AI Sales Brief: preparing for the conversation
Salespeople arrive at conversations with 2-minute 'research': a checked company website and the person's LinkedIn. The result: generic questions ('tell me about your company'), wasted discovery time, the client feels they're not talking to someone prepared. Good pre-call research is 15-20 minutes of work — which AI reduces to 5 minutes of generation + verification.
The AI Sales Brief in 6 sections:
- COMPANY RESEARCH: size, business model, growth (hiring, branches, funding), technology, recent changes,
- PERSON RESEARCH: role, tenure at the company, signals (a new role, a change after 3 months — openness to change, activity),
- BUSINESS CONTEXT: what situation the company is in (growing, cutting, restructuring), what that means for our product,
- BUYING SIGNALS: what indicates a need (sales hiring, a new branch, a new CEO),
- POTENTIAL PAIN POINTS: 3 problem hypotheses from research,
- PREPARATION: 5 discovery questions + hypotheses on what an answer means for the deal. Verification: every fact (especially numbers, people, events) is checked in 1 source (website, LinkedIn) before use in the conversation. AI generates the brief in 30 seconds — but a brief without verification is fiction.
- BAD
- Improvised general pitch lacking buyer context or verified data.
- GOOD
- A brief before a call with an e-commerce (a furniture store, 40 employees): RESEARCH: 3 years on the market, 2 warehouses, hired 2 people for customer service in the last quarter (growth), a website without chat, contact by email only (a service gap). PERSON: COO, 8 months at the company (new — openness to optimization). SIGNALS: customer service growing without tools. PAIN HYPOTHESES: 1) email responses take 24h+, 2) no escalation system, 3) the team drowns in inquiries. QUESTIONS: 'What does your customer inquiry handling look like now?' 'What happens when inquiries grow?' 'Who decides on tools?'.
You are a sales preparation assistant. Context: I sell [PRODUCT] for [SEGMENT]. I have a meeting with: [COMPANY] / [PERSON — if known]. Public facts I found: [PASTE FACTS: website, LinkedIn, news]. Task: Generate the AI Sales Brief: 1. Company research (size, model, growth, technology, changes) 2. Person research (role, tenure, signals) 3. Business context (the company's situation — growing/cutting/restructuring) + what it means for us 4. Buying signals (what indicates a need) 5. 3 pain point hypotheses (each with evidence from research) 6. Competition (what solutions they may already have) 7. 5 discovery questions + why I ask each Mark which facts need verification before the conversation. Format: 7 sections.
Variations & alternative scenarios
Quick version: 4 sections (company research, pain, questions, signals) for 15 min before the call.
Account version: a brief for a multi-person team on a large account.
Practical exercise
Take 1 lead (real) and generate the AI Sales Brief in 6 sections. Verify the 3 most important facts in sources. Write 5 discovery questions and mark next to each what an answer means for the deal.