Ryan explains how he uses tools like Claude to extract specific language from a prospect’s online footprint. LinkedIn posts, articles, podcasts and craft bespoke messaging. It’s not about pumping out generic templates. It’s about using AI as a research and ideation partner to move faster and personalise better.
🔹 Ditch mass outreach. Embrace hyper-personalisation.Spraying generic messages doesn’t build trust. Ryan shares how a handful of well-crafted, highly relevant outreaches can beat a thousand emails. Loom videos, thoughtful angles, and sharp research help him connect with hard-to-reach buyers.
🔹 Sell to the solution-awareWhy waste time with prospects who don’t even know they have a problem? Ryan suggests targeting those already looking the ones who’ve tried other solutions, failed, and are ready to buy something better. Focus on intent, not just interest.
🔹 Stop bulking up your pipeline to look busyA bloated pipeline might make dashboards look good, but it hides weak deals and wasted effort. Ryan advocates for qualifying with integrity walking away early from bad-fit opportunities rather than clinging on and discounting to win.
🔹 Be customer-centric, not submissiveBeing buyer-first doesn’t mean saying yes to everything. Ryan holds his line on pricing by anchoring the conversation in unique value and clear outcomes. He explains how long-term thinking and strong qualification eliminate the need for last-minute discounting.
What’s Broken in Modern Sales (and How to Fix It)Ryan and Marcus also dig into the systemic issues plaguing sales and marketing:
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Me-too messaging: Large Language Models regurgitate what’s already out there, so unless you feed it something original, you’ll end up sounding like everyone else.
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Misused metrics: Activity-based KPIs (dials, emails, sequences) drive volume, not outcomes. Ryan calls this “ludicrous maths” too many inputs, not enough impact.
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Marketing irrelevance: Most messaging lacks relevance, timeliness, or personal value which is why it gets ignored.
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Speak directly to your buyer’s real-world problems — avoid “expert language”
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Define your ICPs very specifically (e.g. startup CEO vs enterprise CTO)
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Use storytelling, curiosity hooks, and polarising opinions to stand out
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Create marketing that guides the buyer through their journey: from problem-aware to root-cause aware to solution-aware
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Build a unique methodology that makes you a "category of one"
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Take faster, imperfect action
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Stop overthinking pitches and outcomes
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Ask for help, personal and professional
This episode is ideal for sellers, marketers, and founders who want to:
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Cut through digital noise
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Sell without chasing
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Use AI responsibly
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Build long-term buyer trust
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