In an increasingly digital world, customer experiences can be diluted by AI solutions and automation. In this article, Milly Gladstone discusses why soft skills trainings are what every seller needs to increase retention.

AI, undoubtedly, has changed the world and how we work forever. More and more, it feels like the pressure is piling up for us to compete with an invisible enemy who can do everything — seemingly — faster than our brains can.

The temptation for salespeople to slash prices to keep up with AI-first competitors, and to automate client care and outreach, is strong. Whilst it might seem like embracing AI efficiency is effective in the short-term, sellers should keep a long-term mindset and focus on building human connection with clients and customers.

Research from Gartner shows that personalised experiences are important to customers, and yet over 70% of customer experience leaders struggle to design projects that boost loyalty and deliver results. And by personalised experiences, we’re not talking about [firstname] merge fields in automated emails. It’s about tailored, customer-centred experiences.

So How Can Soft Skills Create These Personal Moments?

Do Your Homework Before Every Interaction

Personalisation starts with preparation. Take time to research the customer’s company, industry challenges, and recent news. If you’re speaking with a tech buyer, for example, demonstrate awareness of their digital transformation initiatives. Showing that you’ve invested effort signals respect and positions you as a trusted partner rather than a seller.

Lead with curiosity, not assumptions.

To make things feel personalised, you have to get to know your customer as a person. Instead of jumping into features and benefits, ask thoughtful, open-ended questions. For example: “What’s the biggest barrier stopping your team from reaching its goals this quarter?” Listening carefully helps you surface their priorities and ensures that your recommendations feel relevant, not generic.

Capitalise On Moments of Truth

Moments of Truth are those human-led conversations that happen usually when less-than-ideal circumstances arise. Maybe it’s a frank conversation or an unexpected issue. Soft skills trainings teach you that these moments can be leveraged to enhance a customer’s experience.

In fact, in his book Influence, psychologist Robert Cialdini identifies that if a problem is recovered well, customers are more likely to return. Hotel guests who experienced an issue with their stay — where this was resolved swiftly and with some kind of benefit (for example, an upgrade) — were more likely to give a 5-star rating than those guests who experience no issues and had a stay that was ‘as expected’.

Adapt Your Communication To Their Style.

Of course, keep your tone and content genuine. But figuring out how they like to be communicated with, and being mindful of this, has impact. Some customers prefer concise bullet points; others want detailed explanations. Pay attention to cues and mirror their preferences. Matching their communication style makes conversations more engaging and reduces friction.

Follow Up With Intent.

A follow-up message shouldn’t just be a reminder about the next step. Instead, reference something the customer said and add something useful — a new article, a product update, or a tailored suggestion. This demonstrates attentiveness and keeps you top of mind for the right reasons.

It goes without saying, then, that EQ is a superpower we would be wise to cherish. Soft skills trainings have a necessary place in the digital world. Sellers who commit to building their emotional intelligence will feel the difference — as will their customers — and slower moments of interaction will stand out in a storm of AI automation.

That’s not to say AI shouldn’t be used. It certainly is a tool that’s improving exponentially and can help us unlock new capabilities. The most successful sellers will be those who use AI and EQ together. With the efficiencies created by the former, more attention should be placed on EQ to enhance every customer interaction and be present in the moments that matter.