How to use models like ChatGPT in sales enablement

What is ChatGPT?

ChatGPT is a generative AI tool built on a large language model, developed by OpenAI. You give it a prompt, it gives you a response. The more specific your prompt, the better the output.

For sales teams, that's a big deal. This AI tool can draft emails, summarize calls, research prospects, and roleplay tough conversations, all in seconds. According to SEC’s AI and Sales: A Winning Combination eBook, reps who lean on generative AI reclaim an average of 4.8 hours every week, time they’d otherwise sink into admin and research.

One quick caveat: ChatGPT can get things wrong, and its knowledge has cutoff dates. Always sense-check what it produces before it reaches a prospect.

So, how do you use ChatGPT in your sales process in a way that actually moves the needle? Let's get into it.

Using ChatGPT for sales emails

Writing sales emails is time-consuming, especially when you'd rather be on the phone closing deals. Subject lines, body copy, follow-up emails - it all adds up fast.

How can ChatGPT help?

At minimum, it gives you a starting point. At best, it drafts an almost-perfect cold email in seconds.

The trick is in the prompt. Ask "Help me write a sales email aimed at CFOs" and you'll get something generic. Compare that with this example from Thomas's New York session:

"I need help writing an email in 200 words or less. I'm an account executive at Salesforce. I'll be sending this email to CFOs in the manufacturing sector in New York, who are not currently doing business with us. My goal is to have them respond back to me with the intent of scheduling a time for a discovery or demo call. Please also include a compelling subject line."

That level of detail - persona, industry, location, goal, length - gives ChatGPT what it needs to produce a targeted email.

Not happy with the first draft? Iterate:

• "Can you shorten the email and make it more compelling?"
• "Rewrite the email but make it more casual and conversational."
• "Now write a three-step follow-up sequence based on this email, addressing the prospect's likely pain points."

You'll end up with several versions to pick from, and you can extend the same logic to build full multi-step sequences across email and LinkedIn. More time saved means more time to sell.

The core pillars of sales enablement: SEC eBook

Our free eBook lets you dip your toes into an ocean of enablement knowledge to help you kickstart your career.

Sales Enablement CollectiveSales Enablement Collective

Using ChatGPT for sales content

Sales enablement pros are often responsible for creating content.

How can ChatGPT help here?

If you’ve ever suffered from writer’s block when trying to write a script for a training video or a one-pager for sales reps on whatever piece of training you’ve been trying to reinforce, then ChatGPT is here to help.

Here’s a very basic example, just for the purpose of this article:

Prompt: “Write a script for a one-minute sales training video, teaching sales development representatives the basics of the MEDDIC methodology.”

ChatGPT’s response:

It’s certainly not perfect (and neither was our example prompt), but immediately you can see the advantage of working from this script rather than a blank page - you have a springboard for your work.

You could refine this further through the iterative prompts we explained earlier. Ask the AI to make the script more formal, more concise, more fun, longer, or shorter.

The possibilities are almost endless - and more importantly they’re much more time-efficient than writing four or five script versions yourself.

ChatGPT doesn’t have to have any influence on the end product, either. You can use it just to generate ideas.

Prompts such as: “Give me five creative ideas for sales training sessions that will be fun and keep reps engaged” will return five answers in a matter of seconds.

Even if you don’t use one of ChatGPT’s ideas, it might act as a spark of inspiration.

Using ChatGPT for competitive intelligence

Competitive intelligence is key - your sales reps need to know how you match up to your competitors.

More importantly, they need to put themselves in a prospect’s shoes to truly understand why a prospect would (or wouldn’t) choose a competitor over your product or service.

This requires one of two things: experience in the role and hearing from prospects why they’re choosing competitors. Or, it requires time spent researching across your own sales content, the competitor’s websites, and more.

However, as Thomas demonstrated in New York, you can expedite this process by using the correct prompts in ChatGPT.

Here’s his example, looking at two popular CRM tools:

“How would you convince a CFO that they should consider buying Salesforce versus Zoho, even though Salesforce is more expensive?”

Thomas notes that this prompt includes a specific persona, a specific tool pitted against another, and focuses on the specific element of price. This is all part of the fine-tuning process - the more detail you include, the better.

That's a solid starting point for any new rep. It's much quicker to supplement this initial overview with additional information than to build it all from scratch.

As with all these prompts, ChatGPT isn't perfect. Verify outputs against current public sources before using them in battlecards or sharing them with your team.

Using ChatGPT for sales prospecting and research

SEC research shows sellers spend only 25–40 percent of their day in live selling; the rest goes to prospecting prep, admin, and hunting for information.

Researching companies, identifying pain points, and figuring out who to target can take hours per account. One enablement team even cut SDR ramp from about eight weeks to just four to five after rolling out an AI assistant, proof that ChatGPT can slash timelines when you’re prospecting.

Here are three ways to put it to work:

Researching a prospect or account

Paste in a company's website content, LinkedIn page, or 10-K filing and ask ChatGPT to summarize key business priorities, recent changes, and likely challenges. You'll get a structured brief in seconds.

Try: "Summarize the top three strategic priorities and likely pain points for [company] based on this 10-K filing. Focus on areas where a CRM platform could add value."

Identifying pain points and decision triggers

Once you've got the basics, dig into what the buyer actually cares about. ChatGPT can help you map likely pain points to your value props and surface decision triggers worth referencing in outreach.

Try: "Based on this job posting for a VP of Revenue Operations, list the top three pain points they're likely hiring to solve and how I could address each in a cold email."

Building lookalike account lists

Closed a great deal? Ask ChatGPT to describe the ideal customer profile based on that win, then generate a list of similar companies in your target verticals. You won't get a perfect prospecting list, but you'll get directional ideas to validate in your sales tools.

The output is a powerful head start for building account plans. Always verify before reaching out.

Using ChatGPT to coach your sales team

Using ChatGPT to coach your sales team

So far, these examples have largely involved ChatGPT creating text to save you and your sales team time. But what about its conversational abilities? Can ChatGPT help reps prepare for real buyer conversations?

It can. As Thomas demonstrated in New York, ChatGPT makes for a surprisingly effective sales coaching tool -- acting as a roleplay partner for practicing tricky objection handling scenarios.

In his example, Thomas sets up an 'unwinnable' scenario involving a CFO who will not budge or show any interest during a discovery or demo call. We learn more from our failures than our victories, so watching how reps handle a prospect who'll never book a follow-up call can be genuinely enlightening.

Here's the example prompt from Thomas:

"I am an enterprise sales rep at Salesforce trying to sell their core CRM platform. You are the CFO of Delta Airlines. You're currently using a CRM solution from Oracle. I will cold call you and try to convince you why you should take a discovery or demo meeting with me. You should be as hostile as possible and essentially be uninterested in learning more about Salesforce and try to give as many objections as possible. Are you ready to go?"

From there, you can observe your reps as they work through the scenario -- testing how they handle pressure, pushback, and persistent objection handling in real time.

It won't replace live roleplays with peers or structured sales coaching sessions, but it's a practical way to supplement rep practice and build confidence before the real thing.

Using ChatGPT to summarize call recordings

In fact, 50 percent of enablement teams now use AI for call analysis and conversation intelligence, meaning recording is firmly mainstream. But going through them to pull out follow-up actions, decisions, and key takeaways is a slog.

Feed ChatGPT the call transcript and it can summarize the conversation into bullet points, generate CRM notes, or draft a follow-up email based on what was discussed.

Even better, you can apply a framework. Thomas suggests prompts like:

• "Recap the action items from this meeting and draft a follow-up email to the prospect with clear next steps."
• "From this call transcript, what did we capture against the MEDDIC framework, and what's missing?"

You can apply the same logic to any long-form content you want to condense. Big time-saver when used well.

A few rules to get the most out of it:

Be specific with prompt structure. Include the persona, context, goal, and desired format. The more detail you give, the sharper the output.

Always verify. ChatGPT can produce AI hallucinations, especially around recent events, pricing, or competitor details. Treat every output as a first draft, not a final answer.

Protect customer data. Never paste sensitive customer information, contract terms, or proprietary data into a public model. Use enterprise plans with data privacy protections, or strip identifying details before pasting.

Used responsibly, ChatGPT can shave hours off your week. Used carelessly, it can create serious problems for you and your team.

Ready to put AI to work in your enablement strategy?

You've seen what AI can do for sales enablement, from automating content creation to delivering coaching at scale. But knowing what's possible is just the first step.

The real challenge? Building the skills actually to lead AI adoption in your organization.

That's precisely what AI for Sales Enablement Certified: Advanced Practitioner is built for. Inside, you'll learn how to:

• Apply AI across the full enablement lifecycle, from rep development and content to coaching and performance
• Design and deploy AI agents that take real work off your plate (and your reps')
• Lead AI adoption in your org with a clear rollout strategy your leadership team can get behind
• Prove revenue impact so your AI initiatives show up in the pipeline, not just in slide decks
• Learn from battle-tested experts from the world's largest sales enablement community

Plus, you'll walk away with templates, frameworks, and an official certification to back it all up.

Get AI for Sales Enablement Certified and join the enablement pros turning AI hype into measurable revenue impact. :rocket:

Enroll now

Sales enablement insider

Thank you for subscribing

Level up your sales enablement career & network with sales enablement experts

An email has been successfully sent to confirm your subscription.

Subscribe

Follow us on LinkedIn