Why Salespeople Are Not Afraid of AI
Customers now call a vendor only after roughly 60 percent of the decision is made, says Jongil Choi, yet the four-stage buying journey does not change.
Why they are not afraid
Talking with people who work in sales, an interesting pattern emerged: they are not particularly afraid of AI. AI clearly assists the work, and the gap between those who use it and those who do not will widen, but the essence of sales is understanding and persuading humans, and humans are fundamentally irrational.
One ability that separates humans from other animals is reading emotion and thought from a face, which is why important interviews happen in person and why people board planes for major negotiations. In the same room, catching gestures and nuance, the invisible craft of negotiation unfolds.
People keep the steering wheel
Small judgments can go to AI, but even when AI reaches a more neutral, rational conclusion, having the decision made by something other than yourself is a different matter entirely. If you hold final sign-off at a company, you still get briefed and understand the matter directly, even when someone else has already reviewed it, not because they might be wrong but because you are the final decision-maker. That is why large contracts pass through human hands, and salespeople sense this point with uncanny precision.
The buying journey does not change
Jongil Choi describes the customer journey in four stages, awareness, consideration, evaluation, purchase, and in any industry, in any era, the flow does not change. In awareness, the customer vaguely senses a problem, and the job of sales is to define that feeling into a clear problem. In consideration, the customer looks for a direction, and what helps is co-designing the path forward, while in evaluation the shortlist exists and the customer is looking for criteria. Just before purchase, even after selection, one risk remains: can this solution actually carry the project to success?
What the customer truly needs differs by stage. Speak to the wrong stage and even excellent selling does not land.
Customers arrive 60 percent decided
What AI changes is how customers gather information at each stage, since customers now ask AI first, compressing awareness and consideration, and some walk in holding a competitor comparison table. Choi sums up the era like this: customers call the vendor only after roughly 60 percent of the decision is made.
The response runs in two directions: design content so your company surfaces in AI search, and re-examine the initial problem definition the customer brings. Fragmentary AI-provided information carries many errors, and defining the problem properly remains human work.
Why pre-sales is having a moment
There is a reason the pre-sales role draws attention in this shift. It used to be that sales decided and the technical team followed. Now pre-sales holds the authority to filter deals early: technically impossible deals, budget-mismatched deals, judged before sales gets attached. A position spanning both technology and sales gains a distinctive edge, and the case of a developer who fell for sales and switched fields sits right on this current.
Keep reading
Join Bloom
Bloom builds offline rooms where people and technology meet. We run them in Seoul, and now beyond it.
- 💬 Discord community, where events are announced first
- ▶️ YouTube, full talks from past events
- 📸 Instagram, photos from our events
- 🎟️ Bloom app, upcoming events and Mixers
