About Refract

Why did we start Refract?

Every conversation, call, demo, meeting and email contains a treasure trove of insight.

The words used, phrases chosen, questions asked all impact on success. Yet, throughout our own careers, sales coaching always felt broken.

We would ride along calls and demos, share ideas and feedback, all without a shared reflective view.

And as powerful as coaching continually proves to be, it only accounts for less than 5% of sales managers time.

So,to make sales coaching simple, more time efficient and to amplify the benefits, we built Refract.

By highlighting the decisive and defining moments of these conversations and surfacing coachable insight specific to your business and reps, mistakes and missed opportunities can be remedied. Great moments can be shared amongst the team. The best made available in a searchable library.

Our AI technology delivers personalized insight, based on your business and your reps, showing the actions and words that align with top performers and results.

We work with a range of global clients, with teams from just a handful to the 1000’s. And whilst every organization is different, they all have one thing in common. They’re passionate about improving sales conversations, and that’s just what we’re here for.

— Kevin & Richard

Sales Coaching Handbook


Meet the team

Refract draws from the expertise of talented individuals from a wide spectrum of disciplines

Kevin Beales
Founder & CEO
Richard Smith
Head of Sales
Paul Fleming
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Get in touch

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