There are so many stories in the news lately about marketing automation, the rise of machine learning and AI, and worries about "job killing" automation technology. Lots of companies are using new marketing automation tools to help manage customer relationships and generate leads. These automated tools can be really useful and they definitely have a place in your company's marketing strategies - but it's important to remember that sales people still need to bring the essential "human element."

There are a few big reasons why AI and marketing automation are not going to replace sales people anytime soon.

1. You need human intuition to understand customers' needs. All salespeople want to close the deal and make the sale, but the best salespeople are able to relate to their clients on a more personal level. They have a way of making people feel at ease and relax. They are especially great at initiating a discussion with their clients, and invoking a conversational tone to the sales pitch. By ascertaining what their clients might need, they can proceed to offer the best products or services for them. If a salesperson can come to another business and offer a solution, they're not just selling something - they are actually working with that company as part of the company's larger operational strategy. Every person is unique, and so is every business. Intuitive salespeople can find subtle ways to quickly get on the same page as their clients and can use suggestive selling from the perspective of a "peer" instead of from a hard-selling "outsider" standpoint. Marketing automation can help sort through leads and identify high-potential prospects and manage various other routine tasks, but to really go deeper into a client relationship in a way that adds the most value, you need people!

2. You need human emotional intelligence to build trust and strong relationships. I still marvel at the convenience and ease-of-use that a company like Amazon has brought to our world. With a few taps on your smartphone, you can usually find exactly what you're looking for. The Amazon app even makes suggestions for other products you might want to add to your order. It's a remarkably slick, streamlined, automated process. Before you know it, you've got a package waiting for you at your front door! There is a reason Amazon is the reigning undisputed heavyweight retail champion. But buying something on impulse because a cold, unthinking data-harvesting app recommends it and being "sold" a complex B2B solution in a back-and-forth conversation based on trust are very different experiences. On one occasion, I bought an expensive handmade belt at craft fair. I wasn't even in the market to buy a fancy belt, but when I stopped to admire the belts, the man at the booth started telling me all about them. He passionately described how he personally worked with the leather and cut the metal for the ornate buckle. His enthusiasm for his product was infectious and ultimately I couldn't resist. I purchased one of his belts because they were beautiful and well-made, but also because he sold it to me. I probably never would have gone online and randomly bought such an expensive personal item, but this gentleman's pitch resonated with me, and we both walked away from the transaction feeling happy. I was impressed by this person's presentation and so he quickly built a relationship and earned my trust - and some of my money. I even bought another belt from him a few years later because I was so pleased with his product, but also because I remembered that transaction fondly and I wanted to support his business. Excellent salespeople do more than just sell goods and services - they foster goodwill between two business entities. They are ambassadors for your brand and are instrumental in developing customer loyalty for your company. No matter how great your marketing software might be, it can't compare to the power of real human salesmanship and relationship-building.

3. There are lots of subtle, nuanced interactions that a machine simply can't do. I get dozens of emails every day from various websites and businesses trying to tell me about an amazing offer "just for me." While the rise of the digital marketplace has brought all sorts of nice perks along with it, a lot of people are getting sick and tired of mass emails and other "cookie-cutter" digital marketing ploys. Too much digital clutter is creating an opening for people to be more sympathetic and open-minded to the personal element of talking with a salesperson. AI cannot "read the room" the way a good salesperson can. AI cannot break the ice by sharing a good-natured joke or by recounting a compelling anecdote. AI cannot anticipate questions and uncover objections and help customers understand their options in the same way that a trustworthy sales rep can; think of all the times when you've been doing research for a product purchase, and the website's FAQs fail to answer your question! These are all aspects of the job that require interpersonal skills, which even the best AI (so far) cannot replicate.

Even in the fast-paced digital age we live in, a talented salesperson - speaking with conviction and armed with an impressive knowledge of their products and services - is still a force to be reckoned with. They can make a convincing pitch and win over their audience in a way that transcends even the most sophisticated metrics and digital marketing technology. So by all means, use marketing automation tools to your advantage; I use them too, and they help me save time and work more effectively. But there are so many valuable things that only a human can do - robots are not going to replace living, breathing salespeople anytime soon. The most valuable long-term business relationships are still firmly rooted in the realm of humanity.

Gregg Schwartz is the vice president at Strategic Sales & Marketing, one of the founding lead generation companies based in Connecticut. Gregg also manages their inbound lead qualification service.

Marketing