Think sales automation is too risky or too impersonal? That mindset might be the very thing killing your growth.

In this episode of The Sales Machine, I’m sitting down with Jeremy Basset — a sales leader who’s evolved from driving growth at Unilever to helping businesses streamline their sales processes through AI and automation. We’re diving deep into the challenges of moving from founder-led sales to team-led growth and how AI tools like Super Benji can simplify and supercharge your sales efforts.

We break down why resilience, understanding your client, and adopting smart automation aren’t just nice-to-haves, they’re essential for scaling effectively. Plus, we explore how cultural nuances and relational selling can make or break your sales success.

If you’re ready to stop fearing automation, start empowering your sales team, and unlock growth you didn’t think was possible…this episode is for you.

Let’s get into it!

"Top of mind is top of funnel. The more they see you and hear from you, the better if you’re bringing value." - John Rankins

"Where methodical in terms of we've identified leads, we researched them, we create a whole bunch of information around that person, we then put that into an email, we then follow it up. So if you start to map out that journey, could you teach an AI to do that for you? That was the big question that we faced. Fast forward a few months, we had a very basic product that is basically the equivalent today of you typing into GPT. That product worked okay, and then we just kept evolving it from there." - Jeremy Basset

"We grew Co-Cubed by 35% last year, while competitors were going backwards or broke. That was because of SuperBenji. We solved a massive problem for ourselves and realized it was a massive problem for the industry. SuperBenji automates the toughest part of sales, the top of the funnel." - Jeremy Basset

“You need rhino skin in sales — tough enough to handle rejection and keep moving.” - John Rankins

“Founder-led growth can only scale so much. Team empowerment is the real unlock.” - Jeremy Basset

"Sales is about service and solving problems, not pushing products.” - John Rankins

“Cultural differences matter. Selling in the US isn’t the same as selling in Europe or Asia.” - Jeremy Basset

Chapters

(01:00) - Jeremy Basset's Journey in Sales

(12:00) - The Importance of Resilience in Sales

(17:56) - The Evolution of Co-Cube and Super Benji

(23:48) - The Science of Sales Success

(30:24) - Cultural Differences in Sales Approaches

(37:37) - AI and Situational Intelligence in Sales

(45:32) - Creating Irresistible Offers

Connect with Jeremy Basset

LinkedIn: https://www.linkedin.com/in/jeremybasset/

Facebook: https://www.facebook.com/profile.php?id=61562008697413

Twitter/X: https://x.com/jeremybasset

Instagram: https://www.instagram.com/superbenjiai/

Connect with John Rankins

Website: https://thesalesmachine.com/

Facebook: https://www.facebook.com/TheSalesMachineOfficial

Instagram:https://www.instagram.com/thesalesmachine_official/

LinkedIn:https://www.linkedin.com/company/thesalesmachineofficial/

YouTube:https://www.youtube.com/@JohnRankinsOfficial