Everything you want to know about our services, approach, costs and what you can expect.

AI-in-Sales is a Dutch consultancy firm that helps B2B sales organizations with AI implementation, CRM optimization and commercial process improvement. We focus specifically on SMEs: companies with around 10 to 500 employees that want to professionalize their sales department.

We look at what your commercial process looks like now, where the gaps are, and how AI and smart automation can close those gaps. That can range from finally setting up your CRM properly to building an AI agent that helps your salespeople with their daily administration. We don't deliver PowerPoint advice that ends up in a drawer: we implement, train and make sure it works.

AI-in-Sales was founded by Wilco, Marten and Joey, three equal partners who each bring their own expertise. Wilco specializes in Process Intelligence and AI. Marten is an expert in commercial processes and CRM implementations. Joey is a senior software and AI architect. Together they cover the entire spectrum: from strategy and advice to technical implementation and user adoption.

We work throughout the Netherlands.

AI-in-Sales works best for B2B SME organizations with a sales team of at least 3 people. Typically these are companies with 10 to 500 employees that seriously want to grow, but notice that their commercial processes can no longer keep up. Think of: a CRM that no one really keeps up to date, a pipeline that runs more on gut feeling than on data, or a sales team that spends more time on administration than on selling.

We are less suitable for sole proprietorships (too little process to improve), enterprise organizations (they have their own teams for that), and companies that do purely B2C (different dynamics).

No. AI-in-Sales is vendor-independent. We have no partner deal with Salesforce, HubSpot, or any CRM platform whatsoever. That means our advice is not driven by which license earns us the most, but by what works best for your situation. If that's your current CRM with a few smart adjustments, then that's the advice. If you're better off with a different platform, we say that too.

We advise and implement on any common platform.

Our expertise is in B2B sales and commercial processes, not in a specific industry.

The Commercial Health Check is our entry-level engagement. In two to three weeks we map out your entire commercial process: from lead generation to aftersales. We look at your CRM usage, pipeline management, follow-up processes, reporting and team workflow. The result is a clear report with concrete recommendations, prioritized by impact and feasibility.

It's not a non-committal scan: we really go in depth. That means: conversations with your sales team, data analysis from your CRM, and observation of your current way of working. At the end you know exactly where the gains are and what it costs to capture them.

The AI-in-Sales Workshop is a practical, hands-on training in which your sales team learns how they can concretely deploy AI in their daily work. No theoretical stories about what AI could all do, but really getting to work: with tools, prompts and workflows they can already use the next day. The workshop is available as in-company training, but we also give it on the basis of open enrollment and via training partners.

The workshop is deliberately kept practical. We start with a short introduction, but participants spend most of the day setting up their own AI workflows for tasks they do daily: lead research, email follow-up, conversation preparation, CRM notes. At the end of the day you don't have a certificate on the wall, but a working toolkit on your laptop.

Quick Win Implementations are short, focused engagements in which we solve one specific problem. Think of: cleaning up and restructuring your CRM pipeline, setting up an automatic follow-up workflow, or setting up AI-driven lead scoring. These are well-defined projects that typically last two to four weeks and deliver directly measurable results.

We often use Quick Wins as a follow-up to a Commercial Health Check. You then already know exactly where the greatest gain is, and we tackle the most impactful point first. But you can also start directly with a Quick Win if you already know what needs to happen.

Commercial Systems Excellence is our most comprehensive engagement. It's for companies that don't want to improve one thing but want to professionalize their entire commercial operation. We then work iteratively over several months on CRM optimization, process redesign, AI implementation, reporting and team adoption, from start to finish.

This is not something we just do casually. It requires commitment from both sides: intensive guidance from us, and from your side support from management and cooperation from the team. The result is a sales organization that structurally performs better, not because a new tool has been purchased, but because the entire process is right.

Continuous Commercial Improvement is our ongoing support model. After an implementation engagement we stay involved to ensure that improvements stick, to implement new optimizations and to guide your team. It's not a maintenance contract, but a partnership in which we periodically review, measure and adjust.

In practice that means: monthly check-ins, dashboard review, coaching of your sales manager, and proactive suggestions for improvements. AI and sales change quickly, and this model ensures that you don't fall behind.

You don't need to know that in advance either. We always start with a no-obligation introductory conversation of about 30 minutes. In it we discuss your current situation, your ambitions and where the shoe pinches. Based on that we advise which engagement fits best, and sometimes that's a combination, sometimes it's something other than you expected.

A rule of thumb: don't know where the problem is? Start with a Commercial Health Check. Do you know but want help with the execution? Then a Quick Win or Commercial Systems Excellence engagement is more logical. Do you want to make your team more skilled with AI? Then the Workshop is your starting point.

Yes. In addition to the workshop we provide training for individual participants: you don't have to immediately enroll your entire team. The training focuses on sales managers and account managers who want to apply AI in their daily work.

In addition, we develop customized training for companies that have specific needs. Think of a CRM adoption training for teams that are putting a new system into use, or an in-depth session on AI-driven lead generation.

You schedule a no-obligation introductory conversation of about 30 minutes. That can be by phone or online. In that conversation we mainly want to listen: what does your company do, what does your sales process look like, what are you running into, and what do you want to achieve? Based on that we give a realistic assessment of whether and how we can help.

If there's a match, we draw up a proposal with a clear scope, timeline, expected results and price. You'll receive that proposal within a week. After approval we schedule the kick-off and get to work.

That depends heavily on the type of engagement. A Commercial Health Check takes two to three weeks. A Quick Win Implementation two to four weeks. A Commercial Systems Excellence engagement typically runs three to six months. And Continuous Commercial Improvement is ongoing, with monthly check-ins.

That varies per organization and per project. We do think it's important that people are actually involved themselves, because that increases buy-in for the project, and with it, its success.

Both, we work that out together.

We have our own approach that we call "process-first". That means: we always start by understanding your process before we start talking about tools or AI.

That depends on the engagement, and we determine it together with you. Following the introductory conversation, we issue a proposal for the work that's needed.

No. The price stated in the proposal is the price you pay. Any license costs for tooling or software are separate and are stated in advance: those are costs you pay to the supplier, not to us. If something changes in the scope during the engagement, we discuss that first and adjust the proposal before any additional costs arise.

We earn nothing from software licenses. If we advise a tool or platform, you pay the license directly to the supplier. We have no reseller deals or kick-back constructions. That keeps our advice independent: we advise what works best for you, not what earns us the most.

We do advise in advance which tooling you need and what it costs, so you can oversee the total investment. We help you make that trade-off.

That varies per situation, but we always make the ROI calculation concrete. Typical results we see: 15-25% higher hit rate through better pipeline management, 20-40% time savings on administrative tasks through AI automation, and shorter sales cycles through better follow-up. For an average SME sales team that translates to tens of thousands to hundreds of thousands of euros per year in extra revenue or saved costs.

But we don't promise specific numbers in advance that we can't substantiate. In the proposal we give a realistic estimate based on your specific situation, including the assumptions underneath. That way you can judge for yourself whether the investment is justified.

For smaller engagements we invoice on delivery. For larger engagements we work with phased payments: a part at the start, interim invoices at milestones, and a final invoice on delivery. We maintain a standard payment term of 14 days. The exact payment conditions are always stated in the proposal.

We're not tied to one AI platform. The choice of a specific model depends on the task, the costs and the performance. By staying vendor-independent, we can always choose the best option for your situation.

In principle with any common CRM system: Salesforce, HubSpot, Zoho, Pipedrive, Microsoft Dynamics, and various industry-specific solutions. Most CRMs nowadays offer API connections with which we can build AI integrations. If you work with an exotic or self-built system, we'll look during the introductory conversation whether the integration is feasible.

We work with customer data and we treat it with the care it deserves. We always conclude a processor agreement, we work in accordance with the GDPR, and data is not used to train AI models. The data we process stays within the EU unless explicitly agreed otherwise.

When deploying AI tools such as Claude or ChatGPT we use the business (enterprise) variants that contractually guarantee that customer data is not used for model training. We advise the same standard for your team if they start working with AI themselves.

In most cases not. The AI tools we implement run in the cloud and integrate with your existing systems via standard API connections. You don't need special servers, hardware or an IT department. What you do need: a CRM that is reasonably up to date, an internet connection, and a team that is willing to work with it.

If technical adjustments are needed, for example an API connection that doesn't exist yet or a firewall adjustment, we discuss that in advance and help with the implementation or coordinate with your IT team or supplier.

Yes, and that's exactly the intention. The tools and workflows we implement are designed for sales staff, not for developers. If someone can work with a laptop and a browser, they can also work with our solutions. The whole point of good AI implementation is that it makes complex technology simple, not that it forces your team to become techies.

We actually invest a lot of time in adoption and training. The best solution in the world is worthless if no one uses it. That's why we design everything with the end user in mind and guide the transition step by step.

Certainly. In fact: that's often one of the first things we do during a Commercial Health Check. Your CRM probably contains years of data about deals, activities, pipeline movements and customer interactions. With the right analysis you can extract patterns from it that you can't see with the naked eye: where do deals get stuck? Which activities correlate with won deals? Where are the gaps in your follow-up?

Then we start there. There's little point in putting AI on a sales process if there's no system to capture that process in. We then help you with selecting and implementing a suitable CRM, set up for your situation. Only when that foundation is in place do we look at smart automation and AI.

With a Quick Win Implementation often within two to four weeks. The first concrete improvements, such as less manual work, better follow-up and cleaner data, are quickly visible. The greater impact on revenue and hit rate builds up over several months, because sales results simply have a lead time. A deal you follow up better today, you may not close for another two months.

With concrete metrics that we agree on together in advance. No vague KPIs like "improved efficiency" but measurable things like: time spent on CRM administration (in minutes per day), number of follow-up actions per week, pipeline conversion per stage, average lead time of deals, and of course revenue and hit rate. We do a baseline measurement at the start and measure during and after the engagement.

That baseline measurement is often an eye-opener in itself, by the way. Many sales teams have no idea what their process looks like in data, and that insight alone is already valuable.

No. And that's not our goal either. AI in sales is not a replacement but a reinforcement. It takes over the tasks your salespeople don't get around to or don't feel like doing: updating the CRM, writing follow-up emails, making conversation reports, doing lead research. As a result, your salespeople have more time for what they're good at and what actually generates revenue: personal contact, relationship building and closing deals.

B2B sales ultimately revolves around trust and relationships. An AI can't take that over, and it doesn't have to. What AI can do is ensure that your salespeople have the right information at the right moment and spend less time on work that doesn't directly contribute to revenue.

Using ChatGPT (or Claude, or Copilot) yourself is fine and we even encourage it. But there's a difference between "I occasionally type a question into ChatGPT" and a structured AI implementation in your sales process. The difference is in the integration with your CRM, the workflows that run automatically, the data that flows back, and the adoption by the entire team, not just that one tech-savvy salesperson.

A standalone AI tool is like a single tool. We help you set up a workshop where everything hangs in the right place and everyone knows where it is. That's the difference between "we do something with AI" and "AI is woven into how we work".

That happens more often than you think, and it's not unreasonable. People who have successfully sold their way for twenty years aren't eager to suddenly do everything differently. Our experience is that resistance usually stems from unfamiliarity ("what is this actually?"), fear ("will I be replaced?") or bad experiences ("last time I also got a new system that no one used").

We tackle that by involving people early, showing them what it concretely means for their work, and starting with small successes. When a salesperson notices that those annoying CRM notes are suddenly filled in automatically, the resistance usually disappears quickly. Adoption is a core part of every engagement: we don't leave it to a manual and a "good luck with it".

AI-in-Sales is located in Hooglanderveen, Utrecht. We work throughout the Netherlands and do most of our work remotely. For workshops, kick-offs and presentations we come to you.

Our website and services are available in both Dutch and English. We currently work primarily in the Netherlands, but for companies in Belgium or other European countries with a B2B sales team we are certainly willing to think along. The AI tools and processes we implement are language-independent, so the language barrier is rarely a problem.

The easiest way is to schedule an introductory conversation via our website. You can also email or call, all contact details are on our contact page. We usually respond within one business day.

We are actively building our portfolio and share customer results where we can. Not every customer wants to serve publicly as a reference, we respect that. In a personal conversation we can tell you about the type of projects we do and the results we achieve. We're also happy to connect you with an existing customer as a reference, provided that customer is open to it.

Yes, without problems. If your company requires an NDA before we get access to sensitive information, we're happy to sign it. We have a standard processor agreement that we conclude with every engagement, and we can easily add an NDA to it. Confidentiality is not something extra for us, it's the basis.

Not at the moment. ISO 27001 certification is on our roadmap, but we won't dance around it: as a young company we're not there yet. What we do do: we work according to the principles that underlie ISO 27001, particularly in the area of data security and confidentiality. If ISO certification is a hard requirement for your organization, we're happy to discuss what's needed and what timeline is realistic.

Yes. If you have a specific question, for example "which CRM suits us?" or "how do we approach AI implementation?", we can turn that into a targeted advisory conversation or short advisory assignment. It doesn't always have to be a full engagement. In the introductory conversation we discuss what exactly you need and make a suitable proposal.

No problem. We're happy to work together with other parties: a marketing agency, an IT consultant, an interim sales manager. Our expertise is specific (AI and commercial processes), so we complement other specialists rather than competing with them. As long as the roles are clear and we work toward the same goals, that works fine.

6 to 10 participants is optimal. Above 10 participants, we usually split the workshop into separate sessions. Below 6 participants, it may be worth considering our open-enrollment workshops, where you work alongside other companies in the workshop.

An AI assistant is a tailored version of Claude that you configure yourself with instructions, context and your own tone of voice. In the workshop, every participant builds at least one. Think of an Outreach Writer that knows your writing style, a Meeting Prep Assistant that quickly does company research, or a Proposal Generator that works with your own templates. You don't need to code and you don't need a technical background.

No. But we do strongly recommend it. Cost shouldn't be a reason not to.

That is the rule rather than the exception. We work with case-based groups in which mixed levels reinforce each other. The programme is modular: the more advanced participants dive deeper into instruction design and context engineering, while the beginners build a solid foundation. Everyone goes home with a working AI assistant.

We build the AI assistants in Claude, because in a sales context Claude often performs best on reasoning, long context and email work. We also show how the same principles translate to ChatGPT, Copilot or Gemini if you use those as well. Finally, a short showcase of sales-specific tools for meetings and transcription. The workshop is not tied to a single tool: it's about what salespeople can do with it, not about selling a vendor.

We discuss in advance what is and isn't allowed in tools. During the workshop we work with anonymised cases where necessary and explicitly discuss the EU AI Act, GDPR and company-specific guidelines. Nothing leaves the group without your agreement.

Both are possible, depending on your preference. We have a location near Utrecht Centraal. If you'd like to come there, we take care of the catering.

We offer two variants. The full intensive day (standard) suits teams that want to start quickly: by the end of the day everyone has a working AI assistant. The two-day variant has a week of practice between day 1 and day 2. On day 2 you refine the assistant based on a week of trying it out, and optionally build a second one for a different use case. In our experience, that second variant delivers the most lasting effect.

We work from a full day as a minimum, because half a day leaves no room to build an AI assistant hands-on around your own cases. If a full day really isn't possible, please get in touch. We'll look together at whether there is a suitable tailored alternative, for example a short kick-off with a follow-up session.

After a 30-minute exploratory call, we can usually schedule within 3 to 6 weeks. If you have a specific date in mind, mention it in the request form.