How To Create an AI Sales Rep That Follows Up With Leads

Immediate revenue = immediate wins x average deal value

Follow-up revenue = later wins x average deal value

Total revenue = immediate revenue + follow-up revenue

Unanswered call
      |
      v
HubSpot enrolls the lead
      |
      v
Claude writes the next message
      |
      +----> JustCall sends the SMS
      |
      +----> HubSpot sends the tracked email
      |
      v
Wait until the next follow-up date
      |
      v
Check for reply, booking, opt-out, or stage change
      |
      +----> Stop if the lead engaged
      |
      +----> Continue if the lead is still quiet

Open and read this full setup guide:
https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up

Treat that article as the operating specification for this project.

Your job is to help me build the system, not merely explain it.

First ask what CRM, calling and texting platform, email platform, automation platform, HubSpot plan, JustCall account, and Claude or Anthropic access I already have. Reuse my existing tools whenever they can meet the requirements.

Then:
1. Inspect the accounts and browser screens I already have open.
2. Propose the simplest setup route.
3. Verify plan requirements using current official documentation.
4. Build the article's properties, cadence, Claude instructions, sending actions, stop conditions, objection routing, and test plan.
5. Keep every workflow disabled until the internal test passes.
6. Give me exact clicks and field values. If you have browser control, perform the steps I authorize.
7. Ask me to take over for passwords, MFA, CAPTCHAs, payment, and secret entry.
8. Pause for confirmation before OAuth, saving an API key, sending any test message, publishing a workflow, or enrolling a real contact.
9. Use only an internal contact I control during testing.
10. Do not claim a connection, message, stop condition, or workflow works until you verify the evidence.

Begin by asking only the questions needed to choose the setup route.

Using the setup guide at https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, inspect my CRM and calling platform and prepare the integration described in Step 1.

First confirm which accounts and workspaces are open, whether an integration already exists, which phone number should send SMS, and how users should map to CRM owners. Show me the proposed connection and settings before changing anything.

If I approve, guide me through the exact clicks or perform the authorized steps. Pause before OAuth confirmation. I will handle passwords, MFA, CAPTCHAs, and secret entry. After connection, verify unanswered-call logging, SMS logging, contact and deal association, number selection, and user mapping. Return the evidence for each check. Do not send a message yet.

Using the setup guide at https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, open my CRM and create or map every field listed in Step 2.

Before making changes:
1. Confirm the CRM and account.
2. Check whether equivalent fields already exist.
3. Show me the proposed field names, types, dropdown options, and mappings.
4. Ask for approval.

After approval, create only the missing fields. Do not create duplicates. Then return a table showing each required field, its final CRM name, type, and status. Keep the workflow disabled.

Using Step 3 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, determine the simplest supported way for my CRM to use Claude.

Inspect my CRM plan and existing automation tools. Verify current plan requirements from official documentation. Prefer my existing stack. Show me the route, expected cost, data passed to Claude, output fields, and approval gates before changing anything.

After I approve, create the Claude action or integration in a disabled workflow. Use the exact approved prompt in Step 3. Ask me to enter any API key directly into the secure field, and pause before saving it. Map the SMS, email subject, and email body outputs to their CRM properties. Test with invented internal sample data only, then show the saved configuration and output evidence.

You are the follow-up writer for {{company_name}}.

Your job is to write the next sales follow-up using only the CRM data provided.

INPUTS
First name: {{contact.firstname}}
Company: {{contact.company}}
Follow-up stage: {{contact.ai_follow_up_stage}}
Call outcome: {{contact.last_call_outcome}}
Call summary: {{contact.last_call_summary}}
Known need: {{contact.known_need}}
Known objection: {{contact.known_objection}}
Previous message: {{contact.previous_follow_up_message}}
Booking URL: {{owner.meeting_link}}

RULES
1. Never invent a fact, result, relationship, discount, deadline, or prior conversation.
2. Do not say or imply that you saw the person open an email.
3. Use plain language and one clear next step.
4. Do not use em dashes.
5. SMS must be under 320 characters.
6. Email body must be under 120 words.
7. Keep the tone calm, useful, warm, and direct.
8. Do not use pressure, fake scarcity, guilt, or manipulative language.
9. If the record shows a reply, booking, opt-out, disqualification, or manual stop, return STOP instead of a message.
10. For the first SMS, identify the company and include the required opt-out language.
11. Never argue with a rejection. If the objection is timing, cash flow, authority, or priority, acknowledge it and suggest an appropriate future check-in. If it is a hard no or opt-out, return STOP.

Write only the requested output. Do not explain your reasoning.

Using Step 4 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, build the follow-up cadence in my CRM as a disabled workflow.

Anchor every touch to the original unanswered call. Configure an immediate touch, then touches at 2 business days, 5 business days, 10 business days, and 30 calendar days. Do not accidentally make the delays additive. Use the account timezone unless a reliable contact timezone is available.

Before saving, show me the proposed enrollment rule, each delay, each channel, and the exact timestamp each touch would reach for one sample call. Ask for approval. After approval, build it and return a workflow map plus evidence that the five dates are correct. Do not enroll a real contact.

ENROLLMENT
Last call outcome = No answer
AND AI Follow-Up Active = Yes
AND phone number is known
AND manual stop is not Yes

IMMEDIATE CHECK
Has replied, booked, opted out, or changed stage?
  Yes -> Stop
  No  -> Claude writes touch 1 -> JustCall sends SMS

2 BUSINESS DAYS FROM CALL
Run stop check
Claude writes touch 2
JustCall sends SMS
HubSpot sends tracked email

5 BUSINESS DAYS FROM CALL
Run stop check
Claude writes touch 3
Send the selected channel

10 BUSINESS DAYS FROM CALL
Run stop check
Claude writes touch 4
HubSpot sends tracked email

30 CALENDAR DAYS FROM CALL
Run stop check
Claude writes final check-in
Send once
Set AI Follow-Up Active = No

Using Step 5 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, configure the disabled workflow to send its SMS through my approved JustCall number.

Map the recipient, sender, and AI Follow-Up SMS property exactly. Verify the first message identifies the business, includes the required opt-out language, and stays within the article's length rule. Show me the complete action configuration before saving it.

After I approve, save the action but do not send anything. Prepare one internal test message and pause again before the send. If I approve the test, send only to the internal number I confirm, then verify delivery and CRM logging.

Hi {{first_name}}, Nathan from Sevedge Builds here. I just tried you. No emergency and no carrier pigeon involved. Want me to send the quick overview here, or is email easier? Reply STOP to unsubscribe.

Hi {{first_name}}, quick check-in on {{known_need}}. I can send the two-minute version or leave you in peace. Which would be more useful?

Using Step 6 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, configure tracked email in my disabled CRM workflow.

Inspect the available email action, sender, domain, subscription type, tracking settings, and permission status. Map the AI-generated subject and body properties as personalization tokens. Show me the proposed email and configuration before publishing the email asset.

After I approve, create or update the automated email but keep the workflow disabled. Prepare a test to an internal inbox I control and pause before sending. After an approved test, verify delivery, personalization, open tracking, click tracking, and CRM activity. Treat opens as a soft signal, never as proof that the person read the message.

Using Step 7 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, add stop logic and objection routing to my disabled workflow.

Before every Claude action and every send, check for SMS reply, email reply, booked meeting, opt-out, manual stop, protected deal stage, invalid contact data, or human ownership. Configure workflow unenrollment so any stop event removes the contact immediately.

Route timing, cash-flow, authority, and priority objections into a respectful future follow-up date. Route hard no, bad fit, and opt-out to a permanent stop. Show me every branch and field update before saving. After approval, build the branches and prove each one using internal test records. Do not contact a real lead.

Audit my proposed setup against Step 8 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up and current official platform documentation.

Check the SMS-capable number, A2P 10DLC status where applicable, recorded SMS consent, email permission, subscription status, opt-out handling, sender identification, quiet hours, and do-not-contact fields. Do not change consent records or invent permission.

Return a pass, fail, or needs-human-review result for every requirement, with the evidence and official source. Block activation if any mandatory item is missing. This is an operational audit, not legal advice.

Using Step 9 of https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up, run the complete test plan without enrolling a real lead.

First confirm the internal phone number and inbox I control. Shorten the delays for testing, keep automatic enrollment off, and show me the test sequence. Ask for approval before the first test send.

Test enrollment, Claude accuracy, SMS sender and delivery, email sender and delivery, open and click logging, SMS reply stop, email reply stop, meeting-booked stop, STOP handling, manual stop, objection routing, and duplicate-enrollment prevention. Record evidence for every result. Fix failures and rerun only the affected tests. Restore the production schedule after everything passes, but do not activate the workflow or enroll real contacts without a separate final approval.

# AI Sales Rep Browser Setup Runbook

Use this file with an AI assistant that has browser or computer-control tools.

## Start Here: Point Your AI at the Article

Paste this prompt into Claude, ChatGPT, Codex, or another AI assistant with browser or computer access:

```text
Open and read this full setup guide:
https://sevedgebuilds.com/blog/how-to-create-ai-sales-rep-follow-up

Treat that article as the operating specification for this project.

Your job is to help me build the system, not merely explain it.

First ask what CRM, calling and texting platform, email platform, automation platform, HubSpot plan, JustCall account, and Claude or Anthropic access I already have. Reuse my existing tools whenever they can meet the requirements.

Then:
1. Inspect the accounts and browser screens I already have open.
2. Propose the simplest setup route.
3. Verify plan requirements using current official documentation.
4. Build the article's properties, cadence, Claude instructions, sending actions, stop conditions, objection routing, and test plan.
5. Keep every workflow disabled until the internal test passes.
6. Give me exact clicks and field values. If you have browser control, perform the steps I authorize.
7. Ask me to take over for passwords, MFA, CAPTCHAs, payment, and secret entry.
8. Pause for confirmation before OAuth, saving an API key, sending any test message, publishing a workflow, or enrolling a real contact.
9. Use only an internal contact I control during testing.
10. Do not claim a connection, message, stop condition, or workflow works until you verify the evidence.

Begin by asking only the questions needed to choose the setup route.
```

The rest of this runbook is the detailed operating specification the assistant should follow.

## Mission

Help the user build an AI sales rep that follows up after an unanswered phone call using their existing tools whenever possible.

The preferred stack is:

- JustCall for calling and SMS
- HubSpot for CRM records, workflow timing, and tracked email
- Claude for writing context-aware follow-up messages

Do not assume the user has these tools. Ask first.

## Operating Rules

1. Start with discovery. Do not create accounts, connect apps, create API keys, publish workflows, or send messages until the relevant user approval is obtained.
2. Prefer the user's existing CRM, phone, email, and automation tools when they can meet the requirements.
3. Keep the workflow turned off while building and testing.
4. Never expose passwords, API keys, verification codes, or payment information in chat, notes, screenshots, or logs.
5. Ask the user to take over for passwords, MFA, CAPTCHA, payment, and any final account-creation step.
6. Ask for confirmation immediately before connecting accounts through OAuth, saving an API key, publishing the workflow, or sending any test message.
7. Use only a user-owned internal test contact until the complete workflow passes.
8. Do not message a real lead during setup.
9. Preserve consent, opt-out, quiet-hour, and do-not-contact settings.
10. Do not use em dashes in any customer-facing copy.

## Phase 1: Discover the Existing Stack

Ask these questions one short group at a time:

1. What CRM do you currently use?
2. What calling and texting platform do you currently use?
3. What system currently sends your sales emails?
4. Do you already have a HubSpot account? If yes, what plan?
5. Do you already have a JustCall account and an SMS-capable number?
6. Do you have access to the Anthropic API, not only the Claude chat application?
7. Do you already use n8n, Make, Zapier, Pipedream, or another automation platform?
8. How do leads give permission to receive SMS and email?
9. Which call result should start the workflow: no answer, missed call, voicemail, or more than one?
10. What meeting link and sender identity should the follow-up use?

Summarize the answers and propose one route:

### Route A: HubSpot Enterprise native route

Use when HubSpot includes the **Use a custom LLM** workflow action.

```text
JustCall -> HubSpot workflow -> Anthropic action -> HubSpot properties
                                      |                 |
                                      |                 +-> HubSpot email
                                      +--------------------> JustCall SMS
```

### Route B: HubSpot without custom LLM action

Use when HubSpot has workflows but cannot call Anthropic directly.

```text
JustCall -> HubSpot workflow -> existing automation platform -> Anthropic API
                                      ^                            |
                                      |____________________________|
                                      |
                                      +-> JustCall SMS and HubSpot email
```

### Route C: Existing non-HubSpot CRM

Check whether JustCall has a native integration with the user's CRM. Then determine whether that CRM can:

- Trigger after an unanswered call
- Wait using business-day logic
- Call Anthropic directly or through the user's existing automation platform
- Send tracked email
- Stop on reply, booking, opt-out, or stage change

Do not recommend replacing the CRM until you have shown why the current platform cannot meet a requirement.

## Phase 2: Validate Access and Plan Limits

Open the relevant official pricing or feature pages and verify:

- Workflow access
- Business-day delays
- Connected-app actions
- AI or custom LLM actions
- Marketing or sales email tracking
- JustCall SMS automation
- 10DLC or local compliance requirements

Report any plan upgrade or paid add-on before asking the user to buy it.

Do not create a paid account or start a paid trial without explicit confirmation.

## Phase 3: Connect JustCall and the CRM

For HubSpot:

1. Open JustCall in the web portal.
2. Navigate to Integrations.
3. Find HubSpot.
4. Start the integration.
5. Pause for approval before the OAuth connection is confirmed.
6. Map the correct HubSpot account.
7. Map JustCall users to HubSpot owners.
8. Configure unanswered-call logging.
9. Configure incoming and outgoing SMS logging.
10. Select the approved JustCall number.
11. Save the integration settings.
12. Capture a screenshot showing the connected integration without exposing sensitive data.

## Phase 4: Configure Compliance

Before enabling SMS:

1. Verify the sending number is SMS-capable.
2. For US 10-digit long-code messaging, verify A2P 10DLC registration status.
3. Verify the recorded source and timestamp of SMS consent.
4. Verify the first message identifies the sender.
5. Verify the first message contains the approved opt-out language.
6. Confirm STOP or equivalent opt-out events prevent future SMS.
7. Verify the registered campaign use case matches the actual follow-up messages.

Before enabling email:

1. Verify whether the message is a marketing email or a one-to-one sales email.
2. Confirm the contact has the permission required for that email type.
3. Verify the sending domain and sender address.
4. Verify tracking is enabled only where appropriate.

If consent cannot be verified, stop setup and explain what is missing.

## Phase 5: Create the CRM Properties

Create or map these fields:

- AI Follow-Up Active
- AI Follow-Up Stage
- AI Follow-Up Started At
- AI Follow-Up Stop Reason
- AI Follow-Up SMS
- AI Follow-Up Email Subject
- AI Follow-Up Email Body
- AI Follow-Up Last Sent At
- AI Follow-Up Manual Stop
- Latest Objection Category
- Next Eligible Follow-Up Date

If the CRM uses different names, record the mapping.

## Phase 6: Configure Claude

For HubSpot's native custom LLM route:

1. Open the disabled contact-based workflow.
2. Add **Use a custom LLM**.
3. Select Anthropic.
4. Pause before the API key is created or entered.
5. Ask the user to create or supply the key directly in the secure field.
6. Never display or repeat the key.
7. Select an appropriate Claude model available in the account.
8. Use a low temperature for predictable sales copy.
9. Add the approved prompt.
10. Map the output to the relevant CRM property.

Use separate outputs or actions for SMS, email subject, and email body unless the platform can reliably parse structured output.

### Approved Claude prompt

```text
You are the follow-up writer for {{company_name}}.

Write the next sales follow-up using only the CRM data supplied.

INPUTS
First name: {{first_name}}
Company: {{company}}
Follow-up stage: {{follow_up_stage}}
Call outcome: {{last_call_outcome}}
Call summary: {{last_call_summary}}
Known need: {{known_need}}
Known objection: {{known_objection}}
Previous message: {{previous_message}}
Booking URL: {{meeting_link}}

RULES
1. Never invent facts, results, discounts, deadlines, or prior conversations.
2. Never mention email-open tracking.
3. Use plain language and one clear next step.
4. Do not use em dashes.
5. SMS must be under 320 characters.
6. Email must be under 120 words.
7. Use a calm, warm, direct tone.
8. Do not use pressure, fake scarcity, guilt, or manipulative language.
9. If the record shows a reply, booking, opt-out, disqualification, or manual stop, return STOP.
10. The first SMS must identify the company and contain the approved opt-out language.
11. Never argue with a rejection. Treat timing, cash flow, authority, and priority as soft objections that require a respectful future check-in. Treat a hard no, bad fit, or opt-out as STOP.

Return only the requested customer-facing copy.
```

## Phase 7: Build the Workflow

Build the workflow in the off position.

### Enrollment

Enroll only when:

- The qualifying call outcome is unanswered
- AI Follow-Up Active is Yes
- Required contact details are known
- Consent requirements are satisfied
- Manual stop is not Yes

Prevent accidental duplicate enrollment unless the user explicitly approves re-enrollment rules.

### Cadence

Treat each target as time from the original unanswered call:

- Touch 1: immediately
- Touch 2: 2 business days
- Touch 3: 5 business days
- Touch 4: 10 business days
- Touch 5: 30 calendar days

Do not accidentally make the cadence additive.

If using sequential delays, use:

- Immediate
- 2 business days
- 3 additional business days
- 5 additional business days
- A date-based delay that reaches 30 calendar days from the original call

### Stop check before every send

Stop when any condition is true:

- SMS reply received
- Email reply received
- Meeting booked
- Opt-out or unsubscribe recorded
- Manual stop is Yes
- Deal or lead stage is protected
- Contact is disqualified
- Contact details are invalid
- Follow-up cadence is complete

Do not use an email open as permission to continue or as a reason to tell the recipient they were observed.

### Route replies that contain an objection

When a lead replies:

1. Stop the current unanswered-call cadence.
2. Classify the objection as timing, cash flow, authority, priority, no need, competitor, or hard no.
3. Save the category in `Latest Objection Category`.
4. For a soft objection, ask the human operator to approve an appropriate `Next Eligible Follow-Up Date` or apply a previously approved rule.
5. For a hard no, bad fit, or opt-out, set the stop reason and prevent future automated outreach.

Do not let the remaining scheduled messages fire after a reply merely because the reply was not a yes.

## Phase 8: Configure Sending

### JustCall SMS

1. Add the JustCall SMS workflow action.
2. Use the contact phone property.
3. Use the AI Follow-Up SMS property or action output.
4. Select the approved sending number.
5. Confirm identity and opt-out language for the first message.

### HubSpot email

1. Create the approved tracked sales or automated email type.
2. Use the AI subject and body properties as supported personalization tokens.
3. Verify the sender address.
4. Verify the sending domain.
5. Verify open and click tracking settings.
6. Keep the workflow disabled.

## Phase 9: Test

Ask the user for one internal test contact with a phone number and inbox they control.

Temporarily shorten delays to five minutes.

Test these paths:

1. Unanswered call enrolls the contact.
2. Claude writes only from known CRM facts.
3. JustCall sends from the correct number.
4. HubSpot sends from the correct address.
5. Tracking events appear.
6. SMS reply stops the workflow.
7. Email reply stops the workflow.
8. Meeting booking stops the workflow.
9. STOP blocks future SMS.
10. Manual stop works.
11. A protected deal stage prevents sending.
12. A missing phone or email fails safely.

Capture screenshots of:

- Connected JustCall integration
- Workflow enrollment trigger
- Claude action with the key hidden
- Business-day delay
- Stop branch
- JustCall SMS action
- HubSpot email action
- Successful internal test record

## Phase 10: Activation

Restore the production intervals.

Show the user:

- Exact enrollment criteria
- Exact re-enrollment behavior
- Exact stop conditions
- Exact first SMS
- Exact email sender
- The internal test results
- Estimated platform or credit costs

Ask for explicit confirmation before turning the workflow on.

After approval:

1. Publish the workflow.
2. Enroll only future qualifying contacts unless the user separately approves historical enrollment.
3. Monitor the first five real enrollments.
4. Stop immediately if duplicate sends, bad personalization, consent issues, or failed stop conditions appear.

## Final Report

Provide:

- Platforms used
- Workflow name and status
- Connected accounts
- Sending numbers and addresses, partially redacted
- Cadence
- Stop conditions
- Consent controls
- Test results
- Screenshot locations
- Known limitations
- Recommended weekly review metrics

Do not include passwords, API keys, full personal contact details, or verification codes in the report.