Training Tracks
Three Tracks. One Approach.
Three programs, built on the same Velvet methodology. The depth changes with the level of the team. Today the spotlight is on Sales Craft, the foundation every B2B SaaS rep needs.
The Foundation
Sales Craft. The foundation of B2B selling.
A 4-week live training program for Account Executives, Account Managers, and CS professionals with a revenue target. Reinforced by 12 weeks of velvet.hub coaching.
B2B sales is one of the few professions where you are expected to perform before anyone actually teaches you how. Sales Craft fixes that gap.
Four weeks of live training go deep on the skills that move deals, from running a proper discovery conversation to handling objections, building urgency, and closing with confidence. Then twelve weeks of velvet.hub coaching keep the skills alive in every real call.
Program Structure
How Sales Craft unfolds.
Four weeks of live training to build the craft. Twelve weeks of velvet.hub to keep it sharp. One rhythm, two reinforcing layers.
4 Weeks
Live Training
- 4 sessions, 2 hours a week
- Interactive, not lecture
- Roleplay, peer feedback, real cases
12 Weeks Reinforcement
velvet.hub
- Actionable coaching points per call
- Three actionable points per call
- Manager dashboard, weekly view
Curriculum
Four weeks. One theme per week.
Each session is 2 hours, live over Zoom, interactive, never a lecture. Reps practice with peers, not just the coach.
Week 1
The New AI Reality of Remote Selling
Theme
How modern B2B buyers actually decide, and how reps need to show up differently in an AI-saturated buying journey.
What you learn
- Mindset and modern buyer psychology
- Building rapport through the screen
Week 2
Discovery Call Craftsmanship
Theme
The difference between asking questions and running a diagnostic conversation that surfaces real urgency.
What you learn
- The art of diagnostic listening
- Active listening and conversation control
Week 3
Presenting with Impact
Theme
Demos that hold attention and make buyers feel something. Energy management as a sales skill.
What you learn
- Demo call excellence and visual storytelling
- Energy management and engagement techniques
Week 4
Trading and Next Steps
Theme
Closing without pressure. Navigating buying committees. Clean handoffs between sales, CS, and onboarding.
What you learn
- Navigating buying committees
- Trading and clean handoffs
Outcomes
Repeatable craft. Measurable improvement.
A repeatable approach to every call.
Your reps stop improvising and start running the same proven structure.
Measurable conversion uplift.
velvet.score gives you a baseline before, and tracks the change after.
Confidence that holds under pressure.
The kind that comes from knowing exactly what you are doing and why.
Twelve weeks of velvet.hub coaching.
Reinforcement after the live sessions end. No fade.
Delivery
Two ways to run Sales Craft.
Same content, same coaches, same outcomes. Different rhythm depending on your team.
Private team
Run it for your team
Run Sales Craft as a private program for your team. Sessions tailored to your reality, your deals, your pace. Manager included so the coaching language travels back into the team.
Available now.
Talk to us about a private runThe Open Track
The Open Track
Public cohort. Mixed group of reps from different B2B SaaS companies. Ideal for new hires, individual reps, or small teams.
Next cohort: September 2026.
Apply for The Open TrackReady?
Let's see if Sales Craft fits your team.
A 20-minute conversation is usually enough.
Book an intro callTwo More Tracks
Beyond the foundation.
Sales Craft is one of three. Mastery and Leadership build on the same methodology, available as private team programs.
Sales Mastery
For experienced AEs, AMs, and CS professionals with a revenue target.
Advanced curriculum for handling multi-stakeholder sales and building strategic urgency.
Topics
- Complex deal navigation
- Multi-threading buying committees
- Strategic urgency creation
- Advanced objection handling
- Executive presence on video
Sales Leadership
For Sales Managers, Team Leads, and Heads of Sales.
Strategic management of the last mile of sales performance. Data-driven coaching and team habit-building.
Topics
- Coaching with clarity
- Using data to drive behavior change
- Building autonomous improvement cultures
- Performance diagnostics
- Scaling what works
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!"
Not Sure Which Track?
Let's figure it out together.
A 20-minute conversation is usually enough to find the right fit for your team.
Book an intro call