Many could argue that technology is diluting the human experience in B2C sales and overall customer engagement. Digital disruptors like big data and artificial intelligence present challenges to the sales profession, especially alongside online retail giants who can provide customer service simply through chatbots. In order to continually add value to their roles and to customer relationships, leveraging technology will be paramount for tomorrow’s sales force.

But sales professionals are also starting to automate routine daily tasks and use disruptive technologies to predict clients’ wants and needs. Here’s how you can use a combination of hi-tech tools and high touch to understand your target customers.

Get your audience. People on the receiving end of your sales pitch are smart and can easily identify an overused and impersonal email. In fact, MarketingProfs reveals only 37% of emails get opened.

Technology enables us to customize our messaging to show prospects we can meet their needs. Cloud technology is now available for companies, allowing them to anticipate what consumers want and enabling sales professionals to incorporate key differentiators and selling points based on these preferences.

McKinsey’s SaaS benchmark database found organizations that embraced digitally enhanced sales models reached twice the revenue growth rates, triple the customer growth rates and 30% higher acquisition efficiency than businesses that used outdated sales approaches.

Capitalize on your EQ. While intelligent machines can duplicate some of the sales process, commercially available tools like interactive response systems can’t replicate the advanced problemsolving skills humans possess.

According to a survey conducted by The Conversation US, 90% of respondents want to speak to a live agent — as opposed to a machine. Regardless of how many tech features are integrated when providing a product or service, social media or virtual assistants, today’s consumers feel a greater sense of trust and comfort when speaking to a live person.

Sales representatives can continue to foster the tech-and-touch connection that customers crave. However, it’s essential for human agents to differentiate themselves by using innate, soft skills while still using data-driven technology to complement the process.

Utilize social selling. If you’ve built an online presence and have established a strong rapport with your audience, you’re in luck. A recent survey found 88% of buyers trust online reviews as much as personal recommendations, and 39% read reviews on a regular basis.

This means that disruptors like social media and peer-to-peer networking can be your greatest referral channel. But keep in mind that while most customers rely on online reviews to make a purchasing decision, only about 10% of Americans always leave a review. So be proactive with your customers, and ask them to write about their experience so you can guide others to your services.

Renew bonds. The fundamentals of successful sales come from creating and maintaining relationships. A huge part of attracting prospects comes from personalization and treating every client as an individual. You need to be adaptable and aware of an audience’s background while also explaining how your company values align with their own.

Lastly, bring your whole self to the sales process. Even with overwhelming amounts of data, weaving anecdotes into a customized pitch or leveraging your glowing online status can be your most powerful sales tool. Your greatest success will come from providing exceptional and personalized customer service.