If you're here, you probably call prospects for a living.
You know the moment where the call goes off-script and your brain locks up for two seconds. You know the polite "send me an email" kill-switch. You know the third dial of the morning where your sharpness drops twenty per cent and the rest of the session is harder than it should be.
That's the problem AP Sales Coach was built to solve. It's a Mac desktop app that listens to your call in real time, matches what the prospect just said against your own pre-written script tree, and shows you the next line you should say — before you've even finished hearing them speak.
Not AI-written copy. Not a chatbot trying to talk for you. Just your script, surfaced on screen at the exact moment you need it.
Why I built it
I run APLeads — outbound services for UK trades businesses. I built v0.1 of Coach for myself first, because after 200 dials of my own I could quantify exactly where I was leaking deals: the 2-3 second freeze every time a prospect went slightly off-script.
After running Coach on my own outbound for a month, my booked-call rate jumped from 6% to 12%. Same script. Same prospects. Same operator. The only thing that changed was the next line was on my screen instead of in my head.
So I sharpened it, brand-locked it, and now I'm letting other operators run it on their own scripts.
What you'll find on this blog
This is the field-notes layer of the product. I'll be writing here about:
- Cold-call playbook — the exact script trees, objection handlers, and closing branches I run.
- Founder diary — what I'm shipping, what I cut, what's next on the roadmap.
- Method — real-time vs review-after, why one second of latency matters, the cognitive science of working memory on the phone.
- Field notes — interesting calls, weird objections, what's working in UK outbound right now.
No content marketing fluff. No "5 reasons why X". Real things from real dials, written by an operator who's still on the phone.
What's next
If you want to try Coach for yourself, the founding round is open right now — 50 spots at half-price for life of subscription, locked in. Seven days free, £0.00 today, cancel any time before the trial ends.
If you'd rather just read for a bit first, that's fine too — the next post is queued up.
Welcome aboard.
— Alix