Use ChatGPT To Boost Your B2B Sales and Lead Generation

Here’s everything you need to know about how you can leverage ChatGPT to improve your sales and lead generation process!

March 21, 2023

So…ChatGPT. Everyone’s talking about it. And you’re wondering if you can use it in your sales efforts. Well, the short answer is a definite “yes.”

In this article, we’ll explore a few of the less-discussed ways you can put ChatGPT to use in your sales and lead generation efforts. Check it out!

A Sales Tool, But Won’t Solve It All

While ChatGPT (and the models that power it) are exciting and fun to use, it’s crucial to keep in mind that it’s just a tool to help you accomplish your goals. Think of it like an AI-powered hammer. It’s not too practical unless you know how to use it.

Also, before we get too far ahead of ourselves, it’s best not to think of ChatGPT’s output as a finished product. At the end of the day, this is still a software robot (even if it is pretty impressive). Sales is all about human relationships, and its dang-near impossible to build those relying solely on computer-generated output.

We recommend you use ChatGPT’s text as a building block and refine it with your own good judgment.

It’s all in the prompt

Whether you find ChatGPT to be the bee’s knees or as useless as a chocolate teapot will depend on your ability to draft effective prompts. The AI tool’s prompt system is extremely flexible but can also – like a blank canvas – be intimidating to those without any guidance.

Using just a few words in the prompt, you can change how ChatGPT speaks and what it says. You can do so subtly or dramatically, and with a nearly infinite degree of precision.

We’ve found it helpful to implement what we call the “RPG System” when we design prompts for ChatGPT. It incorporates roles, perspectives, and goals to generate a ton of direction for the AI while maintaining much of the adaptability that makes it so powerful.

Role Playing

ChatGPT can take on almost any role you can possibly think of. You just need to make it part of your prompt. Try including instructions like “acting as a B2B salesperson” or “in the style of an Economic Development professional.” You can even get creative by role-playing different scenarios! For instance, you can ask ChatGPT to pretend to be a potential customer or investor. This way, you can practice your sales pitch and get a feel for how to respond to any objections they might throw your way. It’s like having your own personal sales coach that never gets tired of playing along with you! Here are a few examples:

→CHATGPT PROMPT: “Acting as the sales representative for a logistics software company, write a casual and friendly 250-word introductory email to a prospect in the aerospace manufacturing industry that addresses the 3 most common pain points for aerospace manufacturers.”

→CHATGPT PROMPT: “In the style of an Economic Development professional from Calgary, Canada, write a LinkedIn InMail about 2 characteristics of Calgary that the tech industry finds attractive.”

Role playing Your Sales Call

When you’re feeding prompts to ChatGPT, feel free to think outside the box. For example, consider giving it the following text:

→CHATGPT PROMPT: Let’s role play a sales call between me, a sales representative for a Human Resources management software company, and you, a human resources executive at a large and fast-growing healthtech company.

You’ll likely get back something like, “Sure, I’d be happy to role play a sales call with you…”

Once you’ve got your role playing instructions “loaded” into ChatGPT, go nuts! Ask it anything you’d ask a real-life prospect. For example, I asked it:

→CHATGPT PROMPT: I am pitching my time management software to an HR exectuive in the healthtech industry, these are my most common objectives: (Insert top 3 most common objectives), can you help me with ideas on how to overcome these objections.

ChatGPT can spit back tips on how to overcome these objections or even give you ideas as per what other objections may be if you prompt it properly.

Perspective Taking

Consider telling ChatGPT who your message is for. It’ll take on the perspective of your target audience when it’s drafting the output. Use phrases like “For an audience of marketing executives working at SaaS companies” or “Targeting VPs and C-suite executives at fast-growth companies.” Check out these examples:

CHATGPT PROMPT: “Create an intro sales email with a call-to-action designed to sell and explain the benefits of my B2B database platform called (Insert Company Name) to Data Analytics professionals.”

→CHATGPT PROMPT: “Generate a cold-call script designed to maintain the interest of a busy marketing executive interested in generating inbound leads for the SaaS company they work for.”

ChatGPT For Lead Gen

Now that you’ve got a basic framework for straightforward requests, here are a few more cool prompt ideas to get your lead gen engines running. Check these out:

Lead Nurturing:

Nurturing your leads is as important as gathering them in the first place. Why not try to get some ideas about the info they might like to have next?

CHATGPT PROMPT: “Imagine you’ve just downloaded a free ebook on time management software for small businesses.

What questions might you have about time management software that you would need answered before you would consider signing up for it?

What information would you prefer to see next after you have finished reading your free ebook on time management software?”

Lead Qualification:

Not all leads are created equal. Some will go on to buy from you, while others are just kicking tires and window shopping. How about a question or two to help distinguish between the two kinds of leads?

→CHATGPT PROMPT: “What are three lead qualification questions I could ask sales prospects to determine which of them are most likely to become customers and which of them are least likely to buy my product.”

Using ChatGPT To Clean Up Your Text

Let’s face it. Not all of us are fantastic writers. So, feel free to use ChatGPT to rewrite your email subject lines, sales messages, social media content, and any other prose. You can get as specific as you want with these requests, so consider asking ChatGPT to do stuff like:

→CHATGPT PROMPT: “Consider this email subject line: “ENTER EMAIL SUBJECT HERE.” Rewrite it with a casual tone to make it more likely to be opened by the recipient.”

→CHATGPT PROMPT: “Consider this email: “ENTER EMAIL BODY TEXT HERE.” Rewrite it to make it easier to scan. Incorporate bullet points and subheadings.”

→CHATGPT PROMPT: “Consider this text: “ENTER TWEET TEXT HERE.” Shorten the text to make it fit in a single tweet.”

CHATGPT for Sheets & Docs: Generating & Cleaning Lists

Normally, ChatGPT only accepts short- and long-form text as prompts and spits out the same kind of output. Sure, it can work with code in a variety of programming languages but – at the end of the day – it’s still words on a page.

Talarian’s GPT for Sheets and Docs, however, allows you to implement GPT’s text generation capabilities from within a Google Sheet spreadsheet. You can use dynamic fields to create outputs based on spreadsheet inputs that change row by row.

💡 So, for example, you could have GPT output a cold email script for
multiple names, titles, and job descriptions.

Important Caveat: Using plug-ins like the one we’ve described above requires you to have and use an OpenAI API key. If you’re not sure what that is, you may wish to do some additional research, or stick with the publicly available ChatGPT interface..

ChatGPT For LinkedIn: The Best of Both Worlds

If you’ve been in sales for more than about five minutes, you already know how powerful LinkedIn can be. But did you know that combining it with ChatGPT can unlock all sorts of new capabilities?

Just to get you started, why not try out the following:

→Share a link to a profile and ask ChatGPT to, “Describe this person’s skills, background, and interests” to get a deeper understanding of what they might be like.

→Share a link to a profile and ask ChatGPT to, “Generate a personalized message to help me start a conversation with this person.”

→Share a link to your own profile, as well as your lead’s, and ask ChatGPT to, “Identify common interests between these two profiles.”

→Share profiles of your personas and ask GPT to “Describe your persona’s and their pain points”

Use caution, however. In our experience, because ChatGPT isn’t pulling directly from the live web (it uses data scraped from 2021 and earlier), the information can be out of date or, in some cases, even pertain to an entirely different person with the same name. So, double-check your results!

The Sky’s The Limit

Hopefully we’ve given you a few cool new ideas about some of the lesser-known tricks you can pull with ChatGPT. Now, it’s your turn. It’s time to turn yourself loose on the popular language generator and see what you can do!

Share This Story, Choose Your Platform!


Discover expanding companies. Close more deals.


Pitch to decision makers and fuel your sales pipeline

Gazelle gives you unique access to over 21 million contacts to help you sell more.

Start selling more
Start selling more