I used to think my biggest problem was the tech.
I spent months worrying if the AI was smart enough, if the workflows were perfect, or if the bot would hallucinate and tell a potential customer something mental.
But once I got the tech working, I hit a much bigger wall. I was talking to everyone, and because of that, I was effectively talking to no one.
I’d hop on a call with a plumber and talk about "scalability" and "api integrations." Blank stare. I’d talk to a marketing agency owner about "saving time on admin." They didn't care; they had a low-cost virtual assistant for that.
I was trying to sell the same drill to a carpenter, a dentist, and a skyscraper developer. They all need holes, but they need them for very different reasons.
If you want to actually move the needle in your automation business, you have to stop selling AI and start selling specific solutions to specific people. Here is what I’ve learned about the three groups of people who are actually reaching into their pockets for this stuff.
Why Agency Owners Buy Automation
The first group you'll likely run into is the agency owner. They are already in the world of software. They probably use tools like GoHighLevel, and they’re often feeling a bit stuck.
In my experience, most agency owners are tired. They’re tired of the "churn and burn" cycle of Facebook ads or SEO where a client stays for three months and leaves the second a campaign has a bad week.
When you talk to an agency owner, you aren't selling them a chatbot. You are selling them "stickiness."
If an agency provides the AI employee that manages all the incoming leads for a dental practice, that practice can never leave. If they pull the plug on the agency, they pull the plug on their entire front-desk operation.
What they actually care about:
- Increasing LTV (Lifetime Value): How can I make my clients stay for two years instead of six months?
- Protecting Margins: How can I offer a premium service without hiring five more account managers?
- Competitive Edge: How do I stop getting beaten on price by the new kid on the block?
If you're looking for more articles on AI specifically for agencies, I've noticed that the ones who succeed are those who position AI as a "premium add-on" rather than the core service.
Solving the Small Business Owner’s Nightmare
Then we have the local business owners. The electricians, the solicitors, the clinic owners. These people don't care about "AI" as a concept. In fact, some of them are probably a bit scared of it.
To them, a missed call isn't just a missed call. It’s £500 or £1,000 walking out the door to their competitor down the street.
I remember talking to a landscaper who was working 12-hour days. He'd come home, covered in dirt, and have to spend two hours replying to missed Facebook messages and voicemails while trying to eat dinner with his kids.
He didn't want a "Lead Engagement Automation Suite." He wanted his life back.
When you sell to this group, you have to frame the AI as an employee. Use names. Call it a "Digital Receptionist" or an "Automated Booking Assistant."
The practical takeaways for small business sales:
- Focus on the "Sleep Test": Remind them that the bot answers at 2 AM on a Sunday.
- Speak in Currency: Don't talk about "engagement rates." Talk about how many missed bookings they recovered last month.
- Keep it Simple: They don't want to see the "backend." They just want to see the notifications on their phone.
The Affiliate and the Power of Opportunity
The third tribe is one people often overlook: the affiliate marketer. These are people who don't necessarily want to build the tech themselves, but they have a massive audience of people who need it.
Selling to an affiliate is different because you’re selling an "income opportunity." HighLevel’s affiliate programme, for example, is famous for its 40% recurring commission.
You’re showing them a way to monetise their existing trust. If they have a YouTube channel for real estate agents, they aren't looking for a tool; they’re looking for a bridge. They want a reliable system they can point their followers toward that will make them look like a hero (and pay them a nice monthly cheque).
How to Tailor Your Message
I keep coming back to this: one pitch does not fit all. If you are sending the same cold email or running the same ad to all three of these groups, you are burning money.
Here is a simpler way to think about the "The Three Tribes" framework:
| Tribe | What they are really buying | The Key Phrase to Use |
|---|---|---|
| Agency Owner | Retention & Profit Margins | "Increase your client retention by 50% without hiring." |
| Small Business | Time & Peace of Mind | "Stop losing leads to your competitors while you're on a job." |
| Affiliate | Passive Income & Leverage | "A reliable, high-ticker offer for your existing audience." |
I’ve made the mistake of over-complicating this plenty of times. I’ve tried to show off how clever the prompts were or how many steps the workflow had. Nobody cared.
The moment I started talking about their specific "pain," the conversations changed. If you're struggling to find this clarity in your own setup, it might be worth a chat. You can book a consultation and we can look at your specific niche.
Why You Should Slow Down
Everyone is rushing to add AI right now. Every "guru" is telling you to build a bot and start cold calling.
I think the smarter move is to slow down and actually listen to the person on the other end of the phone. Before you demo a single feature, ask them: "What's the one thing in your business that, if it went away tomorrow, would give you the biggest sigh of relief?"
If they say "hiring people," talk to them about Tribe #2. If they say "my clients are leaving too fast," talk to them about Tribe #1.
The tech is just the tool. The understanding of the human being across from you is the real business.
If you’re just starting out and want to see how we’ve structured these conversations into a repeatable system, you can get the free book which goes into much more detail on the scripts and the "why" behind them.
The bit most people miss is that you don't need a thousand customers. You just need to be very, very clear about which of these three tribes you are serving this week.
Stop trying to be everything to everyone. Pick a tribe, learn their language, and show them you actually understand their world. That’s where the real growth happens.
This post is inspired by a chapter from my book "You're Selling AI Wrong." You can grab a free copy here — it covers the biggest mistakes people make when selling AI services and what to do instead.
About the Author
Steven Tann is an AI consultant, author of "You're Selling AI Wrong", and founder of SalesM8. He writes about AI, sales, and running a business from a narrowboat on the English canals. Connect with him at steventann.com.
