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Here Is How I Fix What Is Broken And Scale What Works
Your Next Quarter Can Look Different. Let's Talk.
Most sales teams are layering AI on top of inconsistent processes. That does not improve results - it amplifies the inconsistency. I work with VP Sales, CROs, and business owners to optimize the foundation first, then implement AI to scale what is already working.
A complimentary 30-minute diagnostic of your current sales process. No obligation.
Author: Sales Mastery: The Playbook for Phone Sales Closers - Available on Amazon
The Problem Is Not Your Tech Stack. It Is The Execution Gap.
These challenges are not unique to your team. They show up in almost every sales organization scaling past its current process.
Reps Use AI Tools, But Close Rates Have Not Improved
You gave your team the latest tools. Adoption is inconsistent, results are flat, and you are questioning the investment.
Pipeline Looks Full, But Deals Stall Late-Stage
Reps are filling the top of the funnel, but deals are dying in the middle. Something in the process is leaking revenue.
Onboarding Takes Too Long
New reps take 4 to 6 months to ramp. Your top performers figured it out on their own, but the rest are struggling to replicate their results.
Top Performers Do Things Differently Than What Is Documented
Your best closers have their own system. The playbook on the shelf does not match what actually works on the phone.
AI Investment With Low Adoption
You invested in the technology, but adoption is inconsistent and ROI is unclear. The tools are capable. The workflow connecting them to your team's daily operation is the missing piece.
Closing the execution gap starts with optimizing the foundation. I align your process, your people, and your AI into one system that scales.
The Framework: Process First, Technology Second.
DIAGNOSE
I evaluate your current sales process, scripts, workflows, CRM usage, and team performance. I look under the hood to pinpoint exactly where revenue opportunities are being left on the table. You walk away with a clear gap report - even if we never work together.
OPTIMIZE
I rebuild the foundational playbook. Scripts, objection handling frameworks, accountability systems, and onboarding processes. This is the mandatory human work that must happen before any technology makes sense. Your team starts executing consistently.
SCALE
Once the process works and your reps are winning, I layer in AI tools to automate research, pre-call intelligence, follow-up sequences, and admin work. The AI amplifies a system that is already proven to convert.
What Happens When You Optimize The Foundation First
THE BEFORE
A four-person onboarding team was spending 25 to 30 minutes per call manually researching prospects. They were using a generic company ChatGPT account, cross-referencing competitor websites, and digging through their own site to verify what their products included. The AI tools they had were disconnected from anything useful. Each agent could only handle 3 to 4 calls per day, spending most of their productive hours on research instead of selling. The process was not built to support the technology they added to it.
THE FIX
I built an AI-powered pre-call intelligence system that eliminated the manual research entirely. Each agent now receives a complete briefing document before every call - customer-specific details, product coverage analysis, upsell opportunities with customized scripts, and common objections with prepared answers. The system was built on top of a structured and documented sales process.
Even AI Companies Need A Sales Expert In The Room
An AI startup founder building a sales automation product reached out for a strategy call. In one hour, I mapped out three critical areas his product was missing - emotional intelligence in conversations, generational awareness in selling, and industry-specific adaptation. These are patterns you only recognize after decades of sitting across from real buyers.
"That call gave me more clarity in one hour than weeks of building in isolation."
- AI Startup Founder
My pattern recognition from 35 years of live sales conversations identifies gaps that engineers and product teams cannot see - because they have never sat across from a buyer and had to close. This is the difference between building AI from a whiteboard and building it from the trenches.
How I Can Help Your Organization
Every engagement starts with understanding your specific challenges. These are the ways I work with sales leaders and their teams.
AI Sales Process Consulting
The core offering. I diagnose your current sales processes, strengthen your foundational playbook, and implement AI workflows to scale your revenue. Designed for companies ready for a complete process optimization. This is what transforms teams.
One-on-One Executive Coaching
Personalized strategic guidance for individual sales leaders - VPs, Directors, and Managers. I focus on process optimization, team management, and your overarching AI integration strategy. Direct access, real accountability.
Team Training and Workshops
I train your sales organization on updated processes, advanced objection handling, AI tool adoption, and executing the fundamentals consistently. Available virtually or in-person. Built for immediate impact on the sales floor.
Speaking and Keynotes
High-impact presentations for conferences, sales kickoffs, and leadership offsites. Signature topics include "Sales Team Transformation in the AI Era," "Accelerating the Ramp - Cutting Onboarding from 6 Months to 8 Weeks," and "From Managers to Coaches."
Bulk Book Purchases for Sales Teams
Equip every rep on your team with the same proven framework. Sales Mastery: The Playbook for Phone Sales Closers is available for bulk purchase for sales organizations. Give your team a common language and system. Contact me directly to discuss volume pricing.
Frequently Asked Questions
Quick answers to the most common questions from sales leaders considering working with me.
How is this different from other sales counsultants?
Most consultants sell you a playbook or a tool. I rebuild your sales operation from the inside out - process, scripts, accountability, coaching systems - and only then layer in AI that fits. I have held every seat from rep to VP across 35 years. That means I am not guessing at what works on the phone. I have done it.
Do we need to fix our process before adding AI?
Not always, but usually. AI amplifies whatever system it sits on top of. If your process has gaps, AI scales those gaps faster. The diagnostic identifies whether your foundation is ready or whether we need to shore it up first. Either way, you get a clear answer in one conversation.
What size teams do you work with?
Typically 25 to 500 reps, though I have worked with teams as small as 4 and as large as several hundred across 19 states. The approach scales because it is built on process, not headcount.
How long does a typical engagement last?
It depends on scope. A focused consulting sprint runs 4 to 8 weeks. A full done-with-you implementation is typically 60 to 90 days. Some clients stay on a monthly retainer for ongoing optimization and AI integration support.
What industries do you work with?
SaaS, insurance, financial services, healthcare, staffing and recruiting, and BPO/call centers. The sales fundamentals are universal. The scripts, objection handling, and AI applications get tailored to your vertical.
Can you work with remote or hybrid sales teams?
Yes. Most of my engagements are remote. The diagnostic, process audit, and coaching sessions all work over video. For team training rollouts, I can work on-site or remote depending on what makes sense for your organization.
Why can we not just use ChatGPT or any LLM internally?
You can, and many teams try. The issue is not the tool. It is knowing what to ask it, how to integrate it into daily workflows, and how to measure whether it is actually moving revenue. I build the system around the AI so your team uses it consistently, not just the two people who figured it out on their own.
What does the no-cost strategy breakdown include?
A 30-minute conversation where I assess your current sales process, identify the biggest gaps between your team's activity and your revenue targets, and give you a clear recommendation on what to fix first. You walk away with a prioritized action plan whether we work together or not.
Why can't our IT team just handle this?
Your IT team is great at deploying technology. But sales process optimization is not a technology problem. It is a revenue problem. IT can install a CRM, configure an AI tool, and manage integrations. What they cannot do is tell you why deals are stalling at stage three, why your reps are saying the wrong thing on objection calls, or which parts of your workflow are costing you revenue before any AI touches it. I bridge that gap. I work alongside your IT team - they handle the tech, I handle the strategy and the sales logic that makes the tech worth the investment.
MEET THE FOUNDER
Michael G. Williams
I have spent 35 years in professional sales leadership. I have built and scaled sales teams across 19 states, trained over 500 representatives, and helped scale companies from the ground up to 10x revenue growth across B2C, D2C, and B2B markets.
I have held every seat at the table - rep, manager, director, VP, consultant - and I have closed deals on five continents. I am not a theorist. I am a practitioner who has been in the trenches for three and a half decades.
Today, I help VP of Sales and CROs fix their sales processes before layering in AI. Because the companies that win are not the ones with the most tools. They are the ones with the best systems.
I am also the author of Sales Mastery: The Playbook for Phone Sales Closers, available now on Amazon.