In this episode of the Value Coffee Talk podcast, host Thomas Pisello speaks with Sultan Semlali, Value Coach and Global Value Consulting Director at Sitecore, about how AI is reshaping value engineering and sales, and why it’s the human touch and softer skills that are driving value consulting and engineering success.

Today, “hospitality,” trust, discovery, and storytelling are becoming the true differentiators in complex B2B decisions.

Takeaways

1. AI is accelerating sales execution, but it cannot replace trust and human connection.
2. Hospitality and authenticity will become key differentiators in high-stakes B2B buying.
3. Great value consultants combine hard value skills with discovery, consensus-building, and storytelling.
4. Buyer enablement matters as much as sales enablement in complex decisions.
5. AI can improve narratives and content, but only if sellers know what to ask and how to validate.
6. Discovery must go deeper, using frameworks like Socratic questioning and “five whys.”
7. Trust without value wastes time, and value without trust feels transactional.
8. Deliberate practice and cross-discipline learning build the soft skills AI can’t replicate.
9. AI agents may handle transactional sales, but complex decisions still require human guidance.
10. Micro-habits and continuous learning are essential to staying relevant in an AI-driven world.