
AI Sales Coaching: A Complete Guide
By Jesse Martin, Writer, Salesforce
May 28, 2025
By Jesse Martin, Writer, Salesforce
May 28, 2025
Here’s the tea: Everyone can agree that coaching is important for sales teams, but managers are swamped. Sales reps need to be prepared for unique customer conversations. Coaching is key, especially for new reps, to help them succeed in sales calls. Sales leaders have noted that there’s always room for performance improvement, making coaching a critical function.
In the State of Sales report, improving training has been cited as the #1 growth tactic for sales leaders over the next 12 months – and one of the ways companies are improving training is with AI sales coaching. Below, we cover the ins and outs of AI sales coaching – from benefits, best practices, and everything you should look out for.
AI sales coaching uses artificial intelligence to provide real-time, personalized training and feedback for sales professionals. It's available 24/7 to help coach sales reps with role plays, practice pitches, review knowledge, and formulate next steps. AI sales agents can be built to offer training and coaching.
Integrated with CRM systems and secure data, AI sales coaches offer pitch practices and contextual role plays before providing relevant and actionable feedback.
In a workforce where sales managers have less time than ever to coach their reps, AI sales coaching offloads the work of coaching and training while giving sales people the chance to practice when they want, as often as they want, in a non-judgemental environment.
See real-life examples of using AI to sell, from automating prospecting to writing emails and getting real-time guidance.
AI-powered sales coaching can offer role plays, pitch practices, knowledge reviews, and deliver feedback autonomously. They work by collecting data from a variety of sources, like customer interactions and CRM data, to create personalized role plays for reps.
There are a number of ways AI sales coaching agents work, including:
Call analysis: The agent listens to sales calls and identifies patterns in speech, sentiment, and objections handled.
Instant feedback: The agent evaluates performance, providing instant, real-time guidance on engagement, word choice, and strategy.
Roleplaying: AI sales coaches enable reps to practice objection handling, negotiation, and pitching in a risk-free, always-on environment.
AI sales coaching addresses an important need in many sales organizations: Most sales managers simply don’t have enough time to give personalized training and feedback to every single rep who needs it. And while newer reps can benefit from personalized coaching, it’s a helpful tool for experienced reps as well, keeping sales teams up-to-date on changes in their customer base, their own offerings, and shifts in the market.
Put simply, here are a few benefits to using an AI sales coach.
There are a number of ways sales reps can make use of AI sales coaching. Agentforce, for example, has always-on sales coaching skills that a rep can access from the opportunity record in Salesforce. They can engage in conversational roleplays and pitch practices, recording themselves and having their input analyzed by the agent.
These roleplays draw on data from the CRM, including the customer profile, deal data, and account data to generate personalized feedback and stimulate accurate objections, and to assure pitches are accurate and cover all necessary points.
Here are a few more examples of AI sales coaching use cases.
Not all AI sales coaches are created equal. While there are several sales coaching tools on the market, very few are capable of carrying out end-to-end tasks, or built on top of trusted large language models and reasoning engines. While many third-party sales coaching applications offer performance analytics or evaluate call transcripts, few utilize autonomous, agentic AI.
To understand how agentic AI sales coach tools, like Agentforce, work, we need to take a look under the hood.
Once the agent has been created, reps can launch a practice session directly from Salesforce. First, the agent simulates a sales conversation with a lead, such as a new product inquiry or a tough objection. The rep then delivers their pitch as if speaking to a real customer.
As the rep talks, the sales coach listens and analyzes in real time. Once the session ends, the agent provides instant, specific feedback on key areas like tone, clarity, empathy, and how well objections were handled. The rep can then adjust their approach and repeat the exercise as many times as needed, building confidence and refining their skills with every round.
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Here’s an example of how one company customed their AI sales coaching to a healthcare use case:
Precina, a healthcare company focused on helping rural and low-income patients manage type-2 diabetes, needed to onboard new clinicians to help them create personalized treatment plants during patient intake calls. Normally, this training is resource-heavy, time consuming, and difficult to scale.
To manage this, they deployed Agentforce's coaching skills, creating an always-on learning environment where clinicians can practice their intake calls and receive real-time, actionable feedback.
This feedback measures them on everything from accuracy and compliance to empathy, also allowing them to train flexibly and independently. All in all, Precina was able to scale their outreach and improve the quality of their intake calls in order to help more patients manage their health.
When sales teams are looking to implement an AI sales coaching solution, they’re likely hoping to address issues with onboarding time and their capacity to scale training. As mentioned above, not every coaching tool is created equal – many sacrifice security for cost cutting, while others might not be able to unify data from disparate sources in order to craft truly personalized, actionable feedback.
When considering an AI sales coaching solution, businesses should look for:
Businesses can choose between numerous third-party AI sales coach tools, or take advantage of agents that come out of the box with deep integrations into their existing sales platform, like Agentforce. These AI agents come prepackaged with skills to carry out coaching and sales training.
One way businesses can customize their own sales coach agents is by using a tool like Agent Builder.
Agent Builder is a low-code tool within Agentforce that allows businesses to easily create and customize AI agents for specific roles, like a sales coach. Using natural language instructions, users can define the agent’s topics (like objection handling and deal negotiation), set clear instructions for how the agent should respond in various scenarios, and assign specific actions (like providing feedback, suggesting next steps, or prompting follow-up tasks).
A sales coach agent, for example, can simulate customer interactions, analyze sales pitches, and offer real-time feedback on areas like tone, empathy, and compliance—helping sales reps improve their skills through personalized, actionable guidance tailored to each deal.
Until recently, AI sales coaches were purely assistive tools that mostly offered summaries of sales call transcriptions. Yes, this was useful insight – nobody loves poring over sales call logs – but there’s more that AI sales coaches were capable of. With more sophisticated LLMs, deeper integration with sales tools, and features like live roleplays, the future of AI sales coaches is exciting.
It’s easy to imagine that in the near future, sales roleplays will become more realistic, incorporating details to make the process more human-like and conversational than it already is. Over the long term, a personal AI sales coach might provide customized coaching plans that evolve as the rep evolves, analyzing their unique selling style and adapting feedback accordingly.
For businesses that want to stay ahead of the curve, early adoption is key. With sales leaders planning to increase AI adoption to further their training goals, organizations who scale coaching efforts with AI, and thus increase closing rates, are poised to see higher sales success and gain a competitive edge
Help your reps sharpen their skills, build confidence, and close more deals with personalized, AI-powered coaching available anytime they need it. See why companies like Precina and Salesforce leverage AI sales coaching with Agentforce to boost performance and increase win rates.
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