Patrick Quigley Shares How AI Serves New Role in Sales

Editor's note: The following article was written by Patrick Quigley, president and owner of Sales Training by Design. Quigley shared the following on how AI can aid in sales strategies while not replacing the sector's necessary human element.  

In a discussion with my oldest son, Tyler, we talked about artificial intelligence (AI), and I suggested that AI won’t replace all positions. He chuckled and said, like sales consulting? And I said, yes, absolutely. Here’s why.

There’s no doubt that AI is transforming the sales landscape. From automating outreach to analyzing the buyer’s journey and behavior, AI is helping sales teams move faster, work smarter and stay organized. It’s a powerful tool. But here’s what I believe is the truth, which gets buried beneath the buzz: sales — real sales — is still human and will be until the robot makes our decisions.

This is especially true in two areas that, on the surface, may seem very different: in-home service sales and B2B relationship-driven sales.

Starting with the in-home sales professional. These are the sales representatives being invited into someone’s personal space, into their kitchen, their living room, their lives. When a homeowner is deciding on pest services, HVAC, landscape design or security services, or additions to their homes, they’re not just looking at specs or pricing. They’re thinking about their children, their safety, their comfort, their castle. Their decision is emotional, even if it’s backed by logic.

The best in-home sales reps don’t just talk, they listen, they evaluate and build rapport. They pick up on body language, tone and the unsaid worries. AI can provide data, but it can’t offer empathy. It can’t look a customer in the eye and reassure them they are making the right decision. It can’t understand the difference between hesitation and curiosity. And most importantly, it can’t earn trust the way a human can, with presence, integrity and real connection.

Complex B2B sales rely on connections. Now consider the B2B space with a complex sales cycle, multiple stakeholders and high-dollar decisions. AI can track engagement, generate proposals and predict close rates. But it still can’t walk into a boardroom, make a presentation and read the power dynamics. It can’t manage competing priorities between operations, finance, and leadership. It can’t build the trust required to make someone say, “I believe in your company, and I believe in you as a representative of your company.”

In B2B, emotion may be disguised in business attire and spreadsheets, but it’s just as real. People buy from people they trust. They stay loyal to those who show up when things go off track. And they refer vendors who make them look good. AI might help get your foot in the door, but it won’t get you invited back.

So where does AI belong? Right beside the sales professional and not in place of them. Use it to prepare. Use it to follow up. Use it to track, score and optimize. But never forget that people still make buying decisions, and people are emotional.

Harness AI to boost your sales team. As technology advances, the value of authentic, human connection becomes even more essential. The salespeople who succeed tomorrow won’t be the ones trying to compete with AI. They’ll be the ones who use it wisely, while doubling down on what makes them irreplaceable.

So, because my son Tyler gave me a chuckle, I thought this be an opportunity to offer my opinion on what I have performed and trained on for 45 years — selling services in both residential and B2B. I will always fight to have professional sales representatives selling to human buyers.