AI role-play
Reps practice against a simulated buyer. Great for rehearsing a pitch, but nothing happens on your real deals.
Midcall Live Coach
The AI sales coach
that helps you during the call.
Deals are decided on the call. Not 3 days later.
Midcall Live Coach follows your sales calls on Google Meet, Microsoft Teams and Zoom and tells you what to say the moment you need it, whether it's an objection to handle, a buying signal to act on or a next step to lock in. After the call, you get the recap, a score for every skill and an up-to-date CRM.
- 7-day free trial
- Google Meet, Teams and Zoom
- Tips stay invisible to the buyer
- English and French
Demo
The coach in action, in 30 seconds.
A sales call, from the first live tip to the recap landing in your tools.
The basics
What is an AI sales coach?
An AI sales coach is software that uses artificial intelligence to help reps run better sales calls and improve over time. There are 3 kinds. Role-play simulators let reps practice against a fake buyer. Conversation intelligence tools analyze the recording once the call is over. Real-time coaches step in during the call, while the deal can still move. Midcall Live Coach is a real-time coach, and it also does all the post-call analysis.
Post-call analysis
The tool reviews the recording and returns a score and coaching ideas. Useful, but the call has already happened.
Real-time coaching
The coach follows the conversation live and tells the rep what to say at the right moment. That's where Midcall steps in, before analyzing the call.
Example
What does a call coached by Midcall look like?
A fictional 45-minute product demo with Nexora. Here are the 4 moments the coach stepped in, and what the rep did with each one.
Fictional example
- 1Discovery06:12
The buyer“Onboarding our new reps takes way too long.”
Quantify it. How long does it take a new rep to close their first deal?
The rep asks. The buyer says “about 6 months”, a number that frames the rest of the call.
- 2Buying signal17:40
The buyer“If we go ahead, we'd start with the Lyon team.”
Buying signal. Ask who signs off, and by when.
The rep learns the CFO signs, and the decision has to happen before quarter end.
- 3Objection29:05
The buyer“Honestly, this is above the budget we planned.”
Likely a smokescreen. Dig before you answer. “If price weren't an issue, would you start tomorrow?”
The real blocker comes out. It's rollout time, and now the rep can address the right issue.
- 4Next step41:30
The buyer“Send us a proposal and we'll take a look.”
No date, no next step. Book a slot with the CFO before the call ends.
Meeting booked with the CFO, Thursday at 10am.
When the call endsRecap sent to the CRMDemo score 81/1004 tips, 4 followedNext step on the calendar
The problem
Everything happens on the call. And that's when your rep is on their own.
B2B buyers spend very little time with any one vendor, and those few calls decide the deal. Your manager can't sit in on every one, and post-call tools show up once everything has been said.
5-6%
of a B2B buyer's purchase journey is spent with any single sales rep when they compare several suppliers.
+34%
productivity for the least experienced workers when an AI assistant suggests replies in real time (+14% on average).
2.6x
more likely to achieve commercial growth when sales teams give their sellers AI-enabled next best actions.
Gartner survey of 227 chief sales officers, published May 2026
Midcall puts a coach next to every rep, on every call.
What the coach does
Live help on the call, then all the follow-up after it.
The right line, the moment you need it.
The coach follows the conversation in real time. When a moment matters, it shows a single tip, in one line, with near-zero lag. The rest of the time, it stays quiet. And if you get stuck, one click asks it for help.
- One tip at a time, never a wall of text
- Silence when the coach isn't sure
- On-demand help in one click
- Tips stay invisible to the buyer
06:14Tip readyHelp
CLAIRE“It takes a new rep about 6 months to close their first deal.”
Discovery
“What do those 6 months actually cost you?”
The need is clear, but its impact isn't quantified yet.
Real objection or smokescreen?
The coach can tell, because it reads the sales situation before it advises you. A price objection often hides something else. It helps you dig in, isolate the real blocker, respond, then check the buyer is convinced, live, on your demos and discovery calls.
29:06Likely a smokescreenHelp
CLAIRE“Honestly, this is above the budget we planned.”
Objection
“If price weren't an issue, would you start tomorrow?”
Dig before you answer. Budget probably isn't the real blocker.
Buying signals caught the moment they happen.
A pilot team already named, a question about rollout, a decision maker showing up. The coach spots these signals and tells you how to use them, to find out who signs or to book the next step before the call ends.
Buying signals · Nexora demo
- 17:40A pilot team is already named
- 22:15Question about rollout time
- 36:02The CFO comes up as the decision maker
Book a slot with the CFO before the call ends.
Your qualification framework, tracked live.
BANT, MEDDIC, SPICED, SPIN or your own scorecard. The coach tracks which criteria you've covered as the call goes and flags what's missing before it ends, not in the follow-up email.
BudgetAuthorityNeedTiming
3 of 4 criteria covered
Qualification
Timing not covered yet. Ask when the decision has to be made.
Every call prepped for you.
Before the call, Midcall reviews every exchange with the buyer (emails, phone calls and video calls) along with the deal context in your CRM. You walk in with what matters, and so does the coach.
Brief · Nexora demo, Thursday 10am
Deal status
Demo done, proposal sent Monday
Who's joining
Claire, VP Sales, and the CFO
Open issue
Rollout time, raised by email on Tuesday
Goal
Get a decision date
Built from 3 emails, 1 phone call and 2 video calls
A coach that adapts to each rep.
Midcall knows each rep's strengths and blind spots and tailors its advice to them. Two reps facing the same buyer won't get the same tips. The coach is also calibrated on your playbook, your offers and your most common objections.
Same moment, 2 reps
“We need to discuss this internally.”
LLea, AEBlind spot · Closing
Set a date with the people involved, right now.
HHugo, AEBlind spot · Discovery
Ask who will be in that discussion, and what could stall it.
And after the call, all of Midcall Notetaker.
Recap, next steps, skill scores backed by quotes, objections handled or missed and a progress profile for every rep. It all goes to your CRM, with no data entry.
Discover Midcall NotetakerRecap · Nexora demoSent to the CRM
81/100
Call control84
Discovery88
Value selling78
Objections80
Closing76
The manager cockpit, to coach on facts.
Managers see each rep's progress, the tips they followed, the most common objections and the confidence score of every deal. They know who to coach and on what, without listening back to hours of recordings.
Cockpit · last 4 weeks
RepScoreTips followedFocus
LLea7882%Closing
HHugo7164%Discovery
IInes6675%Objections
Built not to distract
A whisper, not a teleprompter.
The most common worry among sales leaders is a rep reading the screen instead of listening to the buyer. Midcall is built for the opposite.
One tip at a time
No lists, no paragraphs. One line you can read at a glance.
Quiet by default
When it isn't sure, the coach stays silent. It only speaks up when the moment matters.
Near-zero lag
The tip shows up while you can still use it, not 2 minutes too late.
Invisible to the buyer
Tips appear in your browser. The buyer sees the assistant in the meeting, never the advice.
Comparison
Real-time coaching vs post-call analysis, what's the difference?
Manager coaching and post-call analysis tools help reps improve over time. Neither helps during the call, when the buyer hesitates. Midcall Live Coach covers both moments.
| Manager coaching | Post-call analysis tool | Midcall Live Coach | |
|---|---|---|---|
| When it helps | After, when the manager has time | After the call | During and after the call |
| Calls covered | A few per month | Every recorded call | Every call |
| Live help on an objection | No | No | Yes, in one line |
| Buying signals flagged during the call | No | No, spotted afterwards | Yes |
| Qualification tracked during the call | No | Checked afterwards | Yes, with Live Coach Max |
| Skill scores backed by quotes | Depends on the manager | Depends on the tool | Yes, on every call |
| Advice tailored to each rep | Yes, when the manager has time | Rarely | Yes, based on strengths and blind spots |
| Manager time required | Several hours a week | Time to dig through the analysis | Coaching priorities are ready |
| Setup | Nothing to install | Sometimes a real integration project | 5 minutes, then calibration with you |
Setup
Easy to roll out, useful from the very first call.
01
Connect your calendar and CRM.
5 minutes, once. Then we calibrate the coach with you on your playbook, offers and objections.
02
Run your call.
The Midcall assistant joins the meeting on Google Meet, Teams or Zoom. The coach appears on top of your video call, in Chrome.
03
Let the coach feed you the next line.
A tip when it counts, silence the rest of the time. When the call ends, recap, score and CRM all done.
Who it's for
What it changes, for every role.
New reps
The coach tells them what a senior rep would say. They ramp up on your real deals and lose fewer of them along the way.
Experienced reps
Nobody stays sharp through 4 back-to-back demos. The coach does. It catches what slips by at the end of the day.
Sales leaders
You see who's improving and what to coach, without listening back to hours of recordings. Your coaching time goes where it matters.
Founders who still sell
You still run a lot of the calls. The coach helps you live and keeps a record of every deal for the day you hire your first rep.
Why Midcall exists
“A deal isn't lost after the meeting. It's lost during it, on a hesitation. I built Midcall so the right line shows up in that moment, not ten minutes too late.”
Midcall was calibrated on 200+ real sales meetings before opening its pilot cohort.
Edward Labruyèreco-founder of Midcall, former B2B SaaS AE
Plans
2 Live Coach plans, for live help on every call.
Live Coach Pro
For reps who want live help on their most important calls.
Everything in Notetaker, plus:
- Unlimited recording and note-taking
- 20 hours of live coaching per rep per month
- Live tips and on-demand help in one click
- Objection handling, live
- Buying signals flagged live
- Coaching tailored to each rep, calibrated on your playbook
- CRM sync
- Ask anything with monthly credits
- Usage meter with an alert at 80%
Live Coach Max
For teams that want a coach on every call and managers who lead on facts.
Everything in Live Coach Pro and Notetaker Plus, plus:
- Unlimited live coaching
- Qualification tracked live with your framework
- Automatic prep for every call, built from all your exchanges
- Manager cockpit
- Confidence score from 0 to 100 on every deal
- Unlimited Ask anything
- API access
Pricing shared in the demo, per seat. Try Live Coach Max free for 7 days with your reps.
Only need the post-call side for now? Midcall Notetaker takes the notes, updates your CRM and scores every call. Discover Midcall Notetaker
Pilot cohort · 10 seats
We're opening Midcall to 10 pilot teams.
Cohort closes December 31, 2026
Founding price locked for 24 months
Your requests at the top of the roadmap
Early access to new features
Trust and compliance
A coach that helps your reps, not a tool that watches them.
What Midcall doesn't do
No emotion analysis, no voice identification. The coach reads the sales situation, not the people.
EU AI Act
Each participant is recognized through their own audio stream in the meeting, never by their voice. Participants' email addresses are never sent to AI models.
GDPR by design
Your transcripts remain your property. Subprocessors, retention and rights are documented publicly.
Reps stay in control
Every rep sees their own tips, score and progress. For managers, Midcall highlights the skills to develop, with no leaderboard between reps.
What is an AI sales coach?
An AI sales coach is software that uses artificial intelligence to help reps run better sales calls. Some train reps with role-play, others analyze calls once they're over. Midcall Live Coach steps in during the call. It follows the conversation live, tells the rep what to say at the right moment, then analyzes the call and updates your CRM.
How does real-time sales coaching work?
The Midcall assistant joins the meeting and transcribes the conversation in real time. The coach reads the sales situation (an objection, a buying signal, a missed qualification criterion) and shows a single tip when it's confident. The rest of the time, it stays quiet. You can also ask it for help in one click.
What's the difference between real-time coaching and conversation intelligence?
Conversation intelligence tools work on the recording once the call is over. They help you do better next time. A real-time coach helps you during the call, while the deal can still move. Midcall does both, with the recap, skill scores and deal follow-up after every call.
Will reps read the screen instead of listening?
No. The coach shows one tip at a time, in one line you can read at a glance, and stays quiet the rest of the time. It's a whisper, not a teleprompter.
Can the buyer see the advice?
No. Tips only appear in the rep's browser. The buyer sees the Midcall assistant in the meeting, like any notetaker, but never the advice.
Which video platforms does Midcall work with?
Google Meet, Microsoft Teams and Zoom. The coach appears in Google Chrome, on top of your video call. For Teams and Zoom, just open the meeting in your browser.
Is the advice tailored to my market and team?
Yes. The coach is calibrated on your playbook, your offers and your most common objections. It also adapts to each rep, based on their strengths and blind spots, so two reps facing the same buyer won't get the same tips.
Can an AI sales coach help with objection handling?
Yes. The coach first reads the situation, because a price objection is sometimes a smokescreen. It then helps you dig in, isolate the real blocker, respond and check the buyer is convinced, live, while the objection is still on the table.
Which qualification frameworks are supported?
BANT, MEDDIC, MEDDPICC, SPICED, SPIN, Challenger or your own scorecard. With Live Coach Max, the coach tracks which criteria you've covered during the call and flags what's missing before it ends.
Does an AI sales coach replace sales managers?
No. Midcall does what no manager can, which is to be on every call. Managers keep the human coaching, and they target it better with skill scores and the Live Coach Max cockpit.
What languages does the coach support?
Live coaching works in English and French. Transcription and recaps work in any language.
What's the difference between Live Coach Pro and Live Coach Max?
Live Coach Pro includes everything in Notetaker, unlimited recording and 20 hours of live coaching per rep per month. Live Coach Max includes everything in Live Coach Pro and Notetaker Plus, with unlimited live coaching, live qualification tracking, automatic call prep, the manager cockpit, unlimited Ask anything and API access.
What happens when the 20 hours of coaching are used up?
The coach pauses until the next month, but nothing else stops. Your calls are still recorded, transcribed, summarized and scored. A usage meter warns you at 80%, and you can move to Live Coach Max at any time.
Do I need to tell people the call is recorded?
Yes. The Midcall assistant joins the meeting visibly, and it's up to you to let the people you talk to know the call is recorded.
Is Midcall GDPR and EU AI Act compliant?
Yes. Midcall doesn't analyze emotions and doesn't identify anyone by voice. Each participant is recognized through their own audio stream. Your transcripts remain your property, and our subprocessors are documented publicly.
How much does Midcall Live Coach cost, and is there a free trial?
Midcall is billed per seat, depending on the plan and your team size. We walk you through pricing in the demo, and you can try Live Coach Max free for 7 days with your reps.
How long does setup take?
5 minutes to connect your calendar and CRM. Then we calibrate the coach with you on your playbook, offers and objections. Nothing changes in how your reps work.
Further reading
Our guides on sales coaching.
Try the coach on your own calls.
Edward, Midcall's co-founder, walks you through the coach in 20 minutes. Then your reps try it free for 7 days, on their real calls.