ValueSelling Associates Launches Val
Val delivers personalised, real-time AI coaching using voice, conversation intelligence and the ValueSelling Framework—helping B2B sales reps close more deals, faster.
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ValueSelling Associates, Inc. has introduced Val, an AI-powered sales coaching avatar designed to support real-time skills development using a value-based sales methodology. Designed to help salespeople refine critical skills, adopt effective selling behaviours and close more deals faster, Val delivers authentic human-like coaching directly into the seller’s daily routine.
Val’s capabilities go far beyond roleplays, which makes it unique among AI-powered sales coaching solutions. Unlike generic sales coaching AI tools, Val is purpose-built for B2B sales organisations using the proven ValueSelling Framework sales methodology with over 260 proprietary training modules.
Powered by Replicate Labs, Val uses agentic AI, conversational intelligence, voice recognition, and freeform dialogue. It is programmed to have realistic human expressions, personality traits and character nuances—providing the same experience as if talking with a human.
Val has real conversations with sales reps, listens to their issues, and provides immediate feedback tailored to each salesperson’s experiences, skill level and goals. Val also creates personalised learning journeys that accelerate skill development without having to wait for scheduled training or finding times on a manager’s calendar. Plus, it’s designed to integrate seamlessly into existing workflows.
Watch Val in action guiding a sales rep through a real-time coaching conversation—identifying obstacles, tailoring development plans and putting learning into action.
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Key Features:
- Strategic alignment – Val understands each company’s go-to-market strategy, buyer personas, and sales process and is trained as a ValueSelling Associates expert coach.
- Personalised development – Val works directly with reps to set goals and tailor learning paths.
- Data-informed coaching – Val integrates with CRM, sales engagement and conversational intelligence tools to analyse individual performance data alongside individual feedback, manager input and data to customise each interaction.
- Adaptive guidance – Val continuously evolves the coaching strategy based on real-world performance and outcomes.
“Val is not an AI tool—Val is a virtual ValueSelling Associates coach trained to think, ask and respond like an elite human sales coach,” said Julie Thomas, CEO of ValueSelling Associates.
“With Val, organisations can democratise high-quality coaching at scale and empower reps to improve in the moment and continually iterate on those improvements.”
Val begins each session by getting to know the sales rep—identifying skill gaps, exploring recent challenges, and building a tailored development plan. If a rep isn’t sure where to start, Val prompts with questions like, “Can you share a recent challenge you faced in your sales process?” Together, they pinpoint key areas to improve.
For example, when a rep shares that a prospect showed initial interest but then went silent, Val probes deeper. Through conversation, Val uncovers that the rep failed to create urgency or quantify the impact of the business issue. By tying this feedback to the ValueSelling Framework, Val helps the rep understand that a lack of urgency often leads to stalled deals.
From this initial conversation, Val automatically generates a SMART goal and builds a custom coaching plan—visible on the rep’s dashboard within seconds. She then books the next session and adds a personalised learning path to the rep’s calendar.
All of this is orchestrated in real time, with no delay between conversation and action. Val even offers to stay in touch via Slack, encouraging reps to reach out between sessions.
Coaching sessions with ValueCoach AI’s Val deliver real business benefits. Sales reps get instant, context-rich guidance to articulate business value, ask better questions and advance qualified opportunities. This reinforces value-based selling at the moment of need, leading to stronger execution and results.
Sales leaders gain a tool to support their teams, leveraging AI-based coaching into measurable performance gains.
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