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An agent is the rep who actually makes the calls. Not the one who means to, or gets to it tomorrow, or lets the list quietly rot in a spreadsheet. It dials, it listens, it answers, it asks the next question, and it is just as sharp and just as friendly on the hundredth call as it was on the first. You give it three things:
  1. Who to call. The campaign decides this (see Campaigns).
  2. What to say. Its opening line and its instructions (the prompt).
  3. What you want. The goal, like “book a meeting” or “get them on the phone.”
Then it picks up the phone and goes to work, one call at a time.

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You brief it, you don’t script it

Here’s the part that surprises people. You do not write out the whole conversation. You can’t, because you don’t know what the other person will say. Instead, you brief the agent like a new hire:
  • Here’s who you are and who you work for.
  • Here’s why you’re calling.
  • Here’s what to do if they say yes, and what to do if they say no.
  • Here are the lines you must never cross.
The agent fills in the actual back and forth by itself, in the moment. Your job is to give it a clear goal and good rules, not a word for word script.

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What you decide about an agent

Every agent is made of a few simple choices. Each has its own guide:

Its type and capabilities

What starts the call, and what the agent can do on it: book a meeting, transfer to a human, tag a lead.

What it says

Its first line, and the instructions that guide the whole call.

How it sounds

Its voice, speaking speed, language, and background feel.

What it records

What it figures out on each call and writes down for you.
An agent doesn’t call anyone until it’s attached to a campaign and that campaign is switched on. Building the agent is safe. Nothing dials until you say so. See Going live.