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Sales leaders! Want to build strong teams without burning out in the process?
Introducing Surviving Sales Leadership, where each episode is a practical conversation with experienced sales leaders and elite sales coaches about what actually works.
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Richard Smith: And have never
just kind of realised how AI can
really automate and speed those
processes up.
Tom Ridley: There's loads of
ways to like start finding time
back, clawing back your time in
terms of frankly, if you apply
AI across all and many more
areas.
Richard Smith: Even those who
have access to AI tools, their
research is highly manual.
Tom Ridley: So, how can I tell
it about me, about what my
business does, what we sell,
what our typical ICP or persona
might look like,
Richard Smith: so yeah, there's
two use cases that you can use
for kind of making yourself look
more better prepared for your,
for your meetings with
prospects, but also helping you
with your messaging as well, I
hosting.
Ollie Whitfield: We've got rich,
experienced sales leader, an AI
void. You call yourself rich,
like experimenter. Is that a bit
undercut there?
Richard Smith: Possibly I'd like
to kind of maybe relatable to
some people in this, in this
room, is that I feel like my use
of AI in sales is is growing,
albeit feel like I'm probably
still at a reasonably junior
level. I'm here to learn as much
as anything else.
Ollie Whitfield: Very good. And
Tom, what would you call
yourself?
Tom Ridley: AI, early adopter,
guru, whatever you want to call
it. I just love a technology, so
I tend not to put a name on it.
I'm just all about sales people
getting the most out of the
technology, and frankly, having
great conversations. So,
salesperson first, AI evangelist
second. Let's say that.
Ollie Whitfield: Cool, I like
it. Well, we got a lot to get
through, as I said. So, here's
what we got. I got an
icebreaker, a bit of fun for you
to start off with. Bit of why to
adopt AI right now. There's so
much talk about it. I think it's
important to remind ourselves of
what's really going on, where it
fits into your sales team, and
some key use cases you can walk
away with and start right now.
We're sales people, we don't
want to talk about something
that's nothing useful for today.
We want to be able to start
tomorrow morning, so I've got my
stopwatch ready. We're going to
play a little rock paper
scissors to decide who goes
first, but I have 30 seconds up
on my phone, and I'm going to
make you pitch the best use case
of AI you will personally
execute in sales, and there will
be a loser. So, rock paper
scissors, please, dudes. Oh,
Richard Smith: scissors wins,
Ollie Whitfield: okay? Right, so
on three, I'm going to tap, and
I'm gonna cut you off on 30
seconds, 321, fire.
Richard Smith: Yeah, mine's a
little bit different. I'm a
content creator, I guess. On
LinkedIn, I post every day. One
of the hardest things to do is
kind of think of new ideas for
posting content. What I have
done is extracted a year's worth
of my LinkedIn posts into a CSV
sheet. I've then used AI to kind
of categorise all of the
different posts that I've done
over the last 12 months. It's a
few 100, tag them by topic, and
Tom Ridley: then I'm 30 seconds.
You better hope they saw
Ollie Whitfield: where you were
going, because we'll see. We'll
see. So, Tom, I'm going to count
you in: 321, fire.
Tom Ridley: So, a few months
ago, I built a
hyper-personalized emailing
system, or cold outreach system
that takes insight from LinkedIn
profiles, websites, industry, or
publications about an
organisation, even their
financial documentation, if it's
publicly available, and aligns
all of that to your value
proposition, and writes all your
cold emailing scripts for you,
and even puts you tasks in
HubSpot. More
Richard Smith: succinct than I
am, I'm gonna have everybody
like messaging me saying, tell
me what happened at the end,
Rich.
Tom Ridley: It generated you a
nice, lovely recipe for
Yorkshire puddings.
Richard Smith: Leave people
hanging
Ollie Whitfield: while it's not
visible to everybody yet. It's
not a whitewash, that's all
right. So, we've got that, Tom.
You had 81% Rich. I think you
let's round that up to 20%
Richard Smith: Thank you. Good
Ollie Whitfield: effort. You had
to go first, though. So that's
worth 30% of the vote. So all
good fun. Now let's get to the
serious stuff. So Richard
saying, let's start with you.
You probably nudged me in this
direction a while ago. I thought
AI was the new NFT stupid thing
that was gonna high and die, but
it's not really the case. So I'm
going into NFTs very soon. Why
adopt now? I think you've had a
real good beat on this. So
what's what's the case? Why do
we need to adopt right now?
Richard Smith: I think a lot of
sales people probably felt like,
hey, no, I'm gonna push back
against AI, it's here, take my
job, and perhaps there's that
realisation that it is here to
stay, and not only that, but I
think the realisation that if AI
is gonna become, as you know,
prolific, and maybe more
prolific than using the likes of
Google in your day-to-day life,
and so the reality is that if
you can't embrace it, then you
are going to be left behind.
That's you're probably already
left being left behind, hence
why you're possibly on this
webinar today, because you're
sat there thinking, I probably
feel like I'm not capitalising
on this, and you may have made
very little to no progress. I've
just came to realise that we all
likely do tasks every single day
in our sales jobs, which we've
probably done for years, we've
always done them a certain way,
and I've never just kind of
realised how AI can really
automate and speed those
processes up. And I think for
some people, and I probably
count myself in this, was I have
this kind of embarrassment
sometimes that, oh, what if I
send this email to a prospect as
like a follow-up to a meeting,
and it can, they kind of get a
sense that it's I've used AI for
it. I think I've come to
realisation that I shouldn't be
embarrassed by it. Like,
prospects should realise, and
hopefully this is what the human
being will realise, is that
people who use AI to help them
with these tasks is just part
and parcel of how we're kind of
moving with the world. But I do
think there's a careful line to
balance there I. Thing you know,
the careful line between using
AI to go really fast and
removing the human element from
the from what we do as
salespeople, but I kind of one
stat that really kind of stalled
me that I came across is that
this is from last year, by the
way, so I can only imagine this
number is quite a bit higher,
71% of employers prefer AI
skills rather than experience,
right now, pretty staggering,
right? If you can evidence that
you've got high aptitude or even
a competent aperture when it
comes to AI, they will
prioritise that before they look
at kind of where you worked in
your last job or what you
actually did. And I just think
you need to consider this. Let's
imagine you are applying for a
new role in sales. What do you
think the employer, the VP of
sales, the CRO, the sales
manager, whoever's interviewing
you, who do you think they're
going to choose in a head to
head? Do you think they're going
to choose the candidate who has
evidenced how they're using AI
to help them become a more
effective seller, or they're
going to choose the person who
doesn't really know how to use
this and is kind of still doing
things the manual way, and still
spending huge amounts of their
time doing manual tasks, like
which person is going to stand
out, and you think if you lay it
out as kind of just sort of
direct, is that it kind of the
realisation of I need to embrace
this, if I'm not embracing it.
So there's kind of my, you know,
realisation. I again, I feel
like I'm by no means like an
expert on this topic, I'm
probably I'm not starting at the
bottom, but I'm still probably
quite average in how I leverage
AI, quite frankly. But I think
people need to realise that it's
what companies are looking for,
it's what you will need to have
if you're gonna stay relevant in
sales. And hopefully we can
share some, some good starting
points with people today.
Ollie Whitfield: Anything to add
real quick? Tom, shall I? Shall
I kick us off on how we do that?
Tom Ridley: Only, and this is
not planned in any way, shape,
or form. No one's gonna believe
that, but it isn't. I didn't
even know Rich was gonna give
that example from an employment
perspective, but I literally had
a colleague of mine, his son's
going into the first, his first
proper sales role, or account
executive role, should I say,
they wanted someone with a black
book, he didn't have one, but he
spoke to me about how they could
use AI to build out their
funnel, got the role because of
the fact that he was introducing
some new ways to grow their
business and actually expanded
beyond his book, beyond his
black book, which obviously
would run out at some point, and
moved on to actually, how like a
sustainable way to maintain a
pipeline and a funnel, so just
evidence of Richard's point
there.
Ollie Whitfield: All right, Tom,
talk me through this. This is
something that was really
eye-opening when we talked
through this the first time.
Tom Ridley: Yeah, so this is
based upon entirely based upon
data that both Salesforce and
HubSpot did in order to
understand what sales people are
doing on their platform. We've
given it different terminology
here, but the actual original
terminology was around, like,
value add. Okay, so value add
time, in my, from my
perspective, and the perspective
of this study was time spent
engaging with prospects, with
clients, selling right, doing
the human things that Rich so
perfectly pointed out, that like
really important activities
we're doing. It's also, I
reckon, if we took a poll of how
many people enjoy doing the
selling part, as opposed to
doing the admin part, I think
we'd have 100% vote for I like
doing the selling, I like
engaging with people, but the
reality is, is that we spend as
sales people, regardless of the
level at which we operate, and
being a sales leader, I can tell
you it spends more time in the
admin than you do the selling
the further up you go. It's
amazing how much time we spend
on admin time. So that left hand
side of today is showing us that
we're spending somewhere in the
region of between 75 80% of our
time doing admin, and I would
actually categorise that as,
frankly, for the most part
non-value add. It's not to say
it's not without value, but it
is to say that it doesn't
necessarily deliver anything
against your number directly.
The engagements that you have
with prospects and clients do.
The goal would be, or the Mecca
would be, how do we get to
tomorrow? How do we flip that
completely, so that we do much
less admin time and spend way
more of our time engaging with
people, having more fun? Is the
funny way of saying it from a
salesperson's perspective,
right?
Richard Smith: Add on there as
well, like whilst these pie
charts are a stock when they
kind of show you what you
possibly are to where your time
is being sunk today versus where
it could be invested, the impact
on sales teams with AI, we're so
focused on time savings, which
is true. However, like I think
we need to focus on like how it
can actually improve the quality
of everything that Tom's talking
about, of the actual
interactions that we're having
in our jobs, because there's no
point increasing your selling
time if you aren't actually
getting better at selling,
right, you're just basically
doing more, perhaps mediocre,
doing things maybe the way that
you did it yesterday, which is
maybe not optimum, and the
impact of AI needs to be
realised about how it can
actually help you not just save
time but have improved quality
of interactions, how it can help
you be more researched, more
timely, more relevant, sound
more expert to your prospects,
all the things that we should be
focused on. That's for me quite
important to note. There is that
yes, it's a massive time saver.
Absolutely, but you have to also
look at it from the sense of how
can it help me be better at
selling as well.
Ollie Whitfield: Speaking of,
let's look ahead, Tom, a couple
of things that. Time, you could
put back into place. Talk me
through.
Tom Ridley: Yeah, so the
statistic up front and centre
here is 22% of your time back,
and actually this is from an
individual productivity
perspective. I think it was two,
maybe two, almost two and a half
years ago that this statistic
came out. So it's probably most
likely it's increased since
then, but it seems like a crazy
number to think that you can get
22% of your time back in a given
period, and I often frame that
in the idea of who here has ever
said I'd love to have an extra
week in the month or a quarter
in the year to close that deal,
right? That's what we're talking
about here, you know.
Essentially, a quarter of your
time, we could find ways to
speed up, get time back, or
repurpose, or refocus onto more
beneficial activities. The
difference making things in
terms of what that looks like,
it could be on harder, more like
in traditional sales activities,
there like prospecting,
discovery calls, follow-ups,
proposal writing. It could also
be on proving yourself, which is
to Richard's point, role
playing. I set up some real-time
AI agents last month to help
sales teams embed their new
sales methodology, and they were
role-playing scenarios based
upon various ICPs they have or
personas they've got within
their, within their target
audience. This was to an
audience of typically non-sales
people who hate role playing,
and they said they got huge
amounts of value out of it
because they could do it in a
non, in an environment that was
was was comfortable and safe, as
opposed to just doing it live,
or with someone human that might
be judging them, coaching both
live with coaches, like we do
here at High Sales Coach, but
even to some degree coaching, or
at least getting feedback on
things that you're doing in
calls and ways you might improve
from call to call, and doing
that right now is creating a bot
that provides from call to call
guidance on how that next call
you're about to do in 10 minutes
could be improved beyond your
last one, just in the moment
feedback. There's loads of ways
to like start finding time back,
clawing back your time in terms
of frankly, if you apply AI
across all and many more areas,
you know the world's your
oyster. And I think Richard, you
said at the start, which was
like there are so many ways to
apply this, you could pretty
much apply it to anything. It's
a case of, for most part, people
don't know where to start, and
hopefully we'll give you a few
of those guidance points here
about ways that you could start
leveraging AI, perhaps beyond
the old tried and tested way of
it's my new Google, or I'm going
to rewrite this email. Right,
there are much more
sophisticated ways to do it.
Ollie Whitfield: All right, so
speaking of, I think you kind of
hinted that we want to get to
the two or three things that are
the most actionable use cases to
try today, but to give a broad
spectrum, Tom, there's a lot of
ways we could start. Right,
yeah,
Tom Ridley: there are. So this
might replicate your business
perfectly, but it was designed
to be a generic sales funnel
that we can all recognise. Down
the left-hand side, you can see
a quite a wide variety of
actions loosely aligned to that
sales process, but frankly, most
of these could have some place
regardless of the stage of the
sales cycle that a prospect is
in. On the right-hand side,
we've got the impact over there.
So, roughly speaking, what kind
of things would we expect to see
from using tools like this?
What's the impact potentially on
that stage of the sales cycle,
and for any sales leaders or
managers that are on the call,
we've also got the strategic use
cases at the top there, and
again, none of this is
exhaustive, this is constantly
evolving, evolving. We pull out
three of these to have a
conversation about today, but
the idea here being, look at the
wealth of opportunities to start
leveraging AI that go beyond
send an email or research a
prospect, and although we are
going to cover, we're going to
dip into those. The way we're
going to do it's much more
sophisticated, I imagine, than
the ways you've been doing it.
But there are lots of ways to
start injecting AI to save you
time, and I think Richard,
actually, your example, which
you would have got to your case
study had you had a minute or a
minute and a half to finish
explaining, it was getting to
some of those, which like
strategic or longer term view of
data, which is really, really
powerful, which I don't think
probably sales people take the
time to think about, for the
most part, in their actions.
It's like, done that deal, it's
closed, it's closed one, closed
last, doesn't matter, on to the
next deal, on to the next deal,
on to the next deal, right? In
pursuit of our targets, AI can
help us do that analysis much
faster, and I think it's a great
way of using it, particularly as
we end up down this funnel
towards the end, and we're into
growing.
Ollie Whitfield: And it's the
new and average, or should we go
into the first one?
Richard Smith: Let's, let's get
into the first one. I think you
know, I know that we have geared
this webinar to the people who
are perhaps kind of sat there
thinking, where do I get
started? How do I kind of
achieve that level one of of use
case, and hopefully we're going
to show that, and I know what
we've got planned for future
webinars. This over between now
and the end of the year is more
advanced use cases where we can
dive into some of these more
complex examples in a bit more
detail. So
Ollie Whitfield: here are the
ones we're going to cover.
Research, before we go too much
into it, we're going to explain
a little bit of the what's it
like today, and I think there's
a bit of a stark truth that
we're kind of unaware of. It's a
little bit under our nose. I
really like doing research on a
prospect. What I've considered
is that I don't like the
researching, I like picking what
bit of the research to lean on,
and that's I think the key
difference as we come to what is
it like to do research today. So
maybe I'll start with Rich to.
Is probably something you can
speak really well to. What of
this really stands out to you?
What do you do? What takes the
longest? Is it.. you know, how
bad of a pain is this at the
minute?
Richard Smith: I think for a lot
of people, they haven't actually
sat there and actually realised
the extent of the pain. You
know, if I think of how a lot of
people research today, for
whether it's they're about to
cold call someone, they're about
to jump on a discovery call with
a prospect, they're probably
kind of going on the prospect's
LinkedIn profile, and they're
probably scouring the profile or
trying to pick out something
relevant on the profile. They
may even go to the company's
website, and they may even click
into the latest news. But here's
the thing, for a lot of people,
that's probably where they stop.
They've probably, by that point,
spent 1015, minutes and thought,
"Wow, I'm struggling to find
anything relevant here, and
their frustration just kind of
leads them to just, "I'm just
going to stop there, I'm going
to cut corners, I'm just going
to kind of jump on the call with
the prospect, and maybe not show
that I've done my research,
because they actually spend 1520
minutes and didn't actually find
anything. I mean, I'm sure a lot
of people here are sat there
thinking of the amount of times
they've, they've started their
research, not actually made
progress, and kind of given up,
right? You multiply that by the
amount of meetings that you've,
that you've got that week, the
amount of calls that you've
made, and actually those 15
minutes starts to multiply by,
in some cases, a significant
number. So, I think the reality
is that for so many people
today, even those who have
access to AI tools, their
research is highly manual. It's
largely starting, probably on a
prospect's LinkedIn profile. It
might extend to their website,
or maybe looking at a couple of
notes in the CRM system, but
that's probably where it stops.
And a lot of that is because
it's a time commitment, and they
get frustrated when they don't
actually find anything relevant
or something that they can bring
to the conversation,
Tom Ridley: so I want to just
caveat anything I show you
today, whether it's a tool or
whether I'm mentioning other
tools, which we'll get to. There
is a wide range of expenditure
and time investment into getting
some of those up and running,
from nothing free and very
little like instantaneous value
to set up time, but huge amounts
of value if you take the time to
do it, and obviously with it
cost. So, whatever I want to try
to do these things, my general
feeling on this guys is that I'm
always about experiment with
something cheap, free, prove the
concept first. It might have
some manual steps in it. It
might feel a bit clunky. If
you're using AI, there is 100% a
way to automate it. And this
first one about research
specifically shows that, and the
example of automation I show you
is even a super simple one. It
can go way beyond that. So, the
first tool I'm going to mention
is Perplexity. Perplexity is an
amazing tool. It's just so good.
It's been out a long time. I
want to say it's a little over
two years now. And essentially,
Perlexi was originally created
for in the education space for
people to be able to feed in
documentation research papers,
which can be massive in length,
and be able to understand the
context of it inside those
documents from specific sources,
and then draw conclusions as
it's evolved. It's added in
other functionality, like they
just came out of a browser that
you can use that rivals Chrome.
In some cases, they've added
projects and all this kind of
stuff to it. It's really good.
Oh, and they've added creative
writing capabilities to it,
which is an important one as
well. At its core, it still
remains a research tool, and
what's great about it has
citations and amazing features
that really just well designed
out of the box for going and
doing well or good quality
research? So, if anybody's ever
used Chat GPT and Gemini, I can
see Ash does sticks with Chat
GPT and Gemini. If you find you
get hallucinations or things
that you don't think are quite
true, or where did that data
come from, those tools are
better now, but Perplexity
actively tries to remove those,
it won't publish you information
that's incorrect, for the most
part. All right, the thing I
like about Perplexity, you don't
need to share any public data,
like personal data or data about
your company. You can just go
and research, so there shouldn't
be any issues for you being able
to use it in your businesses
today, because you don't have to
share any financials or anything
like that if you don't want to,
any customer information
specifically. It's faster, and
the fact that can go into
websites and scrape them as a
whole website instead of having
to point to individual URLs is
massive importance. It's a great
research tool. I'm going to
share my screen for a second.
So, perplexity.. I'm not going
to go.. it's not a deep dive
tour of it. You can come and use
it. It's a similar chat
interface to everything else. I
have a prompt. It's a good
prompt, I've written much more
comprehensive prompts in my day,
but this is a good one to start
account planning and account
research, and I'm just going to
stick this in. It's on an old
company I used to engage with
frequently, so I know them, I
don't know if it's pulling good
stuff or not. What I'm doing in
this prompt, real quick, and
it's not as not designed to be
about prompt engineering, I'm
pushing into perplexity, exactly
what I want. I'm giving it,
obviously, a role. We've all
probably seen that in prompt
stuff. I'm giving it a singular
URL in this instance for this
company Transform
performance.com I'm also feeding
in - I'll separate, as you can
see it - the value proposition
of my company. So, really
important, when I typically see
people engaging with these
tools, they go do me some
research. Search on this
company, but what they're not
doing is giving it enough
context, it being the AI. So,
how can I tell it about me,
about what my business does,
what we sell, what our typical
ICP or persona might look like?
The all of that stuff is super
relevant for giving the AI
context for what good would look
like. You could even say this is
what good would look like, and
give actual examples, but that
context is massively important,
and if there's something to
elevate your prompting,
regardless of this, it's giving
it context about what you would
do or what you want to see, see
it take into account when doing
its activity. And then the
second part of this is the
structured brief, obviously you
can change this to be whatever
works for you, right, but the
idea here is I'm being very,
very clear about what I want
from this. I want to have a
company overview, I want their
products and services, who they
target, any recent news, all
that kind of stuff. Okay, plunk
that into here, and I'm just
gonna hit go quite rapidly. You
can now see that I have a
relatively comprehensive plan
about this organisation. What I
love about perplexity is a fact.
I could, they can now do a deep
dive if I wanted to, right? Yes,
I can ask follow-up questions, I
can go into more, more detail,
but I've also got citations for
exactly where this information
is being pulled from. So this is
being pulled directly from their
website, and I can see all my
sources and everything sitting
up here that I want to delve
into deeper. Go and have a play
perplexity is excellent,
particularly for doing things
like well, you've mentioned this
thing here, and I want to go
into some follow-up questions
around the area, much more
rapid, and the key thing for me
here is this has searched for
20, gone through 20 sources in
this instance and looked for
that insight, I have that prompt
saved up, I can just chuck that
prompt in and start researching
that prospect. Shane's asked the
next question, which is
pre-empting, so somewhat
prophetic. There, Shane, and
that was coming next. Perplexity
has this built-in thing called
spaces. This space has custom
instructions. If I come up to my
custom instructions, there's my
prompt in here. I've actually
given it the value proposition,
so anytime I post a link into
here, I'm going to be then
generating account plans or
research, we're going to call it
with that same prompt, and I'm
just sending the instructions
into here, research https form
performance, and it should just
run. It goes for the same
process, might be a slightly
different output, because I'm
going in for a second time and
having a bit of a conversation
with it, but same thing. Fact,
it actually found more sources
this time. So, the point is you
can reuse it, and now all of
these, all of these searches are
saved, and it will appear here
shortly when it's finished. But
all of my account planning or
research will be stored in this
space. For anybody wanting to
take this one step further, I've
got a Google spreadsheet. This
could be your CRM, like HubSpot.
I mentioned about connecting to
an API, and any tool can do it.
A tool has an API, and all of
the AI tools do it. You can
connect that system without you
guys ever having to lift a
finger. This could be 1000
records, it could be 10,000
records in your system. If we
want to go and research them, I
simply would allow an AI to go
and access it. You know, I'm not
putting any prompts, that's what
we trained in the back end, and
in a second, you'll suddenly see
information just appearing in
those cells for that AI research
for those two organisations
sitting in my sheet. The first
step in this is AI is a research
tool, get the information, it's
massively powerful in terms of
getting us insight, which we can
then use in further steps,
whether we want to do those
manually or we want to do it
with AI. As you can see here,
it's pulled through that
information directly into the
into a spreadsheet, no effort
required from the salesperson.
Richard Smith: Wow,
Ollie Whitfield: things you like
to see, huh? Personalization.
Let's go rich.
Richard Smith: For a lot of
people, if they're honest to
themselves, they don't
personalise, right, because
personalization is timely. But
again, we're kind of going
through the same exercise as
before, right? Like for
research, we're probably
clicking into prospects'
LinkedIn profiles, we're
probably clicking on the button
that says recent posts. We're
probably scrolling through posts
and looking at what they've
posted about. Again, we're maybe
looking at things like, oh,
we're clicking on their jobs,
clicking, seeing if there's a,
there's a, there's a jobs board
for them, looking at, are they
hiring right now. And then, for
a lot of people, they might
access things like, you know,
earnings reports, financial
reports, and kind of scrolling
through those things to
identify, here's there's
something in here that I can
pull out to kind of personalise
my approach to this prospect.
Again, this stuff is like we're
all doing it today, but we're
probably not aware of how much
time we're sinking and doing
this for every single prospect
we're engaging with, and yeah,
like, for me, this is kind of
how I, how I do it today, right?
Well, before I used AI, this is
exactly how I, how I was doing
it. It might take me sometimes
10 minutes just to find
something relevant that the
prospects posted about on
LinkedIn in the past three
months, to so that I can, I can
reference something when I, when
I contact them.
Ollie Whitfield: All right, Tom,
should we show them how it's
done?
Tom Ridley: Show them how it's
done. Is what they are one way
it could be done, because
there's always more than one
way.
Ollie Whitfield: Some of the
ways,
Tom Ridley: so two tools here,
very different ends of the
spectrum. And actually, it was a
great example of how fast the AI
space moves. When I started
presenting these slides,
reggie.ai was a browser plugin,
and now it is a full AI. I layer
that sits for the most part in
enterprise grade software, so
it's crazy how fast the space
moves. Tuesday is a slightly
different tool, so we'll jump
into both those tools in a.. I
think the next slide shows it,
and in the interest of time, we
can probably just jump to it.
So, both of these tools, it can
be used to create personalised
messaging. All personalised
messaging comes from the kind of
same concept, which is to my
perplexity point earlier, the
more context you can feed an AI,
the more personalised you can
make the message. So that
research that we did in
perplexity a moment ago, that
would be context and information
we would feed into a - I'll give
it a quote - personalization
engine. Okay, but also prospects
websites, broader Google
searches, you can scrape
people's LinkedIn pages, I'm
sure she won't mind me saying
it, but Nia, my sales coach, and
I were working on a project for
the last few weeks on scraping
insights out of the My Sales
Coach posts that they're making
in the business and
understanding the engagement on
those, that's all context, so
both of these tools operate in a
similar way in the sense that
they harness multiple data
sources, and then they use that
to start writing emails or
writing communications in your
tone of voice with your value
proposition in mind, and with
your target, and specifically
with your target prospect. So,
on the left-hand side, we've got
Reggie, so it's an
enterprise-grade AI enrichment
tool designed to work around
multiple areas of knowledge,
CRMs, SharePoints, all this
stuff, it can pull that
together. Tuesday is a bit more
light touch, and it's a tool
that you can force a load of
data into in one go, 1000s of
contacts, and it will go and
directly work with what's on
LinkedIn and start creating
using content based on what's on
their profile. So, both really
nice tools, but if you want to
start doing this with Chat GPT
or an equivalent today, then you
can. What you need is that
context. So the research from
Segaplexity put into a folder on
or a project in say Chat GPT or
the same equivalent in Claude or
Gemini. If you did that
documentation around what your
value proposition is, what your
standard sales emails look like
in terms of the ones that are
good that get good response
rates, so it gives it an idea of
what good looks like for the
business. Put all of that in a
project and then start giving it
some specific context on on
chats that you have around, I
want to write an email for this
customer, and this is the
information I'm going to, this
is the information I've got, and
some chucking some specific
documentation into there, so you
can create your own simpler
versions of these tools, which I
said are a bit more manual, but
would deliver huge amounts of
value, and when you start to see
that they are generating you
benefits in terms of the quality
output that you get to, the
better, and you can start to
scale those to give you an
example of some of the things
that I would prompt for in
these, I would be looking for
where prospects are using
language that would align
directly with my value
proposition, so if I - I'm an AI
company, right? So if I - if I'm
looking at an organisation,
thinking, are they wired the way
I am, it's like things that they
say, where they say, where they
mention things like we're at the
cutting edge of something, and
or we're entrepreneurial stuff
like that, they're perfect terms
for me, because I'd latch on to
those.
If someone's, if an organisation
has traditional, that's not
necessarily the best language
that I would want to be writing
to. So, if I've got to change
the way that I might read my
communication, or maybe actually
don't even send an email them at
all, you get the idea about it's
trying to get to that nuanced
level with all the information
we can feed into it, and then
using that information to then
create truly personalised emails
that you would write if you had
30 minutes per email,
Richard Smith: yeah, I think an
example for our company is like
in looking for people's on their
LinkedIn profiles where they're
referencing things like coaching
or development of people is
important to them, they're the
people that are gonna most
resonate with our proposition,
they're the people that we want
to profile as like higher
priority, higher priority
prospects beyond just what a lot
of people are searching for,
which is, you know, hey, I'm
looking for these accounts or
companies of this size or this
job title, like, which is great,
right? That's a good starting
point, but how do you actually
become more focused on the
people who I think you use the
phrase wired the same way as
you, wired the same way as you,
they're going to be easier to
get on your side when it comes
to approaching them,
Ollie Whitfield: right, chaps.
I'll move us on then. So, last
thing here, I think this one
maybe, maybe you disagree, Tom.
Does this play a little bit more
toward the sales leader point of
view? I get it, could well be
both, but is this not that
country?
Tom Ridley: No, I actually
think, and I'm not even gonna..
this isn't.. I don't think it's
a hyperbole, so it's an opinion
status of fact. I think call
analysis, whether that's video
or just the audio transcript, is
probably the most valuable thing
in the sales or the piece of
data you can have in the sales
function and customer success,
and the reason is it contains a
wealth of data that up until AI
was really difficult to get, so
not just for leaders.
Ollie Whitfield: All right,
well, Rich, talk to us about
what it's like today, and we'll
get, we'll crack on to do.
Richard Smith: Yeah, well, I
think the thing, what's
interesting is that probably
most people on here are probably
using some kind of like call
transcription, call
summarization type technology.
Think for me that the challenge
is that they're probably not
capitalising on what they could
actually do with that
technology, and for a lot of
people, they, they may still be
watching about their calls one
by. On in full, they may be
missing some key context. They
may be, they may still be making
notes from their calls. They may
still be trying to self-identify
mistakes within the calls, but
actually, from experience, most
people aren't even doing that.
Most people aren't reflecting
back on, "Hey, where did I go
wrong in my last call? They're
also doing, like, follow-ups to
calls, and some people still
aren't even using kind of these
tools to create great summary
emails. I'm actually excited on
the next slide to share some of
the ways that I'm actually using
call analysis, and some share
some examples of where perhaps
what you're not doing today,
which you could be doing, but
for again, for a lot of people
that probably they have access
to this, they're just probably
not doing a lot with it, and
it's kind of probably harming
their effectiveness and
productivity, Tom.
Ollie Whitfield: Over to you,
mate.
Richard Smith: Yeah, I'll go,
go, go for Tom.
Tom Ridley: So we can probably
rattle through sides, because I
think we're just right. Most of
us will probably have some level
of cool note taker now. If you
don't, sometimes I turn up to
things I'm testing them, and
I've got five, and it's me
joining, so it's a bit
outnumbering for me, or
whoever's joining my calls. Gong
and sales loft, and I want
labour on these. I think the big
thing across the spectrum of
note takers is that when they
first came to the market, they
were good, but people didn't
necessarily know how to use
them. We have seen an abundance
of these things pop up in other
technology, like for example,
Apollo added a note taker some
time ago now, but they added a
note taker because they
recognised that a lot of SDRs
were wanting that kind of
functionality at their end of
the sales cycle, it wasn't just
probably where I've been focused
a little bit more towards the
in-flight deals and account
management type stuff.
Historically, we have tools now
that can actually give you
real-time guidance and playbook
information, if you want to have
it. They're more expensive, but
you can get them. The point is,
it doesn't matter what AI tool
that you're using or
transcribing with even if you
don't get access to that
transcription until after the
call, what matters is that
you've got now a huge amount of
data that you can use for a
variety of purposes. The key
thing for me is thinking about
how you want to leverage those
tools in your workflow. Let's
say you're an SDR using these
tools, or someone that focuses
on the qualification, the early
stage of the sales cycle, then,
like Rich was saying, you want
to be using those calls to
analyse scale what you're doing,
you want to be looking for
trends in the way that you're
doing things, possibly not an
individual call to call
situation, but what are you
doing over a period of time. So
you need to take all those
transcripts and feed that into a
project within Chat GPT or some
form of AI tool to analyse
what's going on inside of your
calls at large, counter to that,
if I was, say, you know, working
on enterprise level deals of six
to 12 month sales cycles, I've
probably got lots of long
meetings in there, which could
be hour, hour and a half, even
two hours at times. There's
loads of subtlety and nuance.
There's multiple stakeholders
that I'm dealing with. I need to
use that tool in a very
different way. So, yes, the
meeting minutes are great, and
understanding what I said is
great, but actually what's
better is maybe to use that tool
to do a stakeholder profiling
all the time to say, well, what
was head of procurement saying
and doing whilst I was talking
about the topic, oh, and also
head of HR or head of sales,
whoever we're selling to, what
were they doing, and use the
calls in a much more
sophisticated way, beyond just
I've got some notes and some
actions, it's how can I use the
information or the knowledge I
gathered during that, that time
where I was on a call, the most
valuable time we have with
prospects and customers to my
advantage, and use it in
multiple different ways across
my sales cycle or across my
business.
Richard Smith: Two valuable use
cases that I find really
powerful with this is using the
cold transcripts to create, I
call them like what I heard you
say slides for my next meetings
or demos. I kind of taught Chat
GBT. This is the format I would
like these slides to look, which
is your situation, your
challenges, the impact, so it
understands the structure of the
slide. I just take the
transcript, put in a Chat GBT,
and it will actually create me
my slide into those different
categories that I use to start
off my next calls with my
prospects, so it's got the
structure that I like. That
exercise used to take me in some
cases 30 minutes, 45 minutes,
essentially listening back to
the entire call to build those
slides. It now takes me
literally less than a minute,
again makes me look super
diligent, super prepared for the
meetings. The second one is I
like to use this for messaging,
so sales people were trying to
constantly find what messaging
is going to land best by
prospects, maybe from a
prospecting point of view. So,
what I can do now is take my
call transcripts and get AI to
essentially analyse what were
the biggest problems, the most
common problems, the quotations
of my prospects being used
across these calls, where
they're describing the problems
that they're experiencing, and
that messaging essentially
becomes my best prospecting
messaging, because it's coming
from the voice of my prospect,
and I'm able to kind of
amalgamate that across multiple
calls. So, yeah, there's two use
cases that you can use for kind
of making yourself look more
better prepared for your, for
your meetings with prospects,
but also helping you with your
messaging as well.
Ollie Whitfield: All right,
guys, I'm going to go for about
half a minute. An answer, I got
three or four to give you. Tom,
first, is it fair to say Reggie
and Tuesday are more designed
for B2B? What if B2C is an
option?
Tom Ridley: Oh, God, good
question. In the B2B to B2C, I
said caveat across all tech in
this space is that you. To find
the one that works best for the
way that your business operates,
and that's the great thing about
AI, you can always find
something that is that works for
your specific business. I never
recommend a tool and say you
shouldn't look at others. Of
those two, I wouldn't recommend
Reggie, because it's just
because it's an enterprise level
tool. I think that's overkill,
if you're, if you are B to C,
probably Tuesday or although you
might find that there's a custom
solution or another solution out
the marketplace. It's better.
Ollie Whitfield: Very good. I'll
go rich. Do you think that
there'll be repercussions for
using AI-created openers or
content that are sensed by the
receiver? How can we keep
authenticity while using AI?
Richard Smith: Yeah, absolutely.
If you sound like everybody
else, doesn't matter if it's
AI-generated or it's, you know,
something that's been
recommended on LinkedIn. If it
becomes the norm, then it starts
to become recognised as the norm
by our prospects. So, I think
what you need to look at AI is
it gives you the, it gives you a
much quicker starting point.
It's about how you layer on your
human authenticity, your
tonality, or your own spin on
things, which will keep the
human element to it, so don't
just use AI output, use it as
like the big structure of the
house is already built, you just
want to add in your adding your
own flavour to it to ensure that
you're remaining authentic and
differentiated to your
prospects.
Tom Ridley: Can I just add to
that as well, which is a common
thing about AI in general. AI is
not the issue if you're getting
people reacting to what you're
saying to them in a negative
way. The AI isn't the problem
the way you're prompting that AI
is, and what you're asking it to
do. If I remove the word AI, for
example, and said junior
salesperson is making these
calls, like has told me to say
this, or my assistant, or
something like that, we
wouldn't, we wouldn't label it
that way, we just say our
message isn't very good, and so
there's an expectation, because
it's an AI, it should be
perfect, it's only as good as
the information we give it and
what we train on it and ask it
to do, so if you're not getting
good results, consider switching
things up, because just like if
I use the same sales script I
used five years ago, that
wouldn't resonate today. You
have to evolve, and so therefore
the way that we prompt and work
with the AI has to evolve as
well,
Unknown: you.