What Star Chefs Know About Selling in the AI Age
The most accomplished chefs and elite salespeople share something profound that no algorithm can duplicate. It's not just technique or knowledge – it's the ability to think deeply and adapt instantly.
In working with sales professionals across industries, it’s easy to notice this parallel repeatedly. Both professions balance art and science, preparation and improvisation, fundamental skills and creative application.
And now both face the same question: how does human expertise evolve in an AI-driven world?
Mastery Begins With Fundamentals
Renowned chefs spend years mastering knife skills before creating signature dishes. Similarly, exceptional salespeople develop core communication abilities before tackling complex sales environments.
This foundation-first approach matters even more as AI tools proliferate. Automation can execute basic tasks, but it can't replace the thinking that drives true expertise.
When working with sales teams, I emphasise developing intrinsic thinking skills – the mental framework that helps you understand each unique customer context. These skills become part of who you are, not just something you do.
Context Is Everything
A great chef doesn't merely follow recipes. They understand how ingredients interact, how flavours develop, and how to adjust techniques based on immediate feedback.
You need this same contextual intelligence in sales.
AI can analyse customer data and suggest talking points. But it can't fully grasp the nuanced business environment your customer navigates daily. It can't read subtle cues during a conversation or adapt its approach based on unspoken concerns.
This is where human sellers become invaluable. You explore the customer's specific challenges, understand their strategic priorities, and tailor solutions that resonate with their particular situation.
The Preparation Nobody Sees
Behind every exquisite meal lies hours of preparation. Chefs develop mise en place – organising ingredients and tools before cooking begins. In Chefing this was a question I was asked every single day…” How is your Mise en place Thomas??
Great selling requires similar behind-the-scenes preparation. You research industries, understand business challenges, and develop frameworks for exploring customer needs.
Our Thinking Planner tool helps sales professionals create this "mise en place" for customer conversations – organising key questions and frameworks that guide deeper exploration.
AI tools can support this preparation, but the question selection and prioritisation still require human judgement.
The Human Element
The most memorable dining experiences combine technical excellence with personal connection. The chef who visits your table to explain their inspiration creates a moment no delivery app can match.
Sales excellence works the same way.
When you genuinely connect with customers' challenges and aspirations, you transcend the transaction. You become a trusted advisor who shapes thinking, not just a vendor who processes orders.
This transformation – from order-taker to thought partner – drives my passion for sales training. Watching professionals deepen their thinking and shift perspectives creates ripple effects throughout organisations.
Adapting to Technology
Today's innovative chefs embrace technology – precision cookers, advanced techniques, digital inventory systems – without losing the essence of their craft.
Forward-thinking salespeople follow this model.
They use AI tools to handle routine tasks, analyse patterns, and prepare for conversations. But they recognise these tools enhance rather than replace human expertise.
The most successful sellers I've trained view AI as their sous chef – handling preparation while they focus on the creative, high-value aspects of customer engagement.
The Path Forward
As both kitchens and sales floors evolve with technology, the fundamentals remain surprisingly constant. Understanding context, mastering preparation, creating genuine connection, and using tools appropriately still separate the exceptional from the average.
Your challenge is developing these deeper thinking skills – the ability to explore customer contexts with genuine curiosity and craft solutions that precisely address their needs.
This approach transforms your customer relationships. You become not just a vendor but a valued partner who helps improve their business.
And that's a recipe for sales success no AI can replicate.