Enterprise enablement · Simulation
Sales Practice
A rehearsal room for the conversations that actually close.
- Role
- Forward-deployed builder
- Type
- Enterprise enablement
- Status
- CAAT pilot
- Live at
- sales.usaw.ai
Part of a system
Act Every buyer here starts as a Protagons file — a character USAW extracted from real writing — carrying the standard’s behavioural layer plus USAW’s decision layer. That’s what makes them behave under pressure instead of reciting a persona description.
The friction
Roleplay for complex, high-trust pension sales is scarce and awkward. It needs a manager or peer to play the buyer, difficulty swings with whoever’s available, feedback is subjective, and reps who’ve seen the “answer key” never practise real discovery. In deals with union, finance, and HR stakeholders, one weak first call can burn a rare opening.
Where AI helps
AI gives reps a realistic buyer on demand — 24/7, no scheduling partner. What holds that buyer together for twenty minutes isn’t the prompt; it’s the layers underneath: a Protagons file carries the voice, its behavioural layer carries how they react when pushed, and USAW’s decision layer carries what they actually want from this purchase and who they still have to convince. Reps see only LinkedIn-level facts, so discovery has to be genuine. The same practice runs in the browser or over a real phone line, and every attempt is scored against the team’s own bespoke sales framework from the actual transcript — objective evidence instead of a manager’s gut.
Who it helps — CAAT Pension Plan’s pension-solutions sales team — reps selling DBplus to employers, HR and Total Rewards leaders, CFOs, founders, and union leadership.
What I built
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Buyers built on the Protagons stack
Each buyer is a Protagons character file carrying the voice, the standard’s Behavioural Agency Layer for how they hold up under pressure, and USAW’s decision layer for how they navigate this particular purchase. Voiced through OpenAI Realtime and Grok across ten voices: 12 curated buyers plus unlimited generated ones.
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Phone practice over a real line
Twilio-routed calls scheduled by PIN, recorded with consent, transcribed, and auto-emailed back.
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Competency scorecards
An LLM-as-judge grades the transcript against a bespoke sales framework: weighted competencies, coaching notes, and a score—configurable to whatever methodology a team sells on.
Proof