Practice on us.
Not on your pipeline.
Rehearsal puts your sales reps in realistic, high-stakes conversations with AI customers who push back - then debriefs them like a great coach would. All over the phone. No app, no course, no leaderboard.
Now enrolling a limited number of Australian sales teams for the founding pilot.
a flight simulator, for business
THE PROBLEM
Your best reps got good on real deals. The next generation won’t get the chance.
Every sales leader knows how judgement gets built: reps cut their teeth on the small deals, the routine calls, the easy renewals - and graduate to the conversations that matter. That ladder is disappearing. AI now handles the outreach, the first drafts, the routine calls. The work being automated first is the work people learned on.
We call it Experience Scarcity: productivity up now, judgement pipeline thinning underneath. The hardest conversations - the stalled deal, the hostile stakeholder, the silent champion - still land on your people. They just arrive with fewer reps behind them.
We’re automating the work - and the learning with it.
THE IDEA
Pilots don’t practise on passengers.
Aviation solved this problem ninety years ago. You don’t build a pilot’s judgement in a classroom - you build it in the simulator, where the engine can fail safely. Again. And again. The simulator doesn’t replace experience. It manufactures it: repeatable, consequence-free, and engineered for the rare moments that separate competent from exceptional.
Rehearsal is the simulator for the conversations that matter.
HOW IT WORKS
everything they need is in this email.
so is the thing they’ll miss.
Three phone calls. Thirty minutes. Judgement that compounds.
No software to learn. No logins. The interface is the job itself: a briefing in the inbox, then the phone rings.
The briefing.
A handover email lands in your rep’s inbox. A stalled deal, a champion gone quiet, a deadline. Somewhere in the file: the thing everyone missed.
The prep call.
They dial their sales manager. He wants their read, their plan, their objective for the call. He asks hard questions. He doesn’t hand over answers.
The customer call.
Sarah Chen has gone cold and won’t say why. She deflects. She tests. She only opens up if it’s earned. And partway through, her boss joins the call.
The debrief.
The manager again. “How do you think it went?” One pattern, honestly delivered. The road not taken. And then: “So what’s your next move?”
Sorry to drop this on you on my way out. Meridian have been in the pipeline eleven months. Sarah Chen is our champion, or was - she has gone quiet since the April session and hasn’t answered my last two emails.
Board sign-off window closes end of month. Numbers are all in the folder.
One thing. In the April notes there is a line about their finance director wanting to see it work somewhere in their own industry first. I never followed it up. Might be nothing.
Good luck. She’s tougher than she sounds.
Twenty minutes later, the phone rings.
Then they run it again. Same pressure, new situation. That’s how reps become judgement.
YOUR SCENARIOS
no CRM. no integration. one conversation.
We build the scenario out of your deals.
Sarah Chen is one scenario. Yours will be different, because your buyers are.
Before your reps take a single call, we run a 90-minute session with you and one or two of your best sellers. We want the shape of your hardest conversations: who actually blocks the deal, what stalling sounds like in your market, the objection your reps fumble, the moment deals go quiet.
From that we write the scenario file - the customer, the account history, the information nobody handed over, the curveball - and send it to you. You read it before your reps do. If the character doesn’t sound like someone you have sat across from, we rewrite it.
No CRM access. No customer data. What we need is already in your sales leaders’ heads.
Three things we will ask for:
- A deal you lost that you should have won, and what you think happened.
- The objection that separates your good reps from your great ones.
- Who else walks into the room once the deal gets serious.
WHY IT WORKS
It hears how you say it.
Rehearsal runs on voice-native AI that perceives hesitation, conviction and recovery - not just words. Because in a real deal, tone is half the job.
A coach that remembers.
Patterns tracked across sessions and reflected back the way a great manager would. Never a score. Never a leaderboard. Feedback that builds judgement, not point-chasing.
Built from your deals.
We write the scenario from your buyers and your objections, then you sign it off before a single call goes out. Difficult customers, information nobody handed over, a curveball your reps can't prepare for - manufactured safely, on demand.
THE FOUNDING PILOT
What joining looks like.
We talk, then we build. A 30-minute fit conversation, then a 90-minute scenario session with you and your best sellers. You approve the scenario before your reps ever see it.
Your reps rehearse. A small cohort runs the full simulation cadence over two to three weeks. You see the transcripts and the patterns.
We debrief you. What we observed, what your reps built, and what a full rollout would look like - if and only if it earned it.
Founding pilot teams get shaping input on the product and founding terms if they continue.
QUESTIONS, ANSWERED
How do you know what our customers are like?
We ask, then we write. Before the pilot starts we spend 90 minutes with you and one or two of your best sellers getting the shape of your hardest conversations. We turn that into a scenario file and you approve it before any rep takes a call. No CRM access, no customer data.
Is this another role-play tool?
No. Role-play tools give reps a chatbot and a rubric. Rehearsal is a full simulation: a scenario with real stakes and hidden information, phone calls with AI characters who resist and respond to how you speak, and a coach who remembers your patterns across sessions.
Do reps need to install anything?
No. A briefing arrives by email; every interaction is a normal phone call. If your rep can take a call, they can rehearse.
How much time does it take?
About thirty minutes per session - three calls plus reading the brief. Designed to fit a working week, not compete with it.
Is my team's data safe?
Sessions are simulations - no customer data, CRM access, or live-deal information is required to run one. Pilot recordings and transcripts are used only to deliver coaching feedback to your team and are handled under Australian privacy law.
What does it cost?
Founding pilots are priced individually based on cohort size. Pilot teams receive founding terms on rollout.
We're not in Australia - can we join?
The founding pilot is Australian-first. Join the waitlist and tell us where you are - the next intake goes wider.
WHO’S BEHIND THIS
Alpha Cogni builds human capability for AI-native organisations.
We help organisations develop the expertise, experience and judgement their people need in a world where AI does more of the work. Our founding belief: as automation removes the tasks people used to learn on, experience itself has to be deliberately built - measured, rehearsed and coached. Rehearsal is our first product.
Alpha Cogni is part of the Synaptic Group, a Sydney-based family of companies spanning AI strategy, technical build and human capability.
Put your team in the simulator.
We’re enrolling a limited number of Australian sales teams as founding pilots. If you want your reps taking their hardest calls before the real ones, register below.
four fields. thirty seconds. that’s it.