Automate AI Sales Calls With Make.com

Using make.com, you can build a fully automated AI sales call workflow that captures leads, generates call scripts, places calls, and logs outcomes without manual effort. This guide walks you through each step so you can quickly move from initial lead intake to a repeatable, scalable voice workflow.

The process below is based on the official how-to guide for AI sales call automation and shows how to orchestrate multiple tools around a single scenario in make.com.

Overview of the make.com AI sales call workflow

The AI sales call solution in make.com connects several services to move a lead from sign-up to a completed sales conversation:

• Lead intake form for collecting contact details and preferences
• Database or spreadsheet to store and track leads
• AI text generation for creating tailored call scripts
• Telephony provider for placing and recording calls
• CRM or deal tracker to store call outcomes and next steps

Inside make.com, this is organized into scenarios that run automatically whenever a new lead is captured or when follow-up calls are required.

Planning your AI sales workflow in make.com

Before you start building, you need a clear picture of how leads will flow through your system.

Key components you will connect in make.com

• Intake source: form, landing page, or any app where leads submit details
• Lead storage: a database, spreadsheet, or CRM that stores each lead
• AI engine: an LLM that generates call scripts and summaries
• Call system: a provider that can dial, record, and transcribe calls
• CRM or tracker: a place to keep outcomes, notes, and follow-ups

Map out these elements so you know which modules to configure on make.com and where each piece of data should end up after a call.

Step 1: Capture and store leads in make.com

The first scenario in make.com handles new leads as soon as they submit their information.

Create an intake scenario in make.com

1. Set a trigger for new leads, such as a form submission or a new row in a sheet.

2. Normalize lead data so fields like name, email, phone number, and company are consistently formatted.

3. Store each lead in your database or CRM via a “Create record” or “Create item” module.

From here, your make.com scenario can branch based on lead type, source, or qualification criteria.

Step 2: Generate AI call scripts with make.com

Once the lead is saved, you want a tailored script that an AI caller can use for the conversation.

Use AI text generation inside make.com

1. Add an AI module such as an LLM to generate dynamic call scripts.

2. Pass the right context, including lead name, company, product of interest, and any answers from the intake form.

3. Define the structure of the script: greeting, qualification questions, value proposition, objection handling, and closing.

4. Store the script in your database or CRM so the telephony step can access it easily.

By centralizing this logic in make.com, you can quickly experiment with different prompts, tones, or objection-handling strategies without changing your telephony provider.

Step 3: Trigger AI phone calls via make.com

After the call script is ready, the next step is to automatically start the AI sales call.

Connect your telephony provider to make.com

1. Add a call module from your telephony or voice AI provider.

2. Configure call parameters such as:

   • Lead phone number
   • Time zone and preferred calling window
   • Language and voice profile
   • Maximum call duration

3. Attach the AI script generated in the previous step so the caller has appropriate context.

4. Enable recording and transcription if supported, so you can analyze performance later.

The scenario in make.com can schedule the call immediately when a lead comes in, or at a specific time that matches your lead’s preferences.

Step 4: Collect outcomes and transcripts in make.com

Once the call ends, your voice provider sends results back to make.com. You can then standardize and store the outcomes.

Store call results automatically in make.com

1. Set a webhook or callback that triggers a scenario when the call completes.

2. Receive call data such as:

   • Call status (answered, voicemail, no answer)
   • Duration
   • Recording URL
   • Transcript text

3. Link the result to the correct lead using an ID that you passed during call creation.

4. Update your database or CRM with the status, notes, and recording link.

Because this is orchestrated via make.com, you can also route outcomes to analytics dashboards or reporting tools without building separate integrations.

Step 5: Summarize calls and create follow-up tasks in make.com

Raw transcripts are hard to work with, so the next step is to summarize key insights and plan follow-ups.

Use AI to summarize sales calls in make.com

1. Feed the transcript into an AI module for summarization.

2. Ask the AI to extract key details such as:

   • Lead’s main interest and pain point
   • Budget and timeline indicators
   • Objections raised
   • Level of qualification

3. Generate a short summary and a recommended next action for the sales team.

These summaries can be attached to the lead record directly in your CRM via make.com, making it easier for human reps to review conversations at a glance.

Automated follow-ups powered by make.com

1. Create tasks in your CRM or project management tool for qualified leads.

2. Send automated emails or messages to recap the call, share links, or schedule demos.

3. Schedule future calls by queuing additional AI calls or human callbacks, again using make.com scenarios.

With all follow-up logic defined in make.com, you can fine-tune cadence and messaging without touching your downstream tools.

Step 6: Analyze and optimize your AI sales system in make.com

To improve performance, you need visibility into how your automated calls perform over time.

Key metrics to track inside make.com

• Number of calls placed and successfully connected
• Conversion from call to booked meeting or qualified opportunity
• Average call duration and talk-listen balance
• Common objections captured by the AI summaries

By aggregating these metrics with make.com, you can loop insights back into your prompts, lead routing rules, and targeting criteria.

Best practices for building AI call workflows with make.com

• Start with a simple flow that handles a narrow lead segment before adding more branches and conditions.
• Use sandbox environments for test calls to ensure scripts and prompts behave as expected.
• Log everything—scripts, summaries, and raw transcripts—to track changes and measure impact.
• Respect compliance and consent rules when placing automated calls and recording conversations.

As your team scales, you can build additional scenarios in make.com to cover renewals, upsell campaigns, or win-back sequences.

Learn more about AI voice workflows on make.com

To see the original reference implementation and screenshots, review the official how-to guide here: AI Sales Calls Guide on make.com.

If you need strategic help designing automation architectures or connecting advanced AI workflows to your existing stack, you can explore expert consulting services at Consultevo.

By combining structured scenarios in make.com with modern AI voice and text capabilities, you can turn your sales call process into a repeatable, data-driven system that runs reliably at scale.

Need Help With Make.com?

If you want expert help building, automating, or scaling your Make scenarios, work with ConsultEvo — certified workflow and automation specialists.

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