Sales Craft
Four weeks live. Twelve weeks in the hub. One way of selling.
The foundation track for B2B SaaS reps. Four live sessions build the craft, velvet.hub keeps it sharp on every real call. Then it is not a technique anymore. It is how you sell.
No slides, no pitch. We listen, find the friction, see if Velvet fits.
Check our schedule for the next cohort- January
- February
- March
- April
- May
- June
- September
- October
- November
Sales Craft runs monthly. July and August are off for summer.
Open for enrolment. Tuesdays 19 and 26 January, 2 and 9 February, 10:00 to 12:00 CET.
sell with craft.
Intent in every question. Calm in every call.
Why
Why expect to perform before anyone taught you how?
B2B sales is one of the few professions where that is normal. Sales Craft fixes it. Four weeks on the conversations that matter: opening, diagnosing, handling, closing. Then twelve weeks of coaching on your own calls, so it holds on a Monday with a full calendar.
For Whom
Built for the people who carry the number.
Anyone who needs a commercial mindset — not just a job title. Sales Craft is the foundation for the conversations that decide revenue.
For
Account Executives
You own the discovery call, the demo and the close. Build a system that holds when the calendar is full and the buyer is already half-educated.
For
SDRs & CSMs with a target
Outbound, expansion, renewal — if you have a number and a conversation, the craft applies. Learn to earn attention and keep it.
For
Founders, Sales Leadership & Onboarding leads
You set the standard for how the team sells. This is the common language that makes coaching repeatable from day one.
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. Every week, both.
Four Sessions
One theme a week. One architecture at the end.
Sessions are two hours, live. Homework between sessions unlocks the next one. Your baseline velvet.score goes live in week two.
Your Methodology Stays
MEDDPICC, SPICED, BANT? Keep it.
Methodology agnostic. Sales Craft is the wheels underneath — the conversation skills every framework assumes you already have. CIA maps onto MEDDPICC and SPICED, and the hub scores the behaviors, not the acronym.
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.
Open or In-Company
Same track. Two ways in.
In-company
Run it for your team
Your team, your calls, your cases. Starts with a call diagnosis, leadership in the room, timed to your calendar. Available now.
Book an intro callOpen cohort
Join a mixed cohort
Mixed group of reps from different B2B SaaS companies. Ideal for new hires, individual reps or small teams. Check our schedule for the next cohort.
Apply for the open cohortPricing
One track. Two prices.
2027 introduction prices, per seat. Both include the four live sessions and three months of velvet.hub.
Sales Craft
Four weeks live, in a mixed cohort
2027 introduction price, per seat
- Four live sessions. Tuesdays 19 and 26 January, 2 and 9 February, 10:00 to 12:00 CET, live on Zoom
- Three months of velvet.hub access
- Join solo or with a colleague
- Ideal for new hires and individual reps
Buddy Deal
Two reps from the same team
Early bird until 15 December
- Two reps from the same team in Sales Craft
- Three months of velvet.hub for both
- A 30-minute manager kick-off on your own pipeline
Buddy Deal
Nobody sells alone. Not on a single call.
Start 2027 with a colleague. Four live Sales Craft sessions with an expert coach, feedback on real calls in Velvet.hub, and buddy calls in between.
€1,795 for two, excl. VAT
Early bird until 15 December
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!"
After the Track
Three months. Then it is the way you sell.
Sales Craft builds the skill. Outsourced Sales Coaching keeps it sharp, month after month. Sales Mastery takes the same methodology into the harder conversations.