The science behind emotional sales coaching.
44 FACS-compliant facial Action Units. VAD emotional state mapping. Real-time feedback. No specialist hardware. Here is exactly how EchoDepth reads and coaches emotional performance.
Capture
Standard webcam + microphone
EchoDepth captures live webcam video and microphone audio during the practice session. No VR headset, no depth sensor, no camera upgrade required. A standard enterprise laptop at 720p or above is sufficient for reliable Action Unit detection.
This matters because accessibility is a prerequisite for scale. If specialist hardware were required, enterprise rollout would be a procurement and logistics problem before it was a coaching problem. EchoDepth removes that barrier entirely.
Inner brow raise
Brow lowerer
Cheek raiser
Lip corner puller
Chin raiser
Lip tightener
44 Action Units analysed simultaneously in real time
Analyse 44 Action Units
FACS — Facial Action Coding System
The Facial Action Coding System (FACS) was developed by Paul Ekman and Wallace Friesen and is the most rigorously validated framework for describing facial expressions in terms of underlying muscle movements. EchoDepth analyses all 44 FACS Action Units in real time.
Why 44? Because emotional states are not monolithic. Genuine confidence produces a specific combination of Action Units — brow position, lip tension, cheek engagement — that differs measurably from performed confidence. EchoDepth can distinguish between them. Sales reps cannot game the system by exaggerating — and buyers, who are unconsciously reading the same signals, respond accordingly.
- 44 AUs analysed simultaneously, not sequentially
- Validated across 14 cultural cohorts in 6 countries
- Distinguishes performed from authentic emotional states
Map to VAD emotional space
Valence · Arousal · Dominance
Action Unit patterns are mapped to the VAD (Valence, Arousal, Dominance) model — a three-dimensional framework for representing emotional state, originating in Mehrabian and Russell's foundational work on emotion.
Positive or negative quality of the state. Confidence = high positive. Anxiety = low.
Activation intensity. Both excitement and panic are high-arousal — they need different coaching.
Perceived control and authority. The dimension buyers read when deciding whether to trust a rep.
VAD is why EchoDepth can distinguish between a rep who is nervously activated versus confidently activated — two states that look similar at a surface level but produce completely different buyer responses.
V: 0.82 · A: 0.61 · D: 0.78
V: 0.31 · A: 0.79 · D: 0.24
V: 0.71 · A: 0.44 · D: 0.82
V: 0.29 · A: 0.22 · D: 0.31
Deliver coaching feedback
Real-time scores + post-session guidance
VAD data is translated into three coaching metrics — Confidence, Warmth, and Authority — that reps can track and improve in real time. These are not arbitrary scores; each maps directly to buyer decision-making research showing which emotional signals drive trust, rapport, and commitment.
After each session, EchoDepth generates a specific coaching report: which moments weakened delivery, what emotional state the buyer was likely perceiving, and exactly what to adjust before the next real conversation.
- Live confidence, warmth, authority scores during practice
- Post-session report with moment-by-moment analysis
- Specific, actionable coaching tip per session
- Team aggregate data for sales leaders
14 cohorts. 6 countries.
Emotional expression is universal in its underlying structure — but cultural norms shape how and when emotions are displayed. EchoDepth's model is calibrated across 14 cultural cohorts in 6 countries, accounting for display rule variation so that feedback is accurate for globally distributed sales teams — not just calibrated to a Western European baseline.
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See the technology in action.
Request access to the private beta and experience how 44 Action Units translate into coaching that changes how your team sells.
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