Editor’s Note: Today’s feature comes to us from Kenyon Gleason, President of the National Association of Sporting Goods Wholesalers (NASGW). It is the May edition of his President’s Message to NASGW members, and couldn’t come at a better time. It is reprinted here with permission.

Sometimes people say things and it hits you right in the face.

For example: “I think the rise in AI (artificial intelligence) is actually going to mean an increase in in-person sales and interactions.” This was said by entrepreneur Ronan Perceval, the founder of a software company on a recent podcast.

He went on to explain that with the growing prevalence of AI, people are likely going to start tuning it out. It’s his belief as a business and software leader that because every email, video and photo have the potential of being generated by AI, and because it’s getting harder and harder to tell what’s real and what’s fake, people simply won’t believe any of it.

Will it come to that? Will we be forced to look people in the eye and make handshakes again in order to have faith? To trust? Will the lack of trust in AI lead to a return to in-person sales? I think he makes a compelling argument.

It’s also possible that AI will be an indispensable tool that companies can use to make their businesses smarter and create operational efficiencies never before imagined. AI experts believe the future breaks down into two camps — those that use AI and get better, and then everyone else. This is also a compelling argument when you spend any time understanding the power of AI currently and analyzing it’s potential for the future.

I’m curious, do you now or will you be “leaning into” the AI evolution? Or will you and your company instead focus your efforts on a return to more human interaction? Are they mutually exclusive?

I had the privilege last week of attending the annual NSSF Marketing and Leadership Summit in Florida. This year’s program was outstanding. There were many great speakers, and I now have multiple notes pages from the information presented to help businesses and their teams perform better and think outside themselves a bit. One of the speakers who hit home for me was Dr. David Horsager, author of “Why Trust Matters More Than Ever.”

Dr. Horsager’s message revolved around the idea that all buying decisions are based on a level of trust. His research indicates that around 90% of workers believe trust is easier to build when done in person. And I believe that’s what makes the annual NASGW Expo and Annual Meeting so valuable, and why the NASGW tagline “Wholesale Trust” is not just words on paper… it’s a mission on behalf of this organization to constantly be working toward and earning your trust. Simply put, buying decisions are based on trust and more personal connections lead to more trust and that’s what the Expo offers our members.

How many times have you read an email or text and gotten upset, frustrated, and lashed out at your computer screen because “How dare they!”. And then maybe you talk to that person later and they have no idea why you’re upset with them? Context and visual cues are “EVERYTHING” and without them, you can completely misinterpret things. AI is amazing, but if you don’t believe what you are seeing, trust evaporates.

Trust in business, and in life, is growing more and more important. I’ve been saying in this column for years and I tell this to the team I work with… we need the interaction. That’s why when we have Zoom calls our cameras are on. It’s not as good as in person, but it’s a lot better than blank screens and photos of our faces.

In my world, rankings of the best interactions are:

1. In person
2. Zoom/Facetime - as long as the camera is on
3. Phone
4. Text
5. Email

Your list of best communication tools may be different. But I believe the top is the most human, the one that builds the most confidence and trust, the one far less likely to get manipulated. Let’s be real, there’s a big reason why online trade shows have essentially died a quick death (and I hope never come back).

“People skills” will be a high price commodity as we move into this new AI arena, and with luck, we’ll see a resurgence of shopping in an actual store. It could mean we have to invest deeper in staffing our stores and training our people on how to deal with all sorts of customers, from all sorts of backgrounds, with all sorts of interesting characteristics in how they communicate.

It may be naive, and some might laugh, but I’d love to see the return of the “you had to be there” moments that aren’t all captured on our pocket phones. I’m sure you’ve heard it before, but I believe 100% that people don’t remember the price, they remember how you made them feel.

Folks, our 2025 NASGW Expo registration is now open and I hope you’ll be able to join us in Grapevine, Texas in October. I hope you’ll trust us with your participation and trust that our team will do everything it can to make your experience a good one. We really are stronger, and better, when we can be together.

— Kenyon Gleason, NASGW President

The National Association of Sporting Goods Wholesalers (NASGW) is comprised of wholesalers, manufacturers, independent sales reps, media, and service providers - both national and international - all primarily focused on shooting sports equipment and accessories. As a trade association representing the business interests of its members, NASGW’s mission is to bring shooting sports buyers and sellers together. For more information about the NASGW, visit the association’s website at www.nasgw.org.