Agentforce 360 Sales Coach: Empowering Reps with Real-Time Guidance

In sales, timing and context make all the difference. A deal can be won—or lost—based on how well a sales rep responds to a prospect’s needs in the moment. That’s where Agentforce 360 Sales Coach steps in.

Think of it as having a mentor on every call—guiding reps with the right insights, objection handling techniques, and next best steps in real time. Powered by Salesforce Agentforce 360, Sales Coach helps reps perform at their best, whether they’re just starting out or already seasoned pros.

How to Set Up Agentforce 360 Sales Coach

Setting up Sales Coach involves enabling it, assigning the right permissions, configuring your objects and record pages, and finally building the coaching agent. Here’s how:

Step 1: Enable Agentforce 360 Sales Coach

• From Setup, enter Salesforce Go in the Quick Find box.

• Under Get Started With Agentforce 360, click Set Up for Agentforce 360 for Sales.

• Turn on Agentforce 360.

• Enable the Agentforce 360 Sales Coach template.

• Click Confirm to accept the use of generative AI and Sales Coach.

  

Step 2: Assign Permission Set Licenses and Permission Sets

• Assign the Agentforce 360 Sales Coach User permission set license to sales reps.

  

• Assign the Manage Agentforce 360 Sales Coach permission set to yourself (Admin).

  

  
  

• Assign the Use Agentforce 360 Sales Coach permission set to reps who will use it.

  

Step 3: Create and Configure the Sales Coach Agent

• Go to Setup > Agent Builder > New Agent.

• Create Agentforce 360 Sales Coach, enter the Agent Name, and set Agent Type = Sales Coaching Assistant.

• Enable Coaching Topics such as:

  • Review and Score Deals

  • Provide Coaching Tips

  • Initiate Role Play Scenarios

    
    

Step 4: Customize the Opportunity Object and Record Pages

• Add the following custom fields to the Opportunity Object and include them in page layouts:

  • Coaching Notes

  • Objection Handling

  • Proposal Review

  • Win Strategy

• In Lightning App Builder, drag-and-drop:

  • Coaching Panel component

  • Scorecard component

• Activate the updated Lightning Experience record pages.

  
  

Step 5: Build and Activate Your Agent

• In Agentforce 360 Builder, connect your Sales Coach agent to data sources like sales playbooks, FAQs, or pricing guides.

• Activate the agent to make real-time coaching available in the flow of sales.

  
  

Step 6: Ensure Supporting Features Are Enabled

• Verify that users have Einstein Activity Capture permissions and configuration to keep activity history current and contextual.

Real-World Use Cases

• Objection Handling in Real Time
  Sales Coach suggests tailored responses when a customer pushes back on pricing or mentions a competitor.

• Call Coaching for New Hires
  Instead of listening to dozens of recordings, reps get instant coaching while speaking with customers.

• Deal Progression Nudges
  AI prompts reps when opportunities stall, recommending actions like scheduling a demo or looping in a solution engineer.

• Cross-Sell and Upsell Guidance
  During conversations, the agent recommends add-ons or services that align with the customer’s business needs.

Why It Matters

Agentforce 360 Sales Coach bridges the gap between sales strategy and execution. By embedding best practices and AI-driven insights directly into the flow of work, it helps every rep perform like a top performer.

It’s not about replacing the human element in sales—it’s about amplifying it.