AI consulting in sales
I am an author, speaker and lecturer. I provide consulting when our conversation shows that it is needed.
Artificial intelligence does not change sales only once companies introduce AI tools for their salespeople. It is already changing sales on the customer side. Customers research differently, compare offers differently, prepare conversations differently and increasingly make decisions with the support of AI. For sales organisations this creates a new challenge: it is not only their own processes that change. The other side of the table changes too.
As a C-level sales interventionist, AI consultant and sales expert, I work precisely at this interface: what does AI change in buying behaviour, what does that mean for sales organisations, and what concrete consequences follow for sales steering, CRM, leadership, processes and the work of salespeople?
Customer side
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Customers use AI for research.
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Customers have products and providers compared.
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Customers can structure requirements with AI.
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Customers use AI to analyse proposals.
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Customers can prepare objections and negotiating positions.
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The information asymmetry between provider and customer is shifting.
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Sales organisations need to understand what is happening on the customer side.
Perspective
In many companies, AI in sales is reduced to productivity. These are real and useful effects:
These applications change how salespeople work, but not the logic of buying. The decisive additional perspective lies elsewhere.
What happens to sales when the customer uses AI themselves?
Areas of impact
How does the role of sales change when customers are already well informed before first contact?
Where do AI systems change research, selection, comparison, proposals and the purchase decision?
What data and processes are needed for CRM to move beyond documentation and genuinely support sales management?
Which metrics, leadership mechanisms and management logics need to be reviewed?
Which tasks are gaining importance, and which activities are being supported or partly replaced by AI?
What information does a customer obtain through AI about your company, your products and possible competitors?
Approach
I spent more than 35 years working in and leading sales organisations — from direct customer contact to top management, with responsibility for nine-figure revenues. I know forecasts, quarterly targets, customer escalations, transformation pressure and what it means to be accountable for the result.
That's why my work doesn't start with months of analysis and end with a slide deck. The first conversation is about understanding the real problem. The aim is to identify concrete options for action as early as possible — and then decide what is worth pursuing and what isn't.
Questions
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How is AI changing our customers' buying behaviour?
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Which parts of our sales process are changing because of AI?
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What does AI on the customer side mean for our salespeople?
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How must we develop CRM and sales management further?
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Which sales tasks remain decisively human?
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Which tasks can be supported or automated by AI?
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How is leadership in sales changing?
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Where are new risks emerging for existing business models and sales structures?
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How can companies tell whether their products and services are even considered in AI-supported purchase decisions?
You are looking for an experienced sales practitioner who does not treat AI as an isolated tool topic, but considers customers, processes, CRM, leadership and organisation together — and wants to move from analysis to concrete action as early as possible.
You are looking exclusively for software development, technical AI implementation or pure tool and prompt training. A traditional multi-month consulting project with an extensive concept phase before implementation begins is also not how I work.
An AI consultant for sales should not only assess which AI tools salespeople can use. What matters just as much is how AI changes customer behaviour. That has consequences for the customer journey, the sales role, processes, CRM, data, leadership and organisation. Only from this overall picture can you derive where AI genuinely creates value in sales.
AI changes B2B sales on both sides at once. Customers use AI for research, comparison and decision preparation. At the same time, sales can use AI for research, preparation, communication, analysis and productivity. Information advantages, roles and processes shift as a result.
Applications that solve a concrete sales problem or measurably reduce effort. That can include customer research, call preparation, summaries, communication, proposal support, CRM work or analytics. The use case should come before the choice of tool.
Not with a long list of tools. First clarify how customers and buying processes are changing, which sales tasks should actually improve, and whether processes and data are suitable for that. From there, a few concrete use cases can be prioritised and tested in practice.
AI can change, accelerate or automate tasks. At the same time, complex B2B decisions increase the need for judgement, relevance and certainty. So the decisive question is less the headcount of salespeople than the role the salesperson will play in the customer's decision process.
Many AI applications need data about customers, opportunities, activities and processes. If CRM data is incomplete, outdated or unreliable, AI works with a distorted reality too. That is why data quality, processes and CRM are part of the AI transformation of sales.
Above all companies where sales accounts for a substantial part of value creation and customers make complex buying decisions. It becomes particularly relevant when information behaviour and the customer journey change, when AI is to be introduced in sales, or when existing processes, data and systems are not sufficiently prepared for the new situation.
Contact
Confidential. No pitch. No deck. A conversation.