Transcription
Hey everybody, excited to be here with Connor Murray again. This is not going to be your average AI for sales episode or podcast. We are going to dive deep into use cases that people still are unaware even with ChatGPT what you can do with the free and/or $20 a month plan. I think there's this weird inflection point right now where if you're a sales rep or if you're someone who has to sell something like a founder, oftentimes you're either at a company that is not ready to fully invest in AI tools and/or you as an individual think that sure ChatGPT is cool, it can like summarize my notes, write a decent email. But today's episode, we are going to dive extremely deep into not only extremely valuable use cases, but I think things that a lot of people don't even take the time to understand that ChatGPT can do. So hopefully Connor, I didn't steal too much of your thunder there. Maybe throwing it over to you to uh set the stage for us.
Excited to thanks for setting the stage. That's really what I want to showcase today is how you can use ChatGPT and take it beyond just the obvious use cases like writing emails, summarizing notes. There's there's real opportunities to create distance for yourself. Like these use cases will help you in your day-to-day role, but they will also help you stand out internally that you're almost the AI subject matter expert and you can get a lot of credit for this stuff because to your point, a lot of companies, I don't even know if it's that they don't want to invest in AI. They do, but it's just going to take longer for these organizations because they have to get it so right and and there's such a scale. They have to get their data in order and when they roll out these use cases, they can't have hiccups. So, we're in this I think that's going to take a few years to roll out effectively. We're kind of in this unique time period where you as a rep can start to take a lot of this stuff into your own hands and create either projects or GPTs for yourself that really accelerate your workflow while a lot of reps just aren't really thinking about this stuff. And you can get a lot of credit like a lot of this stuff isn't priced in what you're able to do for yourself. So, that's I want to show some use cases today that I see top reps using that. I'm using myself in my own role that again go beyond just writing email templates and summarizing call notes.
Yeah, completely. And I think that'd be a great place to dive in. From what you've seen, I know you're using tons of GPTs, we both are in our day-to-day workflow. What is one that jumps out to you right away that you're seeing the average rep or peer is not even aware of that ChatGPT can do for them?
Yeah, let's dive right into it. So, before one, you can see the title competitor Intel GPT. This is so what this GPT does is it basically I mean what it says it will summarize some of the strengths and weaknesses of your competitors depending on where you work. But that's not even the most important point I'm trying to make here. The most important point is identifying some of these areas and use cases where there's a lack of centralization internally in your organization. And so in this example, there's I don't know about you all, but I know in the past like companies are always passing around competitive decks, especially if you work or you sell a platform with a lot of different modules or functionality. There's probably a lot of different competitors you face. It could be up to five to 10 or more in different areas. And there's all these decks and documents being passed around in Slack and you're trying to prep for these calls or you're in the middle of a deal cycle against a key competitor and you're trying to find that one slide or put together some point of view deck or something like that and it just takes a bunch of work. So, one act like actionable use case you can do is take a day, download every single competitive deck you can find on all of your competitors internally or even ones you create for yourself. Download them like and then add them to a GPT or a project as a knowledge base and now you can just ask it questions like, "Hey, I'm getting on a call and I know this customer uses blank competitor. Like, can you surface five points that like either trap setting questions I can ask?" And it will pull from those documents and it just saves a bunch of time. So this one I can showcase here, it doesn't even go quite that far only because it's it's more of a general competitor Intel. Like I if you work for a specific company, you take this a step further and actually add any internal documents you have. But I don't know, let's do an example most people would understand. Let's say you work for Salesforce, you sell marketing cloud, you do so in financial services space, and you're competing against HubSpot. This has been instructed in a way to give you quick hitting information that you can use going into a call or a lot of times it's just internally like you're getting ready for calls with solutions engineers and and while this thing is getting its output here, just for reference for everybody, if you're not aware of a custom GPT or project to Connor's point, not only is it just like, you know, you're providing a little simple inputs, but it's got an extremely extensive instruction set behind the hood that's getting all of these different results for you. So, yep.
Yeah. So, you can see here it'll give you a brief competitor overview, some of the strengths, like it'll it'll tell you what the strengths of your competitor are, the weaknesses, how your solution may differentiate, and you don't have to use all of this, but you can scan it. It gives you points to prep for your call or prep for internal meetings. It's going to give you some common objections like what a a current HubSpot or someone evaluating HubSpot might say about it and how you can prepare trap setting questions or just prepare to overcome those objections. It'll give you some discovery questions to start with and some competitive sound bites. But again, the point is if you want to take this a step further, this is more meant to get your ideas flowing. You can create one that will produce these same outputs, but you can also add any in internal documentation you have, which one helps you a lot just in your own role prepping for calls and running deal cycles, but two, if you put something together like that and share it with your team, you don't have to be a tryhard about it, but you're just like, "Hey, here's here's what I put together. It's really working for me. It's saving me a lot of time. Just wanted to share this with everyone." You're going to build a lot of goodwill in your organization. So, this is just one out of the gate. And there's there's others I want to talk about, too. Other opportunities where you can kind of centralize this floating data out there that's really generally really hard to find internally and you can centralize them into GPTs and projects like this.
One quick thing I would add there is also to that point like really great examples that come to mind is uploading like every case study that your company has or is relevant to your market segment and you can immediately pull out like relevant case studies of like, "Hey, we helped XYZ competitor do this." One thing I'd love you to show on this one, I know it's the first one and I'm sure we'll have examples in the future. I actually saw a comment from one of our earlier videos that people didn't realize that once you get this output, now you can interact with it further. So like what's an example here that like, hey, it does its initial scan based on your instructions. Even if it's just a simple example here, we don't have to get super complex, but like what's a follow-up question you would ask or common thing you see going into this GPT to further use this data?
Yeah, I mean, if we just want to make like you never know what it'll be, but let's say you you know the customer is already using HubSpot and you know cost is probably going to be a concern for them. You can just say, "I mean, tell them that this customer is using HubSpot. They will be concerned about price. Can you help me prepare to overcome that objection and give me five trap setting questions?" Like whatever it is like it's always situational whatever you know about the particular customer maybe you've had calls with them in the past or maybe you could just identify something and research, but it will again, yeah, it's not just the initial output that it's going to give you. Interact with it and that's usually the best way to do it. You don't need this entire thing. Um, you really zero in on what you think is going to be most relevant. So, it'll give you some examples of how to potentially overcome an objection like that. And again, you probably won't need five questions, but I like to just get a bunch of different examples because usually there's two or three that stick out. And if you only ask for one, you might miss a question that was actually pretty effective that would give you some ideas. So yeah, you can definitely and should keep interacting with these as you use them.
Yeah, awesome example here. And just for everyone's reference too, if you're looking on Connor's screen and on the left side, you see all of the ones with the higher levels like little chevron logos. These are all part of AI Sales Accelerator. So one, I encourage you to go and try and create these yourself, but also if you're looking for these out of the box, we have 25 plus GPTs as part of that program. Um, Connor, this is a great example and I know you've got way more to show, so maybe we jump to the next one just for the sake of time, but hopefully this gets people's gears spinning and uh realizing what's actually possible.
Yeah, one I'll I'll just talk about it because you you kind of started to to get ahead of me there was is a Win Story GPT. So, I didn't make one only because we these are general purpose GPTs and for a Win Story GPT to work, you'd have to have your own internal documentation. But what you said is another perfect use case where companies all the time have these floating decks for different uh case studies, what happens, their win stories, their logos, and they can be hard to find. It can be hard to centralize that information. Sometimes they're in Google Sheets where the use cases are written out. So this that's another perfect example where you can again take a day, a morning, whatever, download every single document you can find regarding case studies, win stories, customer logos, any Google Sheet documents you can find, centralize them and now when you're on calls, I know I get asked all the time, "Do you have any similar customers to this or that with this particular use case or in this industry?" And you have that centralized, you can easily just say, "Hey, I'm working with a customer in the financial services space who is asking asking if you've done any HubSpot replaces at Salesforce or something," and it will give you like, "Can I get the top three examples?" And you can use it on calls or to prepare for calls. Um, so I just want to call that one out because that's another perfect example of how you can take centralize a lot of this information that's floating around and help you a lot out on your own job but then also share it with your team internally.
Yeah, awesome stuff. What's another example of a GPT that is doing something that you think a lot of people sleep on?
I mean, so here's one, a strategic account research GPT. I think a lot of people get you can just go into a new chat and say, "I'm uh I don't know, I'm researching XYZ account. Can you uncover any information that would help me?" But actually taking the time to like a lot of companies again have account research templates or account plan templates and you can take those exact templates and what the outputs are and then and just use that for the instructions of the GPT. So you don't have to go line by line. So if we want to do the same example again, Salesforce um I don't know, let's say we're targeting Macy's. Just made that up. You don't even have to give it any more information than that. You can if you want. You can tell it what you sell if there's a particular product. So, this might be a little broad, but I know a lot of account plans look like this. Like, if you're an AE or even an SDR and your management asks you to make a few account plans, those used to take a long time. Like, I used to have to, okay, Google, where's Macy's HQ? What what industry are they in? Are they public or private? You'd have to do this one by one. If you just take the examples that you use internally, use that for the instructions of a project or GPT, you can get these outputs in five minutes of just going through it rather than googling one by one. So it'll give you the company snapshot, strategic overview of what they do, a little bit about their business model, types of customers they serve, recent growth areas, some of their notable competitors. And you're probably not going to need all of this information, but I'd rather get it out of the go and then zero in on anything that stands out. Detected triggers that could be relevant for Salesforce like priorities or new CIO appointment. It's good to know that some of their strategic initiatives. They have some store closures. This is all stuff too. It's not an example I'm going to go into here, but do you have a cold email assistant created for yourself? You can take some of this stuff that you know is going to be really relevant in your messaging and almost just copy and paste some of this and then use it in your email assistant and say, "Hey, take this context into account when you're creating the emails." Um, it'll give you a high-level like sales sales plan essentially um recommended angle and hypothesis and yeah, I mean it what what did that take? It spit it out in 30 seconds when this used to be one by one line by line. I mean, I used to have to take days to to put together like full complete detailed account plans, and this can get you 80, 90% there out of the gate.
No, I mean, this is huge. And again, for those of you that aren't using ChatGPT, again, the point here is not to say like 100% of this is exactly spot-on, but it's hard to, and I didn't appreciate this until earlier this year, I really started diving deep. the fact that it can pull all of this for you in 20 seconds. And again, if you have that experience, you've done this manually, you're going to know what's good and what's not, but the burden it lifts instead of just looking at basically a brand new Google page or tab and starting to search the internet is awesome. One of the things that I would say to our our last point too of like talking through with this data, one of the things I'll do once it does this information, if there's any past recorded calls, if there's any public company 10Ks on the internet, I'll take those have ChatGPT scan through that information and cross-reference it with what it's found here and have have it start to form a point of view that's like hyperspecific to the personas I'm actually going after. But again, it's like on one hand, I don't want people to think that, hey, this is like 100% ready to go out of the box. It definitely 80, 90% of the way there. Use your own judgment. Don't take this as the blind truth. But again, the value you get from that, the ability then to iterate on this so quickly is just when you go all in on this stuff, it completely changes your day-to-day workflow. So, yeah, another great example. I'm sure you've got more queued up for us.
Yeah. I mean, another one I want to talk about, again, this would be more internal specific to your company, would be a product brief GPT. So, a lot of companies, again, if you work for one like that sells a platform that has a bunch of different products. I know I've done that in the past. It can be hard to keep up with each product when you have 30 plus modules or even 10 plus modules and each one has its own roadmap, new features coming out, integrations that they they can or cannot connect with. And it's hard sometimes when customers ask this stuff on calls to know all the answers off the top of your head. If you can download all of your product brief GPTs and and keep this updated, that's one thing I don't know if I've called out yet is that you got to stay on top of it. It does take some maintenance like as new briefs come out or new updates come out, you got to add that to the knowledge base so it's not pulling from old information. But that is another example of like where you can just win a lot of good goodwill internally. It like one it helps you out on your job. I know I use that every single day and it helps me answer questions that I used to have to rely on my SC for. And then two, if you just share it with your team internally, like, "Hey, I downloaded every single product brief that we have and centralized it and you can get all your questions answered from there." It's such a simple thing to put together that it's just not priced in. Like a lot of people just aren't even thinking about this stuff. And these are some of the use cases that can one put you ahead in your own role, but two build a lot of goodwill internally. Um, one I can show off is I think it's a obvious slept on one that people don't think about is a calendar agenda builder. Um, it's just one of those things I get asked all the time about show rates. How do you get people like how do you prevent no shows? Things like that. I could go deep dive into that, but I think one of the most undertalked about subjects is is writing strong agendas. I so many reps work so hard on prospecting. And they put so much time and effort in on their cold emails, their cold calls. They book the meetings and then they just send out these blank invites that are either just like Connor-Eric intro with no description in in the meeting or the Yeah, the meeting invite or it's like something fluffy like introductions, learn more about your role, see how Salesforce can help. um Q&A and it's like when you book these meetings five days out with these IT directors or VPs of marketing whoever that it was just like a blip on their radar cold call or cold email and 5 days pass they forget. You want to have a strong professional looking calendar agenda. I found this to really increase show rates and it doesn't take much time. So I don't know, let's do we'll do you we'll do Eric Finch. uh or I guess your CEO higher levels um online education let's say again I work for let's do a smaller one like Monday CRM uh I just skipped it but we let's see what it gives we can add okay Connor um AE no other attendees Please, please proceed. And I've made this in a way it's nothing fancy, but it's like rather than just the fluffy high-level agenda, it's it gives some attendees, which just looks looks a little bit more professional. It'll give a proposed agenda. I think it's fine to start off with introductions, current student engagement and CRM approach, Monday's CRM overview and online education approach. It just makes it a little bit more specific. And then it gives you another example too of with that just adds a little I call them context bullets where it gives a little bit more detail. So it's just like something they can bite off on when 5 days pass they forget what this meeting even is. they have a full packed calendar of meetings on their or meetings on the books and now they can read this and be like, "Oh, I did want to talk about that or that that is I do want to get on this call. I do have questions about that." So, this is just another one. I I create these for all of my top titles, um, industries, and then I create these once in here, and then I just put them in a OneNote, and then when I book a meeting with, I don't know, a VP of IT in banking, I pull out my VP of or like my IT and banking calendar invite, and I just send that out. It's not something I need to spend any time on or think about.
Yeah. No, awesome stuff. And uh I I know like I've messed around with this one as well just for context if you wanted to get it even more narrowed in. I've even given it like a cold call transcript and it'll create uh invite specifically based on that more or less the same format. But even specifically using the verbiage that I was talking about with the prospect or any challenges they identified. And I totally agree for that SDR or account executive like being on the other side of this now having tons of people reach out to us about higher levels. I can't tell you how many times I'm like, "Yeah, just let's meet like next Friday and it's Tuesday." And then here we are almost 10 days later, 10 actual days, and I've completely forgotten what it's about. I just come into the call like completely skeptical. These are the little things again that you know, one you should probably be doing anyway, but now that you can literally have this done in 5 seconds, like there's no excuse not to. And it just raises the bar of every interaction. So, great example. Agreed. Um, and I could keep rifling through examples. Another one I could talk about is this would be more of an internal one are POV or demo decks. This is a use case I've seen a lot where there's usually some sort of standard demo deck or POV PC kickoff call deck. You can create a project or a GPT that's been instructed and like okay here's you can give a few examples as a knowledge file like give it five examples of POV decks or demo decks and it sees where all the bullet points are and you can instruct it to give you bullet points for this new customer. You can give it all the context like call transcripts, things like that and you can create a very highly effective, highly targeted POV or demo deck in literally 10 seconds. Like that used to take me hours to do, right? I'd have to go through all my call notes, figure like really dial in on what was important to them, what their current state is, the negative consequences, what their ideal future state is. That literally used to take hours. That's another example. Internally, you can just centralize a lot of these decks, um, a lot of the information that's flowing out there and create some sort of standard process for yourself, which will save you hours. And then again, share it with your team. It takes no extra effort and it gives a builds a ton of internal goodwill for yourself.
No, this is awesome, man. Like diving right in to the next one. I know again I want to be clear now. We're kind of getting to use cases that I think people are aware of you can use ChatGPT for. However, they're not doing it optimally. So a huge one and again even out of the box tools like Gong or whatever have the ability to use AI to summarize different calls, right? One of the big unlocks, at least for me, I know Connor, you're using this a ton, is the CRM notetaker, not just to summarize notes, but again, using a custom GPT, you actually give it instructions on exactly what you want and what you need for your Salesforce or HubSpot notes for your internal, you know, maybe your territory plan, any follow-up emails, any follow-up documentation you need to get. It can summarize and put all of that on a tee for you. Connor, I actually just emailed you a transcript because I know you didn't have one handy. So like literally all you have to do is download that transcript. You can get it from Gong. You can get it from whatever recorder you have and then this will analyze the entire conversation and map literally everything out in exactly in my workflow because I've coded it that way in the GPT.
Yeah. Um and thanks for sending that that over. So as you can see all you need to do is I mean who knows who's saying what. I don't know how how the GPT, but you can just paste the block of text. And this used to take so long to parse through. I was always that was just never a skill of mine was taking notes on discovery calls. I would just bullet point out the most important things I heard, but I just it found it took away from my ability to just fully immerse myself and and be present in the conversation. So having something like this that's coded in the way that your CRM notes are delivered. So it's going to give you the call summary, who all the participants were, some of the key discussion points at a high level. They'll talk about the tone and engagement and then it'll start getting into what the next steps are. And then depending on what your methodology is, if you follow, a lot of companies follow the command of the message, current state, negative consequences, future state, positive business outcomes. MEDDIC is another common one. So it'll give you the metrics, economic buyer, decision criteria. It will tell you stuff's missing, too. Like if the information is not there, it's not just going to insert it there. Um, BAN, that's another common one. And then this is this is a cheat code, too, is is instructing it to write a follow-up email based on all of this. That was another pet peeve of mine in the past was running a really good call, parsing through all the notes, figuring out some of this B MEDDIC, whatever it was, and then I got to type a follow-up email. Meanwhile, I'm just trying to get back to my day. Used to take me so long, and now it's not always 100% perfect out of the gate, but a lot of times it is. And even when it's not, it's pretty easy to just touch it up, edit a few things. Again, you can interact with it and say, "Hey, make it 25% shorter or take out that bullet point, whatever." Um, and then it we'll even draft any of the next steps that were discussed like the meeting invite and and give you an agenda for that. So, I mean, this is hours and hours of work when you add up all the calls throughout a week or a month that you're taking that again, if your organization isn't doing this, a lot are. There's the Gong's and some of the other tools that automatically do this stuff. It's not always in the right format or the type of format that is preferable to you. And if your organization doesn't have tools like this, this is an easy one to just blow people's minds that a lot of upper management's just not even thinking about workflows like this. And if you put something together like this or use a tool like this and share it with your org, it again saves you a ton of time but also builds a ton of goodwill. And I'd also add, just making this real for account executives, like the way that I instructed this one, it's got it basically gets everything in a lot of detail. Obviously, this might be too much. You know, some of the current state, the MEDDIC stuff is pretty beefy. So, obviously, you can say, "Hey, I need the command of the message summary, but in half the length or these are common prompts, excuse me, that I'm giving it to really shore up those notes and make them much more streamlined." But also, I think the the biggest thing on top of this is like one of the things I find is with strategic customers or you're super busy and you have a quasi qualified call. Quite frankly, some of the times that's where I'm letting my guard down and letting that slip. And I've found like even with, you know, maybe, hey, it's it's a $35k deal and I'm more focused on deals that are like a quarter million and up as one example of many. This allows me to provide the same level of service, professionalism, and expertise to those smaller accounts that I otherwise would kind of like let's slip through the cracks or not be able to give as much attention to. This is really helping me basically without spending any more time give everyone equal treatment. Whereas, you know, in reality, I'm still still spending most of my day and 80 plus% of my time in mind share on my biggest deals in pipeline. So, I think that's a key distinction. If you're an account executive in the trenches, you know what I'm talking about. But those smaller deals, those ones that you let slip because honestly at the end of the day, you could live with or without it. This is just another way to get that extra deal over the line, another little cherry on top, another even small deal, but in accelerators now like I just want to underscore the importance of this, not just from a convenience and summary, but the ability to actually increase how much quota you're attaining, etc., etc. So, yeah, well said.
I mean, we've talked about it in the past, but it's it's getting to a point where you can create a lot of distance for yourself. Like right now there's just a lot of reps who aren't even thinking about how to create GPTs or projects or save themselves time on some of these repeatable workflows. So if you haven't yet, I think it's okay. But we're kind of reaching that inflection point where it's like how are you not how are how are you not starting to think about some of this stuff? And and some like reps are going to start to separate themselves between the ones who do and the ones who don't. So I mean the goal I Eric, I don't know what you think. There's more we could keep going through, but really it's just to like get the ideas flowing on what areas could even be turned into a GPT or a project with like a preset of of instructions for repeatable workflows. And some of the ones like you can see on the side like obviously cold emails, discovery call prep, we've covered that in the past. Drip campaigns. That's one we didn't cover today, but that's another workflow that used to just take a lot of mental effort that now you can just pre autocreate drip campaigns and schedule out those emails to go out every four weeks. The cold call scripts are obvious, but it's like starting to think about some of those other use cases that a lot of reps aren't thinking about organizations like a competitive intel, GPT, product briefs, win stories, some of these quick, easy wins that can be done in a day of just downloading every internal document you can find and centralizing it and then keeping it up to date moving forward. It it it helps you and it builds your brand internally. And and I'd be curious from the audience, feel free to leave leave comments if there's other areas that you've been using at other workflows that are unique or that we could be thinking about that you want to see us turn into a GPT because um this is what I'm starting to think about on a near daily basis now.
Yeah, absolutely. And I just call it out too again, we make these. So if you haven't experimented, this should give you a good launchpad of how to even start. And also, if you're looking to streamline that process and get 25 out of the box GPTs, as well as detailed instructions on how we create them specifically for our workflows, we literally had so much demand in the comments for tutorials for how do you do this, all of these different things that that's why we created AI Sales Accelerator as well. But anyway, in any case, whether it's this video or the community, like you should absolutely be using this in one way, shape, or form. And my call to action to you is if you haven't actually sat down and spent significant time with this, literally spend an hour today, go on YouTube, whether it's our channel, Connor's channel, find a tutorial on how to build a custom GPT and attempt to make one for something you've seen here or one of your most common workflows, and you will be completely blown away when it does it uh to a very high high ability. So Connor, um great deep dive. Hopefully this gets people uh thinking in the right direction. Anything else before we call it?
No, I think you summarized it well. Appreciate you having me back on and to just keep doing this in the future.
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