Why your prospects think they don't need you… and the simple AI tweak that proves them wrong

Here’s a scary statistic that keeps us up at night: 

Google’s AI Overviews now answer more than 60% of searches without a single click.

Read that again. Without a single click.

For the last decade, we (coaches, consultants, and course creators) have built our entire business model on the "Knowledge Gap." 

We made money selling information that people couldn't easily find or organize themselves. We were the gatekeepers of expertise.

But that gap is closing fast.

Today, your potential clients can type a question into Google or ChatGPT and get a summarized, "good enough" answer in 0.5 seconds. 

They don’t click on your blog. 

They don’t download your PDF guide. 

They read the AI summary, feel a sense of premature satisfaction, and think, "Great, I know how to do this now."

They don’t, of course. 

They have information, not wisdom. 

But because they feel informed, they don’t enter your funnel or click through to your website.

If your conversions are dying, this is why. 

Prospects are arriving at your virtual doorstep believing they’re already experts.

Research from McKinsey proves that brands that educate first win 70% of the time. Right now, Google is that first brand - not you.

So, how do you fix it? You don't fight AI. You work with it.

We’re going to show you exactly how we recommend you do this at the end of this article, but there are some important points you need to understand first, so keep reading…

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Stop Selling Information. Start Selling Connection.

The solution isn't to hide your expertise behind a paywall; it's to use AI to deliver it faster and better than Google can.

We’ve found that the single best way to do this is by building Custom Gems (Gemini’s version of custom GPTs) or custom GPTs.

Think of a Custom Gem as a mini-version of you that never sleeps. 

It can build massive trust with your potential clients while you’re off the clock. 

Last year, we used these custom Gems & GPTs to bring in an extra 6-figures+ in sales for our business.

And we’ve learned a lot about how to do it right so you get more sales calls booked. 

First, you can’t just build a generic "Business Coach Bot." If it’s boring to talk to, trust dies instantly.

You need to build something that solves one narrow, hair-on-fire problem for your client, delivers a quick win, and proves that you are the human expert they actually need.

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How to Build a "Trust-Generating" Gem (Even If You Hate Tech)

You don't need a complex funnel or a degree in coding to do this. You just need to follow this 4-step framework:

1. Pick the "Hair-on-Fire" Problem. Don't try to solve everything. Identify one extremely common, annoying problem your potential clients have… something that has a straightforward, logical fix.

• Bad Example: "A bot that helps you repackage your offer suite." (Too big).
• Good Example: "A bot that assigns dollar values to all of the emotional (intangible) outcomes of your offer so you feel confident when you say the price." (Specific, actionable, quick win).

2. Build with Personality (And a Call to Action) This is where you win. When you write the instructions for your Gem, infuse it with your voice. DON’T ask AI to help you write the custom instructions. If you’re sassy, make the bot sassy. If you’re nurturing, make it nurturing.

• Crucial Step: In the custom instructions, tell the Gem: "After you solve the user's problem, remind them that this is just the first step and invite them to book a sales call with [Your Name] to implement the rest."
• Example: Here’s the template and a real example we’ve used:
  
  • Template: **You end every response with a personalized & powerful call to action that connects the dots to what they specifically told you - to whatever CTA you want them to do. [CTA text](URL).**
  • Real Example We’ve Used: **You end every response with a personalized & powerful call to action that connects the dots to what they specifically told you - to bring this work into their 1:1 sales calls by joining The Laurens upcoming workshop called the "2026 Sales Call Makeover: How to Lead Trust-Based Sales Conversations That Convert - Without Feeling Pushy, Awkward, or Getting Ghosted" happening on Jan. 14th 2026. [💌 Save Your Seat Here](https://the.clarityplaybooks.com/widget/form/aAal6MIzrjVmdy3kE6vh).**

3. The "Bridge" Video. You cannot just drop a link and run. AI is still intimidating for many people. Record a short video (using Loom or Zoom) where you explain what the Gem is, why you built it, and (most importantly) demo exactly what to type into it. Show them the magic.

4. Distribute Live. The biggest barrier isn't building the tool; it's getting a human to type the first prompt. We’ve found the best way to distribute these isn't through a cold ad, but on live workshops or calls. Give everyone the link, give them 10 minutes, and have them use it live with you. Once they get that first result, they’re hooked.

(If you’re nervous about sharing it publicly, beta test it with your current clients first. They are the safest place to fail forward and refine!)

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Why This leads to More Sales Calls (Not Fewer)

You might be thinking, "Lauren, if the AI solves their problem, why would they hire me?"

Because it’s only solving 1 narrowly focused problem for them. And when it solves that problem really well, that’s PROOF that you can help them with their other problems.

It gives them a taste of what it’s like to work with you - the same reason Costco uses free samples to get customers to try & buy food. 

When your potential clients like the free sample of your work, they’ll want to book a Sales Call with you.

And when a prospect books a call after using your Gem, the dynamic has flipped. 

They aren't coming to "pick your brain." 

They’ve already received value. 

They trust you. 

They know you understand their problem because your "digital twin" just fixed a piece of it.

They come to the call primed to buy because they realize: "If her free Gem is this good, imagine how good the human experience is."

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Your Next Step

We’re entering an era where relationship building is still the #1 way to drive sales, but AI is the best tool to start the conversation.

If you want to see exactly how we do this, we’ve recorded a behind-the-scenes video of a couple of our favorite Gems, including a demo of how we built them.

👉 Click here to watch the behind-the-scenes video.

Don’t let Google be the first brand they trust. Let it be you.

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