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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

304 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: Active Listening in the Age of Distraction;
- Chapter - 04: Consultative Questioning Techniques;
- Chapter - 05: Value Articulation and Communication;
- Chapter - 06: Negotiation: The Human Art of Finding Win-Win Solutions;
- Chapter - 07: Building Authentic Relationships at Scale;
- Chapter - 08: Time Management for the Modern Sales Professional;
- Chapter - 09: Data-Driven Decision Making with a Human Touch;
- Chapter - 10: Sales Enablement: Equipping the Human Expert;
- Chapter - 11: The Ethical Sales Professional in the AI Era;
- Chapter - 12: The Future of Sales: More Human Than Ever;