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  # CustomerLM
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  ** Our work has been acepted by EMNLP 2026 **
 
 
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  **CustomerLM** is a fine-tuned large language model based on Qwen, trained to play the **customer** side of a realistic sales conversation. It is the user simulator of the [SalesLLM benchmark](https://github.com/Bairong-Xdynamics/Benchmarking-LLM-Realistic-Selling-Skill).
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  Most evaluations of "can an LLM sell?" put a general-purpose model (e.g. GPT-4o) on the customer side. That is the weak link: general instruct models are trained to be helpful, so when they are told to role-play a buyer they drift into *assisting* the salesperson — volunteering objections' answers, summarizing benefits, even pitching the product back. We call this **role inversion**, and it happens in **17.44%** of GPT-4o-simulated dialogues. A user simulator that behaves like a salesperson makes every downstream sales score unreliable.
 
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  # CustomerLM
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  ** Our work has been acepted by EMNLP 2026 **
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  **CustomerLM** is a fine-tuned large language model based on Qwen, trained to play the **customer** side of a realistic sales conversation. It is the user simulator of the [SalesLLM benchmark](https://github.com/Bairong-Xdynamics/Benchmarking-LLM-Realistic-Selling-Skill).
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  Most evaluations of "can an LLM sell?" put a general-purpose model (e.g. GPT-4o) on the customer side. That is the weak link: general instruct models are trained to be helpful, so when they are told to role-play a buyer they drift into *assisting* the salesperson — volunteering objections' answers, summarizing benefits, even pitching the product back. We call this **role inversion**, and it happens in **17.44%** of GPT-4o-simulated dialogues. A user simulator that behaves like a salesperson makes every downstream sales score unreliable.