Danny Domsedt, CEO of Unique, discusses AI digital humans that train salespeople through realistic role-play conversations. The platform delivers five-minute scenarios with personalized feedback, and customers showed 30% better learning outcomes and 98% preference over voice-only alternatives.
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Hi, my name is Gerhard Schwartner and welcome to Selling Power TV. Today we have a special guest, Danny Domsedt. He is the CEO of Unique, and that is a company that has made a name for itself in helping salespeople perform better through AI analytics and roleplays. Welcome, Danny.
Thank you for having me. Looking forward to the conversation.
What was the initial idea that, uh, where you thought, I want to focus on this market.
Part of the thesis was that the way that machines would become more and more prevalent in our lives, the interface would need to change to enhance certain use cases, particularly around human connection and human conversation. The best interface is the one that we're already using, which is body language, conversation, and speech. And so we created digital human technology as a way to humanize machines and create a better digital experience for learning, training, customer service, sales, and marketing. It wasn't about replacing humans with AI. It was actually more about the fact that there weren't enough humans. Sales role-playing is a great example of that. Like, how hard is it to actually get enough time and other people involved to be able to practice continually to be good at what you do? And that's where digital humans really come into their own.
What is the typical state of role-play in the company? Do you find that sales managers and one salespeople sit down and do it or two salespeople try it together? And why is the after so much better?
In more cases than not, you've probably seen very little practice take place. Practice is done in, in the field with the customers. It's quite a funny dynamic when you think about it. And so there's normally a catalyst moment where organizations are doing that. They might bring in sales training consultant or experts and you're trying to do a sales kickoff or you're, you're really rallying around a focus. But it's few and far between. I think we know it's not enough.
You want to help salespeople achieve conversation mastery. How long do the roleplays need to be? Who is structuring the roleplay and what content is being practiced?
The more human and the more personality, the more depth in a simulation and a scenario that you're practicing in, the better that's going to prepare you for the real world. So this is why we felt like our digital humans were a real advantage. We'd already focused a lot on what does it mean to feel like this is natural flowing conversation. Now it was just about creating the scenarios. It's a CFO and the CFO has had really bad experiences with your brand over the last 3 years. And your job is to go in and do the renewal. Good luck to you, right? Like, how are you going to prepare for that? So to have that experience actually simulated and you can run through that over and over again, dealing with maybe some of the emotions, validating and working through, that's the art of creating a really solid simulation. Then I think the other part of mastery is repetition. And when you've got something that you can do it in your time, all of a sudden you can practice several times a day because it works with your schedule. And I think that's how you get to mastery.
How long should a roleplay become ideally so it's not too much where you cannot analyze things anymore because there are too many data points, or it's too short where you don't learn very much?
The way that we do it with customers is often creating scenarios that might not be any longer than 5 minutes, but they're really focused on a very particular skill set. So instead of trying to do end-to-end meetings with a customer, what we want you to do is just really focus on, hey, what we want you to do is, and this, it's just purely focused on discovery. It's really going deeper and deeper and really getting into the problem. We also recognize that people are at different levels of their experience and their career, but also just in the company, understand the products and services and what that might look like. So you might create on-ramps, so levels that people are building up so they're not overwhelmed. So those scenarios will take you through everything from the one-on-one playbook and how to get comfortable with that through to the products and understanding the products and technology. Our customers can create unlimited scenarios and really think about that deeply.
Can Unique become sort of a resource for the salesperson where you harvest the collective intelligence from all role players and say, this is what good looks like in the ideal situation.
That's a lot of what we do with our customers, particularly across the enablement teams at Linium Development, is really enabling them to have better insight as to what's happening across the organization, both in the good and the bad on an aggregate. Is where human resources can now focus because the AI coaches can do it at an individual level really well.
The digital practice partner, what do they look like and what choices do people have?
They look like us. We intentionally make them obviously not photo-real, but very hyper-real. Trust is important right now and deepfakes and all these other things. And so we wanted to create something that feels comfortable and easy to use and just as effective.
Can you share a quick customer success story?
We have our own competition, but we are, one of the few that really do the visual face-to-face. And so we ended up going on a head-to-head with several salespeople using our product and this other product. They were voice only and we are full face-to-face and everything like that. Not only were we able to get better sales outcomes by over 30% better in learning outcomes and ability to go out into the field and be effective, but the users were 98% more preferred to use our technology over a voice-only technology or a text-only technology.
I recommend that people should head over to, is it unique.ai?
Unique.com. U-N-E-E-Q. So unique spelling of unique.com. Or you can do digitalhumans.com where both those URLs end up on the same page and you'll be able to find all the various use cases and definitely sales trainings right in there.
