their needs. Trust facilitates effective communication and collaboration, enabling sales professionals to better navigate the customer’s buying journey.


What are some technologies that complement the human touch in sales and enhance the overall customer experience?

Several technologies complement the human touch in sales, enhancing the sales process and overall customer experience. Here are some examples:

  1. Customer Relationship Management (CRM) Systems: CRM systems centralize customer data, enabling sales professionals to track interactions, manage leads, and gain insights into customer preferences and behaviour. CRM systems provide a comprehensive view of the customer, allowing salespeople to personalize interactions and tailor their approach accordingly.
  2. Data Analytics Tools: Data analytics tools provide valuable insights into customer behaviour, market trends, and sales performance. By analysing data, sales professionals can identify patterns, forecast sales, and make informed decisions. These insights help in understanding customer needs, optimizing strategies, and improving the effectiveness of sales efforts.
  3. Sales Automation Software: Sales automation software automates repetitive tasks, such as data entry, scheduling, and follow-ups. By streamlining these processes, sales professionals have more time to focus on building relationships and engaging with customers on a personal level.
  4. Social Media Platforms: Social media platforms offer a valuable avenue for engaging with customers and building relationships. Sales professionals can leverage social media to connect, communicate, and share relevant content with their target audience. It allows for personalized interactions, brand building, and staying updated on customer preferences and interests.
  5. Virtual Meeting and Communication Tools: Virtual meetings and communication tools, such as video conferencing platforms and instant messaging apps, facilitate remote interactions with customers. These technologies enable face-to-face communication, visual demonstrations, and real-time collaboration, bridging the gap between physical distance and creating a more personal connection.
  6. Mobile Applications: Mobile applications provide convenience and accessibility for both sales professionals and customers. Salespeople can access customer information, product details, and sales resources on the go, enabling seamless interactions and quick responses to customer inquiries.


While these technologies enhance efficiency, provide data-driven insights, and improve communication, it is important to remember that they are meant to complement, not replace, the human touch. The personal connection, empathy, and understanding that sales professionals bring to interactions are irreplaceable and play a vital role in establishing trust, addressing customer needs, and delivering exceptional customer experiences.



The timeless principle of “people buy from people” stands strong in the world of sales. While technology continues to advance and shape the sales landscape, the human touch remains essential and influential. The power of personal connections, built through authentic interactions, is unmatched in its ability to establish trust, understand customer needs, and create memorable experiences. Sales professionals who recognize and cultivate the human touch have a distinct advantage in forging lasting relationships, delivering tailored solutions, and fostering customer loyalty. As we navigate the digital age, embracing the human touch alongside technological advancements is the key to success in sales, ensuring that the fundamental desire for genuine connections and personalized experiences continues to drive purchasing decisions.