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uman gave our sales organisation more structure and more simplicity
Buro Project designs and builds workplaces, working out how a company actually wants to use its space and then delivering it. Every project starts with understanding a client that nobody on the team has met yet, which used to mean a long stretch of research before the first conversation and a long stretch of note-taking and summary writing after it, with a CRM record or a document as the only real guide into the meeting. With uman, the preparation is ready before the conversation starts, the six power users in the pilot each recover two and a half hours on preparation and two more on follow-up, and the team can talk about its commercial conversations from what actually happened in them rather than from impressions.
The challenge
Every conversation started with a morning of research
Before a first meeting, someone had to work out what the client wanted, dig into the company properly and go and ask for a lot of information. It all had to happen before anyone could sit down with them.
Notes and summaries after every meeting
With clients there was a great deal to write down, and then summaries to produce and send on. As Arthur said, many stapjes (steps), each one small enough to seem fine and heavy enough together to slow the week down.
"Before, you had your CRM, or some document. That was your guide going into a conversation, as sales or as a project advisor."
No consistent way to see how a sales conversation really went objectively
The team could say how a meeting had felt, but not where the positive signals had actually been or where the gaps were. Coaching and follow-up ran on impressions.
A team that wanted AI in the sales process, not around it
Buro Project was actively looking for something that would put AI to work at the sales level itself, rather than another tool sitting beside the work.
The solution: uman
Buro Project rolled uman out to six power users across its sales and project advisory team,
With uman, Buro Project can now:
- Walk into a first conversation already knowing how the client works, without the research morning
- Listen to the preparation instead of reading it, and ask it questions
- Test an approach against the preparation before taking it to the client
- Capture the meeting and send the internal and external summary without rewriting anything
- See where a commercial conversation went well and where the gaps were
- Give everyone the same preparation to walk in with, whatever their experience
Arthur noticed most that the power users span different generations, and every one of them gets the same results out of uman.
Why it matters
Buro Project already had a professional sales organisation. What it didn't have was a shared way of preparing: the research, the notes and the summaries sat with whoever happened to be doing them, and the quality of a conversation depended on how much time that person had been able to put in beforehand.
Now:
- The preparation is of the same standard for everyone
- The team is empowered with more data and angles
- Their follow-up time is drastically improved while increasing the quality of work
- The first surveys and analyses give them something concrete to work from when they sit down to improve.
The six power users are optimising their conversations on that basis and pushing it out to the rest of the sales team. As Arthur puts it, uman has given an already professional sales organisation more structure and more simplicity.
The results
2 hours
Prep like a machine, sell like a human
Let AI handle the research and prep work — you focus on building relationships and closing deals.
