Most cold callers have a script in Google Docs or Notion. Almost none use it. This is an honest comparison of static templates vs AP Sales Coach — using my own numbers from 200 dials, including where templates are genuinely the right tool and you should not pay us a penny.
You've probably got one. A Google Doc. A Notion page. A printed PDF taped to your monitor. You spent two hours writing it. You read it once before your first call of the day, then never again — because reading from a doc while you're trying to sound natural on the phone makes you sound like you're reading from a doc.
So you wing it. You forget your best opener. You blank on the rebuttal you wrote for "send me an email." You hang up wondering whether you said the same thing five times in a row, or nothing at all.
The script isn't broken. The format is. Static text in a doc you can't read while talking is the wrong tool for a live conversation.
| Free template (Doc / Notion) | AP Sales Coach | |
|---|---|---|
| Cost | Free | £14.50/mo (founding, locked for life) |
| Setup time | 5 mins | 5 mins (paste your existing script) |
| Lines you remember mid-call | ~30% | 100% — they're on screen |
| Adapts to what prospect says | No — static text | Yes — branches in real time |
| Works on dial 47 of the day | Maybe | Yes |
| Updates when you learn what works | Manual edit | Same — applies everywhere instantly |
| Tracks which lines convert | No | Yes — outcome per branch |
| Audio leaves your device | N/A | Never — local processing |
| Costs you when you forget a line | Hidden | None |
You're on dial 47 of the day. The prospect picks up.
You: "Hi mate, it's Alix from APLeads — quick question, are you the right person to talk to about—"
Prospect: "Send me an email."
You know you have a rebuttal for this. You wrote it three weeks ago. It's in your Notion doc, somewhere. You wrote it because the FIRST time you got "send me an email," you froze for three seconds and then mumbled "sure, what's your address?" and lost the call.
But your Notion doc is open in another window. Switching tabs while the prospect is talking sounds bad. So you wing it. You probably say "no problem, what's a good time to chat instead?" — which you know is weaker than what you wrote. The prospect says "just email me" again. You hang up.
That's the failure mode. It's not that the script is bad. It's that there's no version of you that remembers all 32 nodes of a script while keeping a natural conversation alive at the same time. Your brain is doing four things at once — listening, deciding, talking, watching the clock. Reading isn't the fifth thing it can do.
AP Sales Coach is the fifth thing. It listens to what the prospect says, finds the matching branch in your script tree, and shows you the next line on screen. You don't read from a doc. You read three words and say them in your voice.
The setup overhead of any tool isn't worth it. Open the doc, scan it, make the calls. You'll remember your script because you don't make enough to forget it. Honest math: AP Sales Coach starts paying off around 50 dials a week.
If you've sold the same product to the same persona for three years and your conversion rate is stable, the doc you wrote in 2023 is fine. AP Sales Coach is for people whose script is evolving — week to week, prospect to prospect. If yours is set in stone, you're already optimised.
If your time per call doesn't matter, the friction of reading from a doc doesn't cost you anything. AP Sales Coach is for people who measure dials per hour and conversion per dial — typically agencies, recruiters, high-ticket reps, freelancers pitching retainers.
We're macOS-only right now (Apple Silicon). iOS companion ships ~3 months after Mac launch. Windows isn't planned. If your sales team is on Windows, the template is your only option.
A static script is something you read. AP Sales Coach hears the prospect saying "send me an email" and shows you the rebuttal while they're still talking. Latency is 0.847 seconds — faster than the gap most people leave between sentences. By the time they've finished, you have the next line on screen. This isn't autocomplete for cold calls. It's a coach in your ear who's already read your script tree and knows what comes next.
A Google Doc you wrote in March is the Google Doc you have in October. AP Sales Coach learns your scripts. Tweak a node — change a rebuttal, add a new objection branch — and every future call uses the new version automatically. Your iteration speed compounds. Templates don't compound; they atrophy.
If your script is in Google Docs, you don't actually know which lines work. You know your overall conversion rate. You don't know whether your "send me an email" rebuttal converts at 12% or 4%. AP Sales Coach tracks which branches led to which outcomes, so you know which lines to double down on and which to rewrite.
APLeads is my UK trade lead-gen agency. I cold-call roofers, electricians, plumbers, builders. The script tree in AP Sales Coach is the one I use on my own dials. Real outcomes from 200 dials with v0.1:
The script is the same. The format is different. That's the whole product.
£14.50/mo (founding tier) is one extra booked call per month. If your average client is worth £500, you recover the cost in two weeks. If it's worth £5,000, the first booked call pays for the year.
Most cold callers we talk to are leaving £400-2,000/month on the table from forgotten rebuttals and froze-on-objection moments. That's not the AP Sales Coach pitch — it's the cost of running cold outbound without coaching.
Founding tier is 50 slots, £14.50/mo locked in for life. Standard pricing rises to £29 then £49 as features ship. Founding never changes.
The script builder lets you paste your existing Google Doc script, validate it against the AP Sales Coach format, and download a JSON file. We've also published two starter templates — generic UK trades and generic B2B SaaS — that you can fork and customise. You don't need a subscription to use it. We're not gating it.
Even if you don't buy the desktop app, having your script in a structured tree (instead of prose in a doc) makes the script itself better. You spot dead-end branches. You see which objections you handle and which you don't. You catch contradictions.
Build your script free →Yes. Paste your existing prose script (from Google Docs, Notion, anywhere) into the script builder at /tools/script-builder, or use the AI generator inside the desktop app to convert it in seconds. You don't need to learn a new format — we convert.
Templates are starter examples. The real script is yours — built on your own outreach, your own objections, your own close. We have a B2B SaaS starter template too. The product works for any cold-calling motion: high-ticket sales, agency outreach, recruitment, coaching, freelance pitching.
No. The desktop app gives you a visual editor. The website builder lets you paste a doc and we convert. JSON is the underlying format — you'll never need to read it.
No. Your script is yours. Export it as JSON any time from the script builder. Even after you cancel, you keep the local copy on your Mac. We're not holding your IP hostage.
Right now it's solo (one operator per Mac). Team tier with shared scripts + manager dashboard is on the roadmap for late 2026. Founding members get free upgrade to Team when it ships.
50 SPOTS·BE ONE OF THE FIRST
· 50 SLOTS TOTALFounding tier locks in £14.50/mo for life — even when standard pricing rises to £29 or £49. 50 slots, then it closes permanently.