AI sales coaching software that hears every call.
Claap scores every recorded sales call on your criteria, then shows each manager which rep to coach, on what, and the moment that proves it.
Visser & Co · Discovery
P · Pain2/5
“It’s fine for now, we just wish it were quicker.”
Transcript · 14:22 AI
Pain · last 30 days
Sam M.4.4
Léa P.4.1
Jonas D.3.2
- EU hosting
- GDPR
- SOC 2 Type II
- No training on your data
What sales coaching software is, and the three kinds you will find
Sales coaching software helps managers give each rep specific, regular feedback without sitting in on every call. AI sales coaching does the listening part: it reads the conversations, scores them against the team’s method and points the manager to what needs work.
The category covers three different jobs, and most tools do one of them well. Know which one you are buying before you compare prices.
- 01
Practice
AI roleplay: reps rehearse a pitch or an objection against a simulated buyer before the real call.
- 02
Enablement
Courses, content and readiness tracking: the playbook is taught and checked, mostly outside customer calls.
- 03
Coaching on real calls
Every recorded call is scored on your criteria after it ends. This is what Claap does.
Most recorded sales calls are never opened by anyone else
We looked at how often someone other than the rep opens a recorded meeting, across 372 sales teams on Claap. Recording a call is not the same as reviewing it.
- of a sales team’s recorded meetings are opened by a teammate, at the median
- 9%
- of a sales team’s recorded meetings are opened by a teammate, at the median
- of teams had fewer than 1 in 5 of their meetings opened by someone else
- 86%
- of teams had fewer than 1 in 5 of their meetings opened by someone else
- of recorded meetings got even one timestamped comment
- 0.5%
- of recorded meetings got even one timestamped comment
- deal conversion of senior closers against the rest at Dune Energie, before it standardised coaching
- 95% vs 60%
- deal conversion of senior closers against the rest at Dune Energie, before it standardised coaching
- 29%
- 26%
- 31%
- 14%
What managers ask a coaching tool to do
Lines from recorded discovery and trial calls this year. Names removed.
“We just need some flexibility on how exactly we score the calls, also depending on the stage where they’re in.”
Heard from · Revenue team, German health-tech scale-upWhy this hurts
A first call and a closing call are not judged on the same things. One generic scorecard for both misleads the manager.
“Can I see for rep one, this is where they are scoring low on most calls? I want to figure out where are they struggling.”
Heard from · Go-to-market consultant, Nordic growth agencyWhy this hurts
One low score is noise. The same low criterion across a rep’s calls is the topic of the next one-to-one.
“I realized that percentage of people that actually ask for a next step after the demo are really low. So just 5% of the time.”
Heard from · Revenue team, Italian B2B SaaSWhy this hurts
A team-wide habit only shows up when every call is measured on the same criterion. Nobody hears it by sampling.
“We now understand what top closers do differently and use those insights to train the whole team.”
From every call scored to the one-to-one
Write the criteria you already coach on
- Start from a MEDDIC, MEDDPICC, BANT or SPICED template, or write criteria for SPIN, Challenger or your own method.
- Each criterion returns the format you choose, a 0 to 5 rating or a value from your own list.
- Test a new criterion on calls already in the workspace, and adjust it until you agree with the scores.
New AI field
objectionmulti-select
What to look for
Which concerns did the buyer raise that were not resolved on the call?
Writes todeal.objections_c
Runs on every new callAuto-fill on
Know which rep to coach, and on what
- Each rep’s average rating sits next to the team average, criterion by criterion, so the first one-to-one is obvious.
- Account Executives, Sales Engineers and Customer Success Managers can each have criteria written for their own calls.
- Click a score and the player jumps to the moment behind it. Share that moment, not the hour.
Deals scored
48
+12%
Global rating
4.1
+0.4
Criteria covered
78%
+8 pts
Calls analysed
126
this month
Reps below bar
2
of 9
MEDDPICC coverage, by criterion
Share of scored deals where the criterion was actually established.
- Metrics88%
- Champion74%
- Decision criteria61%
- Economic buyer52%
- Pain38%
Bar to clear: 70%
Weakest criterion · Pain
Team average 38% of deals
Mara K.2.4
Furthest behind, across 19 calls. She asks what the problem is and never asks what it costs, the same gap in 14 of them.
Reviewed
126 calls this month
Not the two a manager had time to listen to.
See whether the coaching worked
- The monthly trend shows whether a criterion moved after you coached it, for one rep or the whole team.
- Talk ratio, longest monologue and question rate are compared with the team average, so you coach habits too.
- The leaderboard shows who to learn from on each criterion, which turns your best calls into examples for new reps.
Average rating
4.1
+0.4
Calls analysed
126
this month
Reps below bar
2
of 9
Criteria graded
7
MEDDPICC
Longest monologue
1:32
−18s
Average rating, by rep
Average score across the criteria you grade on, last 30 days.
- Sam M.4.4
- Léa P.4.1
- Mara K.3.8
- Jonas D.3.2
Team average 4.1 of 5
Jonas D. · last 30 days
Average rating3.2/5
Team average 4.1. 31 calls.
Longest monologue 4:18
Questions per call 6 · team 12
Let Claude prepare the one-to-one
- Ask Claude or ChatGPT, through the Claap MCP, which rep dropped on discovery this month and which calls show it.
- Agents read views whose columns are your criteria, so the answer is counted from scores, not guessed from transcripts.
- Private spaces stay private to the agent too: it sees what the person asking is allowed to see.
Otava Systems · Next step
Agree the pilot scope
Coaching on calls, or practice before them
Five tools buyers put on the same shortlist, read on each vendor’s public pages on 1 October 2026. Where we found nothing, the cell says so.
| As published | Claap | Gong | Modjo | Attention | Hyperbound |
|---|---|---|---|---|---|
| Scores real customer calls on your criteria | Included | AI-assisted scorecards | AI call scoring | Coaching scorecards | On the Perform plan |
| AI roleplay to practise before a call | Not included | AI role-play in Gong Enable | Ask the vendor | Ask the vendor | Core product |
| Public price per seat | €48 a month on Business | Quote only | Quote only | Quote only | Quote only |
| Free plan | Yes, scoring starts on Business | Not included | Not included | Not included | Prebuilt roleplays and scorecards |
| Records without a bot joining the call | Included | Not included | Included | Not included | Ask the vendor |
Six questions to pick a sales coaching tool
The questions the managers on our calls ended up asking. Ask them of every vendor, us included.
Real calls, rehearsals, or courses?
Decide which of the three jobs you are buying. A roleplay tool will not tell you what happened on yesterday’s demo.
Whose criteria are they?
Check you can write your own criteria and pick the format of each answer, not just switch on a vendor template.
Can you test before rollout?
Run a criterion on five calls you have heard yourself. If you disagree with the scores, the reps will too.
Does every score show its proof?
Click a score: it should open the moment in the call. A score without the passage gets argued, not coached.
Is every call scored, or a sample?
Coaching from a sample repeats the manual problem. Ask whether scoring runs automatically on each new call.
Can your AI tools read the scores?
Ask whether an agent can query the scored calls through an MCP or API, on which plan, and whether it can write back.
Sales coaching software, answered
What is sales coaching software?
Software that helps sales managers coach each rep with specific feedback, at a scale they could not reach by listening alone. It comes in three kinds: AI roleplay for practice, enablement platforms for courses and content, and tools that score real customer calls. Claap is the third kind.
What is AI sales coaching?
AI sales coaching uses AI to do the listening a manager cannot: it transcribes each call, checks it against the team’s criteria and flags what to work on. The manager still runs the coaching conversation. In Claap, every score links to the moment in the call it came from.
Does Claap do live coaching or AI roleplay?
No. Claap coaches after the call: it scores the recording and shows the manager what to work on. It does not prompt reps during the call and does not simulate buyers for practice. Teams that want roleplay usually add a dedicated practice tool next to call scoring.
What is the difference between sales coaching software and conversation intelligence?
Conversation intelligence records and analyses sales calls for every use: CRM fields, forecasting, coaching. Sales coaching software is the coaching part of that, or a separate practice tool. Claap does both on the same record, so a call scored for coaching also fills the CRM.
Can we coach on our own sales methodology?
Yes. You write each criterion as a question with an answer format, such as a 0 to 5 rating. MEDDIC, MEDDPICC, BANT and SPICED ship as templates you can edit, and SPIN, Challenger or an in-house method are written the same way. Each role can have its own criteria.
How much does sales coaching software cost?
On Claap, call scoring and AI coaching are part of the Business plan at €48 per seat per month on annual billing, and people who only watch calls use a free Basic licence. Gong, Modjo, Attention and Hyperbound publish no seat price and quote on request.
Is there free sales coaching software?
Claap has a free Basic plan with the Chrome extension, a basic AI summary and the Claap MCP, capped at 10 recordings per user. It lets you record real calls and try the workflow; call scoring starts on Business. Some roleplay tools offer free prebuilt scenarios.
Which languages can be coached?
Claap transcribes 99+ languages, and criteria run on the transcript whatever the language of the call. A manager coaching reps in French, German and English keeps one set of criteria for the whole team.
See your last week of calls scored.
Book a demo and we will score real calls from your team on criteria you choose.