Before a buyer talks to a sales rep, they often ask an AI assistant who they should consider. The answer shapes the shortlist before your outreach lands. If a model can’t describe your product clearly, you may never make the list, and nobody on your team will see it happen.

We have seen this firsthand. A prospect recently booked a call with us after asking ChatGPT who to use, and the model recommended us.

That changes what your positioning has to do. Your website, sales deck, and LinkedIn profile still matter, but they now feed a summary that a buyer reads in ten seconds. Vague language like “we empower teams to accelerate revenue” gives the model nothing specific to repeat. Concrete language gives it something to pass along.

Check what the assistants say about you today

Start with a 20-minute audit. Open ChatGPT, Claude, Perplexity, and Google’s AI results in private windows, and ask the questions your buyers would ask:

  • “Who are the leading providers of [your category] for [buyer title] at US [industry] companies?”
  • “What does [your company] do, and who is it best for?”
  • “What are the alternatives to [your company], and how do they differ?”

Write down the answers, then check them against four things:

  • Accuracy: Is the category right? Are the customer type, pricing model, and market described correctly?
  • Omissions: Are you missing from lists where you should appear?
  • Sources: Which pages does the assistant cite? Those pages shape its view, so fix them first.
  • Consistency: Do the tools agree? Different descriptions across platforms usually mean your own materials disagree.

Treat this as a recurring check, not a one-off. The answers change as the sources change.

Write the one-sentence version

Most B2B offers fail the summary test. Try filling in this sentence and see how long it takes:

“We help [specific buyer] at [type of company] [achieve a specific outcome] by [how you do it].”

If you can’t complete it without hedging, neither can a model. The fix is usually narrowing, not adding. “We help outbound sales teams at mid-market SaaS companies book qualified meetings” is far easier to repeat than “we’re a full-funnel revenue platform.”

Then use that sentence, word for word, everywhere an assistant might read: your homepage opening line, your company description on directories and LinkedIn, and any press or partner pages you control.

Clarity matters on the call too

The same discipline pays off once the conversation starts. In our own outbound, about 29 of every 100 people we connected with became an ICP conversation of 60 seconds or more (958 of 3,338). A buyer who already understands what you do and who it’s for gives you time to ask about their problem. A buyer who doesn’t will give you a few seconds and a polite no.

Vague positioning costs you at both ends of the buying process: before the first conversation, when the shortlist forms, and during the call itself.

One thing to do today

Read your one-sentence version to someone outside your company who fits your buyer profile, then ask them to repeat it back in their own words. If they describe something different from what you meant, the gap is in your positioning, and the assistants will inherit it.

If you want help checking how AI assistants currently describe your business, book 15 minutes at calendly.com/nurturance-sales/discovery-nurturance-inbound.