Hugo Herbots — Sales coach
What holds sales teams back today
A team of separate top performers is a risk — not a structure.
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A group of individuals
- Peaks or drops with whoever is “on” that month
- When a top performer leaves, their knowledge walks out the door with them
- Each location its own approach — nothing that transfers
- Steering on gut feel, not on numbers
- Months before a new salesperson is up to speed
A machine
- Everyone's strengths, aggregated
- Knowledge stays in the company brain — for good
- One story, one language, every location
- Every conversation gets a score per technique
- A new salesperson starts at the level of the team
Not only watching, but also doing. Not only listening, practising. Guidance that companies readily pay €1,200 for a half day for — now every day, for your whole team.
The EPIC Value Engine
Four modules. One method. Always 100% Hugo Herbots.
The training you got from Hugo in the room — now every day, for your whole team.
Video course
The psychology behind every deal — 40 sales skills. When your salespeople master them, they hit their targets. I have guaranteed that for 40 years.
40 skills
Live training
Bring your team’s hardest sales cases to a live half-day training each quarter.
Quarterly team training
Talk to Hugo AI
Each salesperson has their own coach — it knows your product, customers and sector. It builds scripts, trains conversations, coaches in real time. Together you work on better conversations.
Available 24/7
Conversation analysis
Every conversation is a chance to learn more. I show your salespeople what already works and which skill they can practise further.
Analysis of real sales conversationsCoaching for your team
Help your team grow in the sales conversation.
Coaching starts with skills. This example shows how you practise together: asking further, explaining value and agreeing the next step.
Salesperson and manager, in one motion
The salesperson decides per conversation whether the team lead sees it. The team lead confirms up front that it is only for coaching, and every view is logged.
- The salesperson chooses per conversation, off by default
- The manager confirms up front: coaching only
- Every view is in a log
The whole sales process as a map
Translate the method into your conversations. Choose a skill and discuss how you practise it together.
- Your language, practice and development
- Zoom in on a phase and choose a practice theme
- From a skill to a concrete exercise
Practise together per phase
Use the EPIC phases to prepare your coaching. Which skill will you take on together?
- Practice theme per EPIC phase
- From conversation to exercise
- Concrete tips for practising together
What do you practise together?
Choose a skill and practise it with a customer situation you recognise.
- Choose a practice theme
- Asking further, explaining value and closing
- Discuss, practise and repeat
From insight to exercise
Turn a coaching question into an exercise. With my method you give the conversation a concrete next step.
- Progress within a practice theme
- Examples and practice questions per skill
- Practise your customer situations with me
Practice in the field
Watching a video is the start. Discuss the skill and try it in a conversation.
- Watch, discuss, analyse and practise
- Per practice theme, step by step
- Repeat what still needs practice
Choose a practice theme together. I help you discuss a customer situation and practise a better response.
Practise with meThe company brain
One brain above your whole team.
You feed it — with your scripts, your solutions, the benefits per product. Each salesperson gets their own brain; your brain sits above it and sees the patterns across everyone. Every conversation of every salesperson becomes a neuron.
Objections and the answer that wins them, what works per product and per customer type. We share the wins in a positive way — “Marie plays this well, learn from it.”
Personal struggles, individual scores, coaching history. Never attributed upwards. A manager only sees what the salesperson chooses to share, solely for coaching and development: never grounds for dismissal, sanction, evaluation, promotion, pay, bonus or any other HR decision, and never shared with third parties or HR. The salesperson can withdraw consent at any time. Not a surveillance scoreboard — otherwise trust dies.
This is how you measure the team without discouraging anyone.
01Video course
Structure your training: everyone the same 40 skills.
Not loose workshops that fade — one structured method that teaches your whole team the same language.
- 40 skills, demonstrated turn by turn
- Searchable by EPIC Value phase, customer reaction or attitude
- Not theory. What you see now, you apply tomorrow.
02Live team training
Live training with me. One half day each quarter.*
Bring your team’s real cases. We practise together during your quarterly training.
- Stuck on a deal? Bring your case — we take it apart live
- Real cases from participants, coached in real time
- Webinars are full for now.
*Inner Circle: a half day (3 hours) each quarter. Webinars are full for now.
Plan your team training →03Talk to Hugo AI
Practise without burning customers.
Your salespeople train difficult conversations on the AI — as often as needed, before it counts with a real customer. My expertise, translated to your customers and language.
Video call — practise with meAI
Hugo AI looks you in the eye and coaches you in his own words, before an important conversation.
- A real avatar, not a text bubble
- Tap and you hear Hugo himself
- 40 years of sales discipline in every sentence
Audio — your pre-flight, on the way
On the way to your customer you walk through the conversation once with Hugo. Hands-free.
- Isolate the objection first — only then handle it
- On your real deal today
- Your opening question ready before you ring the bell
Chat — role-play with live tags
Play a difficult customer and practise as often as you want — without risk.
- Every turn measured live against 40 techniques
- Sees the customer's attitude per phase
- Hugo plays the customer, you sell
HugoHis objection will turn out to be the price. Do not defend — analyse first: “What do you mean by too expensive? Compared with whom? Compared with what? By how much?”
YouAnd only when it really is the price, isolate it.
04Sales conversation analysis
Learn from your conversation. Practise your next step.
You get feedback on your own conversation: what worked, where you could have asked further and which skill you can practise next.
Turn by turn, sentence by sentence
Your real conversation, read turn by turn — you see exactly where you win and where a chance slips away.
- Every turn measured against 40 techniques
- Missed chances, with a better response beside them
- 9 customer patterns recognised automatically
Your own conversation, in context
Your EPIC score helps you look back at your own conversation and choose what to practise next.
- Your own EPIC score as a learning point
- Speaking balance: salesperson versus customer
- Question ratio, mirrored customer language, missed chances
The chances in your own conversation
Every moment the customer doubted and you did not ask further — marked, with the reason beside it.
- Four missed chances in this conversation
- Where you did not ask further — and why that matters
- Your Big Win and the turning point, marked the same way
Every phase, technique by technique
Open a phase and see how you scored on each EPIC technique — with training material beside it.
- Score per technique, per phase
- Practise the phase straight away in a role-play
- Recommended videos for what is weak
* Founder & Inner Circle: personal feedback from me
Soon: live analysis during the conversation
You worked through the EPIC Value Methodologie strongly and asked very well into the pain, but you left a few crucial moments where the customer doubted.
About Hugo Herbots
40 years.
One passion.
I trained more than 500 companies — B2B and B2C. And the same finding every time: teams lean on a few top performers, and what they know leaves with them when they leave. Not for lack of talent — for lack of structure. The market forgives that less and less: today's buyer is better informed than ever.
Half a day of this kind of training readily costs €1,200 — unsustainable if you want your whole team to grow every week. That is why I built this platform. Now. Because AI finally makes it possible — and because teams really need it now.
The market is changing faster than ever — how people buy is not. People buy people. Those who understand that psychology make more of a difference than ever. Generic AI lacks that psychology. My AI is trained on it.
Hugo Herbots · Founder
Structure your team →40 years. Day 1.
Three ways to work with me.
Start with what you need most. You can combine them, and if you take Hugo AI, the live days cost less.
Pro €99 per month on a yearly contract. From 5 salespeople the price per person goes down.
Data protection
How is your data protected?
EU cloud infrastructure (Supabase, Railway, Mux — the same technology stack as Notion and Linear). No AI model trains on your conversations — a processing agreement with every supplier. Hugo reads along to sharpen your coaching — on purpose, and logged. If you want out, we export everything within 30 days.
Verifiable facts per service, an audit log of 730 days, and a direct contact for your IT or DPO team.
Ready to structure your team?
4 of the 10 Inner Circle team places remain. Quality over quantity.