Throughout December, SalesFirst hosted several “Coffee Conclaves” in which we invited Sales Leaders to join us for an in-person caffeinated discussion about sales automation and both the pros and cons that came with it. Clearly, automation made sales easier, but it’s early surge of success from the past few years seems to be slowing as recipients reject the amount of spam that clogs their inboxes each morning. We of course acknowledge that technology is here to stay, that it’s evolving and will continue to evolve- and win. But the overwhelming sentiment was that there will need to be a correction to integrate authentic, in-person engagement.

Here’s what we discussed:

Pushback Against Impersonal Automation

We expect businesses will experience pushback against the tide of sales automation, with a renewed emphasis on building genuine connections through face-to-face interactions. Sales automation has revolutionized the way businesses operate, and there is absolutely a place for email campaigns, AI-driven chatbots, and technology that streamlines processes and increases efficiency. However, these advancements come with a growing concern- the obvious loss of the human touch.

Customers tell us they are craving authenticity. They want to work with real people who understand their needs and can provide a personalized experience. Additionally, experts are telling us that subtle cues from automated emails are lowering email open rates by almost 50%. This year, SalesFirst Recruiting expects to see a stronger movement towards more meaningful engagements, where relationships take precedence over transactions, and where thoughtful, contextual emails and phone calls take precedent over email “systems.”

Moreover, we also discussed the sheer volume of automated outreach that has led to serious fatigue among consumers. Inboxes are flooded with generic emails, and automated calls often result in a disconnect between the seller and the potential buyer. As a response to this, our peers and clients tell us they are reevaluating their sales strategies and placing a greater emphasis on human presence.

The prevailing thought in the room was that while technology can facilitate communication, it lacks the nuance of both context and human communication. Automation at the moment tends to follow rigid pre-programmed schedules and lacks the emotional intelligence to “read the room.” Humans understand timing, context, and connection. Automation, at least currently, does not.

Does this mean that technology needs more work where it can eventually just replace the prospecting jobs that exist for SDRs, AEs, and Inside Sales Reps? We hope not.

Returning to Authentic, In-Person Outreach

Our coffee conclave felt like a return to 2005 when sales reps knocked on doors, prospected through buildings, and fearlessly (or fearfully) made cold calls. It worked. It was also hard. Sales Leaders had to keep sales reps motivated to do that hard work. And in 2024, SalesFirst expects in-person outreach to become a defining trend. Sales teams are rediscovering the power of face-to-face meetings, networking events, personalized presentations, and even dropping off goodies. The value of a firm handshake, genuine eye contact, and adapting communication styles based on subtle cues is being pushed by sales leaders who aren’t seeing the results that automation promised.

Building Lasting Connections in 2024

While the return to authentic, in-person outreach is gaining momentum, it's important to note that technology remains a valuable tool in the sales toolkit. Companies have more employees working from home than ever before, so striking a balance between automation and personalization is the key to success in 2024. SalesFirst, for example, continues to integrate technology to enhance the customer experience, leverage data insights, but also maintain a human-centric approach throughout the entire sales process. This is why we invite our customers out to lunch and coffee so often, and this is also why we are putting an end to all email automation. It doesn’t work for us.

We expect businesses that recognize the importance of building genuine connections are poised to thrive in this landscape, where the human touch will be seen as a powerful differentiator in an increasingly automated world. In 2024, SalesFirst and it’s recruiters are betting that success lies in finding the delicate balance between technology and authentic, meaningful interactions.