Human Sales Coaching with the Frequency, Timing and Availability of AI

Oct 1, 2026

Sales coaching works. The problem is getting enough of it, at the right time.

In this episode of Sales Today, Fred is joined by returning guest Kevin Beales, founder of My Sales Coach, to explore how AI could help solve that problem without trying to replace the human coach.

They discuss the disconnect between what managers call coaching and what salespeople actually experience, why more technology hasn’t necessarily created more capable sellers, and where AI genuinely adds value.

The opportunity? Combine the empathy, expertise and judgement of a human coach with AI’s ability to provide frequency, availability, context and timely intervention.

In this episode:

• Why sales coaching is more than simply asking good questions
• The difference between coaching for growth and managing for performance
• Why AI role play and feedback alone won’t solve the competence problem
• Where AI can strengthen coaching
• Why timing matters as much as coaching frequency
• How AI can spot coaching opportunities a human might never see
• Why the future could be human coaching amplified by AI

A great conversation about using AI for what it does best - while keeping humans firmly in the loop.

 

Connect with Kevin

·         LinkedIn https://www.linkedin.com/in/kevinbeales

·         Website: https://www.mysalescoach.com

 

Follow Fred: https://linktr.ee/fredcopestake

 

Watch this episode on YouTube:  https://youtu.be/a-mFuuWNN78

 

Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

 

Useful resources

• Take the Collaborative Selling Scorecard – free
  Check how well your sales approach fits today’s buying environment https://collaborativeselling.scoreapp.com/