The Sales Plugin
🎥 Video lesson — video not yet migrated (source Skool video id:
a4a89a4ebbd345dbb72c6f4d8ec5b8f4).
The Sales Plugin
Watch the video first. This lesson is the written companion: it structures the workflow, explains the three agents, and gives you a reference to scan when you start customising the plugin to your own business.
This is not a demo plugin. It is the one APG Software runs in production: 30 to 50 sales calls a month, every proposal generated through the closer you are about to see.
What this plugin does
It manages the full sales pipeline, from a fresh inbound lead through to a signed deal, with structured outreach at every stage. It does three things, handled by three agents:
(1-sales)Manages active leads. Classifies them, drafts personalised follow-ups, creates email drafts or sends SMS. An active lead is one contacted in the last 14 days.
(2-closer)The one we use most. Turns a discovery call transcript into a personalised, quantified proposal plus a drafted send email.
(3-reengage)Reactivates cold leads. Tiers them by how long they have gone quiet, drafts reactivation emails, restores the ones who reply, archives the ones who never will.
The closer is the fastest path to value, so that is what the video leads with and what most of this lesson covers.
The flow it fits into
Here is how a lead moves through our business, and where the plugin earns its keep.
- Lead comes in. 70-80% through Meta ads, the rest through Upwork, plus some cold email we are experimenting with.
- They book a discovery call. Roughly 30 to 45 minutes.
- The call follows the same shape every time. We unpack the business, the tools they use, and their bottlenecks. The whole point is to extract things we can quantify: manual processes the team is losing hours on. A quoting process where someone spends one to ten hours a week building proposals by hand. Anything we can put a number against.
- The closer runs. It pulls the transcript, reads it four times, builds a proposal specific to their problems with their waste quantified, and drafts the send email.
- You send a personalised, professional proposal in about 15 minutes instead of half a day.
The reason we probe for quantifiable waste on the call is simple: if we can attach hours and dollars to a problem, the proposal can show the client exactly how much opportunity is sitting in their business. That is what makes a proposal land.
Getting the transcript in
The closer needs a call transcript to work from. We use Fathom as our AI note taker. It is free, it joins any meeting automatically, and it has an MCP that connects straight to Claude.
If you open the sales plugin fresh, it has no connectors wired up. You add Fathom (or whichever note taker you use), make sure it joins your client calls, and the plugin can then pull the transcript directly. Internally we use our own custom-built CRM for this, but Fathom is the easy starting point for everyone else.
No transcript yet? You can also paste call notes straight into the conversation, or sync them from your CRM.
The closer, step by step
This is the part the video spends most of its time on. Here is what actually happens when you run the close skill on a client.
1. Set up the client
The plugin asks whether you are creating a new client or selecting an existing one. Give it a slug (kebab-case, like acme-corp) and it builds a standard folder structure. This is the same structure we use at APG for every client:
FolderHolds00-adminContracts and admin01-materialsEverything from the client: meeting transcripts, documents, emails02-salesProposals and sales documents03-auditThe audit project, if it goes that far04-..., 05-...Further engagements, numbered as you go
One folder per client keeps every conversation and every file in its right place.
2. The 4-pass extraction
The closer reads the transcript four times, each pass looking for one thing:
PassWhat it pulls out1. Findings3 to 5 pain points, each with a verbatim quote from the call. The top 3 by confidence and emotional weight make the proposal.2. ToolsEvery platform mentioned (HubSpot, Monday.com, Xero, Excel) and whether it is active, being considered, or abandoned.3. Time and wasteHours spent, headcount, labour rates. It picks the single biggest drain and calculates it: hrs/wk × staff × rate × 52 = annual, then divides for the monthly figure.4. Close intelligenceBuying signals, objections, the decision timeline, who else is involved, budget hints.
In the video this is described as reading the call for the requirements, the objections, the timeline, and the budget. Same idea: passes 1 and 3 capture what they need and what it costs them, pass 4 captures everything you need to actually close.
The quotes are verbatim. Never paraphrased, never invented. That is what makes the proposal feel like it was written for them, because it was.
3. The review gate
The closer does not silently render. It shows you what it extracted: the findings, the biggest drain with its calculation, the tools, the buying signals, and the price, then asks if you want corrections before it builds anything.
This is where the 50-80% rule lives. The AI gets you most of the way, fast. Your judgement does the rest. Maybe you set the quote at $15K but offer $10K if they pay within three days. Maybe you reframe a finding. The plugin is built to be steered, not to run fully autonomous. People assume that if the AI is not perfect on the first pass it is broken. It is not. The goal is to make you 50-80% faster, with your judgement still in the loop.
4. The proposal
Once you approve, it renders a proposal that is specific to the client: their exact quote, three of their own pain points pulled straight from the call, the quantified waste figure, and a booking link to lock in the next step. It is versioned (v1-proposal, v2-proposal) so re-running it never overwrites the last one.
You will sometimes hit small formatting issues, a card overlapping a footer, that kind of thing. One more prompt fixes it: "on page four, make sure the cards don't overlap the footer." That is the workflow, not a failure.
5. The email
It also drafts the send email in our brand voice: references something specific from the call, states the monthly waste figure, mentions the attached proposal, and ends with the booking link. The email is saved as a draft. Nothing auto-sends. You review it and send from your inbox.
How the proposal template is built
The proposal looks the way it does because it was designed in Claude Design, not generated raw by Claude each time.
If you want your own proposal style, this is the move: go to Claude Design, build the template there (it handles branding, landing pages, PDFs, and documents far better than native Claude), then drop it into the plugin and tell the closer to use your template instead of ours. Proposals differ by industry. Real estate, healthcare, professional services, and tech all expect different things. Build yours once in Claude Design and the closer fills it in every time after that.
The other two agents
Sales pipeline (1-sales)
Manages your active leads. Its capabilities:
- Classify leads using their communication history (warm, cool, the kind of reply they sent)
- Draft follow-ups for the leads due today, based on your cadence
- Send approved drafts: email becomes a draft in your inbox, SMS sends immediately after you approve
We hooked SMS up to Twilio (a service for calling and texting leads) through our CRM. You can wire that into Claude Code yourself if you want it, but honestly, if you are using a system like HubSpot, lean on it rather than building telephony from scratch. You will be live faster.
Re-engagement (3-reengage)
For leads that have gone cold, not contacted in two or three months, sometimes longer.
- Review stale leads and tier them by how long they have been silent (warm, cool, frozen)
- Reclassify based on how they last responded
- Draft reactivation emails from the right sequence for their tier
- Restore a lead to the active pipeline if they reply, or archive it if they never do
How aggressively you re-engage depends entirely on your business. For some, 12 months from first contact to signed deal is normal. For others, no payment within three days is the trigger to chase. This is one of the things you will tune.
What to swap for your business
If you run an AI automation agency selling roughly what we sell, there is very little to change. If your business is different, here is your list:
- The CRM connector. We use a custom CRM. If you are on HubSpot, Salesforce, Monday.com, Pipedrive, or anything else, swap the MCP in the plugin for your tool. This is the first thing to do.
- The proposal style. Build your own in Claude Design, add your testimonials, set your colours, drop it in.
- The reactivation cadence. Set the silence thresholds and sequences that match your sales cycle.
Everything else, colours, brand, copy, you can edit with plain natural language. You do not write code to change how this behaves.
What to do next
- Watch the video again and follow the closer run end to end: client folder, transcript, close skill, review gate, proposal, email.
- Open the sales plugin and identify your three swaps: which CRM connector, what proposal style, what reactivation cadence.
- Start with the closer. It is the fastest thing in here to get real value from, a customised proposal in 15 minutes.
This plugin is not static. As we improve it at the agency, those updates ship to you