Build an AI Sales Agent on Make.com

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How to Build an AI Sales Agent on Make.com

This step-by-step guide shows you how to build a fully automated AI sales agent on make.com that can capture leads from your website, qualify them, and respond in real time using AI.

You will learn how to connect your landing page, automate data capture, use an AI model for conversation, and update your CRM or spreadsheet with every new opportunity.

What You Will Build with Make.com

By the end of this tutorial, you will have an AI-powered sales agent that can:

  • Collect leads from a web form or landing page
  • Trigger an automated scenario on make.com whenever a new lead submits the form
  • Use AI to respond with personalized messages
  • Qualify leads based on your rules and questions
  • Store conversations and lead data in your chosen system

The implementation follows the approach described in the original how-to guide published at this make.com AI sales agent article.

Prerequisites for Using Make.com

Before you start, prepare the following items so that you can follow the sequence without interruptions:

  • A make.com account with access to create scenarios
  • A website or landing page with a lead capture form
  • An AI provider or model connected through an app or HTTP module
  • A place to store leads, such as a CRM, Google Sheets, or a database
  • Basic understanding of JSON and webhooks

Once these are ready, you can move on to creating the main automation scenario.

Create the Core Scenario on Make.com

The first main step is to set up the core automation scenario on make.com that will handle every new lead submission and manage the AI conversation.

Step 1: Add a Webhook Trigger in Make.com

  1. Log in to your make.com dashboard.
  2. Create a new scenario.
  3. Add the Webhook module as the first step.
  4. Choose the option to create a custom webhook.
  5. Copy the generated webhook URL for use in your form or website.

This URL will receive every form submission and start the AI sales process automatically.

Step 2: Connect Your Form or Landing Page

Next, send data from your website to the webhook on make.com.

  1. Edit your lead capture form and find the section to define the form action or integration.
  2. Set the form to send a POST request to the webhook URL you copied.
  3. Include fields such as name, email, company, and message in the request body.
  4. Submit a test entry on your form to trigger the scenario and allow make.com to detect the data structure.

Once the test data is received, you will be able to map each field to later modules in your scenario.

Step 3: Enrich and Clean Lead Data

It is a good practice to prepare and enrich lead information before sending it to the AI model.

  1. Add a data transformation module in make.com to normalize text fields.
  2. Optionally, call an enrichment API to add company details, industry, or location.
  3. Build a single, clean prompt text that combines the lead’s message with your qualification questions.

This gives the AI model clear context and helps produce consistent, useful replies.

Configure the AI Logic on Make.com

With the webhook and data preparation steps in place, you can now configure the AI behavior in make.com.

Step 4: Call the AI Model

  1. Add the appropriate AI app or an HTTP module to your scenario.
  2. Choose the endpoint for chat or text completion, depending on your provider.
  3. Map the prepared prompt into the input field of the AI module.
  4. Include system or instruction text that explains the role of the AI as a sales agent, including tone, style, and qualification rules.

The AI should be instructed to respond as a helpful sales assistant that gathers relevant information such as budget, timeline, and decision-makers.

Step 5: Parse the AI Response

To make downstream automation easier, structure the AI output in a predictable way.

  1. Ask the model to return JSON or a clearly delimited block of text.
  2. Use a parsing or JSON module in make.com to extract fields like:
  • AI-generated reply text
  • Lead qualification score
  • Key needs and challenges
  • Recommended next action

With this structure, you can branch your flow based on lead quality and suggested actions.

Store and Route Leads from Make.com

Now that your AI sales agent can respond and qualify leads, the next step is to store and route them properly from make.com to your business tools.

Step 6: Save Leads to Your CRM or Sheet

  1. Add your CRM or spreadsheet module in make.com.
  2. Map all relevant fields from the webhook and AI output:
  • Contact details
  • Original message
  • AI summary
  • Qualification score or status
  1. Create or update records so you do not duplicate entries for the same contact.

This creates a complete history of each lead and their AI-driven interaction.

Step 7: Send the AI Reply to the Lead

The main purpose of this automation is to answer leads quickly. Use the AI reply directly in your communication channel.

  1. Add an email, chat, or help desk module in make.com.
  2. Use the AI-generated response as the message body.
  3. Personalize the greeting with the lead’s name.
  4. Include a clear call to action, such as booking a call or replying with more details.

Every lead receives a tailored and instant answer powered by your AI sales agent.

Improve and Scale Your Make.com AI Sales Agent

When the first version is running, review performance and improve the design of your make.com scenario.

Monitor Performance of the Make.com Scenario

  • Track how many leads enter the scenario each day.
  • Measure reply time and AI processing time.
  • Review qualification scores to ensure they match real outcomes.
  • Inspect a sample of AI replies for tone and accuracy.

Use these insights to refine prompts, branching rules, and data preparation steps.

Optimize Prompts and Branching on Make.com

  • Adjust system instructions to better match your brand voice.
  • Add conditional routing in make.com for high, medium, and low quality leads.
  • Send urgent or high value leads straight to a human sales rep.
  • Log AI errors or low-confidence responses for manual review.

This iterative process keeps your AI sales agent aligned with your goals.

Going Further with Automation and Make.com

Once the core AI sales agent is stable, you can integrate it into a broader automation ecosystem built on make.com.

  • Connect calendars to allow automatic meeting scheduling.
  • Trigger onboarding workflows when a deal is marked as won.
  • Sync notes and conversations with support tools to provide context.
  • Combine this setup with marketing automations to create complete funnels.

For strategic automation help beyond this overview, you can work with specialized consultants such as Consultevo, who focus on workflow design and optimization.

Conclusion: Launch Your AI Sales Agent on Make.com

Following the approach from the official AI sales agent how-to guide on make.com, you can create a powerful automated assistant that receives leads, qualifies them, and responds at scale.

By combining a webhook trigger, structured AI prompts, data storage, and smart routing, make.com gives you a flexible foundation for modern sales automation that can grow with your business.

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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