People Buy from People (AI Doesn’t Have EQ Yet)
Estimated reading time: 4 minutes
by
Everywhere you look, sales teams are being told AI will transform their world. Faster prospecting. Smarter data. Automated outreach.
But one truth still holds steady: people buy from people.
Technology can open doors and provide insights. What it can’t do – at least not yet – is replicate the trust, empathy, and emotional intelligence that close deals.
At durhamlane, we believe the future of selling isn’t AI instead of people, but AI with people. Here’s why emotional intelligence will continue to be the most powerful differentiator in sales.
1. Trust is built by people, not algorithms (why people buy from people)
Buyers arrive armed with information. They’ve already compared features, read reviews, and researched competitors. What they don’t have is trust.
Trust is built when a salesperson listens, understands, and responds in a way that feels human. AI can surface talking points, but it can’t hear the hesitation in someone’s voice or sense when they’re holding back.
Emotional intelligence is what separates top performers from the rest. In long-cycle B2B sales, EQ isn’t optional, it’s non-negotiable.
2. Emotional intelligence drives better sales conversations
Great conversations in sales aren’t about pitching. They’re about curiosity, listening, and solving problems. That’s what SDRs are trained to do.
AI can help with prep – surfacing account insights or intent data. But once the conversation starts, it’s the human touch that counts.
We explored this evolution in modern prospecting in the age of AI, showing how technology supports SDRs but never replaces them.
3. People buy from people because authenticity matters
Nobody likes being “sold to.” Buyers want to feel understood, not processed. Authenticity is what turns a cold outreach into a meaningful conversation.
Scripts and AI-generated emails are easy to spot – and easier to ignore. A genuine, thoughtful approach is what makes prospects stop and listen.
That’s why the best SDRs prioritise quality over activity volume. Our blog on improving win rates through qualified opportunities shows how focusing on the right conversations leads to faster conversions.
4. AI can’t handle nuance (yet)
AI is getting better, but it’s still binary. It predicts patterns. It doesn’t have sense of humour, patience, or hesitation.
Sales is full of nuance. Humans adapt in real time. AI suggests; people persuade.
People buy from people because they want to work with individuals they like, respect, and trust. That can’t be replicated by code.
5. EQ scales sales success: why people still buy from people
Scaling sales isn’t just about adding headcount. It’s about building emotional intelligence into every SDR conversation.
AI makes reps faster. EQ makes them more effective. That’s why sales teams with high EQ consistently outperform those who treat selling as a numbers exercise.
Our blog on why SDRs remain critical in modern sales strategies explores how people, not tools, remain the heart of any demand engine.
Final thoughts…
AI is here to stay. It will make SDRs more efficient and provide richer insights. But it won’t replace the one thing buyers value most: emotional intelligence.
Because in sales, people buy from people. Always have. Always will.
At durhamlane, that belief sits at the heart of how we work. Our outsourced SDR teams combine the best tools available with the EQ only people bring – creating conversations that matter and pipelines that convert.
If you’re ready to see how SDRs can transform your sales outcomes, let’s talk.