Program combines training and feedback, tailored strategies, and support for every step of the sales process – driving results for companies across industries
MINNEAPOLIS, June 17, 2025 /PRNewswire/ — The Sales DREAM Lab officially launches today, ushering in a cutting-edge, strategic approach to modern sales training that leverages purpose-built artificial intelligence (AI) to coach sales teams in a tailored, accessible way. The program combines skills building and personalized role-play practice scenarios with real-time feedback in a structured, comprehensive program that drives results.
“The majority of today’s sales strategies are outdated and ineffective, with little to no training, support or coaching for sellers, which leads to even higher turnover among sales teams,” said James Santy, founder of The Sales DREAM and its new sales training program. “We built The Sales DREAM Lab to address these challenges head-on, and to change the way companies invest in sales.”
In conjunction with today’s launch, The Sales DREAM Lab also released findings from a new white paper, “The Future of Sales,” that highlights the need – and desire by sellers – for investment in training, skills development and real-world practice. Among the key findings are:
- 68% spend less than an hour a month practicing sales skills
- Nearly 70% are willing to role-play with an AI-powered avatar
- 59% cite generating leads or closing deals as top challenges to pursuing more sales training
- More than half say they want training focused on prospective strategies and communications skills
The Sales DREAM Lab helps companies fix their approach to sales overall, investing in their teams and ensuring their sellers have the support they need to succeed. The sales training program is a strategic approach powered by purpose-built AI that provides sellers with a fully customizable program that helps them navigate every step of the sales process, including:
- A proven and unique sales curriculum, based on The Sales DREAM founder’s more than 20 years of experience in sales, operations and leadership
- Real-time feedback and coaching to build proven sales skills, from prospecting to negotiation
- Structured programming for consistent practice
- Personalized role-playing scenarios customized to any need, drawing on real-world situations and potential clients
- Intuitive AI guidance that enables sellers to focus on skills development
“Companies are investing in sales teams that should be revenue drivers, but too often these companies fail to provide their sellers with the support they need to succeed. The Sales DREAM Lab is a paradigm shift for sales training,” Santy said. “Our combination of modern sales approaches, practice simulations, real-time coaching and scalable training is unique in the market and based on proven strategies and results. The Sales DREAM Lab is the future of sales– and it starts now.”
“Piloting The Sales DREAM Lab has been an incredible experience for us at J.B. Hunt. The tool is a total game changer and eye-opening to what the future of sales training can be. It’s like having a coach on-demand for our team, anytime and anywhere,” said Brooks Sunny, Business Development Manager at logistics and freight leader J.B. Hunt. “We’re excited to see how The Sales DREAM Lab can level up our team– and how it will transform the sales industry.”
The Sales DREAM Lab is designed to be valuable to sellers interested in honing their skills at every level, from college students to seasoned professionals. It is accessible anywhere via our app or website, enabling sellers to log in for extended sessions or to quickly polish their pitch before heading into a meeting.
Learn more about The Sales DREAM Lab and how we unleash selling potential today at thesalesdream.com.
The Sales DREAM
Founded by James Santy, a visionary leader and seasoned sales expert with over 20 years of experience in sales, operations and leadership, The Sales DREAM is focused on providing a roadmap for transformational successes, equipping companies and sellers with the tools and support they need to consistently outperform the competition, exceed sales targets, and create lasting value for clients. Based on our core values of Discipline, Reliability, Empathy, Authenticity and Muscle, we offer a comprehensive range of sales training, coaching and consulting services that are designed to elevate every aspect of your sales journey.
MEDIA CONTACT: Kaelan Richards, [email protected]
SOURCE The Sales DREAM
