Creating an agent starts with a choice between a ready-made template and a blank slate, then a short Basics screen where you give the agent its identity.
Before you start
It helps to have an offer created first, since every agent is tied to one. If you have not made one yet, see Create an offer. You can come back here right after.
Start from a template or from scratch
- Go to Sales Agents in the sidebar and start a new agent.
- You land on the template catalog. There are ten templates, two in each category. Browse everything under All, or narrow by category: Close Sales, Book Calls, Fitness Coaching, High-Ticket Services, and Digital Products. Each card shows the agent's persona, its goal badge (Close Sale or Book Call), its tone, and tags describing the kind of selling it does.
- Select a card and click Next to Setup, or use Start from scratch to build your own from an empty slate.
What a template gives you: a complete working agent. Persona and identity, tone, goal, the agent's opening message, a qualification flow with the questions and capture fields already wired up, guardrails, and automation settings. You then point it at your offer and edit anything you like.
What it deliberately leaves to you: prices, product facts, links, and dates all come from your offer rather than the template, so nothing is ever invented about what you sell. Contact details are not captured either, since booking and checkout collect those automatically. If you use connected Calendly, you set that up yourself after picking the template.
Templates are written to a tight shape on purpose: at most five qualification steps, one question per step, and one required capture field on each. The opening message introduces the agent and asks nothing, so the first question arrives as its own message.
Replace the placeholders before you publish
Templates ship with bracketed placeholders standing in for the details only you know. Publishing is blocked while any of them remain, anywhere in the agent.
The five you will meet are [OWNER NAME], [OFFER NAME], [SUBJECT AREA], [DAILY PRICE RANGE], and [PROJECT PRICE]. The two price ones are the easiest to miss, because they sit inside budget questions on the Sales Flow tab rather than in the identity where you would think to look.
The check covers the whole agent, not just the identity: the agent's opening message, every step question, every sub-step question, every if/then condition, every closing message, your guardrail lines, and the identity itself. You will see one of two messages:
- For the identity: "Replace the bracketed placeholders in Agent Identity, such as [OWNER NAME], with your own details before publishing."
- For everywhere else, naming the spot: "Replace [OWNER NAME] in the step 2 question with your own details before publishing."
Anything bracketed and in capitals counts, so your own [LIKE THIS] notes will block publishing too.
Fill in the Basics
The agent builder has four tabs: Basics, Sales Flow, Guardrails, and Automation. The other three unlock once you choose an offer and a goal here on Basics.
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Customize Avatar: upload an image or generate one. This is internal, to help you tell agents apart; prospects never see it.
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Sales Agent Name: give it a name, or generate a random one.
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Linked Offer: choose the offer this agent will work toward.
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Sales Agent Goal: pick what a win looks like:
- Close Sale: pitch and convert prospects into buyers.
- Book Call: get prospects to schedule a call. Digital product offers use Close Sale; service offers can use either goal.
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Sales Agent Tone: choose a personality: Friendly, Professional, Consultative, Direct, Empathetic, Motivational, Nurturing, or Witty.
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Agent Identity (optional): add a few lines describing the persona in your own words, or generate a draft with AI and edit it.
Once your offer and goal are set, move on to the other tabs to shape the conversation.
Making your agent write in lowercase
Beside the tone presets on the Basics tab there is a Write in lowercase switch. Turn it on and your agent sends its messages in a looser, all lowercase style, the way a lot of people actually type in DMs.
It leaves the things that would look broken in lowercase alone: links, email addresses, names, and the word "I" all keep their normal capitalization.
This is deliberately separate from tone rather than being a ninth tone option, because casing and personality are different choices. A Professional agent and a Witty agent can both write in lowercase, and either can keep standard capitalization.
Publish when you are ready
When every tab is in order, Publish Agent runs a final check and takes the agent live. If anything is missing, Cloziq lists the exact problems and jumps you to the tab that needs fixing. A live agent still does nothing until an initiative sends conversations its way.
The checks people hit most often, so you can clear them in advance:
- An avatar and a tone are both required, even though the avatar is only ever seen by you.
- If you wrote an Agent Identity, it has to be a real paragraph rather than a stray sentence, and not an essay.
- The linked offer has to be published. A draft or archived offer blocks the agent.
- The goal has to suit the offer. Digital products cannot use Book Call.
- Every qualification step must capture a lead field. See Capturing lead info in your sales flow.
- Every qualification step must end on its question, with any context in front of it.
- Every guardrail line has to be specific enough to act on. A vague one blocks publishing. See Setting guardrails.
- Book Call agents on connected Calendly need a chosen event type.
- Your plan caps how many agents can be live at once.
Tips
- The offer, goal, and most conversation settings lock once an agent is published. To change them, unpublish first. See Publish, pause, and edit agents.
- Not sure what to write for the identity? Leave it for now. A clear goal and tone already give the agent plenty to work with.