Do you have to be the smartest prompt engineer in the room to build effective AI role-plays? No. You can build them quickly – and make the AI speak like your customer – if you follow a clear structure and give it the right context.
This guide walks you step by step through creating a PitchMonster scenario without days of trial and error.
Start with the Buyer Persona
Name
This part’s simple: give the AI customer a name. Any style works—“Jack,” “Jordan Lee,” “Dr Lisa Smith,” etc.
Job Title
For B2B, job title matters. A VP of Sales won’t talk like a CEO or a RevOps lead. Titles change vocabulary, expectations, and how the AI will respond.
Customer Company & Link
B2B: add the customer’s company (real or fictional) and a link. If it’s a real account and you plan to share the scenario, use the actual site—ideally the specific page they’d have open during a call. If it’s sensitive or generic training, a fictional company is fine and you can omit the link.
B2C: you can skip company and link.
Difficulty
Think of difficulty as your role-play seasoning:
- Medium (recommended to start): the most popular, well-balanced setting. It’s challenging and conversational without turning into a loop of objections.
- Hard: adds “teeth.” Expect more pushback and a higher bar on how reps handle objections and follow the conversation steps.
- Insane: a relentless sparring partner that never tires of “Yeah, but…”. Expect sweat.
Conversation Setup and Context
Category
First, pick the category:
- Choose one: General, Cold Call, or Discovery Call.
- If you’re unsure, choose General Conversation; you’ll still shape everything with Conversation Steps.
Goal
Define the one outcome that makes this a success
- “Book a 30-minute discovery with the VP Sales this week.”
- “Secure a mutual next step for a 60-minute deep dive with VP Sales + RevOps next Tuesday, with agenda and pre-reads agreed.”
- “Identify two expansion opportunities and schedule a value review this month.”
Keep it concise. Save details for Conversation Steps and Role-Play Context.
Company, Product, Link
Add your company name, the specific product/service, and a link. A product page is better than a homepage.
Example: If you’re selling the Porsche 911 Turbo S in this role-play, link directly to that car’s page.
Role-play Context
This block is not a “nice-to-have” – it’s the AI’s primary source of truth. A well-written Context makes the AI feel realistic: it thinks, speaks, and decides like your ICP. With a vague Context, the AI relies on general knowledge of your industry.
Recommended B2B structure
- What the prospect is looking for or the trigger for this meeting
- Current state (tools, processes, who’s involved)
- Top challenges/pains
- Motivations/goals (targets, deadlines, personal stakes)
- What’s unique about the organisation (constraints, compliance, market dynamics)
- What’s special about this meeting (referral, competitive pressure, timing)
Alternative B2C structure
- What triggered this conversation
- Current setup (and who’s involved, if relevant)
- Top challenges or frustrations
- Goals & preferences (e.g., time, budget, health, style)
Tip: Use light numbers where possible. Specifics make the AI much sharper.
Conversation Steps
Write steps as the structure of the dialogue, not a script. Keep them brief and outcome-oriented.
Example (Discovery Call):
- Open briefly; set an agenda and success criteria.
- Map the current state; widen, then narrow into pains.
- Quantify the impact
- Map the buying process
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Book the next step with a specific date and attendees.
Advanced Mode (optional)
Turn on Advanced mode to add conditions and create custom flows.
Examples of helpful conditions
- If the rep skips the agenda, the buyer interjects after the first discovery question: “Before we dive in – when do you plan to show me the product?”
- If the rep doesn’t quantify impact, the buyer leans status-quo: “We’re fine staying as we are.” later in objections
- If the rep proposes next steps without date/attendees, the buyer defers: “Just email me.”
Steps vs Scorecard—how they work together
- Conversation Steps guide the AI’s in-role-play decisions (e.g., whether to accept next steps).
- The Scorecard evaluates the recording after submission.
If you want the AI to decide in real time about purchasing signals or agreeing a follow-up, set those criteria in Conversation Steps (and their conditions).
Objections
Avoid adding 15 different objections into one scenario—it isn’t realistic. In real life, a price-sensitive buyer brings the price up repeatedly; they don’t suddenly pivot to unrelated issues like a conversation with daughter-in-law about B2B SaaS decision making 😀
Choose one storyline per scenario – budget, status quo, internal politics, competitor feature – and add three or four objections around that theme.
If you’d like to create role-plays with 10–20 mixed objections, create a separate Rapid Fire exercise. Keep your main role-plays focused so reps can genuinely master a single theme.
Using Advanced Mode for objections (optional but recommended)
Optionally add three elements per objection:
- Trigger
- Handling guidance
- Consequence (what happens if it’s mishandled)
Example (Budget)
Trigger: Bring this up after value is discussed, before pricing is shared.
Guidance for rep: To handle it, the rep should acknowledge constraint → diagnose current spend (tools/hours/discount leakage) → build a simple ROI using their numbers → offer phased options → confirm fit.
If mishandled: If the rep mishandled that, ask to “send details by email” instead of agreeing to a meeting.
We recommend always including at least a trigger and handling guidance.
First Message
In PitchMonster, the AI buyer starts first. Add the opening line your reps actually hear:
- Outbound: “Jordan here—who’s this?”
- Inbound/known contact: “Thanks for making time—what’s the plan for today?
If your reps are usually open, give the customer a neutral opener and let the rep start then.
Few Thoughts
As one of our PitchMonster partners mentioned, first AI scenario you build will come as C-, tune it a little bit and you get solid B. Few scenarios after you build A-class AI role-plays as no big deal. We can’t agree more.
Create your first draft, test it and make a few changes here and there and ask several people to give it a quick try before the launch.
To save your time, use Quick Start with AI or load recorded call to and PitchMonster will generate you first draft in a minute.
Final Tips
One of PitchMonster's partners said: Your first scenario may feel like a C-. Tweak it once and it’s a solid B. After a few iterations, you’ll be building A-class scenarios without breaking a sweat.
Draft → test → iterate. Ask a few teammates to run it before a wider launch.
Short on time? Use Quick Start with AI, or upload a recorded call and let PitchMonster generate a first draft in minutes.
Got any questions? Reach out to your Customer Success Manager to get help. We are always there for you.