Buddy Deal · Frontline Support System
Nobody sells alone.
Not on a single call.
Live sessions with an expert coach, feedback on real calls in Velvet.hub, and a buddy in between. So new skills reach the calls that count.
- Two seats, one buddy pair
- Four live sessions of two hours
- Velvet.hub feedback on real calls
€1,795 for two
Partner code from your investor? €1,495 for two.
Early bird until 15 December
The problem
The cost of selling alone.
01 / The ramp
6.2 months
to ramp a new account executive.
02 / The target
48%
of B2B SaaS reps actually hit quota.
03 / The follow-through
1 in 5
companies see real change after a sales kickoff.
Managers have no time to coach. So reps go back to work alone, and new skills never reach the actual calls. That's the gap Velvet closes.
Sources: The Bridge Group, 2026 AE Research Report (158 B2B companies) · RAIN Group & Alchemist, The SKO Shakeup, October 2025.
The evidence
Why a buddy? Because skills stick when someone keeps you on it.
Peer support is the strongest work-environment predictor of whether training is actually applied on the job.
Hughes et al., 2020, meta-analysis, Human Factors
People who sent weekly progress updates to a friend achieved significantly more of their goals than people who kept their goals to themselves.
Matthews, Dominican University of California
In classic research on professional training, as few as 10% applied new skills on their own. With peer coaching, nearly all did.
Showers & Joyce, 1996
Sources: Hughes, Zajac, Woods & Salas (2020) · Matthews, Goals Research Summary · Showers & Joyce (1996) · Blume, Ford, Baldwin & Huang (2010)
The system
Three layers. Nobody sells alone.
Most programmes stop when the session ends. Velvet keeps going between sessions, on the calls your reps actually run.
Live sessions with an expert coach.
Interactive sessions on your own calls. Break-outs, role plays, peer feedback.
Learn it. Use it.
Feedback on real calls in Velvet.hub.
Selected calls are scored on the behaviours that shape a strong sales conversation, turned into three concrete coaching points. Progress shows on your own radar.
See it.
The buddy system.
You're paired with a colleague. Short buddy calls between sessions to practise, review calls and keep each other on track. Planned and tracked in Velvet.hub. Joining on your own? Then Velvet.hub is your buddy.
Keep it.
Hybrid by Design
The hybrid that makes it stick.
Not human versus AI. Human with AI. Two engines, one loop.
Live sessions
Live sessions
Learn it. Use it.
Four live sessions of two hours with an expert coach. Break-outs, role plays and peer feedback, on your own calls.
Velvet.hub
feedback on real calls
See it.
Selected real calls scored on velvet.score, with concrete coaching points in your own words. Buddy calls between sessions, planned and tracked in Velvet.hub.
Human sets the direction. AI keeps it sharp.
Who wins
One programme. Three wins.
For sales leaders
Your reps get coached every week, without it costing you your calendar. A 30-minute manager kick-off sets the goals on your own pipeline, and your one-on-ones come prepared.
For reps
A craft, not tricks. Feedback on your own calls, in your own words, and a buddy who keeps you sharp between sessions.
For investors
One move for the whole portfolio. Forward the link, founders sign up themselves, no admin for you.
Example: for one company with six AEs, closing the gap is worth around €310K a year. Assumptions on request.
TESTIMONIAL
Andrew Schwartz
Multilingual Enterprise Customer Success Manager
I attended the Sales Craft Program Sessions 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!"
The programme
Sales Craft. Four live sessions.
The foundation track for anyone who carries a number: account executives, SDRs and CSMs with a target, and founders and sales leaders who set the standard. Four live sessions of two hours, in English, one theme a week. Every Tuesday, 10:00 to 12:00 CET.
All sessions 10:00 to 12:00 CET, live via Zoom. Calendar invites follow after your intake.
Early bird 2027
Pick your way in.
Single seat, early bird
€995
excl. VAT (list price 2027: €1,250)
- 1 seat in the January 2027 cohort (starts Tue 19 January)
- 3 months Velvet.hub
- Confirm before 15 December
Buddy Deal
€1,795
for two, excl. VAT (instead of €2,500 for two single seats)
With a partner code from your investor: €1,495 for two
- 2 seats in the January 2027 cohort (starts Tue 19 January), from the same company
- 3 months Velvet.hub for both
- Manager kick-off: 30 minutes with your trainer, both reps and their manager, set on your own pipeline
- Confirm before 15 December
Have a partner code? Enter it in the sign-up form.
In-company programme, early bird
On request
For teams of eight or more
- Built around your team, your market and your call types, with a manager track alongside
- Early bird for programmes confirmed before 15 December
Planning your 2027 budget? Everything confirmed before 15 December gets early bird terms.
How it works
Four steps to January.
- 1
Sign up your team on this page, with your partner code if you have one.
- 2
We get in touch with each participant, plan their intake and onboard them, making sure everything is in place before January.
- 3
The cohort starts on Tuesday 19 January: four live sessions, every Tuesday from 10:00 to 12:00 CET.
- 4
Between sessions: feedback on real calls in Velvet.hub, and buddy calls to keep it going.
Sign up
Sign up your team.
FAQ
Good to know.
When does the cohort start?
Tuesday 19 January 2027. The four sessions run on 19 and 26 January and 2 and 9 February, each from 10:00 to 12:00 CET.
What if I can't make one session?
No problem. The recording of the session will be uploaded to Velvet.hub, so you can catch up in your own time.
Why confirm before 15 December?
That's when the early bird and partner prices end. The programme itself runs from January.
What if my buddy can't join?
Then you join on your own and Velvet.hub is your buddy. The single seat early bird still applies.
Is this remote?
Yes, it's delivered with a human coach via Zoom.
In which language?
English.
Are prices excluding VAT?
Yes.
Can I combine the partner price with the early bird?
The partner price is the best price. It can't be combined with other discounts.