Dehumanization of Sales

The Dehumanization of Sales: How to Avoid Losing Your Customer’s Trust

Philipp Schachinger
Last updated on June 30, 2023

Sales have always been a crucial aspect of every business.

Salespeople are responsible for providing customers with products or services that fit their needs and budgets.

As technology advances, we have seen a shift in the way customers interact with salespeople.

The human connection that once existed is slowly disappearing, and it has become increasingly difficult for salespeople to build lasting relationships with their customers.

This phenomenon is known as the dehumanization of sales, and it is slowly eating into the trust that customers have in salespeople.

In this blog post, we will discuss the dehumanization of sales and how salespeople can avoid losing their customer’s trust.

We will explore the reasons behind the shift in customer behavior and provide insight into how salespeople can adapt to this ever-changing environment while still retaining the human element in their sales approach.

Recent developments

The dehumanization of sales is a result of the increased reliance on technology.

Customers now have access to a wealth of information at the touch of a button, and they use this information to make informed decisions.

As a result, customers are more selective about the products they buy and the people they buy from.

This has put pressure on salespeople to adopt a more impersonal approach to their work, as they have to cater to a more demanding and informed customer base.

However, this approach has its downsides.

For example, customers often feel like they are simply a number to salespeople.

And, as a result, they are less likely to return to that same salesperson for future purchases or recommend the company to others.

This results in a loss of sales and customers.

To avoid this, salespeople need to invest in building strong relationships with their customers.

One way to do this is by using technology to complement their sales process rather than replace it.

Salespeople can use social media, email marketing, and other digital tools to communicate with customers and keep them informed about new products or services.

However, they must also ensure that these interactions are personalized and make an effort to meet customers in person, if possible.

Another way to avoid the dehumanization of sales is to treat customers as individuals with unique needs and requirements, rather than as a collective group.

Salespeople should take the time to understand their customers’ needs and preferences, as well as their preferred method of communication.

By doing this, they can tailor their sales approach to meet each customer’s unique needs.

Salespeople should also focus on building trust with their customers.

This can be achieved by being transparent about pricing and other important information; providing customers with useful and relevant information; and following up after the sale to ensure that the customer is satisfied with their purchase.

By doing all of these things, salespeople demonstrate that they care about their customers’ needs, and they are committed to building long-term relationships with them.

How to deal with it?

As the competition in the market strengthens, businesses need to become more efficient in their sales process.

However, the push for efficiency should not come at the expense of customer experience.

We often hear about the importance of customer centricity and personalized approach but sales teams worldwide are shifting to automation and digital tactics that dehumanize the process.

Let’s explore the ways the dehumanization of sales can negatively impact customer loyalty and, in turn, hurt our bottom lines.

Loss of Personal Touch

The heart of sales lies in human interaction, which is missing in automation. When customers feel a lack of personal touch in the sales process, they are more likely to switch to a competitor.

According to a study, 70% of customers who leave a business do so because they feel the company cares about them less.

Considering every customer as a number and relying on chatbots and emails to communicate can be a roadblock to developing a personal relationship with customers.

Robotic Messaging

With automated outreach, there is a high possibility of coming across as robotic and insincere.

Salespeople tend to rely on cut-and-paste scripts rather than addressing customers’ individual needs.

This one-size-fits-all approach can make customers feel undervalued and commodified.

Customers who feel like they are being sold to rather than being helped are unlikely to trust and continue with the business.


Sales is not just about selling a product but also gaining trust.

Human connection is essential because it humanizes the sales process; without it, customers may doubt the credibility of the business.

A study by Accenture shows that 83% of customers stay loyal to brands they trust.

Salespeople should focus on building trust instead of a one-time sale for long term loyalty.


It’s important to note that automation can be used for hyper-personalization at scale.

Automated tools can track customer behavior, analyze data, and provide insights to salespeople as to what the customer is looking for, how they prefer to be contacted, and what their communication style is.

By creating a personalized message to the customer, salesmen can show their efforts in understanding their needs. This can make customers feel valued and deepen the relationship.

Emotional Intelligence

Sales is not only about presenting the product but also about connecting with the customers on an emotional level.

With automation, salespeople may not be aware of the customer’s emotions during the sales process. Emotional intelligence is crucial for understanding customer needs and identifying if they’re hesitant or interested.

Empathy goes a long way in establishing trust and building customer loyalty.

Conclusion: Dehumanization of Sales

The dehumanization of sales may seem like an inevitable consequence of advancing technology.

However, it is essential for salespeople to retain the human element in their approach to avoid losing customers’ trust and ultimately sales.

Salespeople should make an effort to personalize their interactions, build relationships with customers, use technology to complement rather than replace their sales process, and focus on building trust with their customers.

By doing all of these things, salespeople will not only avoid the dehumanization of sales but also thrive in an increasingly competitive environment.

While automation can optimize sales processes and improve efficiency, it’s imperative not to dehumanize the sales process.

A lack of human touch can lead to a breakdown of trust and loss of loyalty from customers. As sales managers, we need to keep track of the customer sentiment and ensure that we provide a personal touch.

By not disregarding automation and using it to our advantages, while holding onto our emotional intelligence, we can balance efficiency with personalized customer care for long term loyalty.

As Head of Sales, you can set the tone and initiate a human-centric culture within your team to establish a strong customer base and gain a competitive edge.

It all comes down to leveraging the resources effectively and striking the right balance between automation and humanization.

Your business’s success relies on it.

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