In sales, trust is currency.
But as AI sweeps through every workflow—from prospecting to follow-ups—many teams risk trading connection for convenience.
Kate Vasylenko, CEO of 42DM, put it simply: “You cannot automate trust.” If you want buyers to believe in your solution, you can’t let automation swallow empathy. Here are 7 ways to balance AI-driven efficiency with the human connection that closes deals.
1. Start with Empathy, Not Automation
Too many teams jump into AI thinking faster equals better.Kate warns that efficiency without empathy is just noise.💡 Fix: Map every AI touchpoint to a real human moment you’re trying to protect—not replace.
2. Use AI to Personalize, Not Just Automate
Personalization isn’t about dropping a first name in an email.It’s about showing buyers you understand their needs.AI can surface insights, but only reps can turn those insights into trust.💡 Fix: Pair AI-driven segmentation with rep-led conversations that dig deeper than the data.
3. Free Reps From Admin, So They Can Be Human
Every hour your team spends updating CRMs is an hour they’re not building relationships.AI is most valuable when it handles the repetitive work that distracts from connection.💡 Fix: Automate busywork—so reps spend more time listening, asking questions, and being present.
4. Train Reps to Use AI as an Augmenter, Not a Crutch
AI can give recommendations.But the skill to interpret and act on those insights still belongs to humans.💡 Fix: Coach your team to see AI as a co-pilot—not the driver of the sales experience.
5. Show Buyers the Person Behind the Process
Even when your workflows are powered by AI, make sure your prospects feel the human behind every interaction.Kate emphasizes:“Trust equals human.”💡 Fix: Use video messages, voice notes, and personal touches alongside automated sequences.
6. Keep AI Transparent
Nothing erodes trust faster than buyers feeling tricked by automation.If your tools are helping, own it.💡 Fix: Be upfront about how you use AI to make their experience smoother—but reassure them that humans are still behind the relationship.
7. Measure Connection, Not Just Conversion
The easiest metrics to track are clicks and replies.But if you only measure activity, you’ll miss the real outcome: trust.💡 Fix: Collect qualitative feedback about the buying experience, and coach to improve empathy as well as efficiency.
Ready to Build Trust at Scale?
Dextego empowers sales teams to blend automation with empathy, so every buyer interaction feels personal.
But trust matters more.
