THE DEAL WIZARD BY 4steps2win
You already use AI in your business. The Deal Wizard uses it where the money is decided - in your large B2B deals. It carries a deal from the first customer research to the signed contract, and your sales team makes every decision along the way.
THE PROBLEM
The work that would actually win a complex deal - deep research, a stakeholder map, a business case written for each decision maker - is exactly the work nobody has time for. So discovery gets skipped, the proposition is built on assumptions, and the deal stalls.
Most B2B purchases don't end in a loss. They end in nothing at all - the buying group runs out of consensus before it runs out of options.
86% of B2B purchases stall during the buying process. Forrester, 2024You know your champion. You don't know the other nine people in the room, what each of them measures, or which one can stop this.
A typical B2B purchase involves roughly 10 people. 6sense, 2025By the time you're invited to the executive meeting, the shortlist has an order. If you aren't the vendor they had in mind, you're the comparison column.
94% of buying groups rank their shortlist before contacting sales. 6sense, 2025WHAT IT IS
A wizard is an AI-guided work process. The AI does the research and the writing, then stops at fixed points to talk with you and check the quality. The first four move the deal forward in order. The fifth checks any live deal, at any time.
Opens the deal. Researches the customer, maps who decides, and builds a value story and an action plan for each of them.
22 steps · 9 human gates
Works out the value together with the customer, so the business case is agreed rather than claimed, and the decision team is properly profiled.
9 steps · 4 human gates
Turns the agreed value into a winning offer and the document that carries it through a formal evaluation, with the proof the customer trusts.
9 steps · 4 human gates
Drives the deal to a signed contract with every decision maker on board - negotiation as value optimisation, never a price battle.
7 steps · 4 human gates
Checks any running deal and tells you where it actually is, names the earliest gap, and hands back three agreed actions.
About 10 minutes for a quick pulse
All five work on the same deal record - so nothing is lost when the deal moves from one wizard to the next.
WHY IT'S DIFFERENT
The deal is graded on a 16-cell milestone grid - four method steps against business value, stakeholders, roadmap and commitment. Every cell is marked evidenced, claimed or missing, and evidence means something the customer did, with a date on it. There's no cell for "I've got a good feeling about this one."
At every fixed checkpoint the wizard stops, shows its work and checks the quality with you against written criteria. A step that isn't good enough doesn't pass - and a gate doesn't pass because your seller is confident.
All five wizards read and write a single shared deal record: where the customer is in their own decision process, who's on the decision team, what's been committed and what came out of it. The Closing Wizard still holds what discovery found nine months earlier. When your best account executive resigns, the deal stays.
The wizards run the 4steps2win method for complex B2B sales - four steps that follow how your customer actually makes decisions, published as a book in December 2025. Around thirty structured deliverables come out of a full deal, and every one of them carries your brand, not ours.
WHAT CHANGES FOR YOU
You walk into the executive meeting as the best-prepared person in the room, with a business case written in that executive's language and built from sourced research rather than a template. Every fact carries a source and a confidence label. Discovery depth stops competing with calendar pressure.
Your forecast stops being a collection of opinions. Every deal is graded against the same evidence standard in about ten minutes each, so your one-to-ones start from where the deal actually is instead of where the rep hopes it is.
Every sales methodology you've bought worked in the room and evaporated in the field, because it depended on people remembering it under deadline pressure. This one runs inside the deal. Your newest hire runs the same process as your best closer, from their first week.
"Three weeks of expensive consulting work, collapsed into two hours. At your fingertips."
Conor Sweeney, on his own live runs of the wizardHOW YOU BUY IT
The Deal Wizard is a subscription that connects to Claude, and the tiers follow the four method steps. You don't pay for a step your deal hasn't reached yet - when it gets there, you move up.
Free
Deep research on the customer and five business opportunities worth pursuing. Real value, no payment - run it on one of your own live deals and judge the research quality for yourself.
Executive Sponsorship, phase 1
Tier 1
The full first method step. Pick one deal and build the value proposition that wins the decision maker, with a business value canvas per named person, a stakeholder file and an action list with owners and dates.
Everything free, plus the full wizard
Tier 2
Method step 2. Build the business case together with the customer, so the value is agreed rather than claimed, and the decision team is mapped one role per person.
Everything in Tier 1, plus Co-Creation
Tier 3
Method step 3. Turn the agreed value into a winning offer and a document that survives a formal evaluation, with a competitive read alongside it.
Everything in Tier 2, plus Proposition
Tier 4
Method step 4. Drive the deal to a signed contract with the deciders aligned and a signature path everyone has agreed to.
The complete set, plus Deal Advancement
The Deal Advancement Wizard unlocks at the top of the ladder, for the teams running deals all the way through. Pricing is on request while we onboard our first customers - talk to us and we'll set it against the deals you actually run.
WHO'S BEHIND IT
4steps2win was founded by Christian Nicolai - over 30 years in sales, business growth and transformation, and the author of the method - and Conor Sweeney, who has spent over 10 years leading international sales consulting and now designs and ships AI sales agents. Between them: more than 40 years of enterprise sales experience, a network of 20+ specialists, and work on five continents.
QUESTIONS
No. The AI does the research and the writing, and it stops at every fixed checkpoint to show its work and check the quality with you. Your team makes every decision, and a step that isn't good enough doesn't pass the gate.
Most AI tools help with one task. The Deal Wizard runs the whole deal - research, value, proposition, closing and coaching all work from the same complete picture, on one shared deal record. That's why the last wizard still knows what the first one found.
The wizards run the 4steps2win method, which follows how your customer makes decisions rather than how your CRM is laid out. You can start with a single wizard on a single deal - running only the Executive Sponsorship Wizard is a normal choice - and see how it fits before going further.
Yes. Any wizard can take a deal that's already in flight. What it collects retrospectively is marked as backfill so you can tell the difference, and starting at the closing step triggers a full audit of the deal first.
The deal record belongs to you. The deliverables come out in Word, Excel and PowerPoint, styled in your own brand kit rather than ours - around thirty of them across a full deal.
It won't turn a bad deal good. It will tell you the deal is bad about two months before you'd have found out on your own. Some people don't enjoy that.
FROM A CLIENT
“Deal coaching supported by the Deal Wizard AI Agent underpinned all of it, producing persona-specific Business Value Canvases for four named executives. The quality was high enough that I used the material directly with my sponsors rather than rewriting it.”
Nico Noll, Strategic Account Executive, GitLab
