Sales automations

By day I sell Alfred, AI marketing for local businesses, to Swedish tradespeople over the phone. Every minute a seller spends on admin is a minute not spent talking to customers. So I started automating the boring parts, with Claude as my pair programmer.

What runs today

• Meetings that set themselves up. When a seller books a meeting in our dialer, a Google Apps Script picks it up within seconds. It adds a Meet link, invites the customer and the colleague who builds the demo, rewrites the calendar text into a short, friendly invite with the seller’s own note and sets a proper title. If the meeting moves, everything follows. A backup run every five minutes catches anything the webhook misses.
• An AI call coach in the browser. A Chrome extension that sits next to the dialer. It reads which lead is on screen, so nothing has to be typed in. Before the call it checks the company’s website: does it load, is it secure, does it work on a phone, is there a contact form. It turns what it finds into an opener and answers to common objections, written for that exact company. During the call it listens to both sides and shows the next thing to say.
• A coach that learns. Every call tests a variant of the opener and the meeting question. The outcome in the dialer tells the coach which variants book more often, and it uses the winners more over time.
• Research that runs itself. Before calling a group of companies, a script opens every website as a phone would, runs a Lighthouse speed test and checks for forms, tappable phone numbers and job pages. Over forty websites take minutes instead of a day.
• Small tools for the team. An email signature generator that turns a portrait into an animated GIF signature that works in Gmail.

Learning from our own calls

Before building the coach I pulled our call history and transcripts and went through every real conversation. The clearest finding: calls where the seller actually asked for the meeting booked many times more often than calls where nobody asked. That became our booking playbook and the logic inside the coach.

What I learned

• Automate the handoffs first. The biggest win was not AI, it was removing the step where someone copies data from one tool to another.
• Keep a human in the loop for anything a customer sees.
• Measure before you automate. The call analysis decided what the coach should do.

Built with Google Apps Script, a Chrome extension, the Web Speech API, Lighthouse and Claude. The tools are internal and stay that way.