AI is transforming sales. Consider these amazing statistics:
- 300 million weekly active users are sending over a billion messages daily on ChatGPT. (Source: PCWorld)
- 65% of respondents report that their organizations are regularly using generative AI (Gen AI), up from one-third last year. (Source: McKinsey)
- 83% of sales teams using AI saw revenue growth this year vs. 66% not using AI. (Source: Salesforce)
In our recent webinar, How AI is Shaping the Future of Sales Training, sales experts discussed how artificial intelligence is revolutionizing sales training—especially sales coaching and reinforcement.
“This is probably the biggest trend in business in our lifetimes… It’s up there with the Internet.” — Elay Cohen, CEO, SalesHood
Featuring Michelle Richardson, VP of Sales Performance Research at The Brooks Group, Elay Cohen, CEO of SalesHood, and Justin Cifelli, Solution Expert at SalesHood, the session explored practical applications, benefits, and implementation strategies for AI in sales organizations.
The Evolution of Sales Training and Coaching
AI introduces new possibilities for sales trainers, coaches, and enablement leaders. In the past, sales training relied on a one-size-fits-all approach—so trainers found it difficult to address the unique needs of individual sellers.
The quality of sales coaching depended on manager capabilities—which can vary dramatically across an organization. And with limited tools for measurement and analysis, companies struggled to quantify the effectiveness of their training investments or identify specific areas for improvement.
The AI-powered approach to sales training and reinforcement transforms the experience by creating personalized, adaptive learning paths tailored to each seller’s specific needs and performance data. This new model delivers sales training for specific areas of improvement, making it immediately applicable and relevant to the seller’s current challenges.
AI coaching supplements manager guidance with data-driven insights. The system provides consistent feedback and messaging that reinforces organizational best practices. The entire process becomes more efficient and effective.
As Cohen explained, “The new way of sales training, especially with AI, is personalized. It knows who you are, your role, what you need, and how you’re performing. It’s just in time: You got a meeting today? Boom! It shows up with some training.”
“As a seller, when I’m getting coaching from AI, it’s consistent and it’s on message. And that’s huge value.” — Elay Cohen, CEO, SalesHood
5 Benefits of AI for Sales Coaching and Reinforcement
According to Richardson and Cohen, there are five main benefits for tapping into AI’s capabilities for sales coaching and reinforcement.
1. Enhanced Learning
Sellers gain from personalized learning paths, adaptive content based on skill gaps, consistent, on-message coaching, and real-time feedback.
2. Consistent Feedback
Sellers receive real-time AI-generated feedback on presentation contents, tone, duration, speed, and key phrases.
3. Real-World Practice
AI-powered video exercises, objection handling drills, and simulations prepare sellers for every prospect conversation.
4. Coaching Impact
Sales managers can increase coaching frequency and effectiveness using intelligent AI-powered practice and reinforcement.
5. Greater Efficiency
Sales organizations see time savings for managers and more selling time for sales professionals.
“I’ve seen a lot of trends over the years. I’ve seen trends like mobile. I’ve seen trends like social. We’ve seen video, but nothing like AI.” — Elay Cohen, CEO of SalesHood
How AI supports key coaching moments in the IMPACT sales process.
Showcasing Practical Applications
The webinar included a live demonstration of AI-powered sales training tools in the BrooksUP™ eLearning platform, highlighting AI’s impact on sales coaching and role play.
“We’re scaling a coach’s time. We’re giving coaches and sales managers real objective data, helping them pinpoint areas of development to make their teams better,” said Richardson.
AI Role Play for Sellers
BrooksUP allows sellers to practice and improve sales calls using conversational simulations with realistic objections; customizable scenarios and personas; detailed feedback after each interaction; and the ability to retry and improve.
AI Coaching Analytics for Sales Managers
BrooksUP allows managers to coach more effectively at scale with real-time transcription of practice pitches; scoring based on key phrases and restricted words; immediate feedback on pace, tone, and content; and specific recommendations for improvement.
“The AI helps you elevate your talk, helps you get competent and confident quickly, and keeps you focused on the key points that matter to stay on message.” — Justin Cifelli, Solution Expert, SalesHood
Getting Started with AI
The presenters recommended a three-phased approach to AI implementation:
- Start with specific use cases rather than attempting to transform the entire sales process at once.
- Identify friction points in your current process that would benefit most from AI.
- Focus on high-impact applications such as AI coaching and reinforcement.
“Map out your sales process, layer in the specific AI assistance for every stage, and then ask yourself: Where do you need to realize the biggest improvement in efficiency? Where do you want to see the lift?” said Cohen.
For organizations thinking about implementing AI in their sales training, Richardson and Cohen recommended five steps:
- Map out your sales process
- Layer in specific AI assistants for each stage
- Identify where you need the biggest efficiency improvements
- Start with one focused use case to demonstrate value
- Expand gradually based on results
“We still want managers coaching, but AI is providing additional tools to leverage their time and improve the quality of coaching.” — Michelle Richardson
The Future of AI in Sales
AI is transforming sales training from a labor-intensive, one-time event into a personalized, continuous learning journey. Organizations that embrace this technology are seeing measurable improvements in sales performance while simultaneously reducing costs and increasing efficiency.
“Some of our customers, when they’re leaning into the AI for role playing and the AI for coaching… managers are saving approximately 20 hours a month, and that enables them to focus in on targeted strategy versus a lot of the administrative stuff,” said Cohen.
The presenters emphasized that AI is enhancing the capabilities of (rather than replacing) human sales trainers or managers. The future of sales training combines:
- The science-based methodology of traditional sales training
- The personalization and adaptability of AI
- The strategic guidance of human coaches
- The data-driven insights to continuously improve
As AI technology continues to evolve, organizations that adopt it early will gain a significant competitive advantage in developing their sales teams.
>> Watch How AI is Shaping the Future of Sales Training, presented by The Brooks Group and SalesHood.
For more information about implementing AI-powered sales training and reinforcement in your organization, get in touch.
