How Ray Cantu and Eliot Gerstel Use AI for Cold Calling and Train Others on this New Technology

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  • Who: Ray Cantu and Eliot Gerstel
  • Website:
  • Course Topic: Sales Training
  • Interesting Stats: Months of trial and error based on feedback.

Who are you and what course have you created?

Hi, we are the co-creators of the ColdCALR online training course. Ray started in real estate and Eliot has a background in writing and marketing.

What market does your online course serve?

Our course currently serves real estate sales professionals who need to do a lot of cold calling. These are outbound calls to sales leads and our course helps improves the overall efficiency of their ability to communicate with their potential clients.

What’s the biggest benefit of taking your course?

We want our courses to stand out. There are literally thousands of sales courses out there that basically just repackage the same information, tips, or scripts. We wanted to give sales professionals a chance to actually practice their pitch in real time. This is where our AI language model comes in.

After completion of our course, we give our students access to our ColdCALR app, which lets you practice your sales pitches and role-play against our AI system. We look at it like a flight simulator but for sales professionals. The interaction allows the sales professional to develop their craft and hone their skills before jumping on calls with real clients. And our language model provides valuable tips and insights into each interaction, allowing the sales professional to hone and develop their pitch for greater effectiveness.

Basically, what we do is help people communicate better!

Ray Cantu's site How did you get into the market?

The idea was developed by Ray who has a background in real estate. He began to play around with different AI language models and soon saw how the feedback he received was able to be used to help him improve his own ability to communicate better with his clients.

Why did you decide to create an online course in the first place?

We created the company in Spring of 2023 and with the fast pace of the developing technology we were able to launch our first sales course in the summer of 2023.

Did you have any moments of doubt before you created/launched it?

Yes, I think we really want to make this the best sales course anyone could possibly purchase. We want it to be different. We want it to be informative, but we also want it to be entertaining. Our course pulls not only from real-life examples but also from science and emerging neuroscience to offer the most state-of-the-art sales training out there. We also pull examples from movies and popular culture to teach from. If someone is not engaged or interested during the learning process, then to us, it doesn’t matter how great the information is, because they won’t be motivated to continue.

If so what made you turn it around and do it anyway?

We want to empower people. Our goal is not just sales, we want to help anyone who needs to, become a better communicator.

What’s your online course like?

Our online course is a hybrid. We have text, video, but our real differentiator is the access to our ColdCALR app which lets you demo what you learned and then receive feedback on how you can improve your craft.

How long did it take you to create your course?

It took us months of trial and error and we continue to evolve the course working off user feedback, working to make the course the best value we possibly can offer to anyone wanting to improve as a sales professional.

Tell us a little about the process of launching your course and getting your first sale(s).

We did a soft launch with a handful of users to iterate and make sure the course was as good as it could be. - Ray Cantu Click To Tweet

Getting feedback, we did a demo for a handful of local sales professionals, it was our first demo and we sold our sales course to everyone in the room!

Do you have a lead magnet?

We have a handful. We have Art of Cold Calling ebook as well as sales scripts and a host of other material available on our site and our social media links.

Ray Cantu's site

What’s the traffic strategy that works best for you?

We are in a new space, and our use of emerging AI technology really differentiates us. We were able to quickly reach the top of searches for AI and Sales Training, but our true differentiator has been in-person demos. It seems that each time we’ve demoed the course for anyone, it’s almost an instant sale. We have seen great success and enthusiasm with our target audience, which is highly motivated sales professionals.

What online course platform are you using?

We run off Podia.

Do you like it?

Its been great!

Are there any features you wish it had?

Not yet, we’ve been really happy with it.

What made you decide to use your chosen platform over others?

It was plug and play and very simple to use.

What other tools do you use to run your online course business?

Stripe for payment processing. Mailchimp for emails.  ColdCALR for Ai Role Playing.

What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?

Think & Grow Rich, How to Win Friends & Influence People, Confessions of an Ad Man, The Creative Act: A Way of Being by Rick Rubin.

Do you have any big mistakes you’ve made along the way that you’d be willing to share?

We can luckily say no major stumbles so far but ultimately mistakes are just opportunities to learn.

Please share some idea of revenue.

We are pretty fresh off the bat, having just launched a little bit ago, and our AI backend is still in Beta, so it’s a little early for this. But the success we have had so far, even in our soft launch, has been beyond what we possibly imagined at this point.

Please tell us a little about what the money you’ve earned from your course has done for you.

Any money we’ve made from our initial sales has gone right back into development for our product so no vacations or down payments on houses just yet :).

In addition to revenue are there any numbers you would like to share?

We are leading the charge with AI-powered sales training and currently rank #1 on Google search for AI Cold Calling Course.

I think for us, one of our biggest WOW moments so far was our first handful of demos, which have ended with literally every person in attendance signing up for the course and services. - Ray Cantu Click To Tweet

That let us know we were really heading in the right direction and onto something pretty spectacular.

Ray Cantu's site

What has creating your course done for you personally?

It’s allowing us to help people communicate better with each other which is our ultimate goal.

Do you have a story of a transformation from any of your clients?

Yes, we have a client who was one of our first, and we call him our ‘Super User’. He was there on our first demo day, and we did a little game where the different sales professionals had to negotiate against our AI sales model. Our ‘Super User’ basically smoked the competition, which showed us how the more you use our platform, the more one’s skills can increase.

What advice do you have for people just starting out?

We have a core concept that we teach called “Stepping off the Line,” which is: Just go for it. Put your body in motion and start moving toward your goal. - Ray Cantu Click To Tweet

It may be tough going at first, but you’ll soon see your fear fall away. You’ll start to build wins, and those wins will go on to motivate you. It’s a positive feedback loop, but the most important thing is just to start.

Learn more about Ray Cantu and Eliot Gerstel of

Lisa Parmley
Lisa Parmley

Lisa Parmley is the founder of After gaining a Master's degree, she worked in research for about seven years. She started a training company in 2001, offering a course helping people pass a professional exam. That course has earned multiple 7 figures. She created SEO and authority site building training around 2007 which went on to earn well into the 6-figure mark.

She has 22+ years of experience in the trenches creating and selling online courses. Get help starting and growing your online course business here.

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