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AI-Powered Sales with Claude: Win More Customers and Sell Smarter with Generative AI

Artificial Intelligence is changing how sales professionals research prospects, understand customer needs, prepare for meetings, personalise communication, handle objections and follow up with customers.

This two-day practical programme is designed to help sales professionals use Generative AI as an intelligent sales assistant throughout the sales cycle. Participants will learn how to use AI to research prospects, identify customer needs, create personalised outreach messages, prepare for sales conversations, respond to objections, strengthen proposals and improve follow-up activities.

The programme focuses on practical application rather than technical concepts. Through live demonstrations, guided exercises, realistic sales scenarios, role-playing and hands-on activities, participants will develop practical skills that can be immediately applied to their daily sales work.

Participants will also learn the RICE prompting framework—Role, Instruction, Context and Expectation—to communicate more effectively with AI and generate more useful, relevant and reliable responses.

By the end of the two days, participants will have developed their own reusable AI sales prompts and an AI-assisted sales workflow covering key stages of the sales process.

Objective

By the end of this two-day programme, participants will be able to:

• Understand how Generative AI can support different stages of the sales cycle.
• Apply the RICE prompting framework to create effective sales prompts.
• Use AI to research prospects, companies, industries and potential customer needs.
• Create personalised and relevant sales communication for different customer profiles.
• Prepare more effectively for sales meetings and customer conversations.
• Use AI to analyse and respond to customer objections.
• Improve sales proposals, follow-up communication and daily sales productivity.
• Develop a practical AI-assisted sales workflow for immediate workplace application.

Outline

Topics covered:

• Understanding Generative AI and its role in modern selling.
• How AI is changing prospecting, customer engagement and sales productivity.
• What AI can and cannot do effectively.
• Identifying suitable sales tasks for AI assistance.
• Understanding accuracy, confidentiality and responsible AI use in sales.

Practical Activity:
Participants map their current sales process and identify tasks where AI could save time or improve effectiveness.


Topics covered:

• Why the quality of AI output depends on the quality of instructions.
• Introduction to the RICE prompting framework:
  • Role — Who should the AI act as?
  • Instruction — What should the AI do?
  • Context — What information does the AI need?
  • Expectation — What should the final output look like?
• Turning vague requests into effective sales prompts.
• Improving AI responses through iterative prompting and questioning.
• Creating reusable prompts for daily sales activities.

Practical Activity:
Participants transform weak sales prompts into effective RICE prompts and begin building their personal AI sales prompt library.


Topics covered:

• Researching companies, prospects and industries using AI.
• Creating prospect and account profiles.
• Identifying possible customer challenges, priorities and business needs.
• Understanding different stakeholders and decision-makers.
• Using AI to prepare industry and competitor insights.
• Verifying AI-generated information before using it in customer engagement.

Practical Activity:
Participants create an AI-assisted prospect research brief for a selected customer or realistic business scenario.


Topics covered:

• Using AI to create personalised prospecting messages.
• Drafting professional sales emails and outreach messages.
• Creating LinkedIn outreach communication.
• Adapting messages for different customer personas and decision-makers.
• Moving from generic product-focused messaging to customer-focused value propositions.
• Adjusting tone, length and communication style.

Practical Activity:
Participants create different outreach messages for multiple customer personas and compare their effectiveness.




Topics covered:

• Creating a pre-meeting customer briefing.
• Generating relevant discovery questions.
• Anticipating customer concerns and priorities.
• Identifying information gaps before the meeting.
• Preparing meeting agendas and talking points.
• Using AI as a thinking partner before important customer conversations.

Practical Activity:
Participants create a complete AI-assisted sales meeting preparation brief for a realistic customer scenario.


Topics covered:

• Identifying common types of customer objections.
• Using AI to analyse the possible reasons behind an objection.
• Developing different response strategies.
• Improving responses to price, timing, competitor and trust objections.
• Using AI for sales conversation simulations.
• Evaluating the strengths and weaknesses of different responses.

Practical Activity:
Participants take part in an AI-assisted objection-handling simulation and refine their responses based on feedback.


Topics covered:

• Turning customer needs into stronger value propositions.
• Using AI to improve proposal structure and clarity.
• Personalising proposals for different decision-makers.
• Moving from product features to business outcomes.
• Reviewing proposals from the customer's perspective.
• Using AI to identify weaknesses and missing information.

Practical Activity:
Participants use AI to analyse and improve a sales proposal or value proposition.


Topics covered:

• Summarising customer meeting notes.
• Extracting decisions, concerns and action items.
• Creating personalised follow-up emails.
• Developing next-step recommendations.
• Creating reusable sales templates and prompts.
• Identifying opportunities to integrate AI into daily sales workflows.

Practical Activity:
Participants create a follow-up package consisting of a meeting summary, action list, personalised email and recommended next steps.


Topics covered:

• Connecting AI activities across the sales cycle.
• Selecting the right AI use cases for individual sales roles.
• Creating a repeatable AI-assisted sales workflow.
• Identifying where human judgement remains essential.
• Developing a personal action plan for workplace application.

Capstone Activity:
Each participant designs a practical AI-assisted sales workflow covering:

Prospect Research → Customer Insights → Personalised Outreach → Meeting Preparation → Objection Handling → Proposal → Follow-Up

Participants leave the programme with a personalised workflow and reusable prompt library for their daily sales activities.

Who should attend

This programme is suitable for:

• Sales executives and sales professionals.
• Business development executives and managers.
• Account managers and key account managers.
• Relationship managers.
• Sales managers and team leaders.
• Entrepreneurs and business owners responsible for sales.
• Customer-facing professionals involved in revenue generation.

No programming or technical AI knowledge is required. Participants should have basic computer literacy and an interest in applying AI to practical sales activities.

Methodology

The programme uses a practical, hands-on learning approach consisting of:

• Trainer-led demonstrations.
• Guided hands-on exercises.
• Realistic sales scenarios and case studies.
• Individual and group activities.
• AI-assisted role-playing and objection handling.
• Prompt development exercises.
• Peer discussion and reflection.
• Development of reusable sales prompts and workflows.
• A final capstone activity integrating the learning from both days.

The emphasis is on learning by doing. Participants will practise using AI for realistic sales activities and develop practical resources that can be immediately applied in the workplace

Profile of Adrian Chin

AI, Digital Transformation and Leadership Trainer | Adjunct Lecturer, NIE and PACE@NTU

Adrian Chin is a corporate trainer and AI strategy advisor with over 30 years of international business experience across Europe and Asia, including postings in Europe, Hong Kong, and Indonesia, and 8 years in corporate training and adult education. He has delivered WSQ programmes, executive education, and customised in-house workshops for public and private sector organisations in Singapore.

As an Adjunct Lecturer with the National Institute of Education (NIE), he teaches instructional technology, blended learning, curriculum design, and responsible AI, including programmes delivered through NIE for public sector training academies. He also lectures at PACE@NTU in digital marketing and business capability programmes.

His core training topics are AI Applications, Generative AI, Responsible AI, Digital Transformation, and Leadership Development. His sessions focus on real business problems, so participants leave with skills they can apply at work the next day.

Adrian holds the Diploma in Adult and Continuing Education (DACE) and the Advanced Certificate in Training and Assessment (ACTA) from the Institute for Adult Learning. He is the Founder of a local consulting practice advising organisations on AI adoption and digital capability.

He also holds an MBA from the University of Hull (UK) and diplomas in Generative AI and Data Analytics from Ngee Ann Polytechnic. He is a Registered Management Consultant (IMCS), a Google AI Leader, and an HRDC Accredited Trainer for the Malaysian market.

Training Topic(s) field
AI Applications, Generative AI, Responsible AI, Digital Transformation, Leadership Development