Proven Human-Centered B2B Sales Strategies That Outperform AI-Driven Solutions

The secret to winning more deals lies in meaningful conversations—not in algorithms.

I took a call from someone on LinkedIn who wanted to tell me about an AI agent that could do the work of SDRs and BDRs and had a voice indistinguishable from a human being. He thought I might recommend it to my clients. I won’t. I have no interest in technology that puts people out of work.

Every day, I get interrupted by robocalls offering to help me get more money from Medicare—even though I’m nowhere near old enough to qualify. The voice on the other end sounds nice, but it’s AI, and I reject the call immediately. I have no interest in talking to a robot.

However, I always take cold calls from real people. I believe the Gods of Sales punish those who don’t take calls while making their own. It’s a professional courtesy, and more sales leaders and managers should follow it.

When I started selling enterprise-level deals, my "tech stack" was primitive: index cards, a Sharpie, a phone, and my index finger. That was all I needed. Frankly, you’d be better off ditching most of the technology you use today—except for your CRM and maybe ZoomInfo.

Technology is one of the reasons salespeople have low win rates and why so few hit their quotas. For more than two decades, sales organizations have turned to technology for better "efficiency." From what I can tell, efficiency doesn’t come from a new app or platform—it comes from engaging in more conversations with prospects.

Here’s a snapshot of the average sales tech stack:

1. CRM Platforms: Salesforce, Hubspot, Zoho, Pipedrive, or Microsoft Dynamics.
2. Sales Engagement Platforms: Outreach, Salesloft, Apollo.io, VanillaSoft, and Yesware.
3. Lead-Generation Tools: ZoomInfo, LinkedIn Sales Navigator, Lusha, Clearbit, and Apollo.io.
4. AI Tools: Gong.io, Chorus.ai, Conversica, Drift, and Clari.
5. ABM Platforms: Demandbase, 6sense, Terminus, RollWorks, and Engagio.
6. Contract and E-Sign Solutions: DocuSign, PandaDoc, HelloSign, Adobe Acrobat Sign, and ContractWorks.

Add Slack, Teams, Zoom, Google Meet, and Calendly to the mix. Then, look at the data: sales reps spend only 34 percent of their time selling. The rest is eaten up by these tools.

If we turned back the clock to when there was little to no technology for sales organizations, we’d find salespeople with higher win rates, and more of them would be reaching quota.

Why Human-Centered Sales Strategies Outperform AI in B2B Sales

You’ve never won a client’s business without a conversation with a buyer or decision-maker. And you’ve never lost a client without one, either. Imagine that instead of spending hours in front of a screen, you use that time to sit across from a prospective client.

Make a list of all the tools in your sales tech stack. Now, make the case that one of those tools is critical to winning a deal. Then, compare that tool’s impact to a single meaningful sales conversation.

If you’re a sales leader or manager, you’d see better results by investing in training that improves the conversations your team has with prospects and clients.

The Case for Building Trust through Conversation

Building trust starts with a conversation. The more authentic and meaningful that conversation is, the more likely you are to win the deal. By focusing on human-centered B2B sales strategies, you’ll not only improve conversion rates, but also create stronger relationships with your clients.

AI can’t replicate empathy or the ability to truly listen and understand a client’s pain points. It can’t adapt on the fly like a great salesperson can. Buyers don’t want to talk to a robot; they want to talk to someone who understands their business and can offer real solutions.

When sales reps focus on relationship-building instead of sitting in front of technology, they spend more time selling and less time clicking. And that’s when good things happen: higher win rates, stronger relationships, and longer-lasting partnerships.

How to Simplify Your Tech Stack and Focus on What Matters

Take an honest inventory of your sales tech stack. How much of it do you really need? If a tool isn’t directly contributing to sales conversations, it’s probably just getting in the way.

Simplify your process by sticking to the essentials: a CRM to track your deals, ZoomInfo for prospecting, and maybe a video conferencing tool. Everything else should be on the chopping block.

The truth is, you don’t need the latest and greatest tech to win deals. You need a conversation.

Invest in Human-Centered Sales Training for Better Results

If you’re serious about improving your team’s performance, focus on what really moves the needle: their ability to have great conversations. Invest in training that equips your team with the skills to engage prospects, uncover needs, and craft compelling solutions.

The tools you use might make things easier, but they won’t close deals for you. That’s the job of a great salesperson—one who knows how to sit down, talk to a client, and win their trust.