{"id":183142,"date":"2025-12-09T19:27:00","date_gmt":"2025-12-09T18:27:00","guid":{"rendered":"https:\/\/www.ieseg.fr\/?post_type=news&p=183142"},"modified":"2026-02-16T16:25:04","modified_gmt":"2026-02-16T15:25:04","slug":"muchbetter-ai-sales-courses","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/muchbetter-ai-sales-courses\/","title":{"rendered":"Students take action with MuchBetter.ai in Sales courses"},"content":{"rendered":"\n

At I\u00c9SEG, sales are not taught through theory alone. For Romain FRANCK, professor of Sales, \u201csales are above all a set of skills that develop through action and experience.<\/strong> To truly master commercial negotiation, you need to practice around thirty negotiation interviews\u2026 But how can students get that experience and train when they\u2019re not in the field?\u201d<\/em><\/p>\n\n\n\n

To prepare students as effectively as possible, and in line with companies\u2019 expectations, I\u00c9SEG decided to immerse them in real-life sales scenarios\u2014with their codes, surprises, and the tension inherent to operational negotiation\u2014thanks to the AI platform MuchBetter.ai<\/a>.<\/p>\n\n\n\n

The limit of \u201ctraditional\u201d methods: Practice\u2026 but how much?<\/h3>\n\n\n\n

For years, professors relied on role plays or peer-to-peer simulations. But they lacked the realism\u2014the authentic motivation or tension that exists in a real negotiation. Inspired by top American sales schools, Romain FRANCK turned to AI-assisted negotiation tools<\/strong>, already widely used in major North American universities.<\/p>\n\n\n\n

For several months, he explored the market and contacted many companies to test their solutions. In June 2025, he discovered MuchBetter.ai: a sales simulation tool tailored to the French context and fully customizable.<\/p>\n\n\n\n

\u201cWe can configure each case, each evaluation criterion, choose the language (and even add a French accent in English), break down cases step by step, define evaluation criteria, and give each student immediate, personalized feedback,\u201d<\/em> he explains.
The platform\u2019s playful features\u2014gamification, rankings, weekly scoring, \u201cpodiums\u201d\u2014strongly motivate students, who dive into the challenge and strive to progress session after session.<\/p>\n\n\n\n

A large-scale system tested in \u201cTest & Learn\u201d mode<\/h3>\n\n\n\n

To ensure the platform was suitable for learning, Romain first tested MuchBetter.ai with students from the Executive Specialized Master\u2019s in Sales Management and Business Development<\/a>.<\/p>\n\n\n\n

\u201cThe first advantage is that there were fewer participants, and they were experienced sales professionals. They knew exactly what companies expect. The verdict was unanimous: they loved the exercise, and even they saw immediate value for their own professional practice. I then spent the whole summer customizing the entire course, and in September 2025, I launched this innovative module with the 1,200 students in the Bachelor cycle,\u201d<\/em> Romain FRANCK continues.<\/p>\n\n\n\n

The course is built around 8 progressive sessions. The first one, intentionally destabilizing, serves as a \u201ccrash test,\u201d pushing students to confront their weaknesses. They quickly see how far they need to go\u2014and how they can improve.<\/p>\n\n\n\n

\u201cThen, in each session, students work on a very specific aspect of the sales interview<\/strong>: preparation, needs identification, argumentation, objection handling, active listening, reformulation, closing. In total, I identified more than 80 criteria the AI evaluates. These range from posture and time management to the relevance of follow-up questions and the authenticity of the exchange. For each criterion, the AI provides a precise score and, most importantly, evidence of success or failure. At the end of each session\u2014beyond rankings and grades\u2014the real value of MuchBetter.ai is the personalized feedback that details what students did well, what can be improved, and what they overlooked. I always keep time for a full debrief, sometimes replaying simulations with additional explanations.\u201d<\/em><\/p>\n\n\n\n

Practice at the heart of the classroom\u2014and at home<\/h3>\n\n\n\n

The system allows smooth rotation in class: each student can repeat every simulation several times to practice the required skills<\/strong>. MuchBetter.ai also allows them to redo the exercises outside class hours.<\/p>\n\n\n\n

\u201cThe most motivated students can run the simulation ten or even twenty times. Thanks to AI, motivation is never limited: each student progresses at their own pace, without waiting their turn or worrying about being judged by others. Even though all key information (product, supplier, price, main objections, customer profile\u2026) is preconfigured, the dialogue adapts based on the student\u2019s responses. No two interviews are ever the same,\u201d<\/em> Romain adds.<\/p>\n\n\n\n

Evaluation with rigor and kindness<\/h3>\n\n\n\n

Students have even given a nickname to the AI voice that guiand evaluates them: Claire. \u201cClaire doesn’t miss a thing, but she\u2019s fair and kind,\u201d they say. <\/em>With her, even the shyest students gain confidence: they dare to try again, improve, and progress without fear of public judgment.<\/p>\n\n\n\n

But does the AI also grade them? \u201cPartly\u2026 Students are assessed based on the 80 criteria I defined. <\/strong>Some are clear-cut\u2014respect for techniques learned in class, like BANT, SPIN, paraphrasing\u2014but others are more subjective: Did they properly conduct the discovery phase? Did they ask the right questions? Did they use the answers during the discussion? Did they present arguments aligned with the buyer\u2019s initial needs? Were they polite and professional throughout? Did they listen without interrupting? It\u2019s impressive how well the AI captures these nuances, allowing students to receive highly personalized evaluations\u2014something I could never do for 1,200 students! But this grade is only one part of their overall assessment. Students also complete an in-person test to validate the core sales techniques they must master,\u201d<\/em> explains Romain FRANCK.<\/p>\n\n\n\n

A transferable, future-oriented methodology<\/h3>\n\n\n\n

Has MuchBetter.ai improved the way students learn sales techniques and made the learning experience more engaging and dynamic? \u201cWe are nearing the end of the seven sessions, and soon I\u2019ll be able to objectively compare the crash test grades with the final session results\u2014and even with last year\u2019s grades under a more traditional format. I have no doubt about the outcome: I\u2019m certain the students have progressed tremendously, and I\u2019ll have tangible proof to show it.\u201d<\/em><\/p>\n\n\n\n

Could this approach be replicated at I\u00c9SEG? Romain FRANCK is convinced: MuchBetter.ai could easily be adapted for job interview simulations, HR scenarios, team management situations\u2014anything involving human or client interactions in companies.<\/p>\n\n\n\n

Romain concludes: \u201cAt I\u00c9SEG, we believe in the power of learning through action, repetition, and personalized evaluation. The corporate world expects talents who can adapt, negotiate, and analyze situations. <\/strong>Thanks to MuchBetter.ai and the thoughtful use of AI in education, our students are prepared, confident, and ready. For many, Claire becomes an invaluable asset from their very first job interview!\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

At I\u00c9SEG, sales are not taught through theory alone. For Romain FRANCK, professor of Sales, \u201csales are above all a set of skills that develop through action and experience. 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