This is Part 2 of a recap of Building (and Actually Using) an AI Sales Coach That Closes Deals with award-winning CEO of B Squared Media, Brooke Sellas and CEO and founder of Human Brands Win, Lindsay Tjepkema.

In Part 1, we explored the specific steps to create your own custom sales bot. Now we'll walk through practical ways Lindsay uses her own custom sales bot to confidently approach sales conversations and stay focused on what her clients need to close more deals.

Using Your AI Sales Bot

Define How You'll Use Your Sales Bot

Lindsay started by identifying how she wanted to use an AI sales bot. It would not be a replacement for her role in sales. Instead, it would help her get better at closing deals.

She then spent time setting up her sales bot so that it knew her, including giving it everything she possibly could about her brand. She told her bot:

• All about her audience
• All of her offer packages
• Ideas she was considering but hasn't done yet
• About strategies that didn't work for her business
• How many hours she works in a week and how much billable time she has
• What she is—and is not—trying to build
• What she never, ever, ever wants to do

Through these processes, many iterations, and lots of dedicated time, Lindsay developed a sales bot that felt like a sales coach she could trust.

Using Your Bot Like a Sales Coach

As she started using her new sales bot, the first big change Lindsay saw was being able to prepare for an initial sales meeting with a new prospect. Lindsay developed an outline she took to the call that helped her get the most out of that initial conversation.

Lindsay also realized how much more prepared she could be for these kickoff meetings with a coach she could bounce ideas off of prior to that first conversation. Rather than being feature-oriented, she had a better understanding of big-picture talking points to get on the table from the get-go.

Lindsay fed the transcript of this first meeting into her sales bot to determine how to follow up. Not to simply create a few follow-up emails—she explored the best follow-up strategy that focused on the client's core concerns and needs that surfaced during the call. In particular, this client had a sense of urgency Lindsay was able to tap into with her subsequent engagement with them.

And, she got the deal. Admittedly, Lindsay isn't sure she would have closed this deal without her sales bot's help surfacing exactly what the client needed most. It helped her stay focused and succinct, sticking to their urgent need for action.

Do This, Not That With Your Sales Bot

Think of your bot like a sales coach—not a tool, a machine, or an automated process that will simply spit out ready-to-use materials. Teach it about you, your brand, and get it to understand how you speak and operate. You'll need to spend time on this; it's not an out-of-the-box solution—it's a customized coach.

What you should do:

• Think of your bot as a coach and a tool
• Teach your bot about you, your brand, and your business
• Use what your bot gives you as a start, and then heavily customize it
• Continue to teach your bot—and learn from it

What you should not do:

• Treat your bot like a sales genie
• Try to get your bot to do standardized work
• Have your bot do the work for you
• Limit your bot to closing deals

More Ways to Use Your Sales Bot

Your sales bot is not just for sales. There are other benefits you can get from it in your daily work.

Creating Proof Points

Have your bot interview you about the results you've achieved with your clients. Do it on a day you need a boost because it can help surface accomplishments that are easy for you to overlook. Sometimes, you need a mirror.