September 23, 2025 • 11 mins
You know AI is transforming sales, everyone's talking about it, but you're still staring at ChatGPT like it's some mysterious black box, wondering what magical question you should type in first.
That's the reality for most salespeople even now. They know they need to embrace AI, they've heard the success stories, but they're paralyzed by the complexity and overwhelmed by the options.
If you're nodding your head right now, you're not alone. The biggest barrier to AI adoption isn't technical—it's mental. Salespeople are asking the wrong question entirely.
The Wrong Question That's Keeping You Stuck
Most people approach AI like it's some mystical oracle they need to appease with the perfect question. They think there's some secret prompt that will unlock AI's full potential, like finding the right combination to a safe.
They're wrong. There is no perfect first question for AI.
The real problem isn't what to ask—it's how you're thinking about the problem. Instead of asking "What should I ask AI?" you need to flip the script entirely.
The Mental Shift That Changes Everything
Twenty minutes before recording our latest Ask Jeb episode, I was working on a new training program for Sales Gravy University. I had a slide deck and workbook that needed proofreading, and my first instinct was to think, "Who can I get to proofread this thing?"
That's how most of us think: "How can someone else do this?" or "How can I get this done?"
But I caught myself and asked a different question: "How can AI do this?"
I uploaded the slide deck to AI and asked it to proofread for me. Fifteen seconds later, I had a response—not perfect, but a starting point. I refined my prompt, asking for typos organized slide by slide, and boom—seven minutes later, the entire deck was cleaned up.
What would have taken me 45 minutes and still resulted in missed errors was done in minutes, with better accuracy than I could achieve manually.
Why You're Already Qualified to Use AI
Will Frattini from ZoomInfo pointed out that "You already know how to use AI. You've been doing it for years."
If you've ever asked Siri for directions, told Alexa to turn up the music, or typed a question into Google—congratulations, you've been using AI. The only difference now is the sophistication and power of what's available.
The barrier isn't technical competency. It's the mental block of overthinking it.
You don't need to understand large language models or machine learning algorithms. You just need to ask a question and hit enter. That's it. That's the profound simplicity everyone's missing.
Think Like a Conductor, Not a Solo Act
Stop thinking of yourself as someone who needs to learn AI. Start thinking of yourself as a conductor standing in front of a symphony orchestra.
You've got Claude for certain tasks, ChatGPT for others, ZoomInfo Copilot for prospecting intelligence, Gemini for research—each AI is like a different instrument in your orchestra. Your job isn't to play every instrument; it's to conduct them all to create something beautiful.
The apex predators in sales aren't going to be the people who master one AI tool. They're going to be the conductors who know when to use which AI for maximum impact, iterating and refining until they get exactly what they need.
This means developing your prospecting methodology becomes even more critical. You need to know what outcome you're trying to achieve before you can direct your AI orchestra to help you get there.
Your Practical Starting Point
Stop overthinking this. Here's your action plan:
Step 1: Pick one AI tool you have access to right now. Your company probably already provides something. If not, start with ChatGPT, Claude, or any of the major platforms.
Step 2: Identify one recurring task that eats up your time. Email templates, research, call preparation—anything that's necessary but not your highest value activity.
Step 3: Ask the AI how it can help with that specific task.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:05):
This is the Sales Gravy Podcast.
Hi. I'm Jeb Blunt, best selling author of
fanatical prospecting, objections, sales EQ, and inked, and
I'm here to help you open more doors,
close bigger deals, and rock your commission check.
Welcome back to the Sales Groovy Podcast and
another episode of AskJeb. I'm Jeb Blunt Junior
or JBJ as most folks know me. And
(00:26):
we are continuing a conversation with two of
my favorite people. We've got the hardest working
man in sales, author of 17 best selling
books on sales and sales leadership, Jeb Blunt.
And we also have our great friend and
expert from ZoomInfo, Will Fratini, here to join
us today. And I wanted to start a
conversation with some questions that we got from
people who had joined the ZoomInfo webinars, so
(00:48):
go check those out on zoominfo.com.
I wanna talk about AI. Will, I know
that you were talking to me earlier in
the day about how people are looking for
the most practical ways to step into AI.
There's so much happening every single day. Every
twenty four hours is a whole new environment
for AI.
(01:08):
Practically speaking, as you have been working with
your team over at ZoomInfo to master
AI and sales and account management,
what platforms are people using? What should salespeople
start
logging into
to help them with their day every single
day with information, with prospecting, with messaging, with
(01:29):
the sales process, all of it? Where where
do people start?
Imagine having the ultimate competitive advantage.
Imagine every piece of your content attracting ideal
clients to you, not chasing them down. That's
not a dream. It's what's possible with the
right strategy.
And if you haven't heard by now, Jeb
(01:50):
and LinkedIn expert Bryn Tillman have written the
playbook that will evolve the way you sell.
Their new book, The LinkedIn Edge, is your
ultimate resource for turning LinkedIn into a revenue
generating machine. You'll learn how to prospect with
power, network with a purpose, and build a
brand that attracts clients to you. Not only
that, but they dive into the fundamentals of
(02:11):
using AI so that you won't get left
behind.
Don't wait. The LinkedIn edge is on sale
everywhere you buy books.
So I
I I can admit this. I was one
of the people that was like, I have
no idea how my colleagues are building these
prompts
and getting AI to generate these amazing
(02:34):
project results for them. And it took me
a minute to kinda realize, wait a minute,
like, this is actually happening.
I need to go learn, and I need
to remember how to learn how to learn
again. And so once I finally kinda boiled
it down to the simple the way I
learn best is I start with what's the
number one thing I need to go do.
Like, just get me out of my own
head and go do one thing. And the
one thing I realized,
(02:56):
was
starting an AI means going to a website
and finding a chatbot
and entering a question.
And then instead of me trying to understand
how AI and large language models and all
this stuff behind the scenes work, all I
needed to do was
ask a question.
Now most of us in 2025
have gone to Google in the last
(03:16):
hour and asked a question,
or some of us have already downloaded apps
and use them on our phone.
If you have an iPhone or if you
have an Echo Dot at home in the
last ten years, you've used Siri or Alexa
or whatever equivalent virtual assistants there are out
there. That's the number one tactical, practical way
to start leveraging AI
to more efficiently achieve an outcome that you're
(03:38):
trying to achieve. And an example
that I used was I used a chatbot
at TpT.
When I moved and I took pictures of
five boxes in my basement that were full
of kids' toys, they were labeled vaguely because
they were in storage for a year. I
said, help me.
Full stop. And it came back to me
with, here's the first twenty minutes you're gonna
open that box, and then you're gonna put
(03:58):
that stuff on that wall, and then this
and that was more than I could have
tackled in those five seconds.
I would have probably figured it out or
maybe I would have called my wife and
said, I don't know what I'm supposed to
do here. I would have figured it out,
but it would have taken me a while.
Probably would have put hard knocks on or
some show on and, you know, take me
another twenty minutes before I actually open the
first box.
ZoomInfo has a phenomenal application that we sell
(04:19):
now. It's called ZoomInfo Copilot. It serves the
same type of feature where you can ask
questions and get answers. It's just calling our
database and
information across the web. Chat GPT is great.
We're great partners with Anthropic who make claw.ai.
People,
talk about perplexity.
Google has Gemini. Microsoft has another Copilot. Salesforce
(04:39):
has Asian there's so many out there. I
bet you, if you work at a company
in 02/2025,
your company has access to something that they
can let you try. And that would be
where I would start. And once you get
access to it, the very next question is
what do I do? Just ask it a
question.
And when people ask me what question should
I ask, I always say, what's the question
that you wanna ask someone who you think
is an expert in AI?
(05:01):
Just type it in and click enter and
see what happens. And I won't spoil the
ending of what happens when you start to
interact with it, but that's what's allowed me
to learn. That's what's allowed me to take
steps. JBJ and I were talking about building
agents and GPTs again. A month ago, I
had no idea what I even just said
right now. I would have understood it. But
start with, I know how to ask Siri,
(05:22):
how do I get to
this address? Or I know how to ask
Alexa to turn the music up? Or I
know how to type into Google, you know,
how old are dinosaurs, or those types of
things are literal human conditions that we all
have. Just find an application that you have
access to and type it in. We're happy
to help our customers look at ZoomInfo Copilot.
They're very happy to have that because they're
able to actually get the ZoomInfo data that
(05:43):
they pay for as well. But it's a
it's been a really fun,
strangely fast and innovative conversation to have with
a lot of people that boils down to
very simple behaviors that we're all already used
to. Jeb, there's a question here that piggybacks
off of that, and it's from Tom Cleveland.
And he says, Jeb, what is the first
question I should ask AI?
Well, I would change that and say, you
(06:04):
need to change the question you're asking yourself.
Let me give you an example of this.
So twenty minutes ago before we jumped on
this podcast,
I was working on a new training program,
a new course that we're building for Salisbury
University
and this will be a virtual course, will
be taught live by one of our trainers.
I think Jessica Stokes is gonna teach this
first course
(06:25):
and I put together the slide deck and
put together
a workbook
for the workshop. And so workshop on being
more targeted with your prospecting.
And I started thinking to myself, okay well,
I need to get this thing proofread. We
were in a hurry. We wanted to get
up, get it scheduled so people can start
signing up for it. And I start thinking
to myself,
who can I get to proofread this thing?
(06:46):
And that's how my brain thinks, like, how
can I get this done or who else
can do this?
And we were under a time crunch, I'm
slowly training myself to do this. Instead of
asking, how can I do it? I start
asking, how can AI do it?
And I thought to myself,
this should be pretty easy, so I opened
up AI, I uploaded the slide deck and
(07:07):
I said, hey, could you proofread this for
me? Fifteen seconds later, returned a document that
wasn't usable because it told me where all
the typos were, but it didn't tell me
what slides they were on. So that was
just gonna slow me down. So I changed
the question, could you give me all the
typos
on a slide by slide basis one slide
at a time? Ten seconds later, boom, I
(07:28):
had it and I was able to go
through and I was able to fix it
and I was able to do that and
I mean it took me seven minutes to
fix the whole thing. Then I did the
same prompt with the workbook. We're thinking like
what's the question I should ask AI? Will's
right. What question would you ask the expert?
I mean, what would you wanna know? But
the bigger issue is every day I've got
to do things in my world that are
tasks.
Proofreading a deck takes time if I did
(07:49):
it myself, probably take me forty five minutes
to go through the whole thing and read
it all and I still miss things rather
than asking
what should I ask AI, start changing the
question you're asking yourself.
How can AI do this? And the next
question by the way, if AI can't do
it, how can someone else do it that's
not me so I can go focus on
something bigger than doing this?
(08:09):
And then if we take this a step
further thinking about what Will said earlier,
is the way that you have to start
looking at yourself in today's world. And this
is a shift from where we were even
a year ago, is that I want you
to think about you're standing in front of
a symphony orchestra. There's violins planned, there's cellos,
there's brass instruments. If there's brass instruments, there's
(08:30):
somebody playing a xylophone or whatever they do
in a symphony. I'm not really into classical
music, but imagine that yourself you're there. And
you've got the baton in your hand, you're
wearing a tuxedo
and you're conducting the symphony.
So Will was talking about agents. I heard
you talk about agents. We're looking at, you
know, all these different agents out there. But
if you think about the Apex Predator humans
of the future in sales,
(08:51):
you're the conductor.
You have all these AI's around you that
do all kinds of different things. Will mentioned
Claude. I love Claude. I use Claude all
the time. Claude and I are good friends.
Claude doesn't work for everything.
Sometimes I gotta go to Gemini. Sometimes I
gotta go to Copilot on ZoomInfo. Sometimes I
gotta go to chat GPT.
Sometimes I gotta go to GPTs that I've
built myself. We won't get into that. That
(09:12):
takes a little bit more time. But I
gotta start thinking to myself is I'm a
conductor,
and I have all of these AI around
me. And these AI that are around me
are gonna make me hyper productive. They're gonna
turn me into a superhuman because I know
how to conduct
them. But I've got to use my brain
and I've got to think about what I
want and I've got to be able to
(09:33):
tell them and iterate and work with them
like I would a group of employees
to get the output that I need eventually.
And if I if you start visualizing yourself
that way, it gets a little bit easier
to kinda step into what AI is gonna
be, and Will's advice earlier was right on,
start with one instrument. Just pick one
and pick one problem you're having,
(09:54):
and then go try to fix it. And
by the way, you may find that AI
takes longer to fix that than you could
yourself, or AI is not the right application
for that particular issue.
Go do it over here. But you may
find that and I may find this. I'm
never going back to having a human being
edit my material again because what it did
for me was amazing going through and fixing
all the typos. But you'll find over time
(10:17):
that if you have your AI doing stuff
stuff like that, maybe you gotta send it
through two or three at a time because
sometimes it didn't catch everything. You'll start getting
wise and smart about how to use it,
but you gotta start with something and the
question you wanna ask yourself is
not how I can do this, how can
AI do this?
(10:37):
Awesome. Well, thank you so much for being
here. I'm learning things from Jeb. That's the
challenge for AI is that you need to
have conversations with other people about how they
use AI because how Will has been using
AI and how Jeb has been using AI
is different than I've been using it, and
they might be using it a lot better
than me. In fact, I know that they're
using it a lot better than me because
I just heard some really great things. So,
thank you so much for joining us on
(10:59):
the sales group podcast for AskJeb.
If you are listening to this right now,
give us a five star review. Leave us
a comment and like the video on YouTube.
It helps us a lot. You are our
only marketing, so give us those reviews. It
means a lot to us. That's five stars.
Give us five stars.
I really appreciate y'all being here on the
Sales Guru podcast, and we'll catch you next
time.
This is the Sales Gravy Podcast.
Hi. I'm Jeb Blunt, best selling author of
fanatical prospecting, objections, sales EQ, and inked, and
I'm here to help you open more doors,
close bigger deals, and rock your commission check.
Welcome back to the Sales Groovy Podcast and
another episode of AskJeb. I'm Jeb Blunt Junior
or JBJ as most folks know me. And
(00:26):
we are continuing a conversation with two of
my favorite people. We've got the hardest working
man in sales, author of 17 best selling
books on sales and sales leadership, Jeb Blunt.
And we also have our great friend and
expert from ZoomInfo, Will Fratini, here to join
us today. And I wanted to start a
conversation with some questions that we got from
people who had joined the ZoomInfo webinars, so
(00:48):
go check those out on zoominfo.com.
I wanna talk about AI. Will, I know
that you were talking to me earlier in
the day about how people are looking for
the most practical ways to step into AI.
There's so much happening every single day. Every
twenty four hours is a whole new environment
for AI.
(01:08):
Practically speaking, as you have been working with
your team over at ZoomInfo to master
AI and sales and account management,
what platforms are people using? What should salespeople
start
logging into
to help them with their day every single
day with information, with prospecting, with messaging, with
(01:29):
the sales process, all of it? Where where
do people start?
Imagine having the ultimate competitive advantage.
Imagine every piece of your content attracting ideal
clients to you, not chasing them down. That's
not a dream. It's what's possible with the
right strategy.
And if you haven't heard by now, Jeb
(01:50):
and LinkedIn expert Bryn Tillman have written the
playbook that will evolve the way you sell.
Their new book, The LinkedIn Edge, is your
ultimate resource for turning LinkedIn into a revenue
generating machine. You'll learn how to prospect with
power, network with a purpose, and build a
brand that attracts clients to you. Not only
that, but they dive into the fundamentals of
(02:11):
using AI so that you won't get left
behind.
Don't wait. The LinkedIn edge is on sale
everywhere you buy books.
So I
I I can admit this. I was one
of the people that was like, I have
no idea how my colleagues are building these
prompts
and getting AI to generate these amazing
(02:34):
project results for them. And it took me
a minute to kinda realize, wait a minute,
like, this is actually happening.
I need to go learn, and I need
to remember how to learn how to learn
again. And so once I finally kinda boiled
it down to the simple the way I
learn best is I start with what's the
number one thing I need to go do.
Like, just get me out of my own
head and go do one thing. And the
one thing I realized,
(02:56):
was
starting an AI means going to a website
and finding a chatbot
and entering a question.
And then instead of me trying to understand
how AI and large language models and all
this stuff behind the scenes work, all I
needed to do was
ask a question.
Now most of us in 2025
have gone to Google in the last
(03:16):
hour and asked a question,
or some of us have already downloaded apps
and use them on our phone.
If you have an iPhone or if you
have an Echo Dot at home in the
last ten years, you've used Siri or Alexa
or whatever equivalent virtual assistants there are out
there. That's the number one tactical, practical way
to start leveraging AI
to more efficiently achieve an outcome that you're
(03:38):
trying to achieve. And an example
that I used was I used a chatbot
at TpT.
When I moved and I took pictures of
five boxes in my basement that were full
of kids' toys, they were labeled vaguely because
they were in storage for a year. I
said, help me.
Full stop. And it came back to me
with, here's the first twenty minutes you're gonna
open that box, and then you're gonna put
(03:58):
that stuff on that wall, and then this
and that was more than I could have
tackled in those five seconds.
I would have probably figured it out or
maybe I would have called my wife and
said, I don't know what I'm supposed to
do here. I would have figured it out,
but it would have taken me a while.
Probably would have put hard knocks on or
some show on and, you know, take me
another twenty minutes before I actually open the
first box.
ZoomInfo has a phenomenal application that we sell
(04:19):
now. It's called ZoomInfo Copilot. It serves the
same type of feature where you can ask
questions and get answers. It's just calling our
database and
information across the web. Chat GPT is great.
We're great partners with Anthropic who make claw.ai.
People,
talk about perplexity.
Google has Gemini. Microsoft has another Copilot. Salesforce
(04:39):
has Asian there's so many out there. I
bet you, if you work at a company
in 02/2025,
your company has access to something that they
can let you try. And that would be
where I would start. And once you get
access to it, the very next question is
what do I do? Just ask it a
question.
And when people ask me what question should
I ask, I always say, what's the question
that you wanna ask someone who you think
is an expert in AI?
(05:01):
Just type it in and click enter and
see what happens. And I won't spoil the
ending of what happens when you start to
interact with it, but that's what's allowed me
to learn. That's what's allowed me to take
steps. JBJ and I were talking about building
agents and GPTs again. A month ago, I
had no idea what I even just said
right now. I would have understood it. But
start with, I know how to ask Siri,
(05:22):
how do I get to
this address? Or I know how to ask
Alexa to turn the music up? Or I
know how to type into Google, you know,
how old are dinosaurs, or those types of
things are literal human conditions that we all
have. Just find an application that you have
access to and type it in. We're happy
to help our customers look at ZoomInfo Copilot.
They're very happy to have that because they're
able to actually get the ZoomInfo data that
(05:43):
they pay for as well. But it's a
it's been a really fun,
strangely fast and innovative conversation to have with
a lot of people that boils down to
very simple behaviors that we're all already used
to. Jeb, there's a question here that piggybacks
off of that, and it's from Tom Cleveland.
And he says, Jeb, what is the first
question I should ask AI?
Well, I would change that and say, you
(06:04):
need to change the question you're asking yourself.
Let me give you an example of this.
So twenty minutes ago before we jumped on
this podcast,
I was working on a new training program,
a new course that we're building for Salisbury
University
and this will be a virtual course, will
be taught live by one of our trainers.
I think Jessica Stokes is gonna teach this
first course
(06:25):
and I put together the slide deck and
put together
a workbook
for the workshop. And so workshop on being
more targeted with your prospecting.
And I started thinking to myself, okay well,
I need to get this thing proofread. We
were in a hurry. We wanted to get
up, get it scheduled so people can start
signing up for it. And I start thinking
to myself,
who can I get to proofread this thing?
(06:46):
And that's how my brain thinks, like, how
can I get this done or who else
can do this?
And we were under a time crunch, I'm
slowly training myself to do this. Instead of
asking, how can I do it? I start
asking, how can AI do it?
And I thought to myself,
this should be pretty easy, so I opened
up AI, I uploaded the slide deck and
(07:07):
I said, hey, could you proofread this for
me? Fifteen seconds later, returned a document that
wasn't usable because it told me where all
the typos were, but it didn't tell me
what slides they were on. So that was
just gonna slow me down. So I changed
the question, could you give me all the
typos
on a slide by slide basis one slide
at a time? Ten seconds later, boom, I
(07:28):
had it and I was able to go
through and I was able to fix it
and I was able to do that and
I mean it took me seven minutes to
fix the whole thing. Then I did the
same prompt with the workbook. We're thinking like
what's the question I should ask AI? Will's
right. What question would you ask the expert?
I mean, what would you wanna know? But
the bigger issue is every day I've got
to do things in my world that are
tasks.
Proofreading a deck takes time if I did
(07:49):
it myself, probably take me forty five minutes
to go through the whole thing and read
it all and I still miss things rather
than asking
what should I ask AI, start changing the
question you're asking yourself.
How can AI do this? And the next
question by the way, if AI can't do
it, how can someone else do it that's
not me so I can go focus on
something bigger than doing this?
(08:09):
And then if we take this a step
further thinking about what Will said earlier,
is the way that you have to start
looking at yourself in today's world. And this
is a shift from where we were even
a year ago, is that I want you
to think about you're standing in front of
a symphony orchestra. There's violins planned, there's cellos,
there's brass instruments. If there's brass instruments, there's
(08:30):
somebody playing a xylophone or whatever they do
in a symphony. I'm not really into classical
music, but imagine that yourself you're there. And
you've got the baton in your hand, you're
wearing a tuxedo
and you're conducting the symphony.
So Will was talking about agents. I heard
you talk about agents. We're looking at, you
know, all these different agents out there. But
if you think about the Apex Predator humans
of the future in sales,
(08:51):
you're the conductor.
You have all these AI's around you that
do all kinds of different things. Will mentioned
Claude. I love Claude. I use Claude all
the time. Claude and I are good friends.
Claude doesn't work for everything.
Sometimes I gotta go to Gemini. Sometimes I
gotta go to Copilot on ZoomInfo. Sometimes I
gotta go to chat GPT.
Sometimes I gotta go to GPTs that I've
built myself. We won't get into that. That
(09:12):
takes a little bit more time. But I
gotta start thinking to myself is I'm a
conductor,
and I have all of these AI around
me. And these AI that are around me
are gonna make me hyper productive. They're gonna
turn me into a superhuman because I know
how to conduct
them. But I've got to use my brain
and I've got to think about what I
want and I've got to be able to
(09:33):
tell them and iterate and work with them
like I would a group of employees
to get the output that I need eventually.
And if I if you start visualizing yourself
that way, it gets a little bit easier
to kinda step into what AI is gonna
be, and Will's advice earlier was right on,
start with one instrument. Just pick one
and pick one problem you're having,
(09:54):
and then go try to fix it. And
by the way, you may find that AI
takes longer to fix that than you could
yourself, or AI is not the right application
for that particular issue.
Go do it over here. But you may
find that and I may find this. I'm
never going back to having a human being
edit my material again because what it did
for me was amazing going through and fixing
all the typos. But you'll find over time
(10:17):
that if you have your AI doing stuff
stuff like that, maybe you gotta send it
through two or three at a time because
sometimes it didn't catch everything. You'll start getting
wise and smart about how to use it,
but you gotta start with something and the
question you wanna ask yourself is
not how I can do this, how can
AI do this?
(10:37):
Awesome. Well, thank you so much for being
here. I'm learning things from Jeb. That's the
challenge for AI is that you need to
have conversations with other people about how they
use AI because how Will has been using
AI and how Jeb has been using AI
is different than I've been using it, and
they might be using it a lot better
than me. In fact, I know that they're
using it a lot better than me because
I just heard some really great things. So,
thank you so much for joining us on
(10:59):
the sales group podcast for AskJeb.
If you are listening to this right now,
give us a five star review. Leave us
a comment and like the video on YouTube.
It helps us a lot. You are our
only marketing, so give us those reviews. It
means a lot to us. That's five stars.
Give us five stars.
I really appreciate y'all being here on the
Sales Guru podcast, and we'll catch you next
time.
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