I built AP Sales Coach because I was tired of forgetting my own openers.

I run APLeads — a UK trade-business lead generation outfit. Cold calling roofers, electricians, plumbers, builders. Trying to convince the kind of people who hate phone calls to take one with me.

One Tuesday morning in February, I picked up my own list of 200 numbers and made it through 30 dials before I realised I'd forgotten three of my own openers. Not the words exactly — the flow. Which gatekeeper-bypass to use when they said "what's this regarding". Whether to lead with the case study or the price hook. Which rebuttal to use for "send me an email."

I had it all written down. Three Google Docs. A Notion page. Sticky notes. None of it useful while I was actually on the phone, because reading a doc mid-call is a great way to sound like you're reading a doc mid-call.

The first version was a hack.

I wrote a Mac app that listened to my microphone, ran the audio through Deepgram for live transcription, fed the prospect's words into Claude with my script tree as context, and showed me the next line on screen. Not full sentences —prompts. Three to five words I could glance at and say in my own voice.

Six weeks later it works. I went from a 6% booked-call rate to 12% on the same lists. I stopped freezing on objections. I stopped writing scripts I never read. I started enjoying cold calling for the first time in years.

Why £14.50/mo, not £29 or £49.

Standard pricing will be £29/mo at year one and £49/mo when team features ship in year two. That's where the maths work for me to keep building.

But the people who back me now — before Apple has even cleared the install — those people earn the founding price for life. £14.50/mo, locked, regardless of what the public price does. Fifty slots. After that, the price goes up and stays up.

That's not a marketing trick. It's how I'd want to be treated if I was the one taking the early bet.

The promise to founding members.

Apple notarisation is in queue. Once they clear, founding members get the download link seven days before public launch. I'll personally walk you through setting up the script tree for your industry on a 30-minute call. Your price never changes. Your roadmap vote counts five times. When the iOS companion ships, you get it free.

If we don't ship within 90 days of your reservation, I refund every founding member in full. No questions, no fine print. That's the most aligned way I can think of to do this.

If you've read this far, reply to your confirmation email when you reserve. Every reply lands in my personal inbox. I read all of them and I write back.

— Alix

FOUNDER · APLEADS