Behind sip.coach stands ESTAYA Beyond GmbH, a German software company. We build AI sales training that sales organisations can trust: conversation quality is never a gut call here, it is measurable, comparable, and auditable. Developed and hosted in Germany.
EU data storageGDPR & EU AI Act alignedtransparent data processing
The idea for sip.coach came from Roland Hölscher. Together with Ron Autenrieb, he built a first prototype, which Roland Hölscher and Christopher Blaschke then developed into a professional, market-ready app through ESTAYA Beyond GmbH.
Christopher Blaschke studied mathematics and physics, as well as law and business administration. Before this, he co-founded and led an AI software company with offices in Leipzig, Frankfurt, and Prague, advising DAX corporations and mid-sized businesses on digitalisation, automation, and AI. At sip.coach, he is responsible for technology and for building ESTAYA Beyond GmbH.
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Roland Hölscher came up with the idea for sip.coach. He brings over 25 years of leadership experience in B2B software sales: business intelligence, corporate performance management, and AI. His career spans building the US business of arcplan Group, Executive Vice President roles at Longview Solutions responsible for customer success and strategic initiatives, and CEO of arcplan Group as well as Chief Revenue Officer at BARC and other tech companies. Based in Düsseldorf, he now shapes product vision and sales methodology at sip.coach.
LinkedIn profile →Ron Autenrieb built the first prototype of sip.coach together with Roland Hölscher. Today he supports sip.coach as an advisor.
LinkedIn profile →Sales training has relied on gut instinct for decades. We build the opposite: training whose progress you can see, measure, and prove, with EU data storage and transparent data processing.
Sales reps practice with AI conversation partners that respond like real customers. Every conversation is evaluated across 5 dimensions and condensed into a deterministically aggregated overall score (3 scoring runs, median, reported scoring spread). The result is development that remains fully traceable.
They shape every product decision: from the scoring algorithm to the server location.
Subjective coaching feedback does not scale and does not compare. That is why we condense the AI evaluation into a deterministically aggregated overall score with self-consistency assessment (3 scoring runs, median, reported scoring spread): traceable and reproducible: a shared language for conversation quality.
Sales conversations contain sensitive business and personal data. We store data in the EU; certain processing steps (voice AI) are handled by carefully selected data processors, secured through data processing agreements and EU Standard Contractual Clauses. We comply with GDPR Art. 15 & 17, are aligned with the EU AI Act and report in aggregated, works-council-friendly form, without individual monitoring.
Our training is grounded in established sales methodologies: needs-discovery questioning (Situation · Problem · Implication · Payoff), qualification frameworks, pain-first selling, insight-led selling, solution-focused selling, budget & decision check. No invented frameworks, no buzzwords. Substance, not hype.
For German insurers, banks, and healthcare organisations, auditable data handling is not a nice-to-have. It is a procurement requirement. We built sip.coach with that in mind from day one.
A platform of six modules: with the breadth that real training demands.
We build sip.coach so that the overall score is deterministically aggregated and fully traceable, and that EU data storage remains transparent, so that works councils and compliance teams are brought along from day one.
sip.coach grew out of a simple observation: sales teams do not practise enough, because real practice is expensive, awkward, and hard to measure. We change that.
No two managers evaluate every step of a conversation the same way. Role plays with colleagues practise the game, not the customer. An objective benchmark was missing.
The AI evaluates the dimensions; aggregation into the overall score is deterministic: with self-consistency assessment (3 scoring runs, median, reported scoring spread), transparent and verifiable for compliance and works councils.
Data sovereignty was not bolted on afterwards. EU data storage, secured data processing, GDPR Art. 15/17, and alignment with the EU AI Act are part of the architecture, not the marketing.
Voice Roleplay, Scoring, Studio, Academy, and Team Dashboard, developed by ESTAYA Beyond GmbH, in use by sales teams across the DACH region.
No phone queue. No waiting music. You reach us directly.
Questions about the product, GDPR compliance, or ESTAYA Beyond GmbH? Write to us. We respond personally.
hello@sip.coach →Looking to roll out sip.coach with your team? We will walk you through the Team Dashboard, Studio, and onboarding process: including a data privacy fact sheet for your works council.
demo@sip.coach →No credit card. Up and running in 2 minutes. GDPR-compliant, data stored in the EU.