How to Skyrocket Sales Productivity: Harnessing AI-Assisted Peer to Peer Coaching

September 4, 2023

How to Skyrocket Sales Productivity: Harnessing AI-Assisted Peer to Peer Coaching

Imagine this — Jim Halpert, the enthusiastic sales rep at Dunder Mifflin Paper Company, has worked tirelessly to close a significant deal, but it seemed like the prospect is slipping away. As the clock ticked, Jim couldn't shake off the feeling that he was missing a crucial strategy or insight that could turn the tide in his favor. He wished he had someone to bounce ideas off, someone who had faced a similar challenge before.

In today's competitive sales environment, it's more important than ever for sales reps to be able to learn and grow quickly. One of the best ways to do this is through peer coaching. Peer coaching is when two or more sales reps come together to share their experiences and insights, and to provide each other with feedback and advice.

But peer coaching can be time-consuming and inefficient. That's where AI can come in. AI can be used to recommend the right peer for coaching as well as automate some of the tasks involved in peer coaching, such as scheduling meetings, sending reminders, and collecting feedback. This frees up sales reps to focus on what they do best: selling.

How AI Can Help With Peer Coaching:

There are three main ways that AI can help with peer coaching:

Recommendation AI Engine for peer and content recommendation

AI can diagnose pipeline data to identify a) which of Jim’s deals are stalled and at risk
b) who has sold similar deals in similar context, and c) if there were any win-wires and case studies related to similar deals published.

Mature sales enablement teams are now able to leverage AI to proactively send such content and connections recommendations in the flow of work using MSteams and Slack.

Knowledge AI to capture and retrieve peer best practices

Sales reps can request a short call or ask specific questions on deals and sales scenarios for pointed help. 

As seasoned reps respond to such questions on the go, the sales organization is building a massive tacit knowledge database documenting the best practices and winning strategies by deal which can be queried using natural language prompts.

Generate AI Engine to structure, evaluate and compose learning content

The collective field knowledge can be structured by topic and the best rated content can be used to automatically compose learning content using Generative AI, of course post peer verification.


AI-assisted coaching is a powerful way to boost sales productivity. By leveraging the collective knowledge of the sales team, sales reps can learn and grow quickly, and become more effective at closing deals.

If you're looking for a way to improve your sales team's performance, check out how Zinger by Emplay can help you reach that goal here.

P.S. It’s always great to get on a call to discuss how you can successfully ramp up peer to peer coaching.