Since 2017 we have worked with Microsoft, SAP, Google, Huawei, Crayon, Liquid Telecom, Westcon-Comstor and Adept ICT, in English-speaking markets across Africa, Europe, the Middle East, Asia and the United States.
Power Listening is our method, and it is written down. It sets out where the sales process needs a person and where AI can help. Wiley publishes it in early 2027 as Power Listening: Hear What Machines Miss. We use it for research with your market and for discovery with each prospect. People do the listening, the thinking and the writing. AI helps with analysis and first drafts.
Market listening
What do your buyers value, and where are you different?
Market listening is research. We talk to the people who buy what you sell and, where we can, to those who chose someone else. Then we look for the one or two differences that give a buyer a clear reason to choose you.
We write those differences down in the buyer's own words. They become your positioning, your messaging and how you go to market.
Then seven steps to one document.
Timing
How long it takes depends on how much you already know. Usually:
Timings vary from client to client
Prospect listening
What does this buyer need, and what did they tell you last time?
Prospect listening is discovery, one buyer at a time. Before a sales conversation, we prepare the questions. After it, we analyse the call. Then we write content for that account and build a deck for that stage of the deal. Then we listen again.
Your CRM shows where a deal sits. We add what the buyer said, after every conversation, for the account and for each deal in it.
01
Listen
Discovery questions prepared for the conversation. Your team runs the call.
02
Analyse
A close reading of what was said, what was left open and what comes next.
03
Respond
Content for the account, a deck for the stage of the deal and, at the end, the closing presentation.
04
Listen again
The next conversation starts from what the last one taught us.
This is what we mean by a technology closing partner. We stay with your team to the last step of the deal and help them present what they have learned. Our aim is a better chance of closing. We cannot promise that every deal will close.
How an engagement runs
Start with your positioning, or one live deal.
There is no package to choose. Some clients come to us with a marketing problem, such as how to position themselves, how to stand out from competitors or how to get the market to notice their value. Others come with a deal they do not want to lose. One usually leads to the other.
01
Where it starts
A conversation about the problem or the deal. We tell you what we would do, what it needs from you and what it costs. If you do not need us, we say so.
02
Who is in the room
Your sales leader and the people working the deal. Your marketing lead when positioning is part of the work. From us, the people who do the listening and write the analysis.
03
What we need from you
Time with the people who sell. Access to their conversations, or good notes of them. Introductions to buyers when we research your market. An honest account of what you have already tried.
04
How it grows
We work at the pace of your deals. Over time we move from preparing one call to supporting the whole account, up to the closing presentation. That is how one project turns into ongoing work.
The role of AI
What AI does for us, and what it does not.
AI has changed how your buyers prepare. Many have explored their options with AI and formed a view before they meet your salesperson. So the conversation has to be about that buyer's situation.
AI has also changed what we can do. With its help we can go through every discovery call in detail, and our writers can produce content for a single account far faster than before. Everything starts from what a real buyer said, and a person writes every piece.
What it does for us
- Reads every call transcript in detail.
- Gives our writers a first draft to work from, built on what the buyer said.
- Keeps track of every conversation between meetings.
What it does not do
- Sit in the room.
- Notice hesitation, or the question behind the question.
- Decide what matters, or write the final version. Both stay with people.
In 2026 we surveyed 500 real buyers and tested two AI systems against what they told us. The paper is under academic review, so we will say no more about it for now. What we found did not change our view that people still have to do the listening.
Why listening leads
Machines can hear; only people can listen.
What you receive
Questions, analysis and content, made for each deal.
We make everything on this list for a named account and a specific stage of the deal.
Before the call
Discovery questions
Prepared for your sales conversations, from what we already know about the buyer.
After each call
Call analysis
What was learned, what is still open and what to raise next.
For the account
Tailored content
Documents, ebooks, white papers and other material, written by a person for that account.
For the stage
A customised deck
A presentation for this buyer and the stage the deal is at.
At the close
The closing presentation
A closing presentation for that deal, prepared with your team.
Common questions
The questions we are asked first.
How long does it take?
Market listening takes about ten weeks for the full framework, four for research only and two for a messaging sprint. Prospect listening runs at the pace of your deals.
How do you work with our sales team?
We work alongside them. They run the conversations. We prepare the questions, study each call, and write the content and decks they use next.
Do we have to start with full market research?
We prefer to, because positioning built on what real buyers said gives every later deal a stronger start. But it depends on your situation. We may start elsewhere if a deal is live now, or if you already have recent research we can use.
Do you promise the deal will close?
No. We work to improve your chance of closing each deal, and we stay with your team through the final presentation. Nobody can honestly promise the outcome of a complex sale.
What if we are not a fit?
We will tell you in the first conversation. If listening will not solve your problem, we will say so and suggest where else to look.
Bring us one deal, or one positioning problem.
Tell us where a deal is stuck, or where your positioning is not landing. We will tell you plainly whether we can help.