Why the companies winning aren’t the ones with the biggest budgets – they’re the ones making customers feel most cared for.
Two emails landed in my inbox last week that perfectly illustrate why some salespeople thrive while others struggle.
Email #1
"Hi Julie, Hope you're well. Just following up on our conversation about AI consulting services. Let me know if you'd like to schedule a call.
Best regards,
Generic Sales Guy."
Email #2
"Julie, saw your post about the Orlando sales summit - what a fantastic audience! I know you've been working with leadership teams on AI innovation. I found this McKinsey report on AI adoption challenges that aligns perfectly with your framework.
No agenda, just thought you'd find it useful.
- Sarah"
If you’re a leader, which one sounds like you?
Sarah didn’t just get my attention – she got my business three weeks later. Same industry, similar pricing, but she understood something most sales professionals completely miss.
Your customers are getting hyper-personalized experiences from Netflix, Amazon, and Spotify. Now they expect that same level of care from YOU.
What I Learned at the Sales Summit
Speaking at a sales kickoff for a global brand recently reminded me why I’m passionate about this work.
A room full of smart, driven professionals who were all pondering the same question: “How do we compete when everyone has access to the same AI tools?”
What became clear during our conversations: Success won’t come from having the fanciest technology. Success comes from using that technology to deepen human connections, not replace them.
AI doesn’t make relationships obsolete. It makes relationships more powerful than ever.
Why Most Customer Relationships Feel Like Bad First Dates
When was the last time a salesperson made you feel genuinely cared for? Not just “followed up with” or “checked in on,” but actually demonstrated they understood your world and wanted to help you succeed in it?
Most customer relationships suffer from the same three disconnects:
#1: We’re playing the numbers game instead of the relationship game. Blasting generic messages to hundreds of prospects, hoping something sticks. Meanwhile, our customers feel like just another name on a list.
#2: We’re reactive instead of proactive. Waiting for customers to tell us what they need instead of anticipating their challenges and opportunities.
#3: We’re transactional instead of transformational. Focusing on closing deals instead of opening possibilities.
While you’re treating customers like numbers, your competitors are making them feel like VIPs.
The KISS Solution
Big innovation sounds impressive, but in reality, it’s often the little things that can mean the most. That’s why I developed the KISS methodology – a strategic approach to adding little touches to customer relationships that transform how you connect, care for, and convert prospects into advocates.
KISS stands for:
- K – KEEP an eye on their journey
- I – Show they’re IMPORTANT
- S – Be a SAFE pair of hands
- S – SERVE continuous value
This is a proven strategy and approach. Teams I’ve worked with consistently see improvements in prospect engagement and customer relationships within days using this framework.
K - KEEP an Eye on Their Journey
Your customers are leaving digital breadcrumbs everywhere. They’re in the news, posting on LinkedIn, updating their websites, announcing new hires, celebrating wins, facing challenges. And, of course, they’re also dropping little hints when you talk.
The question is: Are you paying attention?
Sarah (from my opening story) didn’t accidentally find that McKinsey report. She was tracking my digital journey and noticed a pattern. That’s not stalking – that’s strategic relationship building.
AI makes this effortless. You can set up alerts, track social media mentions, monitor industry news, capture tidbits during casual calls, and even analyze communication patterns to understand when prospects are most engaged.
The technology does the watching; you do the caring.
I - Show They're IMPORTANT
I’ve learned from analyzing hundreds of sales interactions: Generic feels gross. Personal feels powerful. When you demonstrate that someone is important to you – not just as a potential commission check, but as a human being with unique challenges and goals – everything changes.
They lean in instead of tuning out.
The AI advantage? You can personalize at scale without sacrificing authenticity. Use AI to research their background, understand their industry challenges, and craft messages that speak directly to their world. But always add your human insight and genuine care. (My 20-60-20 framework shows exactly how to do this without losing your authentic voice.)
S - Be a SAFE Pair of Hands
Deals might be struck in a boardroom but, trust is built in the small moments when you prove you’re reliable, consistent, and genuinely invested in their success.
This means doing what you say you’ll do, WHEN you said you’d do it. Being transparent about your processes, proactive about potential problems, and consistent in your communication.
AI amplifies reliability. Automated reminders ensure you never drop the ball. CRM alerts keep important details top of mind. Predictive analytics help you anticipate challenges before they become crises.
S - SERVE Continuous Value
We’ve all heard the old saying that a sale isn’t the end of the relationship – it’s the beginning. Your goal is to close deals AND open possibilities for ongoing partnership.
This means sharing industry insights, connecting them with valuable resources, introducing them to potential partners, and continuously looking for ways to contribute to their success.
AI makes value delivery scalable. You can curate personalized content, identify networking opportunities, and even predict what resources they’ll need next. The key is using AI to enhance your service, not replace your judgment.
The KISSbot Experiment
During a recent keynote in Norway, I introduced something new:
KISSbot, an AI-powered customer care strategist that generates personalized relationship-building strategies using the KISS methodology.
Answer six quick questions about your business, and KISSbot creates a customized list of 100 “little kisses” – specific, actionable ways to build relationships that actually generate referrals and loyalty.
The response was incredible (and inspiring).
Sales leaders were excited and eager to implement the ideas and see results. Why? Because the suggestions weren’t generic relationship tips – they were revenue strategies tailored to their specific industry, customer type, and challenges.
Give it a try and let me know how you get on!
KISSbot
Generate 100 Ideas to Impress, Celebrate and Connect with Your Prospects
Want to create your own version? I’m sharing the complete KISSbot prompt here so you can customize it for your team or industry.
What Really Drives Results
Working with heaps of sales teams has shown me something important:
Technology doesn’t build relationships. People do. But the right technology makes it possible to build better relationships with more people without sacrificing authenticity.
Think of AI as your relationship intelligence system. It helps you remember everything that matters to each customer, anticipate needs before they become urgent, personalize interactions without spending hours on research, scale your caring without losing the human touch, and measure what matters in relationship building.
The companies that get this right win more deals, and they build sustainable competitive advantages that are nearly impossible to replicate.
Where to Start
Ready to stop being forgettable and start being UNFORGETTABLE?
-
This Week: 1. Choose three prospects you want to strengthen relationships with
2. Set up Google Alerts for their company and industry keywords
3. Send one genuinely personalized message that shows you've been paying attention -
This Month: 1. Implement a CRM system that tracks relationship touchpoints (if you don't have one)
2. Create a monthly "value delivery" calendar for your key accounts
3. Start using AI tools to research prospects before every interaction -
This Quarter: 1. Develop a systematic approach to relationship building using the KISS framework
2. Train your team on AI-enhanced customer care strategies
3. Measure relationship quality, not just sales activity
Your customers don’t care how much you know until they know how much you CARE. In an AI-powered world, caring doesn’t mean working harder – it means working smarter.
The question isn’t whether you’ll use AI in your customer relationships. The question is whether you’ll use it to amplify your human touch or replace it entirely.
Choose wisely. Your customers – and your revenue – depend on it.
Your Homework
Ready to take this further? Try my KISSbot above and discover your personalized 100 relationship-building strategies. Because when you stop chasing customers and start caring for them, everything changes.
Want to explore how AI can transform your entire approach to innovation and customer relationships? I help leadership teams develop AI-powered innovation strategies that create sustainable competitive advantages. Whether it’s my “KISSing Customers” framework or comprehensive AI-powered innovation programs, let’s talk about what’s possible for your organization
