New technologies are transforming the way companies conduct business. Paradoxically, they are making the human factor even more important.
Technological tools such as Customer Relationship Management (CRM) systems, website and social media analytics software, and artificial intelligence now make it possible to collect and analyze large volumes of data on customers’ purchasing behavior. Companies can use these tools to personalize the customer experience and offer products, services and solutions that are better aligned with individual needs, rather than relying on a standardized sales approach. "Today, the role of a sales professional is increasingly comparable to that of a consultant," explains Erik Neumann, Head of Programme at the ''Centre for Sales & Retail'' at the HWZ University of Applied Sciences in Business Administration Zurich. Artificial intelligence can also help to anticipate customers’ needs, for example by analyzing the behaviour of a company’s competitors. However, the value of such analyzes depends on the quality of the available data and its correct interpretation.
These developments come at a time when customers have become more demanding, carrying out their own research and comparing prices and offers before making purchasing decisions. "The widespread adoption of digital technologies has brought about many changes; it has encouraged globalization, but it has also intensified competition. For SMEs, customers who are better informed and able to compare a wide range of offers expect greater transparency and a clear market position," Erik Neumann continues.
The human factor remains essential
As these technologies become widely available, they no longer provide a competitive advantage on their own. Competitive differentiation increasingly depends on human qualities. "Building and maintaining trust remains a key condition for establishing long-term business relationships. Trust rests on two complementary pillars: competence and likeability," says Nicole Küng, trainer and coach at benefitIMPACT, a consultancy specializing in commercial leadership communication.
While likeability is partly subjective, interpersonal skills can be developed and strengthened. Companies can train employees to ask the right questions, identify customers’ real needs beyond what technology can anticipate, respond appropriately to objections and provide tailored follow-up after a sale. Such skills can also be integrated into a company’s processes. The federally recognized e-commerce specialist qualification, accredited by SERI, provides an overview of all aspects of online commerce, from logistics and customer experience to marketing and data management.
Attracting rather than chasing
Platforms such as Facebook, Instagram and LinkedIn have become important communication and sales channels for businesses. In some cases, they are also used as e-commerce platforms, as illustrated by Meta Business tools on Facebook and Instagram. Traditional prospecting methods based on broad outreach have gradually given way to a different approach. "The objective is no longer to chase customers but to attract them," says Nicole Küng of benefitIMPACT. "LinkedIn is perhaps the clearest example of this trend. Sales professionals and entrepreneurs who share their expertise or express informed views on industry issues without actively trying to sell naturally generate interest among users and followers, including potential customers. For many businesses, maintaining a professional presence on social media has become an important component of customer acquisition and relationship management."
Information
On the theme
Business to human
Traditionally, the sales sector has been divided into two broad categories: B2C, which is characterized by relatively rapid purchasing decisions, and B2B, which typically involves multiple stakeholders, longer sales cycles, and a need to understand each decision-maker's priorities. "Today, the distinction between the two is becoming increasingly blurred," observes Nicole Küng, trainer and coach at benefitIMPACT, a consultancy specializing in commercial leadership communication. "B2H, or business to human, reflects this new reality. It places even greater emphasis on values such as empathy and active listening than B2C does, while recognizing that behind every purchasing decision is a person with needs, concerns and motivations." This customer-focused approach can be particularly effective for differentiating a business and building customer loyalty. According to Salesforce, 85% of professional buyers consider the experience provided by a company to be just as important as its products. "When a company changes its sales representative, even if the product or service remains the same, customers may decide to end the business relationship because the personal relationship has changed."
In discussion
Last modification 03.06.2026
