# Field Coach — The sales flight simulator for SA field reps > Field Coach is the sales flight simulator built for South African field reps — informal trade, formal trade, retail, showrooms and brand activations. Reps practice the conversations that actually happen on the ground. Currently piloting with a major South African beverage company. --- ## What Field Coach is Field Coach turns your sales playbook into live practice. Instead of slides and quizzes, reps talk to a realistic AI customer over voice, get scored against your rubric, and receive targeted coaching. They prove they can sell before they're in front of a real customer. It's built in South Africa, by South Africans, for the realities of selling here — FMCG, liquor, township trade, telco, financial services, automotive, B2B. Personas are modelled on real shopkeepers, tavern owners, spaza operators, dealer principals, branch managers and procurement leads, including their typical objections, pricing pushback, stock concerns and relationship dynamics. Conversations work in English with the natural code-switching reps hear in trade — isiZulu, isiXhosa, Afrikaans, Sesotho and tsotsitaal phrases woven in. --- ## Features - **AI voice roleplay** — live, realistic conversations with configurable personas, objections and difficulty. Pushback, interruptions and the unexpected are all in scope. - **Configurable personas & scenarios** — every tenant defines its own modules, scenarios, personas and scoring rubrics. Field Coach adapts to your sales motion, not the other way around. - **Automated scoring** — reps are graded against your rubric on every conversation, with structured feedback they can act on. - **Targeted coaching** — the platform surfaces what each rep needs to work on next, so capability teams focus on coaching instead of content production. - **Manager dashboards** — visibility into rep readiness, common gaps and progress over time. - **Multi-tenant SaaS** — full tenant isolation, RBAC, audit logging. POPIA-aligned, with support for data residency and processing requirements for South African enterprises. --- ## Who it's for Any organisation with a field sales, customer-facing, or compliance-regulated workforce: - FMCG and beverage field teams - Pharma reps - Financial services and bancassurance - Telco channel and retail - Automotive (dealer principals, F&I, sales) - B2B sales and key account managers - Brand activations and trade marketing If your team has to have a conversation, we can train them. --- ## How it works Three weeks from kick-off to reps in practice. Three working sessions — **Discover, Define, Approve** — turn your sales playbook into a live programme on Field Coach: personas, scenarios, objection patterns and a scoring rubric tuned to your channel. From there the platform is fully self-serve. 1. **Discover** — we map your sales motion, customer types and the conversations that actually decide deals. 2. **Define** — we co-design personas, scenarios and scoring with your capability and sales leaders. 3. **Approve** — sign-off, configure and launch reps into practice. --- ## Founder story Field Coach was built by Pierre and a team with deep field experience across South African trade. The founding belief: process matters. Reps don't get better from watching videos — they get better from doing the conversation, getting feedback, and doing it again. Field Coach makes that loop fast, cheap and infinitely repeatable. --- ## Service & approach We're a partner, not just a tool vendor. We co-build the programme with you, then hand you a platform your team owns. Capability and L&D teams stop being content factories and become coaches. --- ## FAQ **Is Field Coach built for South Africa?** Yes. Built in South Africa, by South Africans, for the realities of selling here across FMCG, liquor, township trade, telco and financial services. **Are the AI personas modelled on real South African customers?** Yes — real shopkeepers, tavern owners, spaza operators, dealer principals, branch managers and procurement leads, with their actual objections and dynamics. **Does it handle South African languages and code-switching?** Yes — English with natural isiZulu, isiXhosa, Afrikaans, Sesotho and tsotsitaal code-switching. Fully multilingual personas are expanding by channel mix. **How is this different from traditional sales training?** Traditional training is passive. Field Coach makes reps actually talk to a realistic AI customer, scores them against your rubric, and gives them targeted coaching. **Does the AI sound realistic?** Yes — live voice AI with configurable personas, objections and difficulty. **Can we customise the rubric and scenarios for our products?** Yes — every tenant defines its own modules, scenarios, personas and scoring. **Who is Field Coach for?** Any organisation with a field sales, customer-facing or compliance-regulated workforce. **How long does it take to launch a custom programme?** Three weeks from kick-off to reps in practice. **Is my data secure and POPIA-compliant?** Yes — multi-tenant SaaS with tenant isolation, RBAC, audit logging and POPIA-aligned data handling. --- ## Contact - Book a demo: https://www.fieldcoach.co.za/#demo - Email: pierre@fieldcoach.co.za - Site: https://www.fieldcoach.co.za