SEG Brings AI to Sales Training, Turning Its Classic 9 Acts Method into a Scalable Coaching Platform

In a move that could transform B2B sales enablement, SEG is taking its time-tested Action Selling methodology into the AI age—blending decades of structured sales training with generative AI to create a first-of-its-kind practice and reinforcement system.

For sales teams long trapped in the boom-and-bust cycle of one-time workshops and fading retention, SEG’s new platform promises something radically different: ongoing, AI-driven coaching that helps sales reps build lasting skills, reinforce habits, and sharpen real-world performance—on demand.

“Action Selling has always been about structured, high-impact training,” said Eric Moore, Chief Revenue Officer at SEG. “Now, by integrating AI, we’re helping teams embed those behaviors into their everyday workflow.”

A Sales Coach That’s Always On

The platform centers around SEG’s 9 Acts methodology—a research-backed framework that guides reps through each stage of the sales process, from building credibility to gaining commitment.

With AI woven into the mix, users can now:

• Simulate realistic buyer conversations at every stage of the deal cycle

• Get real-time, private feedback on objection handling, pacing, tone, and clarity

• Practice skills anytime, not just during live training events

• Enable managers with insight into rep performance, coaching opportunities, and skill gaps

What used to require a room, a facilitator, and a few hours now happens instantly and continuously—right from the rep’s browser.

From One-and-Done to Subscription Coaching

SEG’s shift from standalone training events to a subscription-based coaching model reflects a larger trend in the sales enablement space: the rise of learning in the flow of work. Modern teams don’t just want training—they want reinforcement, feedback, and scale.

This new system makes that possible. Reps can fine-tune their pitch during downtime. Managers get dashboards that reveal where to intervene. Enablement teams get data-backed insights into where training is sticking—and where it’s not.

AI Is the Assistant, Not the Replacement

Unlike AI tools that aim to script every conversation or replace the seller entirely, SEG’s approach keeps the human element front and center. The AI acts more like a sparring partner—helping reps improve their timing, delivery, and listening skills through guided, judgment-free repetition.

This positions AI as an accelerator of skill, not just a shortcut.

Why This Matters

The stakes are high. In B2B markets with long sales cycles and complex decision-making units, training can’t stop after the kickoff. But traditional models—coaching ride-alongs, shadowing, quarterly refreshers—simply don’t scale in today’s fast-moving environment.

SEG’s new approach offers a clear answer: systematized, scalable, AI-powered coaching that’s built for modern B2B teams.

If you’re a CRO struggling with inconsistent execution or an enablement leader trying to make training stick, this could be the competitive edge your reps need to win more deals, more often.

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