ValueCoach AI expands into a two-agent coaching system, pairing Val for sales representatives with Bryce for managers to deliver personalized, data-driven coaching

ValueSelling Associates, Inc., a provider of sales training and coaching, has been named to Selling Power’s Top AI Sales Coaching Solutions for 2026 list for its ValueCoach AI™ platform and its agentic AI coaches, Val and Bryce. The recognition marks the company’s third consecutive year on the list, which helps sales leaders evaluate AI coaching solutions based on their capabilities and potential business impact.

Since its previous recognition, ValueCoach AI has evolved from a single AI avatar designed for sales representatives into a two-agent coaching system intended to support both individual sellers and sales managers.

Two AI Coaches Support Reps and Managers

ValueCoach AI includes two specialized agents built around the ValueSelling Framework®.

Val, the sales representative-facing coach, provides feedback on active pipeline opportunities, facilitates role-play exercises using dynamic buyer personas and analyzes real sales call transcripts. The goal is to help sellers reinforce sales methodology and improve their conversations with buyers.

Bryce focuses on sales managers, identifying team-level trends and potential coaching opportunities. By surfacing areas where additional guidance may have the greatest impact, the agent aims to help managers prioritize coaching without adding more meetings to their schedules.

Together, the agents are designed to make consistent, behavior-based coaching available to sellers around the clock. ValueSelling Associates cites a persistent gap in traditional sales coaching, reporting that 73% of representatives receive no consistent coaching and 76% want more.

Integration Across Sales and AI Workflows

The platform is designed to operate within tools sales teams already use, with integrations across Salesforce, Slack, Salesloft, Gong, Google Calendar and Microsoft Outlook.

Users can also access the solution through Claude and ChatGPT via ValueSelling Associates’ Model Context Protocol (MCP) server and a public API. These options are intended to make coaching more accessible within existing sales workflows.

The company says the platform is SOC 2 certified and GDPR compliant. It also states that customer data is not used to train the model.

Focus on Measurable Sales Performance

“Sales leaders are still being asked to drive higher performance with leaner resources, and the reality is that most reps receive little to no consistent coaching,” said Julie Thomas, president and CEO of ValueSelling Associates.

Thomas said the recognition reflects the potential for AI to make coaching a more regular part of sales operations. She highlighted Val’s ability to coach representatives on active opportunities and Bryce’s role in helping managers identify team-wide development needs.

The company’s approach emphasizes improving sales conversations through consistent methodology and value-based selling rather than focusing primarily on price.

ValueSelling Associates also points to research conducted with Aberdeen Strategy & Research, which found that integrating AI into sales coaching increased sales productivity by 95% and improved employee engagement by 30%. These results reflect the research cited by the company.

Selling Power Evaluates AI Coaching Capabilities

According to ValueSelling Associates, companies included in Selling Power’s 2026 list submitted applications detailing their AI sales coaching solutions. Evaluation criteria covered several areas:

• Solution capabilities and use cases: Live-deal coaching, buyer-persona role-play and reinforcement of sales methodologies.
• Differentiation and development: How solutions distinguish themselves from practice simulators and evolve to support broader coaching needs.
• Personalization and adaptability: Features such as persistent representative-specific memory, adjustable difficulty and support across languages and regions.
• Measurement and business impact: Coaching frameworks, behavior-change tracking and customer results.
• Technology and responsible AI: Interaction models, integrations, system architecture, security and scalability.

Extending Coaching Across the Sales Organization

The expansion of ValueCoach AI reflects a broader effort to apply agentic AI to sales enablement, moving beyond individual practice exercises toward support for live opportunities and team-level performance management.

By combining representative-level guidance with manager-facing insights, ValueSelling Associates aims to make coaching more continuous and connect it more closely to sales behaviors and business outcomes. Its third consecutive recognition by Selling Power adds to the company’s positioning in the growing AI sales coaching market.