AI concierge sales lessons — Koerner / Bob Brennan

1. Keep the free front door, then price from value. ReadyLink is already $0. Price paid follow-on audit work from the value of the gap you found, after a short proof period, not a one-size rate card.
2. Show them their business, not a generic sample. Before the sales conversation, build a prospect-specific preview of their site or brand, and walk in with five questions only they would ask.
3. Put the “quick answer” call to action above the fold, and feed completed audits back into the offer. Do not buy GoHighLevel, join Playmakers, or pay for the $19 plan unless Trevor later says yes.

Our recommendations, not the speakers’ words. Call: DO. ICE 7 / 6 / 6, average 6.3. Owner of the build: AI Audit, due Tue 17 Nov 2026, 5:00 PM ET. Transcript was local Whisper (9,661 words); official captions were blocked. No screenshots. Revenue figures are the guest’s claims, not independently checked.

1. The headline numbers. Bob says current AI billable recurring revenue is about $25k–$30k a month, not counting setup fees, from about 26 clients. Fees range from about $297–$300 up to nearly $4,000 a month, averaging about $1,000. He thinks a careful starter could cash-flow $5k–$10k within six months, and that agencies in this lane could reach $100k–$200k a month, with 50%+ net margins. Those figures are his claims, not independently checked.
2. He started on his own businesses. Phone repair and used copiers, because he already knew the repeated questions. He says a low-traffic phone-repair site (350–500 clicks a month) still gets about 130 AI interactions and about 60 bookings or callbacks. Typed chat is about 60%; voice about 40%.
3. Show the prospect their business, not yours. Early demos of his own shops failed with a forklift dealer. A one-page sandbox of their site, even if it is only “good enough,” is what made the sale click.
4. Call it an AI guide, and say so out loud. Some clients use a cloned owner voice. Disclose it, especially for lawyers, clinics, and dentists, or people feel tricked and the legal risk rises.
5. A high-intent engine example. A diesel-engine rebuilder with a large following and engines starting at $13,000 got 50 people to raise their hand in one month — Bob frames that as $500k–$1M of interest, not closed revenue. Chat can send a tracked product link. Voice offers to email or text the URL, which also captures contact details. A 2–4 week trial is meant to make the client money first. Extra knowledge-base work is billed at $200/hour.
6. Rough conversion math. He uses about 5% of visits interacting and about 2.5% becoming a lead (100 visits → about 5 interactions → 2–3 leads), and compares that to people who won’t leave a voicemail.
7. Price from lead value, often after a free trial. Ask what a lead is worth, use real Google Analytics traffic, and back into a monthly fee. Examples he gives: a $200 security lead, two a month → $400/month; phone-repair leads at $5–$10, 60 a month → $300–$400. Minimum about $297/month. Setup, when charged, $1,000–$5,000, uncorrelated with the monthly fee. If the trial shows no lift, he does not charge. He says about 20% of trials don’t bump.
8. Where it works, and where it doesn’t. Strongest so far: material handling (forklifts, pallet racking, logistics), security systems, and a boutique engine shop. Optimistic about e-commerce. Weaker or slower: government, banking, big corporate, and “nice to have” services (massage, medi-spa) versus urgent need (HVAC, plumbing, phone repair). Skip businesses with no traffic and weak basics. “It’s easier to give birth than resurrect the dead.”
9. Put the helper at the top, and change the words. Bottom-right chat widgets look like the old email-gate boxes. He moved it above the fold and changed “Do you need help?” to “Do you need a quick answer?” / “Click here for a quick answer,” sometimes with a big yellow waving hand.
10. Time on the account. About 1–2 hours a month at the $300 fee; much more at the $4,000 level (he cites 10–20 hours a month, and two to ten hours a week as fees rise). A 250,000-visit prospect he would quote at $13k–$20k a month, with a similar setup fee, and about 48 hours a month. The paid work is fixing mistakes and improving the bot. Next: feed transcripts back in to find missed questions and cross-sells.
11. How a stranger sells it. Build a one-page sandbox, print the URL, bring a laptop, and ask ChatGPT or Perplexity for five demo questions (prompt below). Test the answers first. One security-system question — how the system works with the cannabis industry — is what made that owner “go nuts.” Cold calls do not lead with the word “AI”; they offer 10–20% more leads from the existing site, then a free four-week trial with no credit card. He estimates a 30–40% close rate on cold approaches. About 95% of his book is digital plus some cold calling, not only old clients. He has not sold phone-line AI yet, by choice.
12. Starting with no book of business. He is 60 and does not claim to be a tech expert. He describes a roughly 90-day learning curve, then door-to-door nerve. One landscaping walk-in went to “give it to marketing” and died. Chris also promoted GoHighLevel (affiliate) and PlaymakersAI (book a call) during the episode. Bob’s sites are linked below.

Gated and not used: GoHighLevel affiliate trials, the $19 Stripe “AI concierge business plan,” the TKOwners community, the newsletter, and PlaymakersAI (book a call). No free GitHub repo or downloadable template pack was linked.