Sales check-up · Germany, Austria, Switzerland
AI in sales: what works today and how to bring it into your team.
Artificial intelligence in sales left the test phase long ago. It researches target customers, prepares conversations, writes proposals and keeps the CRM up to date. The only question is where it really pays off in your sales organisation. That is exactly what the sales check-up answers: in four weeks we analyse your sales, assess the potential and deliver a roadmap your team can implement straight away. In English or German.
Definition
What AI in sales means
AI in sales means using artificial intelligence along the entire sales process: from selecting the right target customers to preparing and following up conversations and forecasting incoming orders.
What matters is less the individual tool than the way of working behind it. A sales team that uses AI well spends more time in customer conversations and less time on research, admin and writing. That time is the real gain.
Generative AI
Creates texts, summaries and proposals, for example with language models such as ChatGPT or Claude. It takes over writing and research tasks in everyday sales.
Predictive AI
Recognises patterns in sales data and assesses which leads and customers are most likely to close. It drives priorities and forecasts.
Use cases
AI in B2B sales: eight use cases with examples
These are the eight areas we see most often in our projects. They are sorted along the sales process, from first contact to close.
01
Lead generation and lead scoring
AI scores leads by their likelihood to close and sorts the list before the salesperson opens it.
ExampleA machinery manufacturer has incoming enquiries scored automatically by industry, company size and behaviour on the website. Field sales calls the ones with the best chance first.
02
Research and conversation preparation
In a few minutes, AI summarises what a salesperson used to spend an hour researching: annual report, recent news, contacts’ LinkedIn activity, job openings as a sign of investment.
ExampleBefore every first meeting, the key account manager receives a one-page briefing with three concrete conversation hooks.
03
Cold calling and first contact
AI does not make prospecting calls, but it prepares them. It identifies suitable target companies, finds the right contacts and drafts a first hook that the salesperson uses in their own words.
ExampleIn the Golden Hour, our method for winning new customers every day, this almost completely replaces the preparation time it used to take.
04
Proposal writing
Meeting notes, the price list and templates turn into an individual proposal within minutes, which the salesperson checks and approves.
ExampleA technical services provider cuts the time from meeting to proposal from three days to half a day and wins orders because it is first on the customer’s desk.
05
CRM maintenance and sales automation
AI writes meeting notes, logs activities in the CRM and sends reminders for next steps. For the first time, the CRM is really kept up to date without anyone entering data in the evening.
Good to knowA new CRM is usually not needed for this; the common systems already have the interfaces.
06
Forecasting and pipeline management
Predictive models score every open opportunity and show sales leadership where the pipeline holds up and where it only looks good.
ExampleA mid-sized company sees three months earlier than before that a quarter will be tight, and counters with targeted prospecting campaigns.
07
Follow-up
After every customer meeting, AI summarises the conversation, drafts the follow-up email and suggests the next step. The salesperson checks, adjusts and sends.
EffectThe follow-up that used to slip now happens the same day.
08
AI agents in sales
AI agents carry out multi-step tasks on their own: they monitor target customers, flag triggers such as job postings or relocations, and prepare the right approach.
From practiceWe use such a system for our own prospecting and transfer the principles to your sales organisation in the check-up.
Limits
Where AI in sales reaches its limits
Anyone who works with sales teams every day also sees where it fails. Four points belong in any honest assessment.
Trust remains a human matter
In B2B sales, customers buy from a person they trust to solve their problem. AI prepares that conversation and follows it up. The salesperson holds the conversation itself.
Data protection needs clear rules
Customer data belongs in systems with a data processing agreement and servers in the EU or Switzerland. The company decides in advance which data may go into which tool. The check-up delivers these rules.
AI delivers drafts, not truths
Language models write convincingly even when they are wrong. Every figure, every customer reference and every promise in a proposal is checked by the salesperson. This step belongs in the process, otherwise quality suffers.
Team acceptance decides
A tool that sales leadership introduces and the team works around achieves nothing. Successful roll-outs start with the tasks salespeople are happy to hand over, and with trainers who introduce the tools together with the team.
The difference
The difference between knowing AI and using it
Seminars and courses on AI in sales show what is possible. Afterwards the team is left with lots of ideas and no order of priority. The sales check-up starts one step later.
AI seminar
Knowing what is possible
One to two days of overview on tools and trends. Good as a start; it leaves open what comes first for you and who implements it.
Sales check-up
Knowing what works for you
Four weeks of analysing your actual sales organisation, your processes and your data. The result is sales consulting with a roadmap: three to five measures with sequence, effort and cost.
Process
The sales check-up: an AI roadmap for your sales team in four weeks
Four weeks, fully remote, with clearly limited effort for your team. At the end you know where AI works in your sales organisation, in which order to start and what it costs.
Week 1
Sales analysis
Kickoff with management and sales leadership. Structured interviews with three to five salespeople from inside and field sales. Review of CRM, pipeline, proposal process, tools and data quality.
Your effort: 4 to 5 hours across the team
Week 2
Potential assessment
Every sales task is assessed by time spent, how repetitive it is and its leverage on revenue. The result is a map: where AI saves time, where it brings more closed deals, and where it does not pay off yet.
Your effort: none. We do the work.
Week 3
Roadmap
Three to five prioritised measures with tool category, data protection requirements, effort, cost and sequence. The drafts are agreed with sales leadership in a working session.
Your effort: 90 minutes
Week 4
Results presentation
Presentation to management and sales leadership, handover of the report and 90-day plan. Clarifying which steps you implement yourselves and where a trainer from our team supports the team.
Your effort: 2 hours
Result
What you have at the end
Analysis report
The current state of your sales organisation in processes, tools and data, with the bottlenecks that cost time and deals today.
Prioritised measures
Three to five concrete AI use cases for your sales team, rated by effort and impact, in the order in which you start.
Vendor-neutral tool recommendation
Which category of tool fits your CRM and your data, including data protection requirements. We do not sell software.
90-day plan
Who does what by when. A plan your sales leadership can take straight into the next quarterly meeting.
Option: implementation with training
If you wish, a trainer from our team introduces the measures with your team, as sales training or as day-to-day support.
Who it is for
Who the check-up is for
The sales check-up is for managing directors, owners and sales leaders who want to introduce AI in sales and need a solid basis for it. Typical starting points:
- The team uses ChatGPT, everyone in their own way, and nobody knows what it achieves.
- The CRM is there, but only half maintained.
- Sales leadership has to present an AI plan to the advisory board or group headquarters.
- Sales is growing and admin eats up the time meant for customers.
We work with corporations, mid-sized companies and owner-managed businesses in Germany, Austria and Switzerland, across industries: from industry and technology to services, retail and consulting. The requirement is a sales team of five or more, because from that size standardised processes pay off.
Fixed price, no surprises
EUR 13,800
plus VAT, fully remote, no travel costs
- All four phases including interviews
- Analysis report and prioritised measures
- 90-day plan and results presentation
Not included: software licences and later implementation with training, which we offer separately if you wish.
Companies that work with us on their sales
Reference
Experience from practice
Companies from industry, technology, retail and services work with us on their sales. You will know some of them.
Sensors · Switzerland
Sales development at Sensirion
At Sensirion, a Swiss manufacturer of sensor solutions, we developed the sales organisation in a multi-stage programme: from conversations with technical procurement teams to preparing complex customer meetings. Today the team works with a shared structure that also forms the basis for using AI tools.
Provider
Who runs the check-up
The sales check-up is offered by selling2b Consulting GmbH, based in Zug. Since 2022 we have been developing the sales organisations of B2B companies in Germany, Austria and Switzerland, with a team of around 15 trainers and business actors. The analysis is carried out by an experienced consultant from our team; our senior trainers take over the later implementation in day-to-day sales.
Founder Marvin Verweyen is the author of Golden Hour – Wie du täglich Neukunden gewinnst (in German) and has used AI-supported prospecting in his own company since 2024.
Most sales teams do not need another tool. They need clarity on the three places where AI gives them time back for customers.
Marvin VerweyenManaging Director, selling2b Consulting GmbH
FAQ
Frequently asked questions about AI in sales
What is meant by AI in sales?
AI in sales is the use of artificial intelligence along the sales process: scoring leads, preparing conversations, creating proposals, maintaining the CRM and forecasting incoming orders. Generative AI takes over text and research tasks; predictive AI recognises patterns in sales data. The goal is more time for customer conversations and less time for admin.
How can I use AI in sales?
Best with the tasks that take a lot of time and repeat every day: meeting preparation, follow-up emails, CRM notes and proposal drafts. That is where the benefit is felt immediately and the risk is low. The sales check-up determines which three to five use cases have the biggest effect for your team.
What are examples of AI in B2B sales?
Lead scoring by likelihood to close, automatic customer briefings before meetings, AI-supported proposals from meeting notes, conversation summaries in the CRM, pipeline forecasts and AI agents that spot buying signals at target customers. All eight use cases are described above on this page.
Will AI replace salespeople?
No. In B2B sales, customers decide on the basis of trust, and trust develops in conversations between people. AI takes over research, writing and data maintenance. Salespeople who use AI have more time for exactly the conversations that bring orders.
What is the difference between an AI seminar and the sales check-up?
A seminar on AI in sales shows in one to two days what is possible in principle. The sales check-up analyses your actual sales organisation in four weeks and delivers a prioritised roadmap with measures, effort and sequence. The seminar informs; the check-up decides.
How much does the sales check-up cost?
The sales check-up costs EUR 13,800 plus VAT as a fixed price. It includes all four phases, interviews, the analysis report, prioritised measures, the 90-day plan and the results presentation. There are no travel costs because the check-up runs fully remote.
How much time does our team need to invest?
About eight to nine hours in total, spread over four weeks: kickoff, interviews with three to five salespeople, a working session with sales leadership and the results presentation. We do the analysis ourselves.
Which companies is AI in sales suitable for?
For any company with a sales team of around five or more and recurring processes, regardless of industry. We work with corporations, mid-sized companies and owner-managed businesses in Germany, Austria and Switzerland.
What about data protection and GDPR with AI in sales?
Customer data only belongs in systems with a data processing agreement and servers in the EU or Switzerland. Before use, the company decides which data may go into which tool. The check-up delivers these rules for every recommended measure.
Do we need a new CRM to use AI in sales?
In most cases, no. The common CRM systems already include AI features and interfaces. Data quality matters more than the system. The check-up checks whether your existing CRM is sufficient and only recommends a switch if it clearly pays off.
Initial call
Arrange an initial call
In 30 minutes we clarify whether the sales check-up fits your situation and which questions it should answer for you. Afterwards you receive a proposal with a fixed price and a suggested start date.
What happens after your enquiry
- Reply guaranteed on the same working day with suggested times
- 30-minute initial video call with your sales leadership
- Proposal with fixed price, process and start date
- Kickoff usually within two weeks
