AI is everywhere right now. Every product launch, every SaaS update, every pitch deck seems to include it. But here’s the reality: customers don’t care that your solution has AI built in.

That might sound brutal, but it’s true. AI is already no longer the shiny differentiator it once was. For many buyers, it’s assumed. If your competitors are already using it, then the question isn’t “does your product have AI?” but “what does it actually do for me?”

And if you’re working with a business solution that doesn’t leverage AI in some way, then buyers will increasingly ask why not? It’s becoming one of the biggest questions in the room.

We may still be in August, with long evenings and summer holidays in full swing, but now is the time to start preparing for the final quarter of the year. In just a few short weeks, the conversation will shift. As the nights draw in, people will be talking about Christmas parties, festive campaigns, and the winding down of business before the new year.

Negotiation is an essential part of sales, but it’s not about winning at the expense of the other party. A successful negotiation should always focus on creating a mutually beneficial outcome, where both sides feel like they’ve gained value. Let’s explore the key principles that can transform your approach to sales negotiation.

Sales is as much about psychology as it is about process. Before any solution can be considered, a buyer has to feel heard, understood, and safe. Whether you're selling software to a leadership team or helping a business owner take their first step into structured growth, success begins with understanding what’s going on in their head, not what’s in your pitch deck.

When it comes to modern outbound sales, a well-structured sequence, also known as a cadence, is one of the most powerful tools in your sales arsenal. Whether you're using HubSpot, Outreach.io, Salesloft or any other platform, building the right sequence can dramatically increase your chances of opening conversations with potential customers.

But before we dive into what makes a perfect sequence, let’s take a step back and understand why sequences exist in the first place.

For me, BANT is not just a sales acronym. It is the decision point. It is the moment where you determine whether to continue the conversation or politely park it. By this stage, you should already know the lead fits your Ideal Customer Profile. You have done the homework. The organisation is right. The vertical makes sense. The person is relevant. But are they genuinely worth progressing into your sales process?

Let us break it down.

In the world of outbound sales, there is no room for guesswork. The days of flicking through a telephone directory and calling random companies in the hope that someone might say yes are firmly in the past. The most effective outbound sales strategies begin with knowledge, and that means knowing exactly who you are targeting and why.

At the heart of that understanding is your Ideal Customer Profile, or ICP. If you are not clear on who your ideal customer is, your outbound efforts are likely to fall flat.

The days of relying solely on face-to-face meetings are long gone. Remote selling, through platforms such as Zoom, Teams, or Google Meet, has become the standard way of initiating conversations with potential clients. Although there was once some hesitation about the effectiveness of remote meetings, especially before COVID, they are now an essential part of modern sales.

However, selling remotely does require a different set of skills to in-person meetings. Here are seven proven tactics to build trust and create genuine connection over video.

The rise of AI tools has brought with it bold claims about the future of outbound sales. Automation platforms promise to generate leads at scale, qualify them instantly, and even personalise your outreach, all without lifting a finger. But here is the truth that too many businesses overlook: outbound still works best when humans are behind the message.

Yes, AI can support the outbound sales process. In fact, it should. But it should not replace it. And that distinction matters more than ever.