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2. [Pipeline and Smart Funnels (AI agents)](https://nuvia.ai/en/docs/colecoes/19377999-pipeline-and-smart-funnels-ai-agents)
3. [Smart Funnels](https://nuvia.ai/en/docs/colecoes/19431085-smart-funnels)

# How to write the agent's goal, knowledge, and communication pillars

Ready-made templates for the Agent tab: Agent role and Mission, the Knowledge and limitations field, and the Communication style.

Available on

all plans.

Who can do it

users with edit permission in Smart Funnels.

Updated on November 3, 2026

[Smart Funnels](https://nuvia.ai/en/docs/colecoes/19431085-smart-funnels)

1. [How to create custom skills for the AI agent](https://nuvia.ai/en/docs/artigos/14590394-how-to-create-custom-skills-for-ai-agent)
2. [How to write the agent's goal, knowledge, and communication pillars](https://nuvia.ai/en/docs/artigos/16515436-write-agent-goal-knowledge-communication-pillars)
3. [How to write the instructions for a stage](https://nuvia.ai/en/docs/artigos/16515466-how-to-write-stage-instructions)
4. [Standard stages of a sales funnel: how to design the agent's flow](https://nuvia.ai/en/docs/artigos/16515486-standard-sales-funnel-stages-agent-flow)
5. [How to archive a Smart Funnel by transferring its conversations](https://nuvia.ai/en/docs/artigos/16624949-how-to-archive-smart-funnel-transferring-conversations)
6. [How recent conversation reopening works in the Smart Funnel](https://nuvia.ai/en/docs/artigos/16644378-how-recent-conversation-reopening-works-smart-funnel)
7. [How to feed the Knowledge Center](https://nuvia.ai/en/docs/artigos/14579639-how-to-feed-the-knowledge-center)
8. [How to set up and use Smart Follow-ups in Nuvia](https://nuvia.ai/en/docs/artigos/14580483-how-to-set-up-use-smart-follow-ups-nuvia)

On this page

1. What an agent is made of
2. Agent identity
3. Goal: Agent role and Mission
4. Knowledge and limitations
5. Communication pillars

**On this page5 sections**

1. What an agent is made of
2. Agent identity
3. Goal: Agent role and Mission
4. Knowledge and limitations
5. Communication pillars

The **Agent** tab is where you define who your agent is, what it knows, and how it talks. It is the part that most determines conversation quality — and the one most people fill in on the fly. This article covers the templates Nuvia uses in its own projects, ready to copy and adapt.

Available on

all plans.
**Who can do it:** users with edit permission in Smart Funnels.
**Where it happens:Smart Funnels → Edit funnel → Agent tab**

## What an agent is made of

Before you write, it helps to understand the pieces and the order in which they fit together:

PieceWhere it isWhat it defines

AI model **Basic** tab The engine that drives the conversation

Identity **Agent** tab → Agent identity Name and personality

Goal **Agent** tab → Goal Agent role and Mission

Knowledge and limitations **Agent** tab → Rules and limitations What the agent knows about the company, the catalog, and objections

Communication pillars **Agent** tab → Communication pillars Tone, pace, message length, emojis

Stages **Funnel stages** tab The funnel's step by step and the prompt for each stage

**Recommended order:** identity → goal → knowledge and limitations → communication pillars → stages. Writing the stages before defining the knowledge is the most common mistake: the agent ends up with flow instructions and nothing to say.

## Agent identity

**Agent name** is how the lead sees the agent in the conversation. A person's name next to the brand works well, for example “Ana, from Acme”. The platform generates the initials and suggests an identification color automatically.

**Personality** accepts **1 to 3** combined options:

PersonalityWhen to use

Friendly and reassuring Welcome questions and guide calmly

Educational and clarifying The lead needs to understand the product before deciding

Curious and inquisitive Qualification: ask questions to understand needs and fit

Formal and professional Complex B2B sales, corporate context

Funny and relaxed Young brands, light tone

Results-oriented The focus is leading the lead to a decision

The most common combination in qualification funnels is **Friendly and reassuring** + **Results-oriented**: welcoming without losing direction.

## Goal: Agent role and Mission

Both fields are in the **Goal** section and should be **generic and global** — the details of each moment of the funnel live in the stages, not here.

**Agent role** is the job the agent represents.

Template:

You are an SDR (Sales Development Representative) at [company name],
a [type of company] that [one sentence about what the company does].

**Mission** is the expected result.

Template:

Qualify leads, understand their pain points, and connect them with the right
solutions from [company name].

Good to know

do not put funnel stages here (“screen, then qualify, then schedule”). Role and Mission say who the agent is and where it needs to get to. The path is the stages' job.

## Knowledge and limitations

The **Knowledge and limitations** field, in the **Rules and limitations** section, is the agent's big-picture context: it is checked **always**, in any stage and any conversation. It is the knowledge the agent carries all the time.

Golden rule

this is where **big-picture, permanent** information goes — the company, the catalog, and how to handle objections. Long content that is only looked up occasionally (manuals, policies, extensive FAQs) goes in the **Knowledge base**. If you put everything in this field, the agent carries out-of-context information in every message and answer quality drops.

The field has three blocks and a closing section:

**1. About the company + metrics.** Start with the industry, the pain the company solves, and for whom. Then add numbers — customers served, years in the market, volume, results. These numbers give the agent an **argument of authority**: instead of “we are a good company”, it backs it up with data.

**2. Solutions catalog.** All solutions, products, or services. For each one: what it is, its features, and most importantly the **pain points it solves**. This is what the agent uses to recommend the right solution for the pain the lead brought up.

**3. Objection criteria.** For each common objection (price, competitor, “I will think about it”, “now is not the time”), describe the **scenario** that triggers it and the **response** the agent should use. This is what keeps the agent from getting stuck at the first hurdle.

**Out of scope.** Close by listing what the agent should not do or answer.

### Template to copy

## About [company name]
[One paragraph: industry, what pain it solves, for whom.]

### Detailed information
- Location / regions served
- Field of activity
- Specific characteristics

## Solutions catalog

### 1. [Solution name]
[Short description: what it is and what pain it solves.]
**Features:**
- [benefits and functionality]
**Pain points solved:**
- [problems this solution solves]

### 2. [Solution name]
...

## Objection criteria

### [Objection name]
**Scenario**
[When this objection should be considered active.]
**Response**
[What message or behavior the agent should use.]

## Out of scope
- [topic the agent does not handle]
- [action the agent must never take]

## Communication pillars

The **Communication style** field, in the **Communication pillars** section, is where the chosen personality turns into concrete rules: message length, pace, emoji use, how the agent acknowledges what the lead said.

### Template to copy

### Principle
You value clarity, pace, and objectivity. Your default instinct is to keep the conversation direct and focused on moving forward, cutting anything that does not help.

## Interaction and communication rules
- Reply in English.
- WhatsApp channel: short, direct messages of 1 to 2 lines.
- Ask at most 1 question per message, except when the lead has already answered several and you are just filling gaps.
- Explanations about solutions and products: 2 to 4 sentences.
- Off-topic questions: answer in 2 to 3 sentences and go back to the pending question.
- Vague answer: ask for 1 objective detail, offering 2 or 3 options or an example of the format.
- Avoid flourishes, excessive praise, and long texts.
- Do not use long lists or form-like language.
- Never use dashes in sentences; replace them with a comma.
- If the lead gives several pieces of information at once, ask only for what is missing.

## Acknowledgment rules
- Default: no acknowledgment, get straight to the point.
- If the lead is polite ("thank you", "thanks"), use exactly 1 short expression ("Got it", "You're welcome") and move on to the next action.
- On sensitive topics (deadline, urgency, compliance): no acknowledgment, start with the action.
- Never repeat acknowledgments in the same message.

## Pace
- Brief lead: reply in 1 to 3 sentences.
- Detailed lead: reply in 3 to 6 sentences, still objective.

## Final reply format
- Compact by default, short paragraphs.
- Use bullets only with 3 or more items, at most 3 items.
- Emojis: none by default; if you use one, at most 1 and only when it adds something.

## Examples
**Good**
- "Got it. To move forward, can you confirm the date and time?"
- "To move forward, could you confirm [information]?"
**Bad**
- "Perfect!!! Thanks for sharing :) Let's go..."
- "As an AI, I completely understand..."

Why avoid dashes

they are one of the signs that most make the lead realize they are talking to an AI. A comma instead solves it, and the text reads more like a WhatsApp conversation.

Once the agent is written, the next step is to design the flow: see [Standard stages of a sales funnel](https://nuvia.ai/en/docs/artigos/16515486-standard-sales-funnel-stages-agent-flow) and [How to write the instructions for a stage](https://nuvia.ai/en/docs/artigos/16515466-how-to-write-stage-instructions).

## Frequently asked questions

**What is the difference between the Knowledge and limitations field and the Knowledge base?**

The **Knowledge and limitations** field is read in every message, so it should contain only the essential, permanent information: company, catalog, and objections. The **Knowledge base** belongs to the whole agent and is meant for larger content, looked up when the lead asks something specific. Overloading the first makes answers worse; with the second, the agent only searches when it needs to.

**Do I need to write everything again for each of the company's funnels?**

No. Goal, Knowledge and limitations, and Communication pillars are usually almost the same across funnels of the same company; what really changes are the stages. Write it once, validate it, and reuse it, adjusting only what is needed.

**Can I combine more than three personalities?**

No. The limit is 3, and in practice 2 cover most cases. Many personalities together cancel each other out and the agent ends up without a defined tone; the fine-grained behavior is defined by the Communication style field.

**The agent is making up information. What should I review first?**

Start with the **Out of scope** block and the **Objection criteria**: the agent almost always improvises because it ran into a situation with no instructions. Then check that the catalog describes pain points, not just features; the lack of “pain solved” is what makes the agent push the wrong recommendation.

[PreviousHow to create custom skills for the AI agent](https://nuvia.ai/en/docs/artigos/14590394-how-to-create-custom-skills-for-ai-agent) [NextHow to write the instructions for a stage](https://nuvia.ai/en/docs/artigos/16515466-how-to-write-stage-instructions)

Was this article helpful?

## Related articles

- [How to feed the Knowledge Center](https://nuvia.ai/en/docs/artigos/14579639-how-to-feed-the-knowledge-center)
- [Standard stages of a sales funnel: how to design the agent's flow](https://nuvia.ai/en/docs/artigos/16515486-standard-sales-funnel-stages-agent-flow)

[Smart Funnels](https://nuvia.ai/en/docs/colecoes/19431085-smart-funnels)

1. [How to create custom skills for the AI agent](https://nuvia.ai/en/docs/artigos/14590394-how-to-create-custom-skills-for-ai-agent)
2. [How to write the agent's goal, knowledge, and communication pillars](https://nuvia.ai/en/docs/artigos/16515436-write-agent-goal-knowledge-communication-pillars)
3. [How to write the instructions for a stage](https://nuvia.ai/en/docs/artigos/16515466-how-to-write-stage-instructions)
4. [Standard stages of a sales funnel: how to design the agent's flow](https://nuvia.ai/en/docs/artigos/16515486-standard-sales-funnel-stages-agent-flow)
5. [How to archive a Smart Funnel by transferring its conversations](https://nuvia.ai/en/docs/artigos/16624949-how-to-archive-smart-funnel-transferring-conversations)
6. [How recent conversation reopening works in the Smart Funnel](https://nuvia.ai/en/docs/artigos/16644378-how-recent-conversation-reopening-works-smart-funnel)
7. [How to feed the Knowledge Center](https://nuvia.ai/en/docs/artigos/14579639-how-to-feed-the-knowledge-center)
8. [How to set up and use Smart Follow-ups in Nuvia](https://nuvia.ai/en/docs/artigos/14580483-how-to-set-up-use-smart-follow-ups-nuvia)

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[Talk to support in the platform](https://app.nuvia.ai) [I'm not a customer yet](https://nuvia.ai/en/contact)

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Source: https://nuvia.ai/en/docs/artigos/16515436-write-agent-goal-knowledge-communication-pillars