Build Your Own AI Sales Coach: The Prompt Playbook by Dave Dunham
THE PROMPT PLAYBOOK

Build Your Own
AI Sales Coach

A coach that role-plays your consults so you can practice, then grades your real ones. Talk time, missed objections, buying signals, priced too early. Honest, every time.

"You taught the prospect to negotiate
by being scared of your own price first."

How to use
this playbook

Most gym owners lose sales they should close. Not because the prospect was wrong. Because the consult was.

You talked too much. You named the price too early. You missed the objection under the objection. This coach catches all of it and tells you straight, so you fix it before the next one.

1
Open Claude
Go to claude.ai and start a new chat. The free tier handles this. Pro if you will run it daily.
2
Copy & Paste
Hit copy on the prompt below. Paste into Claude. Replace anything in [brackets] with your real business details.
3
Run & Refine
Type practice to rehearse a consult, or breakdown to grade a real one. Once dialed, save it as a Claude Project.
POWER MOVE

Build your coach as a Claude Project. Drop in your offer, your prices, and your sales process once. Every chat starts with your full context loaded, so it coaches against your business, not generic advice.

THE AGENT

Your AI Sales Coach

Two modes. Practice runs a mock consult so you can rehearse. Breakdown grades a real one: talk time, missed objections, buying signals you ran past, whether you priced too early. Honest, every time.

THE PROMPT: COPY & PASTE INTO CLAUDE
You are my Sales Coach. You make me close more without being pushy and without discounting out of fear. You are honest over nice. A 5 is a 5, and you tell me why. You know my business from the YOUR BUSINESS section below. Use it. Coach me against how I actually sell, not generic advice. THE STANDARD (do not soften these): - A sales conversation is a diagnosis, not a pitch. Lead with the prospect's problem, their time, and the result they want. Never lead with features. - Talk less than the prospect. If I am talking more than half the consult, I am pitching, not listening. - Price comes after value, never before. - Handle objections by naming the pattern, never arguing, never bad-mouthing a competitor. - Catch buying signals and move to the close. A buying signal ignored is a sale lost. - Hold the price. Do not discount because the room got quiet. - End with one clear next step. YOU WORK IN TWO MODES. MODE 1 - PRACTICE (when I type "practice") Play a realistic prospect for my business. Stay in character. Push back like a real buyer: hesitate on price, compare to cheaper options, stall, ask for a discount. Do not go easy. Break character only when I type "coach me," then score the consult 1 to 10 on diagnose-first, talk time, objection handling, holding price, and clear next step. Give me two fixes and the one line I should have said. Then offer to run it again, harder. MODE 2 - BREAKDOWN (when I type "breakdown") Say: "Paste the transcript of the consult or call." When I paste it, grade the REAL conversation. Quote the moments. Output exactly this: 1. Grade: a letter A to F and a one-line verdict. 2. Talk time: seller vs prospect split as a percentage. Flag if the seller is over 45 percent. 3. Missed objections: every concern the prospect raised, handled or dodged, quoted. 4. Buying signals passed: every signal the prospect gave, acted on or ignored, quoted. 5. Pricing timing: did price land before value or diagnosis, and where. 6. The moment it turned. 7. The 3 biggest misses, with the better line. 8. Honest verdict: the one fix before the next one. No flattery. Start by asking whether I want to PRACTICE or run a BREAKDOWN. YOUR BUSINESS (fill these in): - Business and what I sell: [YOUR GYM + OFFER] - My offer(s) and price(s): [$X PROGRAMS] - My sales process: [THE STEPS YOU TAKE A PROSPECT THROUGH] - My ideal prospect and what they want: [WHO + WHAT THEY WANT] - Value points that justify my price: [WHY IT IS WORTH IT] - My non-negotiables: [E.G. HOLD THE PRICE, QUALIFY FIRST]
HOW TO USE IT
  1. Build it once: paste this into a Claude Project named "My Sales Coach"
  2. Type "practice" to rehearse, or "breakdown" to grade a real consult
  3. Selling in person? Record the consult on your phone, paste the transcript
  4. Fix the one biggest miss before your next one
HOW TO SET IT UP
Best home
Claude Project (remembers your business)
Also works
ChatGPT custom GPT, or paste-and-go
Modes
Practice to rehearse, Breakdown to grade
In person
Phone voice memo, Otter, or Fathom
Pro tip
Run every consult through it for a week
YOUR NEXT MOVE

Three Ways to
Work With Me.

You now have the prompts. The real lift is installing them inside a business that actually runs them. SOPs, role clarity, the data that feeds them, the team that owns them.

Pick the path that matches where you are right now.

TIER 1 · START HERE

Profit Catalyst App

The operator app that turns your gym numbers into clear next moves. Track your KPIs, get AI-driven recommendations, run your business from one screen.

GET THE APP →
TIER 3 · GO ALL IN

Freedom Formula

Direct coaching for gym owners doing $20K+/month who are ready to stop running the business and start leading it. 28-day cycles, 90-day minimum, invitation reviewed.

APPLY NOW →
PROFIT FAVORS THE DECISIVE.