You’d be forgiven for thinking that as AI gathers apace, we should happily replace ourselves with avatars so that we don’t have to attend that sales meeting, that we should stick the topic for our next book into ChatGPT and command it to rustle up a manuscript. We add our name and watch it rise in the bestsellers.
Does this sound extreme?
Just a few days ago, I read a LinkedIn post which trumpeted the fact that two people attended a sales meeting with two AI-generated characters. This was the way forward in selling, the author proclaimed. Why attend a sales meeting when we can summon up an AI character…
They were deadly serious about this.
As you’d expect, the comments varied wildly from those excited at the thought of opting out of the selling process to those, thankfully in the majority, expressing their incredulity.
I understand the temptation to opt out of selling our wares. For most people, selling or conversations with a purpose, as I look upon it, is something to fear. So, the thought of using AI as our new sales function is tempting. It’s also ridiculous. Robots are brilliant on the factory floor, but when it comes to selling, we must be present. People engage with people, and besides, a one-dimensional AI-generated person is just that.
Start with authenticity, not fakery
If you want to win at the selling game, it starts with your full-on presence – being immersed in the selling process. And your authenticity.
I would imagine you’ve read much about authenticity. I devoted my latest book to it, how building your personal brand entails leaning fully into your authenticity so that you feel comfortable. And then going all out on the magnetic stakes. When you’re in flow, standing in your circle of power, you’re undoubtedly grounded in your authenticity.
Yet for some, the idea of being true to themselves and then going all out to build their personal brand raises doubt. ‘Am I good enough?’ is what I usually hear.
You don’t have to be a rock star!
I saw this feeling of being less than in action when a friend attended an event held by a motivational speaker. The speaker behaved as though he were a rock star, with music bouncing off the walls, lighting illuminating him and his pronouncements delivered in sound bites as he bounced around the stage.
This unsettled my friend who came away disillusioned. The message carried by this man was that if you wanted to reach his elevated levels, you had to buy into his style, unreservedly. He would show you how for a decent chunk of money.
If the goal of the conference were to motivate her to stride out, guns blazing, it failed miserably. When the lights had dimmed, reality began to sink in. I don’t dispute this man’s style may work for some. It clearly does. He fills rooms with a high ticket price. But for many people, including me, I don’t find this form of motivation, motivating. Not in the least.
My friend’s dissatisfaction with herself, got me thinking about the whole motivational speaker vibe in helping us to tap into our brilliance and to sell with confidence.
Just how significant and indeed helpful, is a speaker like this man, in helping you to build your authentic brand in the world of work, whether you run your own business, or not? Now although I am not dissing motivational speakers given so many are inspiring and relatable. They want you to explore your hidden depths and talents, step out of your comfort zone and dare to imagine what exists on that road less travelled. But how many of them exist to sell their system with a promise of untold wealth?
You are more than enough
Building an authentic brand, does not entail being a carbon copy of a person you look up to on the stage, that in real life you wouldn’t encounter in a month of Sundays. It’s not about filling their shoes or indeed the shoes of any other person, sacrificing elements of your personality and values, in the misguided belief that you’re not enough; that the person you’re looking up to, is the one you should be emulating.
Being you in a world hyping artificial over authenticity is your trump card
You don’t have to be a polished pro, simply your best authentic self. And you don’t have to rely on an AI generated image to start those conversations with purpose.
Being unapologetically you; human and relatable, not robotic, or salesy is the name of the game. Authentic people know what they stand for. They don’t need everyone to like them. They place value over validation and are happy to share their story and struggles. They’re open about what they’ve learned, often the hard way and are still learning.
I would imagine you have significant untapped potential. So, give yourself time and space to evolve but don’t lose sight of your bigger vision, that you want to be authentic and magnetic.
Instead of trying to be like the people that are motivating you to be like them, think like them and sign up to their system or indeed pay them to create your artificial sales force, I encourage you instead to step outside of your comfort zone. And to work on yourself to discover what you’re capable of.
This is within your grasp
Next time you read a post about AI with the overriding message that you can replace yourself, treat it with amusement. People engage with people and there has never been a more important time to step out of the shadows and let the world know what you have to offer. Focus on being the best version of you and of placing courage over comfort.
In my next column I will share some simple but incredibly effective tips on how to sell without the hard sell.
About Dee Blick
Dee is an international bestselling author of marketing books aimed at small businesses and students of marketing based in Sussex. Her latest book, You’re the Best! How to build an authentic and magnetic personal brand is a finalist in the Business Book Awards. One professional reviewer has described the book as: ‘Her natural, conversational style of writing and effortless sharing of expertise ensures the subject of branding is accessible and empowering. She helps you to get under the bonnet so that you can use all the business tools at your disposal, to create a memorable brand that packs just the right punch.’ Dee is also the co editor in chief of Sussex Exclusive print magazine and commissioning editor of our business pages.
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