IS AI MAKING YOU A BETTER SALESPERSON OR JUST A LAZY ONE

AI is everywhere in sales. It's helping us move faster, work more efficiently and become more productive. But as we embrace the tools and automation, we have to ask the question: is AI actually making us worse at selling?

The promise of AI is to help us work smarter, not harder. But when it comes to sales, there's a fine line between using AI to improve your process and relying on it so heavily that it breaks trust, authenticity and human connection.

If your outreach sounds the same as everyone else’s, you’re blending in, not standing out.

AI is being used across nearly every stage of the sales process—from writing emails and LinkedIn messages to prospecting and even conducting cold calls. The problem is, people can usually tell when they’re reading something written by AI.

We’ve all seen the signs. The emails are too polished, the “personalisation” feels forced and the messages lack any genuine voice or point of view. The moment your prospect realises it wasn’t you who wrote the message, you lose credibility. And if you haven’t taken the time to write something yourself, why should they take the time to read it?

There’s no denying that AI is powerful. When used well, it can enhance your workflow and save time. It’s particularly helpful for research, like finding new prospects, reviewing market trends or gathering quick insights. It can also summarise meeting notes, track your pipeline and automate low-value tasks, freeing you up to focus on higher-value work.

But there are limits. AI should not replace personalised outreach or genuine human interaction. It can’t hold a real conversation or pick up on the nuances that matter in sales discussions. And if your strategy is entirely built on AI-generated suggestions, then you're not truly thinking about your market or customers—you’re just reacting.

At its core, sales is built on connection and trust. If you let AI do all the heavy lifting, you miss out on the most important part of the job: building real relationships.

We’ve seen it happen far too often. Sales teams become over-reliant on AI, trusting the information it provides without checking or thinking for themselves. There have even been cases of AI generating fake research, made-up statistics and content that looks impressive but has no substance. When that becomes your standard, you stop learning. You stop thinking. You stop developing your own voice and expertise.

So how do you find the balance? How do you make the most of AI without losing the authenticity that actually drives results?

Start by writing your own outreach. AI can assist, but your messages and calls should come from you. Use AI as a research tool, not a relationship builder. Let it help you gather insights, but keep the human part of the conversation in your hands. Stay critical. AI recommendations can be helpful, but they should never be your final answer. And above all, be more human. Speak like you would in person and show people who you really are.

AI isn’t the enemy, the issue lies in how we use it. If you want to stand out and succeed in sales, the key is to blend technology with authenticity. Let AI support your process, but don’t let it replace the real qualities that make a great salesperson—trust, expertise and connection.

For a deeper dive into this topic click HERE to listen to our podcast episode “Top 5 AI Mistakes Killing Trust in Sales”.

If you're looking to improve your sales strategy without losing the human touch, visit Your Sales Co for expert insights, tools and training.

Are you using AI in your sales process? Has it helped or hindered your results? We’d love to hear your experience.