Mémoire-projet

Abstract

This master thesis explores the potential integration of artificial intelligence (AI) into the sales process of field sales representatives at Jet Import, a Belgian company operating in the premium beverage distribution sector in the Belux region. In a highly competitive environment, sales representatives face increasing administrative tasks, particularly related to reporting, data entry, and performance tracking through CRM systems such as Salesforce. This administration reduces the time available for high-value activities such as prospecting, negotiation, and customer relationship management. The research question addressed is: to what extent and at which stages of the sales process can artificial intelligence improve commercial efficiency without deteriorating the customer relationship? The study adopts a qualitative exploratory approach, combining semi-structured interviews with sales representatives and managers, internal KPI analysis, and a benchmark of existing AI solutions in CRM systems. The results highlight that AI can significantly improve efficiency in the preparation and post-visit stages by automating data analysis, reporting, and administrative tasks. However, its role remains limited during the negotiation phase, where human interaction and trust are critical. Based on these findings, the study recommends the integration of advanced AI solutions, such as Salesforce Einstein AI, particularly for lead prioritization, opportunity detection, performance analysis, and administrative automation. This approach enables sales representatives to focus on value-added activities while preserving the human dimension of the customer relationship.