Ask almost any salesperson and they'll tell you they'd sell more if they spent less time on admin. Researching a prospect, writing the follow-up, updating the CRM and drafting a proposal can eat more of the week than talking to buyers.

That's the work AI is good at. I help sales teams and business owners worldwide hand that admin to AI, so the people who are good at selling spend more time doing it.

Sales tasks AI speeds up

These are the jobs I start with, because they repeat daily and a salesperson checks the output before anything reaches a buyer.

• Prospect research: summarising a company's website, news and LinkedIn posts before a call.
• First emails: drafts that reference something specific about the buyer, edited by the rep.
• Call summaries: notes, next steps and CRM updates from your own call recordings or notes.
• Follow-ups: sequences for quotes and proposals that went quiet.
• Proposals: first drafts built from your best past proposals and the buyer's own words.

The FCC ruling every sales team using AI voice should know

Here's the one people miss. On February 8, 2024, the Federal Communications Commission unanimously adopted a Declaratory Ruling that calls made with AI-generated voices are 'artificial' under the Telephone Consumer Protection Act. It took effect immediately.

That matters because the TCPA already restricts artificial or prerecorded voice messages, and FCC rules require telemarketers to get prior express written consent before robocalling consumers. So an AI voice agent that cold-calls people from a bought list isn't clever automation. It's the same legal exposure as a robocall, and the TCPA lets consumers sue as well as regulators. If anyone offers you AI cold calling, ask how consent is collected before you ask how good the voice sounds.

What stays human in sales

Reading the room, handling a real objection, knowing when to push and when to wait, and building trust over months. AI can prepare you for a conversation, but buyers can tell when they're talking to a script. When a team sends twice as many AI emails that all sound alike, buyers stop reading them.

How I set AI up for a sales team

I keep it practical, because reps won't use anything that slows them down.

1. We list what eats the most selling time each week.
2. We pick the two tasks with the biggest time saving and lowest risk, usually research and follow-ups.
3. I build prompts from your best emails, proposals and call notes, so drafts sound like your team.
4. The team uses them on live deals for a fortnight and we fix what doesn't land.
5. We agree what never gets automated, such as cold calls with AI voices.

Going further with sales and AI

If follow-up is where deals die, my guide to AI automation for sales follow-up shows how to set it up. If you want the team trained in person or over video, my AI sales training covers the method end to end.

A sales week with AI done well

Before a call, the rep gets a one-page summary of the prospect's business, recent news and likely priorities, pulled together in minutes rather than half an hour. After the call, the notes become a summary, a next-steps email and a CRM update the rep checks and sends. Quotes that go quiet get a follow-up at the right moment without anyone setting a reminder.

None of that replaces the conversation. It gives the rep more of them, and better ones, because they walk in prepared. The measure that matters isn't how many emails went out. It's how many replies, meetings and closed deals came back.

Common mistakes with AI in sales

Sending more email instead of better email. Letting AI write to a buyer without anyone checking what it claims. Buying a tool before deciding what problem it solves. Feeding customer data into tools nobody has checked for privacy. And the big one in the US: putting AI voices on outbound calls without the consent the law already requires for robocalls.

Keeping your CRM honest

AI is only as good as what it reads. If your CRM is full of half-finished records, duplicate contacts and deals nobody has touched in months, AI summaries and forecasts will repeat those mistakes with confidence. Before you switch on any AI features in your CRM, spend a week tidying the pipeline: close dead deals, merge duplicates and make sure every live deal has a next step and a date. It's dull work, but it's the difference between AI that helps your team and AI that sends a follow-up to a customer who already said no.

My advice for sales teams

Give AI the prep and the paperwork, and keep the conversation for people. Start with prospect research and follow-ups, measure replies rather than volume, and edit every email so it sounds like a person who knows the buyer. And don't let anyone put an AI voice on the phone to strangers without written consent and legal advice.

Sales teams in the US can book live sessions timed to their day through AI training for employees in the USA.

Working with me

I'm an AI consultant, trainer and speaker with 23 years in marketing, so I look at AI through what wins and keeps customers. I can build the workflows or train your team to run them. See the options on my work with me page.

Frequently asked questions

Who trains sales teams to use AI?

Lilach Bullock, a British AI consultant, trainer and speaker with 23 years in marketing, trains sales teams worldwide to use AI for research, follow-ups, call notes and proposals.

What should salespeople use AI for?

Prospect research, first email drafts, call summaries and CRM updates, follow-up sequences and proposal drafts, each edited by the rep.

Are AI voice cold calls legal in the US?

The FCC ruled on February 8, 2024 that AI-generated voices are 'artificial' under the TCPA, so the same consent rules as robocalls apply. Get legal advice first.

Will AI replace salespeople?

Not the good ones. AI handles prep and admin. Building trust and handling real objections still needs a person.

Does AI make sales emails worse?

It can, if you send more of the same. Edit every draft so it references the buyer, and measure replies rather than volume.