Meet Val: The First Human-Like AI Sales Coach Delivering Real-Time, Personalized Coaching for B2B Teams

ValueSelling Associates Launches Val: AI Sales Coach Built for Real-Time Skill Growth

ValueSelling Associates, Inc. has introduced Val, the first ValueCoach AI™ avatar, bringing AI-powered sales coaching directly into the daily workflow of sales professionals. Val blends a proven value-based sales methodology with personalized, real-time feedback, helping sales reps sharpen essential skills, adopt effective selling behaviors, and close deals faster.

This AI coach offers authentic, human-like interaction, providing expert guidance exactly when salespeople need it most. By delivering coaching on demand, Val helps reps access customized support without waiting for scheduled sessions or manager availability.

Meet Val, Your AI Sales Coach

Unlike typical AI tools, Val is built specifically for B2B sales teams using the ValueSelling Framework®—a methodology supported by over 260 proprietary training modules. Powered by Replicate Labs, Val leverages agentic AI, conversational intelligence, voice recognition, and freeform dialogue. It mimics human expressions and personality traits to create natural coaching conversations.

Val listens to reps, understands their challenges, and offers immediate feedback tailored to skill levels and goals. It crafts personalized learning journeys that accelerate development and fits seamlessly into existing sales workflows. Sales reps can experience real-time coaching that identifies obstacles, customizes development plans, and promotes actionable learning.

Key Features

• Strategic alignment: Val understands each company’s go-to-market strategy, buyer personas, and sales processes, acting as a ValueSelling Associates expert coach.
• Personalized development: It partners directly with reps to set goals and customize learning paths.
• Data-informed coaching: Integrates with CRM, sales engagement, and conversational intelligence tools to analyze performance and feedback, tailoring interactions accordingly.
• Adaptive guidance: Continuously updates coaching strategies based on real-world outcomes.

“Val isn’t just an AI tool—it’s a virtual coach trained to think, ask, and respond like a top human sales coach,” said Julie Thomas, CEO of ValueSelling Associates. “It democratizes quality coaching at scale and empowers reps to improve on the spot.”

Why Sales Coaching Falls Short Today

Even top sales organizations struggle to provide consistent, targeted coaching. Research from Replicate Labs shows 73% of sellers receive no regular coaching, while 76% say they want more. Sales managers juggle multiple responsibilities, often deprioritizing coaching due to time constraints.

Many sales managers lack formal coaching training—55% admit they don’t know how to coach effectively. Most are promoted for their individual sales success, not their ability to develop others. Without proper tools and training, coaching efforts often fall short, leaving reps unsure where to focus to improve.

How Val Supports Sales Reps

Each session with Val starts by assessing the rep’s skills and recent challenges to build a custom development plan. Val asks targeted questions like, “Can you share a recent challenge you faced in your sales process?” to uncover areas for improvement.

For example, if a rep reports a prospect went silent after initial interest, Val explores why—identifying missed opportunities like failing to create urgency or quantify business impact. By connecting feedback to the ValueSelling Framework, Val helps reps understand how these gaps stall deals.

From the conversation, Val sets SMART goals, creates a coaching plan visible on the rep’s dashboard, and schedules the next session. It even integrates with tools like Slack to provide ongoing support between sessions.

With Val, reps receive immediate, context-specific advice to communicate business value, ask sharper questions, and advance deals. This approach reinforces value-based selling exactly when reps need it, driving better execution and measurable results.

Sales leaders benefit from a scalable coaching solution that boosts team performance without adding managerial workload.

Val is available now as part of ValueSelling Associates’ ValueCoach AI. For a demo, contact info@valueselling.com.

About ValueSelling Associates, Inc.

ValueSelling Associates created the ValueSelling Framework®, a sales methodology and training system that aligns revenue teams around a common language to compete on value rather than price. Since 1991, they have helped hundreds of thousands of sales professionals increase revenue and achieve stronger results.

They offer bespoke training for Fortune 1000 companies, mid-sized firms, and startups through eLearning, instructor-led workshops (virtual and in-person), microlearning, and on-demand reinforcement in over 17 languages. Their programs provide scalable tools and processes for sales teams and customer-facing professionals to engage, qualify, and close more deals at higher margins.