---
title: "AI Sales Training Case Studies — Entertech, Growth Mindset and Just Eat | Skylar"
description: "How Entertech, Growth Mindset and Just Eat use AI roleplay to expand coaching, improve learner outcomes and build a stronger training business."
url: "https://www.getskylar.com/blog/ai-sales-training-case-studies"
---

Sep 15, 2025 (updated Sep 17, 2026) · Ivelin Kozarev · [Sales Training](https://www.getskylar.com/blog/category/sales-training)  · 9 min read

# AI Sales Training Case Studies — Entertech, Growth Mindset and Just Eat

How Entertech, Growth Mindset and Just Eat use AI roleplay to expand coaching, improve learner outcomes and build a stronger training business.

![How Entertech, Growth Mindset and Just Eat use AI roleplay to expand coaching, improve learner outcomes and build a stronger training business.](https://www.getskylar.com/_astro/jet-15.DenGbGzM.jpg)

AI roleplay can help a sales trainer turn a workshop into a programme of practice, feedback and follow-up coaching. A useful case study should show how that worked, who took part and what changed.

Our work with **Entertech, Growth Mindset and Just Eat** shows three ways to use it: give learners more personalised practice, build a branded training-and-technology offer, and reinforce a live workshop with measurable follow-up practice.

## Entertech: scaling personalised coaching

[Entertech](https://entr-tech.com/) helps people prepare for sales careers. Its challenge was giving learners enough individual practice without making every attempt depend on a trainer’s availability.

AI roleplay gave learners a place to rehearse cold calling, pitching and buyer conversations outside their coaching sessions. They could practise, receive feedback and repeat the exercise before bringing their questions back to a human coach.

### What changed for learners and the business?

Through Skylar’s work with Entertech, we saw higher student satisfaction, more recommendations and improved job placement rates. More practice helped learners prepare for the conversations they would face when entering sales roles.

For a training provider, the delivery lesson is to connect the course to a practice task. Teach the skill, give learners a realistic conversation to try, and use their attempts to focus the next coaching session.

## Growth Mindset: turning training expertise into a branded platform

[Growth Mindset](https://growthmindset.hr/) used Skylar’s white-label technology to build its own branded AI practice platform. The business expanded from traditional training into a service combining its training expertise with ongoing technology-supported practice, doubling its valuation in the process.

The platform gave the business a way to keep its methodology and brand present between live sessions. Clients could continue practising while the trainer used the results to guide follow-up work.

For firms considering this model, the product is the whole client experience: your teaching method, realistic scenarios, practice and review. See [Skylar’s white-label platform](https://www.getskylar.com/white-label) for the branding and delivery options.

## The Just Eat case study: a trainer’s method, followed by AI practice

Just Eat wanted its field reps to move from transactional pitches to more consultative conversations with restaurant partners. Most participants were in their first or second sales role, according to the [full Just Eat case study](https://www.getskylar.com/blog/just-eat-takeaway-33-9-skill-improvement-case-study).

Dave, the trainer from [It’s Not What You Think](https://www.itsnotwhatyouthink.co.uk/), brought the teaching and the frameworks. He and Skylar co-designed AI scenarios around the objections and situations those reps faced in the field.

This division of work matters for a training firm. The trainer decides what good looks like and helps people learn it. AI gives each person a place to practise that method between coaching sessions. Our guide to [what AI actually does for sales coaches](https://www.getskylar.com/blog/what-does-ai-actually-do-for-sales-coaches) explains that relationship in more detail.

### How the programme worked

| Part of the programme | What the published account describes | Lesson for a sales trainer |
| --- | --- | --- |
| Live teaching | A two-day workshop covering discovery, pitching and active listening | Pick specific behaviours to teach and assess. |
| Scenario design | Dave and Skylar built AI buyers around real Just Eat customer situations | Adapt practice to the client’s work, rather than starting with a generic pitch. |
| Practice in the workshop | Reps tried the frameworks with AI buyers after learning them | Give learners a chance to apply the lesson while it is fresh. |
| Practice after the workshop | Practice continued across a 10-day window | Agree a follow-up routine before people leave the room. |
| Feedback and review | The case study reports scores across the three skill areas | Use the results to choose the next coaching conversation. |

The repeatable unit was simple: **learn, practise, get feedback, try again**. The live workshop and the practice worked together; this was not a test of AI training alone.

### What results were reported?

The figures below come from Skylar’s account, published on 11 March 2026. That is the article’s publication date, not a confirmed date for the programme itself.

| Measure | Reported result |
| --- | --- |
| Reps trained | 69 |
| Roleplays completed | 360+ |
| Total practice time | 5,400 minutes |
| Reps exceeding their practice target | 39.5% |
| Overall practice-score improvement | 33.9% |
| Active listening score improvement | 46.6% |
| Pitching score improvement | 44.1% |
| Discovery score improvement | 27.1% |

The source includes workshop photographs, named participant comments and a video of Dave discussing roleplay. It also gives a before-and-after example: one rep moved from quickly trying to solve a restaurant partner’s problem to asking about its effect on the partner’s day-to-day work.

That example helps explain what a score is meant to represent. A higher listening score should reflect a change you can hear in the conversation, not just a number on a dashboard.

### What does this case study establish?

It provides a concrete account of a trainer combining live teaching with continued AI practice. It reports participation and changes in practice scores, with examples of the conversations behind them.

It does **not** publish a control group, raw participant-level data or the full scoring calculation. We therefore treat 33.9% as the source’s reported improvement, not as a percentage-point gain, a sales uplift or a result every client should expect. We also cannot separate the effect of the workshop, repeated practice and AI feedback from this account alone.

For a training firm, the useful takeaway is the delivery model: a trainer’s method can guide practice after the workshop, and that practice can give the trainer evidence to review. Revenue impact needs its own measurement.

## How a sales training firm could run a similar pilot

**The following is an illustrative implementation plan, not a second customer case study.** It is a suggested starting point for a trainer who wants to test the approach with one client.

Suppose a client says its reps pitch too early and miss the reason a buyer wants to change. Choose discovery as the pilot skill. Use one client team and a small set of realistic buyer situations before extending the programme.

### Before training: define the behaviour and take a baseline

Agree three or four observable behaviours with the client. For example:

-   Ask the buyer to describe the current problem before offering a solution.
-   Explore its effect on the team or business.
-   Check the rep’s understanding with the buyer.
-   Agree a next step that follows from what the buyer said.

Write down what a weak, adequate and strong response looks like for each behaviour. Ask participants to complete a baseline conversation before teaching the framework. Keep the scoring criteria fixed for the pilot.

Have the trainer review a sample of recordings alongside the AI feedback. Resolve obvious scoring disagreements before presenting the scores as evidence to a client.

### During training: teach, practise and coach one behaviour at a time

Demonstrate a good discovery conversation. Then ask participants to try the same skill with an AI buyer, read the feedback and repeat the attempt.

Use the recordings to choose the next intervention. If a rep asks useful questions but interrupts every answer, coach listening. If a rep listens well but never asks about impact, coach that step. The point is to make the next practice attempt more focused.

### After training: assess transfer, not just familiarity

Set a practice schedule the client can support. At the end, use a different but comparable buyer scenario with the same scoring criteria. This helps distinguish learning the skill from learning the answers to one exercise.

Ask a manager to review a sample of real conversations when permission and access allow. A rep improving inside a roleplay is useful evidence. Seeing the same behaviour in client conversations is stronger evidence that the learning has carried over.

For Skylar-specific setup and delivery options, see [Getting Started with Skylar for Sales Trainers](https://www.getskylar.com/blog/getting-started-with-skylar-sales-trainers).

## What should a trainer measure in an AI roleplay pilot?

Keep participation, skill and business measures separate. Each answers a different question.

| Question | Measure to collect | How to interpret it |
| --- | --- | --- |
| Did learners take part? | Number assigned, number completing, attempts and practice time | Report the denominator and the period. Average activity can hide people who did not participate. |
| Did the target skill improve? | First and final assessment on a fixed rubric | Compare the same participants and describe the scenarios and scoring scale. |
| Does a trainer agree with the feedback? | Human review of a sample of first and final recordings | Record disagreements as well as agreement. |
| Did learning carry over to work? | Manager review of the same behaviours in real conversations | Explain how calls were selected and how long after training they were reviewed. |
| Did commercial results change? | A relevant outcome, such as qualified meetings or stage conversion | Track a suitable period and comparison group where possible. Record other changes that could affect the result. |

A client report can be one page: the starting problem, who took part, what they practised, what changed and what to coach next. Link the summary to recordings or more detailed evidence where the client has permission to view it.

If you are selecting a platform, use our [sales roleplay platform buying criteria](https://www.getskylar.com/blog/buying-criteria-for-a-sales-practice-platform) to test whether you can inspect, export and explain the results you plan to report.

## Can AI practice help a training firm win or retain clients?

It can give a firm a more concrete offer: assess a skill, teach it, support practice and report the change. That may help a buyer understand what they are paying for.

But a skill-score improvement does not prove higher fees, more contract wins or better retention for the training provider. Track those separately. For example, record whether clients buy a follow-up programme, why they renew and the time your team spends delivering it.

Include platform costs, scenario setup and trainer review time when you assess the economics. AI practice does not make client delivery cost-free.

## Questions sales trainers ask about these results

### Is the 33.9% improvement a sales result?

No. It is the overall practice-score improvement reported in Skylar’s Just Eat case study. The account does not establish a 33.9% increase in revenue, win rate or productivity.

### Does the case show that AI can replace a sales trainer?

No. The programme combined Dave’s live teaching and frameworks with AI practice. The published account describes the trainer as part of the programme, not as something it removed.

### Can a small training firm use this approach?

The model can start with one client, one skill and a limited pilot. Whether it makes sense for your firm depends on the client’s needs, learner participation, setup effort and delivery costs. Start with the decision you need the pilot to answer.

### Where can I see the original customer story?

Read the [full Just Eat Takeaway case study, with photographs and trainer video](https://www.getskylar.com/blog/just-eat-takeaway-33-9-skill-improvement-case-study). For the wider delivery model, visit [Skylar for sales trainers](https://www.getskylar.com/who-we-help/sales-trainers).

-   [AI Coaching](https://www.getskylar.com/blog/tag/ai-coaching)
-   [Sales Training](https://www.getskylar.com/blog/tag/sales-training)
-   [Sales Coaches](https://www.getskylar.com/blog/tag/sales-coaches)
-   [Case Studies](https://www.getskylar.com/blog/tag/case-studies)
-   [Sales Training Companies](https://www.getskylar.com/blog/tag/sales-training-companies)
-   [AI Implementation](https://www.getskylar.com/blog/tag/ai-implementation)

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