Before a call it assembles a brief — likely objections, competitive positioning, open risks. After the call it scores what happened against a rubric: did the rep establish next steps, surface a budget owner, handle the objection. Because it runs on every call rather than a sample, it changes coaching from a weekly review of three calls to continuous feedback on all of them.
A manager with eight reps reviews three calls a week, so each rep gets coached on roughly 4% of their conversations. AI coaching scores all of them and flags the pattern the manager would have needed a quarter to notice: this rep never asks about the approval process.
AI sales coaching is software that analyses sales conversations and deal data to give reps preparation guidance before calls and structured feedback afterwards, on every call rather than a sample.
No. It changes what the manager spends time on — from finding the problems to addressing them. The conversations that change rep behaviour are still human.