Human coaching. AI on every call.
Buyers come prepared.
Is your team?
We teach the craft live. Our AI coach keeps it sharp on every call. For B2B SaaS and AI native sales teams.
No slides, no pitch. We listen, find the friction, see if Velvet fits.
be velvet.
Smooth conversations. Real impact. Deals in motion.
The Challenge
The training landed. The behavior didn't.
Everyone loved the sessions. The calls stayed the same.
Buyers show up briefed: research done, demo watched, AI-written questions ready. Most teams answer with a training, and training fades. Recordings pile up, managers are stretched too thin to coach, and nobody can say whether the calls are actually getting better. That gap between "we trained them" and "they do it on Monday morning" is the last mile. Velvet lives there.
Hybrid by Design
The hybrid that makes it stick.
Not human versus AI. Human with AI. Two engines, one loop.
Live sessions
real time coaching
Learn it. Use it.
Interactive sessions with an expert coach. Break-outs, role plays, peer feedback, on your own calls.
velvet.hub
feedback on real calls
See it.
Every real call scored on velvet.score, with concrete coaching points in your own words. Where skill becomes the craft.
The session raises the bar. The hub shows you where you stand against it. Every week, both.
What We Offer
One system. Three products.
Learn it live, keep it sharp, reset it when the quarter asks for it. Same frameworks, same velvet.score, three ways in.
Build the Craft
The Sales Tracks
Live training programs that build the craft. Sales Craft is the foundation: four weeks live, twelve weeks coached in velvet.hub, on opening, diagnosing, handling and closing. Mastery and Leadership build on the same system.
See the tracksKeep It Sharp
Outsourced Sales Coaching
Your team's coach, without the hire. It starts with a track, then a monthly rhythm of team and manager sessions, with the AI coach on every call in between.
How the rhythm worksReset the Quarter
Sales Kickoff
Also known as the RKO, the Revenue Kickoff. An energy injection with real training inside, built on RAMP, our four-step kickoff framework. A full day, virtual or compact. Standalone, or in the coaching rhythm.
See the kickoffAlso from Velvet
AI Effectiveness
The layer beyond the tools: how your team briefs AI, oversees it, and builds the day around it, with team norms to match. As a module in the tracks, or a standalone session.
Visual Impact
Everything the buyer sees: your presence and body language, your slides, your demo. Make the screen work as hard as your words.
Who We Work With
Built for B2B SaaS teams. Whatever stage the team is in.
Founder-led
The first sales hires
The founder still closes, the first AEs just started, and the craft lives in one head. We get it out of that head and into the team, before the next hire repeats the ramp.
Growing Fast
The scale-up
The team grew faster than the coaching. Five to twenty-five reps, a playbook under pressure, and no time to slow down. We build one language while the pipeline keeps running.
Expanding
The established team
Experienced reps, grown routines, results flattening. Not a rebuild, a sharpening: velvet.score shows where the conversations leak, the coaching fixes exactly that.
Different stages, same last mile. The gap between knowing it and doing it on a live call.
THE ENGINE · velvet.hub
Your stack records the call. velvet.hub coaches it.
velvet.hub is the intelligence layer on top of your existing call recorder and tool stack — it replaces nothing. It scores your calls against the skill frameworks your team is taught, places every rep on one ladder from Originator to Master, and turns each score into three concrete coaching points, delivered where your reps already work. Your methodology stays: MEDDPICC, SPICED, BANT, we score the behaviors underneath it.
Your radar
ALL 8 SKILLSCall control
3.0
How confidently the rep steers the call, from warm open to a crisp next step.
Three coaching points for this week
- Write the 5RR structure on a sticky note before every call.
- End with: 'The risk of doing nothing is X, the reward is Y, the next step is Z.'
- Ask for the next step before you summarise, not after.
System
Velvet Flow
Decades in B2B SaaS sales taught us what actually moves a deal, and what just fills the calendar. On that foundation we built something new: an AI native curriculum for the way people buy today. At its heart sits CIA, our diagnostic spine. Every other framework hangs off it, each one a small, teachable move that makes the next conversation sharper. Not human versus AI, but human with AI.
Open
Diagnose
Deepen
Qualify
Handle
Advance
Close
Control
The foundation, across every phase
Post-Summer Reset
Q4 is decided in September. Make the kickoff count.
The summer energy is fading and the quarter is already moving. A strong September kickoff is what separates teams that react to Q4 from teams that own it.
Our Revenue Kickoff is built on RAMP: one day, real training, and a rhythm that keeps the momentum going long after the room clears.
ramp up the room.
One aim. One skill. One team.
BEYOND ROLLING THE DICE
See your team's score before you decide anything.
STEP 01
A 20-minute scope call.
STEP 02
You send a small set of recorded calls.
STEP 03
You get the full velvet.score report, reviewed by our team, with per-rep coaching points.
Limited availability each month. Quality over quantity.
TESTIMONIAL
Martin Rienstra
VP Sales, Simplicate
I was genuinely impressed. The analysis was remarkably accurate. What I already suspected about my team was right there in black and white. But what surprised me were the things I hadn't seen yet. Concrete improvement points, down to the level of what to do differently in your next conversation.
And it doesn't stop at the report. The output is reviewed by real sales experts. You can go back to them, dig deeper, have an actual discussion about what you're seeing. That's what makes this different. It's not a tool that spits out a score. It's a team that thinks with you.
Other tools give you data. With Velvet you get coaching."
Andrew Schwartz
Multilingual Enterprise Customer Success Manager
I attended a few sessions the Sales Craft program in the summer of 2026 with a number of classmates, and was pleasantly surprised by how engaging both the instructor and teaching methodology were. Boris did not rely on lackluster AI-generated slides to talk at us like many other courses do nowadays, but rather spent the time interacting with each of the participants, taking notes on what we discussed in real time to reiterate points, and ensure that the learning stuck.
The material was delivered and explained in a way that it could be directly applied to my work, and frameworks used were palatable enough where I could immediately grasp them and implement them in sales calls. Boris and Roelof were patient, encouraging, and their explanations were straightforward and insightful.
I would highly recommend taking a course with them if you're looking to hone your sales acumen!"
Who is behind this
Roelof Hengst
Founder Velvet
Former Founding Partner Winning by Design
Roelof Hengst
Founder Velvet
Former Founding Partner Winning by Design
The company is new. The experience is not.
Velvet's founders spent three decades combined training B2B SaaS teams, from seed stage to scale-up, across Europe and beyond, including years building the European practice of Winning by Design.
"Training fades, tools collect dust, and behavior never quite follows. Velvet exists to close that last mile."
Roelof Hengst, Founder
In a world of automation, the human touch is the ultimate standout.
Ready when you are.
We listen, find the friction, and tell you honestly whether Velvet fits.
Book an intro call