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AI Workforce & Assistance

Sales assistant: ready before the call, done after it

A good sales call needs ten minutes of preparation and ten minutes of notes afterwards, and the notes are what gets skipped. A sales assistant prepares a short brief before the call, summarises it afterwards and proposes the CRM changes, each showing the moment it came from. It prepares. The rep decides what's saved and what's sent. We build it into the tools your reps already use.
Talk through your sales processSee the proposed changes ↓
W1 · Harbor Point Condos · OP-701beforeon the callafterPrep48 units · two Aldmark boilers, 2018Wants a plan from JanuaryOpen: hot water in-unit or central?Prefers emailCall · 24 min · recorded with consent“…the board signs off in January…” · 12:40After · proposed for W1Quarterly visits wanted; hot water is in-unit; site visit booked.Stagesite visit bookedacceptedNext stepvisit Nov 14, 9:00acceptedDecisionJan 15January board meetingeditedContact+ board treasurerrejectedFollow-up email · draftedsent by W1

The CRM is only as good as the evening after the call

Reps know what was said on the call. Getting it into the CRM means an evening of notes, and when the day runs long, it doesn't happen. The next call starts from memory, and when someone else picks up the account, they start from nothing.

A sales assistant does the preparation and the paperwork, and stops there. It drafts and proposes; every change to the record and every message under the rep's name waits for the rep.

Today, and with a sales assistant

Today

  1. 01Before a call, the rep scrolls through old emails and the CRM, if there's time.
  2. 02During the call, they take notes or try to remember.
  3. 03The CRM update waits until the evening, or doesn't happen.
  4. 04The follow-up email is written from memory.

The CRM falls behind the conversations, and the next person on the account starts from scratch.

With a sales assistant

  1. 01A short brief is ready before the call, with its sources.
  2. 02The call is summarised with timestamps.
  3. 03CRM changes are proposed for the rep to accept, edit or reject.
  4. 04The follow-up is drafted for the rep to edit and send.

The rep talks to customers, and the record keeps up.

Proposed, not written

After the call, nothing in the CRM has changed. W1 sees four proposals, each with the moment in the call it came from.

Proposed changes · OP-701 · call of Oct 24

  • Stage

    now · qualified

    proposed: site visit booked

    “Let's get you out here before we talk numbers.”

    from the call · 18:02

    accepted

  • Next step

    now · none

    proposed: Site visit, Nov 14, 9:00

    “Thursday the 14th at nine works.”

    from the call · 21:40

    accepted

  • Decision date

    now · not set

    proposed: Jan 15

    “The board signs off in January.”

    from the call · 12:40

    edited

    January board meeting, date to confirm (the date wasn't given)

  • New contact

    now · —

    proposed: Board treasurer

    “Our treasurer will want to see it.”

    from the call · 14:05

    rejected

    Mentioned, not yet a contact

Two accepted, one corrected, one turned down. The CRM holds what W1 agreed with, and each change keeps its timestamp.

Before, after and the follow-up

Prep · Harbor Point Condos

account
48 units, 18 Harbor Way
opportunity
OP-701 · maintenance plan from January
what we know
two Aldmark CB-800 boilers, 2018; annual service needed for the warranty (research brief r-2177)
open questions
hot water in-unit or central? who services the boilers now?
last contact
replied Oct 9: “interested, can you send pricing?”
suggested aim
book a site visit before pricing

The rules it follows

  1. Nothing leaves without the rep

    Drafts, not sends

    Emails and CRM changes wait for the rep. Nothing goes out under their name on its own.

  2. Every change shows its source

    A quote and a timestamp

    If it wasn't said or written, it isn't proposed.

  3. The rep's own accounts

    Same access as the rep

    It sees what the rep can see in the CRM and inbox, and nothing more.

  4. No prices of its own

    Prices come from quotes

    It never suggests a price or discount. Pricing stays with the price book and the people who own it.

  5. Recording with consent

    Your wording, every call

    Calls are recorded only where the other side has been told, and reps can turn it off for any call.

The parts it's built from

Each part is built and tested on its own, so you can start with one and add the rest.

  1. Prepare

    Sales Intelligence

    Sourced context on the account before the call.

  2. Summarise

    Conversation Intelligence

    What was said, with timestamps.

  3. Propose

    LLM Application Development

    • the summary
    • the current CRM record
    • the rep's accounts

    not said on the call → not proposed

  4. Confirm

    Human-in-the-Loop AI

    The rep accepts, edits or rejects each change.

Underneath every stepAPI IntegrationConnects to your CRM, email and calendar.

What changes from one business to the next

Where it livesInside the CRM, a sidebar beside it, or email
What it may proposeWhich CRM fields, and which changes need a manager
DraftsTemplates and tone, and what it never writes, like prices
RecordingWhich calls, with what consent wording

A common starting point is a hosted language model, your CRM's API, a call recording and transcription service, and Langfuse for tracing. These are starting candidates, not requirements.

Is a sales assistant the right system?

Good fit

  • Reps spend evenings updating the CRM, or skip it.
  • Calls and emails hold the facts the CRM needs.
  • Reps will review what's proposed.

Avoid when

  • Nobody uses the CRM yet. Fix that first.
  • You want it to send messages or change deals on its own.
  • Calls can't be recorded where you work.

How we'd approach it

Most of the early work is agreeing where it lives, what it may propose and how drafts are reviewed and recorded.

  1. 01

    Understand

    As much as the problem needs

    We map how the work runs today: who does what, which systems hold the records, and where it breaks.

  2. 02

    Design

    Decided before it's built

    Ownership, rules, integrations and exceptions, agreed with you and written down with acceptance criteria.

  3. 03

    Build

    Connected to what you use

    We build the scoped system, connect it to the tools you already run, and test it on the cases that matter.

Related systems

The capabilities underneath

Questions about sales assistants

Does it send emails for the rep?

No. It drafts; the rep edits and sends. Nothing leaves under a rep's name without them.

Does it update the CRM itself?

It proposes changes, each with the moment in the call it came from. The rep accepts, edits or rejects each one.

Which calls does it listen to?

Only calls recorded with consent, using the wording you approve. Reps can turn it off for any call.

Will it replace our reps?

No. It does the preparation and the paperwork so they can spend more of the day with customers.

Give every call its preparation and its notes

Tell us how reps prepare for calls and record them today. We'll show you what the assistant would prepare and propose.

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