Primer Studio for equity salespeople

Be more on top of the stocks you broke than anyone else on the line

The Basics

Your value to clients is genuine insight: on the stocks they already own, and on the new names worth their time, explained and understood fully. For corporate clients, the brief is to be the mouthpiece for their equity story at every juncture, and in between those junctures. That is hard to sustain across fifty names. Primer makes it sustainable, so you always have the most interesting thing to say. Start by telling Primer which companies those are.

01Core Coverage

Add the companies you broke to clients.

Core Coverage is the list of companies Primer watches for you. Start with the names you have put clients into, then add your clients' biggest holdings. These are the stocks where being caught flat-footed costs you the relationship.

Do this

01
Open Companies in the left-hand panel and select Core Coverage.
02
Choose Add companies. Paste tickers, ISINs or company names. You can also attach an Excel workbook.
03
Send the list. Primer will add the companies it can match and show you anything it could not find. Correct those entries and try again.
04
Easier way: choose New session in the left-hand panel to open Launchpad, paste the prompt below, then paste your ticker list underneath it.

Try this

Paste this prompt into Launchpad, followed by your ticker or company-name list.

“Add these companies to Core Coverage. They are the names I have broked to clients plus my clients' biggest holdings. Add the clear matches and list anything you cannot match.”

Back to contents

02My Instructions

Set the rules Primer should follow every time.

My Instructions is the standing brief Primer reads before every session. For a sales seat the rule that earns its place: everything comes back short and spoken, ready for the phone.

Do this

01
Open Customize in the left-hand panel, then expand My Instructions.
02
Add the rules you want Primer to follow everywhere: language, dates, currencies, units, which sources to trust first, and the format you want answers in.
03
Add the standing rule that outputs are sales commentary based on published research and public information, not a research opinion.
04
Keep the list short, then test it: choose New session in the left-hand panel and ask a normal question. Remove anything that only belongs to one company or one client.

Try this

Choose New session in the left-hand panel, then paste this prompt.

“Help me write My Instructions for an equity sales seat. Ask me about language, date and number formats, currencies and units, and which sources to trust first. Default every answer to short spoken sentences I could read down the phone in two minutes. Add a standing rule that everything you produce for me is sales commentary based on published research and public information, never a research opinion, and should be labelled that way if I share it.”

Back to contents

03Client Notes

Tell Primer who your clients are.

Knowing the stock is half the job; knowing which client to call about it is the other half. Give Primer your funds and the fund managers you deal with, and it will research each one from public information and save a Note per client. You only add the colour no filing has.

Do this

01
Choose New session in the left-hand panel and paste the prompt below. Underneath it, list your ten to fifteen most important clients, one per line: the fund name plus the name of the fund manager you deal with there.
02
If you keep a file with your client list, attach it too with Add files under the message box. Primer will fold it in.
03
Primer will research each fund online: what it is, its strategy and style, its disclosed holdings and recent position changes, and save one Note per client.
04
Read each Note and correct anything you know to be wrong or stale. Public filings lag.
05
After every meaningful client call, tell Primer what was said. It will file the durable parts in the right Note.

Try this

Paste this prompt, then list each fund and the fund manager you deal with there, one per line. Attach a file about your clients too if you have one.

“These funds and fund managers are my clients. For each fund, search online and build a picture from public information: what the fund is, its strategy and investment style, its disclosed holdings and any recent position changes worth knowing. Record the fund manager I deal with at each one. If I have attached a file about my clients, use that too. Save one Note per client, titled Client: [fund name]. I will add my own colour after calls. Whenever I ask who to call about a stock, or how to broke a stock to a client, use these Notes and the latest public information to answer.”

Back to contents

04Skills

Turn your morning email into a Skill.

Use Skills for work you produce again and again, such as your morning email or your call reports. A Skill remembers the structure, tone and checks so Primer drafts it your way every time.

Do this

01
Pick the output you repeat most, usually the morning email to clients.
02
Open Customize in the left-hand panel, expand Skills and choose Build a skill. Attach five recent examples so Primer can see how you structure and write them.
03
Ask it to learn the repeatable workflow and turn it into a Skill.
04
Test it: choose New session in the left-hand panel, type @ and pick the Skill, and run it on yesterday's news. Correct anything that does not sound like you, then save it.

Try this

“I have attached five recent morning emails I sent to clients. Use them to learn how I structure and write them, what I lead with and what I leave out, then help me turn that repeatable workflow into a Skill. Ask me about anything that is unclear before you build it.”

Back to contents

Every day, before the open

The Morning Call Sheet

A news digest is table stakes; every desk has one. What Primer can build you is a call sheet: what moved overnight across your names, why it changes anything, and which client to ring about it.

05Daily Routine

Wake up to a call sheet, not a news dump.

A scheduled Routine sweeps your Core Coverage before your morning meeting and writes the day's calls: the three stories that count, the opening line for each, and the clients who need to hear it.

Do this

01
Open Routines in the left-hand panel, then choose New in the top right.
02
Select Scheduled, call the Routine “Morning Call Sheet” and set it to weekdays, before your morning meeting.
03
Paste the description below.
04
Treat the first week like training a junior: tell it what you would never lead with and what it missed, and the runs get sharper.

Try this

Paste this into the Routine description.

“Every weekday at 6:30am, sweep my Core Coverage for anything that moved overnight: results, regulatory filings, guidance changes, broker moves, M&A, big price moves in listed peers, and relevant sector or macro news. Write me a call sheet, not a news digest. Lead with the three most important items. For each one give me the story in two sentences, why it changes anything, and the opening line I would use on the phone. Then check my client Notes and list which clients I should call today and about what, based only on what the Notes actually say about their holdings and interests. If no client Note connects to a story, leave it unassigned rather than guessing. Save each run to a Note called Morning Call Sheet.”

Back to contents

Prepared before the analyst publishes

Results Day

On a busy morning three of your names print at once. The analyst's first read arrives mid-morning; your clients call now. This chapter gets you fluent on every print within minutes of the release.

06Sales First Take Skill

Build a Skill for your first take on results.

Give Primer examples of how you actually talk to clients about results, so it learns both your tone and how you decide what counts. The output is half a page you can speak from, not a research note.

Do this

01
Choose New session in the left-hand panel, then use Add files under the message box to attach examples of how you covered past results: morning email paragraphs, chat messages to clients, notes you spoke from.
02
Tell Primer these are examples of your results-day commentary. Ask it to learn the structure and tone, and how you choose what to lead with.
03
Ask Primer to create a Skill called Sales First Take.
04
Test it: choose New session, type @ to mention the Sales First Take Skill and the company, and run it on an old set of results. Correct anything you would say differently before you use it live.

Try this

“I have attached examples of how I talk to clients about results. Help me create a Skill called Sales First Take. When a company reports it should give me: the headline numbers against consensus, what changed in guidance or outlook, the two questions clients are most likely to ask me, and a suggested answer to each, based on your own understanding of the company and its numbers, written in my tone from the attached examples. Short spoken sentences, half a page maximum. Ask me questions before you build it.”

Back to contents

07Event-driven Routine

Run your Sales First Take automatically.

Get Primer to write your first take automatically, within five minutes of any company in your coverage reporting, so the prep is waiting before the first client call lands.

Do this

01
Make sure your Sales First Take Skill is ready.
02
Open Routines in the left-hand panel, then choose New in the top right.
03
Select Event-driven and call the Routine “Coverage First Take”.
04
Paste the description below. Primer will then run your Skill automatically whenever a name in your Core Coverage reports.

Try this

Paste this into the Routine description. The @ mention only works once you have created your Sales First Take Skill.

“Whenever the companies in my Core Coverage report, run the @Sales First Take Skill.”

Back to contents

Inbound

Answer anything a client throws at you

The moment of truth in sales is the inbound: a name you do not cover, or a thesis a client pitches back at you. The old answer was “let me ask the analyst” and a day's wait. The new answer is substance within the hour.

08Quick Brief

Get fluent on any stock in two minutes.

A client asks about a name your firm does not cover. Instead of having nothing, get a spoken brief on the business, the debate and the numbers before you call them back.

Do this

01
Choose New session in the left-hand panel and tag the company by typing @ and its name in the message box.
02
Paste the prompt below and send it.
03
Skim the answer once, note the one thing you did not know, and make the call.

Try this

“Give me a two-minute brief on @Company: what the business actually does, how it makes money, the current debate on the stock, the last set of numbers against expectations, valuation context against peers, and the next catalyst. Short spoken sentences. I am on the phone in five minutes.”

Back to contents

09Thesis Stress Test

Stress-test the idea a client pitched you.

A PM reverse-brokes you a thesis on a name you put them in. Coming back same day with the bull case, the bear case and where the idea is vulnerable is the proof you are on top of the stock.

Do this

01
Choose New session in the left-hand panel, tag the company by typing @ and its name, and write the client's thesis in one or two sentences.
02
Paste the prompt below and send it.
03
Read the output against what you already know. Decide what you actually think before you call back.
04
Ask Primer to save the thesis and the evidence to a Note named after the thesis, so you can keep building on it.

Try this

“A client has pitched me this thesis on @Company: [the thesis in one or two sentences]. Stress-test it. Set out the bull and bear case, what consensus already prices in, the key debate the thesis turns on, the strongest evidence for and against, and what would prove it wrong. Tell me where the thesis is most vulnerable and what I should check before I take a view back to the client. Save the thesis and evidence to a Note called Thesis: [Company].”

Back to contents

10Thesis MonitorOptional

Keep every live thesis warm.

One conversation becomes a recurring reason to call. A weekly Routine keeps collecting evidence for and against each live thesis and tells you when something shifts.

Do this

01
Open Library in the left-hand panel and find the thesis Note you created in the previous action.
02
Ask the agent to create a weekly Routine that reads it and updates it.
03
When the Routine flags a change, that is your reason to ring the client.

Try this

“Create a weekly Routine that tracks the thesis in the Note Thesis: [Company]. Each week, collect new evidence for and against from filings, calls, news and public data. Add it to the Note with dates and source links, and say whether the thesis has strengthened or weakened. Alert me straight away if something big changes.”

Back to contents

Corporate access and analyst marketing

Get meetings booked

Generic meeting requests get ignored. A specific angle, built from what the fund actually holds and what your analyst actually thinks, gets replies. Primer builds the angle.

11Meeting Angle

Build the angle that gets the meeting.

Before you pitch a PM an analyst meeting, work out where their positioning and your analyst's view collide. That collision is the reason to meet.

Do this

01
Choose New session in the left-hand panel and tag the company by typing @ and its name.
02
Use Add files under the message box to attach your analyst's latest published note on the company. Primer needs it to know the house view.
03
Paste the prompt below and send it.
04
Rewrite the paragraph in your own voice before you send it. A pitch that reads like a machine gets treated like one.

Try this

Attach your analyst's latest published note on the company, then paste this prompt.

“I want to get [PM name] at [fund] a meeting with our analyst on @Company. I have attached our analyst's latest published note, which is the house view. Using the fund's public filings and disclosures, work out what they hold and what they have been buying or selling that is relevant. Then give me the angle: where our analyst's view collides with or supports their positioning, and a short paragraph I can send that makes the meeting worth their time. If you cannot find public positioning data for this fund, say so, and build the angle from their known style and what is moving in the sector instead.”

Back to contents

12Roadshow Invitations

Make every roadshow invitation personal.

Management are on the road with you and a generic blast gets deleted. For each client you plan to invite, Primer builds the reason the meeting is worth their hour, from what they hold and how they invest.

Do this

01
Choose New session in the left-hand panel and tag the company whose management you are hosting by typing @ and its name.
02
Paste the prompt below with the dates and the clients you plan to invite.
03
Review each draft, put it in your own voice, and send the invitations personally.

Try this

“Management of @Company are on the road with us on [dates]. I plan to invite these clients: [fund and fund manager names]. For each one, use my client Notes if they have one, and otherwise research the fund from public information first. Then draft a two-line personalised invitation: why this meeting is worth their time given what they hold and how they invest, and the one topic they would most want to raise with management. If you cannot find a genuine angle for a client, say so rather than writing something generic.”

Back to contents

Differentiated content

Alternative data as a hook

Analysts use alternative data to improve a forecast. You use it to give a PM something nobody else on the street sends them, and a reason to take your next call.

13Data Workspace

Build a data series your clients cannot get elsewhere.

If the data is public on the internet, Primer can retrieve it, track it and turn each release into a chart and three bullets you can send. Pick a series that speaks to a position your clients actually hold.

Watch the video walkthrough: How to use data within Primer

Do this

01
Choose New session in the left-hand panel and tag a name your clients are heavy in by typing @ and its name. Ask what public data would move the debate, and give Primer the source website if you know it.
02
Ask Primer to pull the full history into a Data Workspace. Check coverage, units, frequency and release dates before you trust it.
03
Ask Primer to line the series up against the company's reported KPI and test whether the relationship is useful.
04
Ask the agent to create a Routine that checks the source after each release, updates the workspace and drafts the client-ready chart and bullets.

Try this

“Use [source website] to retrieve [public data series] relevant to @Company. Build a Data Workspace with the full history, recording each source, definition and release date. Compare the series with the company's relevant reported KPI using time-series analysis, including any useful lag. After each new release, turn the update into one chart and three short bullet points I can send to clients, labelled as sales commentary based on public data. Then create a Routine that checks for each new release, updates the analysis and tells me what changed.”

Back to contents

More ways to use Primer

Read the other Primer playbooks.

Find more guides for company research, results day and thematic work.

01How to turn memory offRead playbook 02How to write a company initiationRead playbook 03Probability Weighted Range Of OutcomesRead playbook 04How to use Data within PrimerRead playbook 05Coverage listRead playbook 06Management Credibility CheckRead playbook 07Trading NarrativesRead playbook 08Company Quality ExplorationRead playbook 09Results Day Accounting CheckRead playbook 10Angle ExplorationRead playbook 11Guidance Sanity CheckRead playbook 12Thematic viewRead playbook 13Recent reportingRead playbook 14Missed signalsRead playbook