For more than 20 years, SUXXEED has built and operated B2B sales teams for companies in industries including technology, telecommunications and manufacturing.
Its employees sell on behalf of different clients, each with their own products, target groups, terminology and customer objections. To represent those brands convincingly, salespeople have to absorb new contexts quickly and perform as if they were part of the client's own team. That makes practical, adaptable sales development fundamental to the business — and it makes sales ability matter at every stage of the employee journey, from identifying talent to preparing new hires and supporting the next career step.
The challenge
SUXXEED wanted to connect three areas that had traditionally been treated separately: selecting sales talent, preparing people for client work, and evaluating their continued development.
With more than 1,000 applications a year, standard interviews offered only a limited view of how a candidate would perform in a real sales conversation. Someone can interview well without being able to uncover a customer's needs, respond to an objection, or keep a difficult conversation moving.
After hiring, the challenge continued. Every new client project introduces a different product, buyer and sales context. Classroom training and occasional roleplay could teach the foundations, but could not give every employee unlimited practice whenever a new situation emerged.
SUXXEED had also introduced a transparent internal career model, and annual reviews alone provide only a snapshot. To make progression meaningful, the company needed a consistent way for employees to practise, demonstrate and keep improving the skills their next step required.
The common problem across all three was the same: to identify talent and help it flourish, SUXXEED needed to see what people could actually do in conversation — not only what they knew, or said they could do.
The solution
SUXXEED uses Sleak as a shared practice and assessment environment across recruiting, onboarding, ongoing sales training and career development.
Candidates take part in a realistic simulated sales conversation with an AI customer, which gives SUXXEED a job-relevant view of how they structure a conversation, respond to the customer and apply sales skills before a hiring decision is made.
Once hired, employees use the same practice model to prepare for real client work: repeating difficult situations, receiving structured feedback immediately after each attempt, and applying it in the next conversation. Experienced employees keep using it to develop and to demonstrate readiness within the career model.
The platform adapts to the variety of SUXXEED's client work because team leads create their own virtual buyers and scenarios without a development team or a central administrator. The library has grown from around 70 AI buyer personas to more than 500, each reflecting a particular product, audience, objection pattern or conversation context.
That self-authoring model is what lets training move at the speed of the business. When a new client project starts or a team hits a new challenge, a manager can turn that context into realistic practice while it is still relevant.
Results
Stronger conversations, especially where scripts stop helping
Since Sleak was introduced, average conversation quality has improved by 14.5% across the platform.
The clearest gain was in objection handling, where scores rose by more than 42.4% — one of the hardest sales skills to build through theory alone, because the representative has to listen, understand what sits behind the objection, and respond constructively in the moment.
That matters particularly here. SUXXEED's teams sell different products for different clients, so they cannot fall back on one memorised script. Repeated practice builds the judgment and adaptability a conversation demands when it goes somewhere unexpected.
Nearly 15,000 opportunities to practise before the real conversation
Employees and candidates have completed almost 15,000 simulated conversations. Each one is a chance to test an approach, get feedback and improve without using a live customer as the practice ground.
The breadth of the persona library shows how far that practice has been adapted to the business: more than 500 virtual buyers now cover different clients, products, audiences and levels of difficulty.
A candidate experience that feels fair
The recruiting use case was independently evaluated with the TUM School of Management using real application data. The research found that Sleak's assessment ranked candidates in line with experienced recruiters while using only the transcript of the conversation — it did not evaluate facial expressions, appearance or vocal characteristics, which increases objectiveness.
Candidates rated every measured dimension of fairness above 4 out of 5. That gives SUXXEED more job-relevant evidence during selection, and gives candidates a realistic opportunity to show what they can do.
One continuous path from candidate to experienced seller
The same conversation-based approach now supports several stages of the employee journey: candidates demonstrate sales skills in a realistic simulation; new hires practise client-specific situations before entering live conversations; employees train the skills most relevant to their current work; and standardised simulations make strengths, development areas and readiness for the next step more visible.
Instead of running as separate initiatives, those stages now build on the same skills, the same practice format and the same definition of good performance.
Who would have thought AI could create an impact this quickly and leave me grinning this widely? Sleak delivers real value. You can see that the combination of technology and team spirit is paying off.
Marcel Braun, Head of Digital Sales, SUXXEED
What's next
SUXXEED is continuing to bring recruiting, onboarding, sales development and career progression closer together.
