Purpose

You have a sales call in ten minutes with someone who filled out your form three days ago. You half remember their name. You have not looked at their website. So you either spend ten minutes frantically scrolling their Instagram, or you wing it.

This SOP sets up a system where Claude pulls what the lead told you on your intake form, researches them online, and gives you a structured brief you can read in two minutes. You walk in already knowing who they are, what they sell, and where AI could realistically help them.

Prerequisites

A Claude Project set up for sales (with your voice and service docs)
Your CRM connector enabled (GoHighLevel, HubSpot, or similar)
A lead who has filled out your intake form and is on your CRM

Open your sales project

Open the Claude Project you use for sales. This project should contain your service description, your pricing structure, and your voice guidelines. If you have not built a sales project yet, create one and load those files first.

The project does not need anything about the lead. Claude will pull that live from your CRM and from the web.

Connect your CRM

Make sure your CRM connector is active. For GoHighLevel, the connector lets Claude read contacts, pipeline stages, conversation history, and form submissions.

In your project settings, open the connectors panel
Search for your CRM (GoHighLevel, HubSpot, etc.) and connect it
Authorise the connection and grant read access to contacts

IMPORTANT

If you are not on a CRM yet, this workflow still works. Instead of asking Claude to pull from your CRM, paste the form answers directly into the chat. You skip the automatic pull but get the same brief.

Submit the lead's name

Start a new chat inside your sales project and paste the call prep prompt. Replace the lead's name and any context-specific details.

Claude will do two things in sequence:

Reach into your CRM and pull the lead's full record, including their intake form answers
Research them online: their website, Instagram, podcast appearances, recent press, anything publicly available

Then it assembles a one-page brief from both sources.

Review the brief

The brief Claude generates includes:

Who they are, what they sell, and who they serve
What they told you on the intake form, paraphrased, with notes on where they seem stuck
Where AI could realistically fit in their business: the two or three highest-value starting points
Five discovery questions specific to them and to AI integration
One thing to be careful about on the call
A warm, natural way to open the conversation

Scan it for anything that feels off. The prompt instructs Claude not to invent anything. When it cannot confirm a detail, it says so, which is exactly what you want before a real call.

Use it on the call

Keep the brief open on a second screen or printed beside you. Use the opener Claude wrote as your first sentence. Let the discovery questions guide the conversation when it slows down.

After the call, you can feed the outcome back into Claude: "The call went well, she is most interested in [X]. Draft a follow-up email." Because Claude already has the brief in context, the follow-up will be specific instead of generic.

Full Prompt (Copy and Customise)

Paste this into a new chat inside your sales project. Replace the bracketed placeholders with your lead's details.

Prompt Pull my newest lead from GHL ([your sub-account name]), [Lead Name], and read everything on the record, including what they filled in on the intake form. Then research them properly online: their website, their Instagram, their podcast, anything recent, so I understand their business and not just their answers. They have booked a discovery call with me about bringing AI into their business. Prep me for that call. Give me a one-page brief with: - Who they are, what they actually sell, and who they serve - What they told me on the intake, in your own words, and what it says about where they are stuck - Where AI could realistically fit in a business like theirs, the two or three highest-value places to start - Five discovery questions to ask on the call, specific to them and to AI integration, not generic ones - One thing to be careful about with them - A warm, natural way to open the call Keep it tight and in plain language. Use only what you can actually find or what is on their record. Do not invent anything. If you cannot confirm something, say so.

NOTE

If your lead mentioned anything sensitive on the form (for example, that their content must stay personal and never feel like a robot wrote it), add a line at the end: "They said [specific concern], so keep that front of mind and flag it as something to protect."

Frequently Asked Questions

What if my CRM is not GoHighLevel?

The prompt works with any CRM that has a Claude connector. Replace "GHL" with the name of your CRM. If your CRM does not have a connector, paste the lead's form answers directly into the chat instead.

What if Claude cannot find much about the lead online?

It will say so. The brief will lean more heavily on what the lead told you on the form, and the discovery questions will be shaped to fill the gaps. A shorter brief is still better than no prep at all.

Can I use this for calls that are not about AI services?

Yes. Remove the AI-specific lines from the prompt and replace them with your own service context. The structure (pull the record, research online, build a brief) works for any type of discovery call.

Should I use a test contact first?

Strongly recommended. Use a test contact while you are finding your feet, and keep the workflow to reading and drafting only. That way you are never accidentally messaging a real client through the CRM connector.

Walk Into Every Sales Call Already Knowing Them