Sales enablement · AI
Our own productCloser AI
An AI sparring partner that lets sales teams rehearse every conversation before it counts.
At a glance
- Commissioned by
- Elusive Innovations · Our own product
- Sector
- Sales enablement · AI
- Our role
- Product strategy, design, build, realtime voice AI
- Timeline
- 2024, ongoing
- Team
- Elusive, design and build
- Status
- Live in production
See the product
The challenge
What was going on
Salespeople learn their craft on the job, often at the cost of real deals. There was no safe place to rehearse hard conversations, objections and pitches against realistic pushback.
Existing training was static: role-play with colleagues costs time, is hard to schedule and never gives consistent feedback.
Our approach
How we tackled it
We built a platform where practising is as easy as making a call: pick a scenario, talk, and get usable feedback on the spot.
Tailored scenarios
Realistic partners and situations that match the team's market, product and objections.
Realtime voice AI
Natural, low-latency voice conversations, so the drill feels like a real call.
Coaching and insight
Concrete feedback after every call, plus progress over time per rep and per team.
What we built
The system
Voice roleplay engine
Realtime speech-to-speech conversations with AI partners at the core of the product.
Scenario library
Reusable, editable scenarios that grow with new teams and use cases.
Coaching feedback
Automatic analysis of each call, turned into concrete pointers.
Progress insight
Dashboards that show how reps and teams develop.
Practise with different responses
Scenarios combine a sales situation with different personalities. A sceptical prospect calls for a different approach from someone who is rushed or asks detailed questions. Teams can manage their own scenarios and align practice with their work.
Feedback across six conversation skills
Evaluation covers opening, objection handling, adapting to the prospect, transparency, closing and naturalness. Feedback connects strengths and areas for improvement to the transcript. It remains AI feedback, designed to make coaching more concrete.
A training workspace for the whole team
Managers have tools for scenarios, assignments, coaching and analytics. Users can review past sessions and results. Courses, challenges and progress views turn practice into an ongoing learning process.
The outcome
Where it stands
Closer AI is live as a complete product, with realtime voice roleplay at the heart of the experience.
It is built to expand across multiple teams and scenarios without rebuilding the core.
Risk-free practice changes how fast a sales team improves. That is exactly what we set out to build with Closer AI.
Want a system like this for your organisation?
Tell us where the work piles up at your company. Thirty minutes is usually enough to know whether there is something here worth building.