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Revealing the drivers of sales success
Customer Background
Marc van Lammeren is a sales and leadership coach with more than 25 years of commercial and management experience. His philosophy: sales success is achieved by truly understanding people, not by applying tricks. Using techniques such as Transactional Analysis, he helps professionals build self-awareness, communication skills, and confidence—leading to stronger sales results and personal growth.
The Challenge
Marc’s personal coaching style requires observing real sales conversations. But being physically present for each one was extremely time-consuming, making it difficult to scale his approach. He sought a more efficient way to:
- Identify the causes of underperformance.
- See whether salespeople were genuinely listening to their customers.
- Track and improve communication patterns over time.
Traditional role-plays and self-reporting lacked the depth needed to powerfully activate and sustain new behavior.
The Solution
Marc implemented In2Dialog’s AI-powered conversation intelligence for a 22-person sales team, primarily made up of account managers and sales development representatives (SDRs). The team recorded all customer meetings with In2Dialog, receiving automatic transcripts and structured feedback on communication style, mirroring, speech pace, and fluency.
“In2Dialog gave me a real-time view into conversations—not just the words, but also the energy and rhythm behind them.”
— Marc van Lammeren
By combining these insights with his Transactional Analysis methodology, Marc uncovered unconscious patterns and coached salespeople toward constructive, adult-to-adult interactions. The platform also provided clear team-wide data over time, revealing both individual and organisational trends.
Results
- Time savings: Each salesperson gained approximately one hour per day thanks to automatic transcription and meeting summaries.
- Deeper insight: Leaders could immediately see whether salespeople were truly listening and reflecting customer needs.
- Strategic clarity: Aggregated data highlighted recurring objections, decision-making patterns, and opportunities for refining sales strategy.
- Targeted coaching: Salespeople compared their own interpretations with AI-generated insights, strengthening self-awareness and listening skills.
Why In2Dialog
Marc chose In2Dialog for its targeted, actionable insights that support both individual growth and organisational improvement. It transforms subjective coaching moments into clear, data-driven learning opportunities—without losing the human essence.
“What’s truly game-changing,” Marc concludes, “is making congruence visible. Are you speaking with the customer or at them? In2Dialog makes that clear—and that’s pure gold for coaching.”
