Abi Asija interviews John Magnor about why sales isn’t mainly about persuasion or objection handling. The real leverage is building the foundation: fast lead response, strong sales systems (hiring, onboarding, CRM), and structuring teams so founders aren’t stuck on calls all day.

Key takeaway: speed to lead beats persuasion. John shares an AI “pre-call” tactic (via GoHighLevel + 24 Call Desk) to instantly prime opt-in leads before a human follows up. They also discuss the tradeoff between AI and human touch, agreeing that relationship-driven industries like real estate often benefit from keeping the human element to protect trust and goodwill.