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AI Strategy for Sales Teams

Integrating AI into Human-Centred Selling

Andrew Hough, Richard Vincent, Richard Brooks

Leverage AI and new technologies to build trust with your customers and guide them through their complex buying journeys in this increasingly digital era.

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EAN: 9781398628458

Edition: 1

Published: 03 Jul 2026

Format: 234 x 156

288 pages

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About the book

How can sales professionals apply AI to build trust, optimize strategy and deliver impact in a digital-first world?

AI Strategy for Sales Teams by Andy Hough, Richard Vincent and Richard Brooks is a practical guide for mid-career sales professionals, managers and consultants who want to strengthen credibility, apply proven frameworks and optimize selling strategies in an AI-driven marketplace. Focused on career impact and organizational performance, it shows how to develop and implement AI-enabled principles while staying true to the fundamentals of why people buy.

Drawing on real-world examples from technology companies, professional services firms and global enterprises, this book equips you to:
- Apply AI tools to prepare insightful questions and optimize prospecting
- Develop data-driven insights that enhance, not replace, human intuition
- Implement ethical negotiation strategies supported by AI at scale
- Build credibility through personalized, customer-centred engagement
- Apply frameworks that integrate technology with consultative selling models

With detailed chapters and actionable tools, AI Strategy for Sales Teams helps you harness AI innovations to elevate performance, strengthen customer relationships and advance your career in an evolving sales environment.

Themes include: sales strategy, AI innovation, consultative selling, ethical negotiation, customer engagement, data-driven insights

About the authors

Andrew Hough is Lecturer in Sales Leadership and Performance at Cranfield School of Management, UK and is founder of the Association of Professional Sales.
Richard Vincent is Visiting Fellow, Cranfield School of Management, UK and is a founding Fellow of the Association of Professional Sales.
Richard Brooks is Visiting Fellow at Cranfield School of Management, UK, and CMO at a high-growth US company.

Andrew Hough

Richard Vincent

Richard Brooks

- Chapter - 01: The evolution of professional selling;
- Chapter - 02: The modern buyer's journey;
- Chapter - 03: Consultative questioning techniques;
- Chapter - 04: Active listening in the age of distraction;
- Chapter - 05: Value articulation and communication;
- Chapter - 06: Negotiation - The human art of finding win-win solutions;
- Chapter - 07: Building authentic relationships at scale - the human touch in the age of AI;
- Chapter - 08: Time management;
- Chapter - 09: The decisive human;
- Chapter - 10: Sales enablement;
- Chapter - 11: Ethical sales in the AI era;
- Chapter - 12: The future of sales, more human than ever;

Reviews

Dr Beth Rogers, Visiting Fellow, Cranfield School of Management

This book certainly has a Wow! factor for me! It is detailed and well-researched, but also original and practical. It provides accessible insight into a topic that most of us haven't yet tackled, but we know we should. My favourite quote, which sums up its message, is: The sales professional of the future is not a 'cyborg' but a liberated human. AI Strategy for Sales Teams is a fascinating exploration of the way that AI can enable in sales, freeing the sales professional to deliver authentic, expert solutions to customers. It is a must-read for sales professionals and those who lead customer-focused organizations.

Malcolm McDonald, Emeritus Professor of Marketing, Cranfield School of Management

I normally decline requests to endorse books, because so many of them fail to live up to the promised benefits for their target markets, but in this case, I had no hesitation in agreeing. I have personal experience of the outstanding expertise of the three authors, who have brilliantly captured their skills in this book. I should like to thank all three of them for this massive contribution to professional selling.

Diana Woodburn, President, The Association for Key Account Management

AI will make all the difference to sales and key account manager jobs in the future, even whether they exist at all. A well-informed approach to how emerging technologies fit customer development roles is essential, so this book is an invaluable guide to surviving and thriving in the new world.

Philip Squire, CEO, Consalia

This book offers a very clear and practical guide to how AI can meaningfully support today's sales teams. At a time when many professionals are still unsure how to translate AI's potential into real productivity gains, it thoughtfully maps where current technologies can enhance every stage of the sales process.
What sets this work apart is its dual perspective-speaking directly to both sales practitioners and leaders-while remaining grounded in real-world application. Equally important, it recognizes that successful AI adoption must be paired with strong ethical governance. A timely and valuable resource for anyone looking to navigate the evolving intersection of sales and AI with confidence and clarity.

Professor Lynette Ryals OBE, Deputy-Vice-Chancellor, Faculty of Business & Management, Cranfield University

Keeping the human at the core, this book explores the use of AI to augment sales capability. It examines how AI can enhance each stage of the sales process, sometimes in surprising ways, and it includes a thoughtful chapter on using AI ethically. Drawing on both academic rigour and professional expertise, the authors provide a route map of how to thrive in a world where salespeople are up against 'digital first' buyers.

This book certainly has a Wow! factor for me! It is detailed and well-researched, but also original and practical. It provides accessible insight into a topic that most of us haven't yet tackled, but we know we should. My favourite quote, which sums up its message, is: The sales professional of the future is not a 'cyborg' but a liberated human. AI Strategy for Sales Teams is a fascinating exploration of the way that AI can enable in sales, freeing the sales professional to deliver authentic, expert solutions to customers. It is a must-read for sales professionals and those who lead customer-focused organizations.
Dr Beth Rogers, Visiting Fellow, Cranfield School of Management

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