Sales Mastery
You run a good call. Now run the hard ones.
The next track for experienced B2B SaaS reps. Four live sessions on the conversations that decide a complex deal: the executive, the committee, the urgency, the negotiation. Same methodology as Sales Craft, higher bar, coached on every real call in velvet.hub.
No slides, no pitch. We listen, find the friction, see if Velvet fits.
Why
Good at calls. Stuck on the complex ones.
Most experienced reps plateau in the same place. The discovery call is strong. Then the deal grows: a VP joins, procurement shows up, four people have four opinions, and the urgency that felt real in week one quietly disappears. The skills that got you here are not enough for the rooms you are in now. Sales Mastery is built for exactly those rooms.
"Good got you here. Mastery takes you further.""
The Velvet principle
For Whom
For reps who already have the basics.
You structure your calls, you diagnose before you pitch, you close with a next step. And still the big deals slip, somewhere between the champion and the signature.
For
Senior Account Executives
You run complex deals with multiple stakeholders. The basics are there; now it's about control, urgency and the last five minutes.
For
Account Managers & CS with a target
Expansion and renewal conversations need the same rigor as new logos. Learn to diagnose before you pitch and advance every touch.
For
Sales Craft alumni
You already speak the Velvet language. Mastery adds the next layer: advanced handling, multi-threading and leadership presence.
How It Works
Learn it Tuesday. Use it Thursday. See it Friday.
Live sessions
Live sessions
Learn it. Use it.
Four sessions, one a week, live on Zoom. Role plays with multiple buyers, executive simulations, negotiation rounds, peer feedback. Interactive, never a lecture.
velvet.hub
AI Coaching
velvet.score
Urgency gap
Call control
Action points for your next call
- Lead with the business outcome
- Multi-thread beyond your champion
- Trade on scope, never concede
See it.
Upload your heavier calls — the committee, the executive, the negotiation. Every call scored on velvet.score against the Architect level, three coaching points per call. Twelve weeks, from day one.
The session raises the bar. The hub shows you where you stand against it. Every week, both.
Four Sessions
Four conversations that decide the deal.
Sessions are 90 minutes, live. Homework between sessions is a real call of that type. Your baseline velvet.score goes live in week two.
Your Methodology Stays
Same frameworks as Sales Craft. Harder rooms.
Sales Mastery does not introduce a new system. It takes the conversation architecture from Sales Craft, TEA, CIA, the depth techniques, AHA, 5RR, into conversations with more people, more power and more resistance. MEDDPICC, SPICED and Bow Tie stay your lens; the hub scores the behavior, not the acronym.
velvet.hub
The score on your hardest calls. Three coaching points, at the Architect level.
velvet.hub is the AI coaching layer that runs on your real calls. Upload the committee call, the executive meeting, the negotiation — every one is scored on velvet.score against the Architect level, with three actionable coaching points pushed back to you. No waiting on a manager or the next session.
Twelve weeks, from day one. The session raises the bar. The hub shows you where you stand against it, call after call.
friday · ai coach
velvet.hub
This week's coaching points
- Open the exec call with the business outcome, not the product.
- Name the second stakeholder out loud and ask who else decides.
- Trade on scope before price — never concede without a return.
In-Company First
Your senior team. Your hardest calls.
In-company
Your senior team
Your experienced reps, your real committee and executive calls, timed to your calendar. Starts with a call diagnosis so we know who is ready. Strongest after a Sales Craft track, or as the entry track for teams that already run structured calls. Available now.
Book an intro callOpen cohort
Join a mixed group
Small mixed groups of senior reps from different B2B SaaS companies. On request, dates announced when a group forms.
Ask about the next groupTESTIMONIAL
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!"
After the Track
Three months. Then the hard calls are just calls.
Sales Mastery builds the skill for the hard conversations. Outsourced Sales Coaching keeps it sharp, month after month, with the AI coach on every call in between.
No slides, no pitch. We listen, find the friction, see if Velvet fits.