You can always get the best sales secrets from the top companies in the industry. In this episode, I’m chatting with Josh Garrison, the Vice President of Apollo.io, about the top three sales practices you must stop doing in 2025. Even if you don’t use this sales enablement AI platform, these tips will help you boost your performance and close deals faster.

Meet Josh Garrison

• Josh Garrison oversees product growth, content marketing, and customer education at Apollo.io.
• He has 15 years of experience founding companies, leading teams, and writing the bestselling book Outbound Sales.
• As a two-time founder, he created the “full-cycle selling” framework to share a proven approach to B2B sales.

Only Let AI Do Some of the Work

• Are you still making the mistake of using AI to do all your work? If you haven’t realized it yet, people want a human touch, and too much AI can damage their trust in a company.
• Josh shares that it’s better to use AI for specific tasks. 
• For example, AI tools have gotten better at research and summarization. Use the information from your research to personalize emails and connect with customers.

Diversify Your Outreach

• If you’re still relying solely on email for outreach, Josh suggests adjusting the timing of your emails and not limiting them to one specific part of the day. 
• Pay attention to your prospect's daily routine. If they’re busy parents, it might not be a good idea to send emails at 8 a.m. Instead, try sending them later in the day when they have downtime.

Use Social Media the Right Way

• Josh advises using social engagement strategically, particularly by commenting on LinkedIn posts.
• Also, social listening can help you build a presence and establish expertise without overtly selling.

"Incorporating AI in a way that makes sense. Having IT do things that are going to level up your outreach, but not necessarily having IT do everything for you." - Josh Garrison. 

Resources

Josh Garrison on LinkedIn 

Email: josh.garrison@apollo.io

Apollo.io 

Outbound Sales by Josh Garrison 

Sponsorship Offers

1. This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

2.            This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

3.            This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.

Credits

As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.