AI Explored Podcast: How to Sell AI Services Without Selling Your Soul
Host: Michael Stelzner (Social Media Examiner)
Guest: Ann Murphy (She Leads AI founder, AI Readiness Project co-host, AI strategist)
Date: March 17, 2026

Episode Overview

This episode dives deep into the rapidly evolving world of selling AI services, offering actionable advice for marketers, creators, consultants, and business owners. Michael Stelzner and guest Ann Murphy address both the opportunities and challenges in building a career—or side hustle—delivering AI education and consulting, especially for those new to sales or the AI sector. Through candid discussion, Ann shares her journey, practical tactics for getting started, how to price and package services, and how to build an authentic reputation in the AI space without "selling your soul."

Key Discussion Points & Insights

Ann Murphy’s Entry into AI (02:17–04:43)

• Ann transitioned into AI after a nonprofit fundraising career and a personal health crisis.
• Discovered AI as a productivity partner:

  "I had Long Covid and I was launching a company and I didn't have any idea how I was going to launch a company with Long Covid until I hopped onto ChatGPT and realized that this would be my brain, this would be my second brain..." (02:22–02:35)

• Embraced the advice that you only need to be a "5th grader to 4th graders" in AI—a few steps ahead to teach others.
• Built her own consulting and education business, mainly serving the social impact sector.

The Power of Applied AI & Her Consulting Approach (04:48–05:50)

• Focused on real-world, applied AI for small-to-midsize businesses and nonprofits.
• Emphasizes sharing stories and case studies of practical AI use, not hype.

Common Misconceptions in Selling AI Services (06:48–07:54)

• Biggest myth: You have to be an "AI expert" on everything.
• Importance of focusing on your niche (“zone of genius”) and partnering with others for areas outside your expertise.
• Solo consulting can be limiting; collaboration is powerful.

Upside of Selling AI Services (08:15–10:14)

• The “Wild West” nature of the field allows you to creatively define and price your offerings.
• Opportunity for career reinvention—“repotting yourself.”
• Using AI in business leads to more efficient client engagements and business growth:

  "...we are able to move forward. The throughput of our client engagements is smoother and faster...slightly larger scopes, better quality delivery, re upping that client and things just running more smoothly." (09:10–09:51)

The Value of Experience: Repotting in AI (11:11–12:51)

• Your existing career expertise makes you more powerful when paired with AI.
• Particularly relevant for mid-career professionals looking for reinvention.
• Ann’s focus: Supporting women, especially Gen X and elder millennials, to bring leadership and legacy to AI adoption.
• "We actually can change the way things are rolled out to the public...and that mission-driven part of it is what brings most people who I hang around with to the generative AI table." (12:22–12:48)

Practical Steps to Start Selling AI Services (13:16–16:11)

• Lead Magnet/Starting Point: Offer AI education—host workshops or webinars (e.g., “AI 101,” “AI for Grandparents”).

  "You can absolutely do 101. Like go on Eventbrite right now, put your offer out there, design a workshop...and start inviting people." (13:21–13:41)

• Use live streams (LinkedIn, TikTok) to start conversations and signal your expertise.
• Repurpose career experience for AI—Ann offers a free tool on her website to help “re-index” prior experience for the AI world:

  "...a tool...will help folks re index their previous experience and their lived experience and see themselves. What would it look like if I applied this into AI Driven Economy?" (16:54–17:17)

Building Reputation & Rebranding (16:11–17:53)

• Establish a visible AI-focused digital footprint on social media.
• Rebrand yourself gradually—perception matters more than perfection.
• Overcoming imposter syndrome is part of the journey.

Selling Without Aggressive Self-Promotion (17:53–20:08)

• Let teaching speak for itself.

  "You don't need to promote...all you got to do is teach." (17:53–17:58)

• Aim for memorable “aha” moments during workshops to showcase practical AI value.
• Provide actionable follow-up materials (playbooks) to reinforce learning and build trust.
• Parlor tricks and tailored use cases make sessions engaging.

Turning Education into Paying Clients (21:59–23:58)

• Not all education should be free—swap services for testimonials, social promotion, and content assets if not compensated financially.
• Always formalize expectations, even for pro bono work.
• Testimonials and social proof are crucial for landing future (paying) clients.

• "If I'm ever on the fence, what I will say is I do one pro bono per quarter...This is what allows us to continue doing pro bono work is by getting some of that other kinds of compensation that allows us to grow our business." (23:12–23:59)

How to Price and Structure AI Services (24:19–28:45)

• It's the "Wild West"—no fixed price rules.
• Start with assessments ($2000 typical price) to evaluate organizational readiness and risk.
• Move up to multi-session workshops priced per head (e.g., $2000 per person for the first 20, then discounted).
• Perceived value determines pricing:

  "I have the same talk that I have been paid $0 for several times and that I have been paid $12,000 for. Same hour of my life, same deliverable...the perceived Value is what we're always trying to figure out..." (27:10–27:42)

• Discovery calls are critical to gauge organizational understanding and buy-in.

Demonstrating Value & Closing Sales (28:53–31:47)

• Focus conversations on outcomes—cost savings, efficiency, friction reduction—not AI for its own sake.
• Pain points often relate to collaboration and workflow friction, not just bottom-line numbers:

  "The friction, the pain points, the things they don't like about their jobs, specifically around collaboration, those are the things that get people to buy." (29:20–30:16)

• Listen for urgency and real motivation for change.

Hourly vs. Value-Based Pricing (31:47–33:43)

• Never Charge Hourly:

  "I've never charged hourly. I've never let an hourly rate come out of my mouth." (32:25–32:32)

• Sell transformations and outcomes, not time.

  "I don't have enough time on this planet to sell it for money. So what I'm really interested in doing is selling a transformation." (32:39–32:55)

• Use flat rates or monthly retainers.

Early Mover Advantage & Creating Sustainable Client Relationships (34:25–36:12)

• AI consulting is still a fresh field—opportunity abounds for early entrants.
• Long-term relationships likely if you specialize, understand your clients’ world, and grow with them.
• "Whether you think it's a side hustle or your main income, if you're the fifth grader to the fourth graders, you can do this." (36:08–36:12)

Qualifying Prospects & Assessment Offers (36:34–39:09)

• Key questions:
  • Do they have budget/capacity?
  • How do they make decisions?
  • What have they tried so far?
  • Where is internal/external pressure coming from?
  • Are you talking to the decision maker?
• Assessments offered as paid, not free; viewed as both a revenue stream and screening mechanism.

Expanding Services Post-Assessment (39:09–41:21)

• Assessments lead to:
  • Board, exec, or team training
  • Role-specific education
  • Workflow/operational consulting
  • Ongoing/fractional chief AI officer gigs
• Abundant opportunity—focus is needed to avoid overwhelm.

Success Story Highlight (41:21–42:28)

• Ann’s client began as an employee quietly using AI, earned a certification, and was appointed to lead her company's AI education rollout—proof that early adoption and visible expertise lead to internal promotion or external opportunities.

Notable Quotes & Memorable Moments

• "Be the 5th grader to the 4th graders." (Ann Murphy, 03:46–04:43)
  On only needing to stay one step ahead of those you teach.
• "You can create your own, offer your own pricing. Like there is no benchmarking. So if you like being able to create your own products... everyone’s making this stuff up." (Ann Murphy, 08:22–08:35)
• "Repotting yourself because you're root bound... now we're able to do something new and cool and relevant and revolutionary." (Ann Murphy, 11:19–11:41)
• "Don’t wait until it’s perfect... Be the 5th grader to the 4th graders." (Ann Murphy, 13:46–13:56)
• "You're not waiting for someone to ask you... You're putting your own self out there on your own steam." (Ann Murphy, 14:39–14:44)
• "If you were to calculate the cost savings or the new revenue potential for the AI interventions... you’ve got hard facts." (Ann Murphy, 28:54–29:01)
• "I don't have enough time on this planet to sell it for money. So what I'm really interested in doing is selling a transformation." (Ann Murphy, 32:39–32:55)
• "Whether you think it's a side hustle or your main income, if you're the fifth grader to the fourth graders, you can do this." (Ann Murphy, 36:08–36:12)
• "My assessment is $2,000, and it’s also a litmus test for me. If we can’t part with $2K, there’s not enough there." (Ann Murphy, 38:45–38:54)

Important Timestamps

• 02:17–04:43 | Ann’s journey into AI & early advice for beginners
• 06:48–07:54 | Key misconceptions in selling AI services
• 08:15–10:14 | Upside of building an AI-based business
• 13:16–16:11 | Practical steps to getting started (workshops, live streams, rebranding)
• 17:53–20:08 | Value-based education, not promotion
• 21:59–23:58 | From education/free gigs to clients—barter for testimonials, content, social proof
• 24:19–28:45 | Service structure/pricing, selling assessments and workshops
• 31:47–33:43 | Flat rates vs. hourly billing—don’t sell your time, sell transformation
• 36:34–39:09 | Vetting prospects, qualifying with paid assessments
• 39:09–41:21 | Assessment as a gateway; expansion into broader, custom services

Resources & Connect with Ann Murphy

• She Leads AI: Educational resources, community events, and AI educator programs
  SheLeadsAI AI Website
• LinkedIn: Connect with Ann Murphy, DM for collaborations and info
  (Search: Ann Murphy She Leads AI)

Summary Takeaways

• You don’t need to be an AI “guru”—just ahead of your audience.
• Education (workshops, webinars, content) is the fastest route to building credibility and attracting clients.
• Lead with teaching, not with selling.
• Use value-based or outcome-based pricing; never hourly.
• Secure testimonials and case studies, even for free or barter gigs.
• Vet new clients via paid assessments—offer them value while qualifying their fit.
• The best time to get into AI consulting is now, before the field becomes crowded.

This episode is a must-listen for anyone considering a pivot into AI consulting or education, offering concrete steps and reassuring advice to help you start, scale, and sustain success in the field—without compromising your integrity.