How Peter Meyer Uses Custom GPTs to Streamline Sales Workflows

In this episode of SaaS Founder Stories, David Brennan interviews Peter Meyers, managing partner at Portage Sales, about the unique challenges of using AI and custom GPTs to optimize complex enterprise sales workflows. Peter has pioneered the development of customized GPTs to support his sales processes, streamline repetitive tasks, and improve productivity across his team.

We’ll explore the challenge Peter faced in automating sales processes with AI, the strategies he used to create effective GPTs, and how these solutions are transforming his business.

The Challenge: Reducing Time Spent on Repetitive Sales Tasks

For Peter Meyer and his team at Portage Sales, the main challenge was to reduce the time spent on repetitive sales tasks and administrative work, which accounted for a significant portion of the company’s operational costs. As Peter noted, “Sales messaging is a pain… you don’t want to do templated messaging, but high-quality sales messages take time to craft.”

The volume and complexity of tasks, from prospect research to crafting proposals, slowed his team down and limited the potential for scalability. His goal was to leverage custom GPTs to automate these workflows while maintaining the high quality and personalization needed in enterprise sales.

Strategy 1: Building Custom GPTs for Sales Messaging

One of Peter’s first custom GPTs was designed to tackle sales messaging. Rather than using generic, templated sales copy, he created a GPT tailored with his company’s ideal customer profile (ICP), value proposition, testimonials, and case studies. This customized GPT could generate short, medium, and long-form sales messages, offering a variety of options for each prospect.

Peter explained, “We trained it on tone and injected it with specific knowledge about our ICP, value prop, and key case studies. Now, it produces messaging that’s not only accurate but also tailored and human.” This GPT allows his team to generate high-quality messages with a fraction of the time previously required, freeing them to focus on more strategic tasks.

Strategy 2: Automating Call Planning for Complex Sales

Peter’s next custom GPT was developed to automate call planning—a critical but often neglected part of the sales process. “Most sales teams skip the call planning stage, which is essential for purposeful, effective sales conversations,” Peter said. The call plan GPT prompts users to set an objective, anticipate objections, and prepare thoughtful, contextual questions. By following this process, his team could enter every call well-prepared and focused on outcomes.

Peter highlighted the benefits of automated call planning, saying, “This GPT not only saves us time but also ensures every sales call is purposeful and aligned with our goals.” This streamlined planning approach leads to more successful discovery calls and better client relationships.

Strategy 3: Chaining GPTs to Support End-to-End Sales Processes

Peter has also taken a unique approach by chaining multiple GPTs to handle complex, multi-step workflows. For example, his custom GPTs work together to cover the entire journey from discovery to proposal creation. One GPT summarizes discovery call notes, another injects relevant insights into the proposal, and a third customizes pricing based on the client’s needs. This seamless handoff between GPTs accelerates the process, ensures consistency, and maintains high-quality standards.

Peter shared, “By chaining GPTs together, we create a cohesive process that integrates our best practices and drives better outcomes for our clients.” This chaining approach allows Portage Sales to efficiently handle customized sales cycles, which traditionally require extensive manual input and coordination.

Strategy 4: Implementing AI for Meeting and Coaching Analysis

In addition to sales messaging and call planning, Peter has developed GPTs for analyzing client and coaching meetings. These GPTs summarize key insights, highlight next steps, and ensure accountability by clearly documenting actionable items. For Peter, the result has been a more structured follow-up process that enhances client satisfaction and ensures that his team stays on track.

According to Peter, “Our coaching analysis GPT allows us to capture essential takeaways from each session, creating a natural follow-up process that aligns with our clients’ goals.” This structured follow-up process has contributed to improved outcomes and a stronger reputation with clients.

Key Insights for Founders: Using Custom GPTs to Enhance Sales Efficiency

If you’re a founder interested in adopting GPTs for your own sales processes, here are some key takeaways from Peter’s approach:

1. Customize GPTs for Your ICP and Value Prop: Generic prompts won’t deliver high-quality results. Train your GPTs with specific information about your ideal customer, value proposition, and case studies to ensure messages are relevant and impactful.

2. Automate Planning for Complex Sales Processes: Sales planning is critical for effective conversations. Custom GPTs can help automate the planning process, ensuring your team is always prepared to handle objections, ask the right questions, and stay focused on their objectives.

3. Chain GPTs for End-to-End Workflow Support: If your sales process includes multiple stages, consider chaining GPTs together to cover the entire journey from prospect research to proposal creation. This approach ensures consistency, saves time, and improves overall efficiency.

4. Use GPTs to Document Meeting Insights: Summarizing client meetings is essential for structured follow-ups. Custom GPTs can help capture important takeaways, clarify action items, and provide a solid foundation for the next steps.

Portage Sales’ Mission: Leveraging AI for Sales Transformation

Through the strategic use of custom GPTs, Peter Meyer and Portage Sales are transforming how they approach complex enterprise sales. By automating time-consuming tasks, they’ve created a more efficient, scalable sales process that allows their team to focus on high-impact activities.

Listen to the Full Episode to Hear More of Peter’s Journey:
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If you’re a founder exploring how GPTs can optimize your sales workflows, this episode of SaaS Founder Stories offers actionable insights on the power of AI-driven automation.