Short answer: to make more sales with AI, use it for the work around the conversation, not the conversation itself. Let it help you prepare for calls, draft follow ups for people who went quiet, plan kind and honest responses to objections, write sales pages and emails from your client's own words, and spot patterns in why people do or don't buy. Then you show up as yourself and have more real conversations.

By Laurie Burrows, marketing and sales strategist. Last updated Thursday 15th October 2026.

Here's what nobody tells you about sales. Most sales aren't lost on the call. They're lost before it, because nobody followed up, or after it, because the objection never got answered properly.

That's exactly where AI helps. It does the remembering, the drafting and the preparing, so you can focus on the human bit.

1. Prepare for every conversation

Before a call or a DM conversation, paste in what you know about the person (their application, their messages, their posts) and ask AI to help you prepare.

2. Follow up properly

I'd bet good money there are people in your DMs and inbox right now who were interested and just needed a nudge. AI can help you write follow ups that feel personal, not pushy.

Read every message before you send it, and add something only you would know. For more on this, see How to Follow Up After a Masterclass.

3. Handle objections with kindness

"I can't afford it." "I need to think about it." "Now's not the right time." Objections are normal, and they're usually a question in disguise. AI is brilliant at helping you see what's really underneath.

My full approach is in How to Handle Sales Objections.

4. Write sales pages and emails from your client's words

The best sales copy uses your client's exact words. Paste in testimonials, DM conversations (with names removed) and call notes, and ask AI to pull out the phrases people use to describe their problems and their results. Then use those in your sales page and emails. It's also how you sell without sales calls, because your pages answer the questions before people need to ask.

5. Learn from every sale and every no

Keep a simple list of who bought, who didn't and why. Every month, paste it into AI and ask it to spot patterns. Which content brought the buyers? Which objection keeps coming up? Which offer gets the most questions? That's your next month's content plan right there. If you need a simple way to track it, here's my lead tracker.

For the full system, from getting found to making the sale, read The Ultimate Guide to Getting Clients With AI. And for daily sales habits, see The Ultimate Guide to Making Sales Every Day.

Frequently asked questions

Can AI do my sales calls for me?

It can help you prepare, take notes and follow up, but I wouldn't let it run the conversation. People buy from people, and the call is where trust is built.

Is it OK to use AI to write sales messages?

Yes, as long as you edit them, make them personal and only say things that are true. Use AI for the first draft, then make it sound like you.

How do I stop AI sounding salesy?

Tell it what you don't want: no fake urgency, no pressure, no hype. Give it examples of your own messages and ask it to match them. Then read everything out loud before sending.