Why Human Coaching Wins
AI-driven sales agents are making headlines, from OpenAI’s sales bots launching in Tokyo to Y Combinator, which are actively investing in AI that replaces entire job functions. The buzz around AI replacing SDRs, BDRs, and even full-cycle sales reps is louder than ever.
But let’s pause for a reality check.
Unless we believe that companies will deploy AI agents to sell to AI “buying agents” (which would make human sales teams obsolete), there will always be a need for human-to-human sales conversations. AI will reshape the sales landscape, but it won’t remove the fundamental need for human connection, trust, and persuasion.
What AI Can (and Should) Do in Sales
There’s no doubt AI is a game-changer. It’s already:
✔ Automating research and intent signal detection
✔ Refining messaging based on individual communication styles
✔ Enhancing outreach efficiency and accuracy
AI is eliminating manual tasks, accelerating personalization, and making sales outreach more effective. But what it can’t do is build authentic human relationships, handle objections with nuance, build consensus among buying teams, or read the emotional subtleties of a deal in motion.
Why AI Won’t Replace Sales Managers
The idea of AI replacing sales managers is equally flawed. After coaching and training over 8,000 sales professionals, I can confidently say that no AI will ever fully replace human-led coaching.
Instead, most organizations are stuck with hours of call recordings sitting idle in conversation intelligence (CI) platforms. Despite thousands of dollars in tech spend, less than 1% of calls are reviewed by managers. In fact, 75% of sales leaders don’t listen to calls at all.
Many platforms offer AI-driven “deal coaching” and “next-best-action” suggestions. But here’s the problem: Over 80% reps don’t engage with AI feedback the way they do with human coaching. It’s too easy to ignore a system-generated warning like “You didn’t uncover X pain point” or “You should ask Y question.” AI lacks accountability, emotional intelligence, and the ability to drive real behavior change.
Coaching isn’t just about insights—it’s about buy-in, trust, and accountability. No AI can build a relationship with a struggling rep, challenge them on their excuses, or guide them through personal career growth.
As my colleague Mike Montague has pointed out, “Would you rather be coached by Ironman or T-800 the Terminator?”
The Role of AI in Sales Coaching
Rather than replacing sales managers, AI should empower them by:
✅ Providing targeted insights – AI can analyze CRM data, call transcripts, and email interactions to highlight coaching opportunities.
✅ Streamlining 1:1s – Instead of managers sifting through endless data, AI can surface key takeaways, making coaching conversations more effective.
✅ Enhancing accountability – AI can track rep progress on coaching action items, ensuring follow-through and skill development.
At CoachEm, we believe AI should work with managers, not replace them. It should be the Ironman suit for managers.
Nvidia CEO Jensen Huang put it best: “AI won’t take your job, but someone using AI might.”
Sales and customer success leaders need to ensure their teams are leveraging AI to enhance, not replace, the human elements of selling. The most successful sales teams will be those that embrace AI for efficiency while doubling down on coaching, mentorship, and human connection.
With tools like CoachEm, managers can integrate AI-driven insights into their coaching conversations, ensuring reps develop the skills they need to succeed. AI isn’t the end of sales leadership—it’s the evolution of it.
This is the way.
