Built on how people sell. Not on what tools promise.
Ingenious Sales Solutions exists for one reason: AI only improves sales when it changes what happens in the customer conversation. That takes someone who understands people, selling and technology equally well.
The founder
Jochen Roef
I started as a psychologist, and I never stopped being one. Psychology and my years in learning & development taught me how people behave, and what it takes for them to change. 23 years in sales showed me where that matters most: in the conversation with a customer.
For 16 years I have run my own sales consultancy, training and coaching salespeople and their managers. Along the way I wrote two books on selling, both published by LannooCampus: Het salesboek voor elk type verkoper (2013) and Mensen raken = klanten maken (2020).
I also spent 7 years as a tech entrepreneur, building AI that analyses language to understand people. It taught me from the inside what AI does well, and where it still needs people. In 2026 I completed the MIT programme Implementing Agentic AI: Building Your Organizational Playbook.
Ingenious Sales Solutions is where these three paths meet.
23 years in sales
16 years as an entrepreneur in sales consultancy
7 years as a tech entrepreneur
2 books on selling, published by LannooCampus
MIT certificate in implementing agentic AI
Psychologist, with a background in learning & development
In short
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