About This Episode
In this episode of Founder Fireside, host Anna Hyatt sits down with Jeff Kingdom and Andrew Williams, the co-founders of V1 Leads. Jeff brings 35 years of sales experience from TD Bank and First Data, while Andrew comes from a tech background at Scotiabank and NCR. Two very different paths that converged to solve the same problem: helping businesses implement AI without losing the human connection. Their conversation explores the future of AI agents, why most websites fail to convert, and the coming shift where your website will need to serve two types of visitors — humans and AI agents shopping on their behalf.
Key Takeaways
AI is not just automation, it's orchestration — how you deploy it matters more than the tool itself
The invisible customer is coming: AI agents browsing your site at 3am, making purchasing decisions
Websites fail because they don't follow a sales process — they're brochures, not funnels
Speed to lead wins over the perfect pitch — being there first creates the opportunity
AI handles the first 60% of the sales process; humans close the complex deals
Design your website for dual path optimization: humans AND AI agents
Demo over description — showing Knock Knock creates "sparkle in the eye" that words cannot
JK
Jeff Kingdom
Co-Founder, V1 Leads — London, Ontario, Canada
AW
Andrew Williams
Co-Founder, V1 Leads — London, Ontario, Canada
Chapter 1
Two Paths, One Mission
Jeff spent 35 years in sales, from TD Bank to First Data, then into email deliverability, funnels, and now AI. Andrew came up through tech at Scotiabank and NCR, building mobile banking apps and smart home systems. A mutual acquaintance introduced them two years ago. Jeff brought the sales structure; Andrew brought the innovation. Together, they built V1 Leads to help small businesses embrace AI without getting lost in the complexity.
Chapter 2
The AI Flood and What Comes Next
AI chatbots and voice agents are flooding the market. But Jeff and Andrew see something bigger coming. Andrew introduces the concept of the "invisible customer" — AI agents deployed from someone's computer at 3am, browsing websites, comparing prices, making purchasing decisions on behalf of their owners.
"Are we programming our websites for this type of nighttime invisible customer?" The future isn't just AI talking to humans. It's AI talking to AI.
Chapter 3
Why Websites Fail to Convert
Jeff has audited thousands of websites. The common problem? They're brochures, not sales tools. Beautiful branding, but no sales flow. He uses the AIDA framework — Attention, Interest, Desire, Action — to restructure websites into conversion machines.
"Websites are one of the lowest converting tools out there because people can go anywhere. There's no sales process."
Chapter 4
The Knock Knock Moment
When asked what stood out about Knock Knock, Jeff's answer was immediate: the demo. Talking about intangible tools creates mediocre excitement. But when you demo live video engagement on a website, you can see the sparkle in their eye.
"Knock Knock enables you to go immediately from a digital brochure into a full human-to-human experience. Camera, not just chat. It's like the shoe store — you watch them click, you see what they're interested in, and then you engage." — Andrew Williams
You're Not Selling the Drill. You're Selling the Hole.
Don't sell features. Show people what it feels like when those features work for them.
Chapter 5
Speed to Lead vs. The Perfect Pitch
Anna asks: fastest response or best pitch — which wins more deals? Andrew's answer: speed. If you've got a great pitch but it took forever to reach them, they may never hear it. The fastest response gives you the opportunity to say, "I'm here, I'm ready to do business." Jeff agrees: live video converts higher than any other method. When you catch someone 30–40% through their buying journey, video accelerates the close.
Chapter 6
AI as the Gatekeeper
AI doesn't replace the human sale. It handles the first 60%. A car dealership they worked with was anti-AI — until they ran a 60-day trial. The results? People preferred engaging with AI first because it felt less pressuring than a salesperson.
"The AI did a great job on the first 60% of the sales process. Then the human element stepped in." AI qualifies. Humans close.
Chapter 7
The Dual Path Future
Andrew's advice for 2026: stop designing websites only for humans. The next wave of visitors will be AI agents — browsing, comparing, making decisions. Your website needs to serve both.
"In the next three to five years, there will be less humans on your site and more AI agents. What are you going to communicate differently to an agent? It's no longer about the pictures or the hero video." Customer experience is evolving into agent experience.
Chapter 8
The Biggest Sales Lessons
Jeff shares his first big sale — a multi-location carpet store in month one. What made it work? He listened instead of feature-dumped. Andrew shares his biggest deal — a 7,000 sq ft home theater build. He won against four competitors by creating a 3D video walkthrough, painting a picture of the outcome instead of listing features.
"Don't just show them what it is. Show them what it could be."
Chapter 9
Final Advice for Business Owners
Jeff: "We are in very fast-moving times. AI can complement, enhance, and grow your business. Take 30 minutes, explore the options, see what AI can do for you." Andrew: "Stop trusting only human behaviors. Recognize that AI agents are coming to your site. You need to serve the dual path — humans and agents. Ask yourself: what will I communicate differently to an AI agent visiting my website?" The future belongs to those who design for both.