Build an AI-Powered Sales Assistant

We came across an AI-assisted sales department at one of our AI exchanges and decided to use the case study as a roadmap for building our own.

The result was surprisingly powerful: an AI-generated Client Intelligence Brief with the information, insights, and talking points sellers need to have better conversations with customers and prospects.

Here’s how to build one for your team.

The prompt below is designed for Claude Cowork, which allows you to create repeatable tasks called “skills.” Once the skill is built, a seller can simply ask it to “Run the Client Brief” and have Claude perform the research and generate the report.

Building the AI Client Brief

Once you’ve downloaded the Claude Cowork app to a desktop, there are three basic steps:

1. Gather your company materials
   Give Claude the information you want it to understand about your company, products, audience, sales process, and other relevant materials.
2. Give Claude the prompt below
   The prompt instructs Claude how to research a customer and turn what it finds into a useful Client Intelligence Brief.
3. Review, refine, and save it as a skill
   Run the brief for your first customer. See what Claude produces, tweak the prompt based on the results, and then save it as a repeatable skill your entire sales team can use.

Taken one at a time:

1. Gather materials on your company for Claude to use

Put all these documents Claude will use into a  Claude Sales Folder it will access on a computer:

Materials Checklist

Audience & performance

• Subscriber/audience count (newsletter, site, social — whichever is relevant)
• Open rate and click-through rate (overall, and by content category if tracked)
• Highest-performing content categories or ad placements by CTR
• Any standout engagement proof points (e.g., webinar attendance sourced from your list, event turnout, download numbers)

Proof & credibility

• Testimonials or quotes from past/current advertisers
• Case studies or success stories with results (even informal ones)
• Notable past advertisers or logos you can reference

What you sell

• Products/ad formats offered (newsletter placements, display, sponsored content, webinars, dedicated sends, etc.)
• Rate card or general pricing
• Key benefits/differentiators — what makes your audience or publication distinct

Sales context

• Common objections you hear from advertisers, and how you currently respond
• Any upcoming events, webinars, or campaigns worth referencing in outreach

2. Give Claude Cowork this prompt

Create a reusable  Customer Intelligence Brief. We’ll test the first one on  [Advertiser/Prospect Company Name]

Research [Company Name] online — their website, blog, recent news, and social media (LinkedIn, Twitter/X, etc.) — to understand what they’re currently trying to do: new products, strategic direction, recent announcements, partnerships. Focus on what’s actionable for a sales conversation, not just static company facts.

You will use the information on my company from Claude Sales file [url of the folder]

Build the brief with these five sections: a) Account Summary — what [Company Name] does, their market position, and why they’re a fit for my audience b) Current News — what they’re posting/publishing right now (blog, social, news), and what it signals about their priorities c) Talking Points & Objection Handling — conversation starters tied to my data above, plus responses to my listed objections (and any additional objections you’d expect given their business) d) Follow-up letter — for after a successful call e) Follow-up letter — for if they don’t answer/no-show

Put the final result into a Google Doc. 

Save this as a repeatable skill.  Trigger: Create a customer brief for [name of advertiser]

3. Make it your own: Customize to your brand, and  save as a repeatable skill

Note:  This is designed for new advertisers. For former accounts and renewals, add purchasing and performance history to the original file.