The Sales Coaching Handbook
Human-only sales coaching is no longer enough. For sales teams to ensure their reps are selling at top performance, they must also include AI coaching.
That’s the new reality of sales coaching. Neuroscience research shows the best approach combines the best of both worlds. AI strengthens recall, while humans strengthen motivation. Together, they accelerate performance.
In The Sales Coaching Handbook (updated to include new neuroscience and AI research), you get a roadmap to help you navigate the new sales coaching landscape. Whether you’re new to coaching or want help incorporating new technology and strategies, you’ll get practical, how-to advice for elevating your coaching program.
The Sales Coaching Handbook Includes:
- Sales coaching best practices: Neuroscience research shows AI coaching combined with human coaching delivers the best results.
- 4 Steps for creating a hybrid sales coaching program: AI and human coaching activate different strengths. The Sales Coaching Handbook explains how to use both to accelerate performance.
- Advice for new sales coaches: Learn what sales coaching is, what it is not, and must-haves for being an effective coach.
- Strategies for measuring sales coaching performance: The Sales Coaching Handbook explains the formal metrics you should measure, as well as informal performance indicators.
- Advice for creating a sales coaching culture: For sales coaching to have the greatest impact, it must become part of your organization’s culture. These tactics help you do that.
- Quick reference guide: This at-a-glance resource outlines everything you need for developing and sustaining a modern sales coaching program.
Sales Coaching Becomes Science-Informed and AI-Enhanced
Sales coaching has always been a crucial component of sales success. For years, it functioned largely as a managerial practice, with leaders sharing their experience through shadowing, ride-alongs, and informal feedback. While those methods still matter, today’s selling environment moves too quickly for intuition alone to keep teams competitive. Coaching has evolved into a science-informed, AI-enhanced discipline that blends human insight with data, neuroscience, and modern enablement technology.
This new approach reflects what Allego’s 2025 neuroscience research makes clear: AI and human coaching each activate different strengths. AI-powered sales coaching improves memory retention by 50%, offering structured, neutral, and repeatable feedback that helps sellers internalize new skills. Human coaching, by contrast, increases motivation, emotional alignment, and confidence—qualities that drive sellers to apply what they learn and persist through challenges. Together, these complementary strengths accelerate performance more effectively than either can alone.
AI and human coaching each activate different strengths. As you’ll see in The Sales Coaching Handbook, together, they accelerate performance more effectively than either can alone.
The role of AI in sales coaching is especially transformative. Scalable simulations, automated call insights, and real-time feedback give sellers more opportunities to practice and learn, while giving managers a clearer view of patterns across the team. AI supports consistency, speed, and reinforcement, making coaching more accessible and more evenly distributed.
Yet even with these advances, human empathy and connection remain the enduring core of effective coaching. Sellers still look to their managers for encouragement, context, and judgment. They need someone who understands their challenges and can translate feedback into meaningful next steps. The combination of AI-powered precision and human-led insight creates a coaching environment where learning sticks and performance improves sustainably.
Today’s most effective coaching cultures combine the precision of AI with the empathy of human insight, creating sustainable, personalized performance growth. The Sales Coaching Handbook embraces that reality and equips you with guidance rooted in both research and practical experience, enabling you to coach with clarity, consistency, and impact.
