You can sell more with AI

If you're smart about how you do it

Most people think AI has made sales easier. It has. But not for them - for you.

Your competitors are automating their way into oblivion: using AI agents to “personalise at scale” chasing their (and your) prospects across platforms with insincere, borderline creepy automated messages that are designed to look like they came from caring humans.

It’s annoying. It’s cringeworthy. And it’s your opportunity. Because if you know what you’re doing and if you do it with care, you can sell more with AI - dramatically more.

I’ve closed over £10 million in sales in my career. I thought I understood the game. But then AI rewrote the rules and I had to adapt.

So I rebuilt my sales process from scratch - using the principles that always worked, but enhancing them with AI. I had to experiment, tweak pivot a little (and I will no doubt have to experiment, tweak and pivot a lot more), but it works - in the first two months, I generated over 900 leads and closed 54 sales, with no team, no SDR, no outsourced agency. This is what I have learned:

1. It’s really hard to scale a broken offer

Everyone’s been told that AI can “do personalisation at scale”, “write more messages”, “increase output”. It’s a bold set of promises and your competitors have fallen for them. They’re sending thousands of messages a day, automating their outreach, and generally turning up the volume.

But most of them have missed the major opportunity for unbelievable leverage by using AI to go back to basics and validate their offer and their messaging.

One of the fundamental rules of business is: Create value. Receive value.

And AI is phenomenal at helping you test that. Go onto Perplexity and ask it to:

• Analyse your offer against competitors

• Summarise customer complaints in your category

• Identify gaps no one is addressing

• Map opportunities you’re leaving on the table

I did exactly this for my AI offering, The AI Edit. The three biggest complaints in my industry were:

• outdated content

• overpriced programmes

• no support applying the learning

That enabled me to instantly sharpen my offer: Every session is LIVE so it can never be out of date, affordably priced, and people can choose my AI mentoring add-on (where they are mentored by me on AI, not where they are mentored by an AI!)

Your competitors are pushing harder, but they’re missing a trick. You’re going to sell more by thinking smarter.

2. More marketing isn’t better marketing

Your competitors discovered ChatGPT can write blog posts, ebooks, LinkedIn posts, lead magnets so they’re producing content at a rate that looks impressive on paper.

Daily blog posts. Weekly ebooks. Hourly social posts. They have achieved unimaginable productivity.

But it’s not working for them. Most of what’s being published right now is derivative, dull, and indistinguishable. Everyone is summarising everyone else. They all sound the same.

This is how they disappear.

But you don’t do that. You win by creating content grounded in EEAT: experience, expertise, authority, trust.

AI can help you articulate your expertise - but it can’t fabricate it.

Everything that performs well for me does so because it comes from something I’ve actually done, built, or tested. Of course AI helps me move faster. It almost eliminates some of the boring bits (YouTube descriptions and social media hashtags).

But this post and this sales strategy? No LLM could invent it. I had to go out, test a new approach, break things, refine, win - and then use AI to communicate it better.

That’s why it works.

3. There are some tricks to social ads

Most of your competitors are wasting their own resources running the wrong ads on the wrong platforms with the wrong objectives.

That’s partly because social media companies encourage them to optimise for impressions - the metric that benefits the platform more than the advertiser. So they run brand awareness ads. Website visit ads. Engagement ads. But they ignore lead gen ads - the ones where you only pay when you get the lead (i.e. you get their opted in contact details). You might pay more, but the lead is yours to convert.

And too many companies reject a platform because they don’t feel it aligns with their audience. But we are past the stage of targeting our own social ads. Social media companies have been harvesting data from billions of users for 15 years. They know exactly where your audience is and if you run lead ads, where you only pay when you get the lead, they will find your audience.

Reddit, Meta, X, LinkedIn - they know a lot about their users and when their interests are aligned with yours they will help you find the people you want to find.

All this means experiment everywhere (let the data tell you which platform is best for lead gen) and let the platforms do the targeting.

When I did this, Meta became the consistent, reliable engine behind my growth - and my conversions. (Maybe Mark Zuckerberg is a force for good after all).

Your competitors are shouting into the void. You’re going to show up exactly where your customers already are.

Hey Reader, please do give this post a ❤️. It helps me work out what to write next.

4. LinkedIn outreach doesn’t have to be cringe

AI has made it incredibly easy to fake sincerity. Which is exactly what your competitors are doing.

Automated sequences. Obvious personalisation. AI-written “insightful” comments that mean nothing or are sometimes just bizarre (e.g. the bakery incident of 2025).

They think they’re being smart and productive. But they’re actually burning their bridges. But that doesn’t mean LinkedIn outreach is dead.

Here’s what actually works: Use AI to semi-automate the mechanics, but bring real context, real precision, and real humanity.

I use a tool that lets me find people based on things competitors can’t easily replicate - a shared experience, history, hometown or even a shared belief system. It makes it so much easier to find my people, and my people are so much more interested in my products.

Then I reach out with something real: a specific insight, a piece of high-value content, or an invitation that they can’t get from anyone else.

My conversion rate is 18%.

It’s not entirely automated. It’s not me pretending to care. But it’s enhancing my ability to connect with context. And it works.

5. Entire email audiences are yours for the taking

AI has made it possible to write and send email sequences at terrifying speed.

So your competitors are blasting out emails and burning through audiences they will never be able to reach again.

You don’t need to do any of this.

The intelligent approach is:

• Segment tighter (not “small business owners”, but “small accounting firms in Wiltshire”)

• Source and enrich quality contacts via Apollo

• Make it personal with some meaningful namedropping: someone they know, someone you’ve helped, a local reference

This takes minutes - not hours - and increases response rates by a factor of ten.

AI helps you move faster. Your brain helps you move smarter. You need both.

When it comes to sales, AI hasn’t levelled the playing field. It’s widened the gap.

This might all change, but for now, AI doesn’t replace a great sales strategy.
It exposes a weak ones.

If you’re thoughtful, strategic, and human - AI will make you unstoppable.
If you’re lazy, sloppy, or copy-pasting - AI will expose you instantly.

You can sell far more in 2026.

I’ve published a video on just this topic. Here’s the full video version if you prefer to watch: