Route 1 — keep buying leads
per month in leads and marketing for your team. Of that, — buys leads; the rest is overhead. Spending more does not, by itself, change what happens in the conversation.
Hugo Herbots — Sales coach
You're not short of leads. You're letting too many slip away.
Every lead you buy passes through a salesperson. That conversation is where your marketing budget pays off — or goes to waste. Hugo trains your team for that exact moment.
Where a developer's budget leaks
Buying more leads is not the same as selling more.
The conversation is a blind spot.
You pay for the lead, but what happens in the conversation afterwards? Without insight into that moment, improving the campaign is only part of the answer.
Every lost lead was paid for.
The campaign takes the blame, while the deal may have fallen apart during the viewing, the price discussion or the follow-up.
Better conversion starts with practice.
Train the conversation rather than simply adding budget. Help your salespeople get more from the leads you already have.
Do the maths yourself
Two routes to more sales. Compare the cost.
Start with the example figures, then enter your own. The comparison updates as you type.
Route 2 — train for those conversations
monthly equivalent for your team, at €149 per salesperson per month, billed annually, excluding VAT and before volume discounts. This is additional to your lead budget.
Enter your figures to compare costs.
A cost comparison, not a revenue forecast or a promise of conversion gains. Final prices depend on your team size and chosen package. Empty or invalid inputs use the field minimum; values above the maximum use the maximum.
The EPIC Value Engine
Four modules. One method. Always Hugo Herbots.
Not just watching or listening. Practising the moments that decide whether a lead becomes a sale.
Video training
Selling starts when the customer says no. Learn to recognise what sits behind a reaction and what to do next, through Hugo's experience on the sales floor.
- Sales skills demonstrated step by step
- Find the skill for the conversation you are facing
- Apply what you learn in your next viewing or meeting
Live coaching
Bring the real conversations where your team gets stuck: the unanswered offer, the hesitant buyer, the discussion that keeps returning to price. Work through them with Hugo.
- Real cases rather than abstract theory
- Practise together with the same method and language
- Webinar places are currently full; existing places remain valid. See the current seminar and team-training options below.
Talk to Hugo AI
Practise without burning through customers. Rehearse a difficult conversation with Hugo's AI coach before trying it on a lead you paid for.
- Role-play a challenging customer in chat
- Prepare your opening question and explore objections
- Practise aloud with audio or video coaching in the available languages
Conversation analysis
Review a recorded sales conversation. See where you explored the customer's needs, where an opportunity slipped away and what you could say next time.
- Read the transcript alongside coaching
- Explore feedback on phases, techniques and missed opportunities
- Turn a learning point into your next practice session
This page is available in English. Training videos, voice and whiteboard content are not yet available in English.
Take a platform tour →The company brain
One shared language for your whole team.
Your scripts, products, benefits and answers to objections give coaching its business context. The goal is to share what works, so a useful insight does not leave with the person who discovered it.
The company brain and its automatic learning loop are being developed. It is a direction for the platform, not a promise that every conversation already becomes shared team knowledge.
Shared knowledge, personal coaching
Team learning should help people, not turn into a surveillance dashboard. Personal coaching memory and team knowledge serve different purposes; sharing with a manager should be voluntary and revocable.
Coach the team, not a leaderboard.
Use shared practice and the same method to discuss difficult deals. Learn from approaches that work without ranking colleagues or exposing personal coaching conversations by default.
More about Hugo's approach →
About Hugo Herbots
40 years.
One passion.
Hugo has trained more than 500 companies and over 20,000 salespeople, in B2B and B2C. Again and again, teams rely on a few talented people — and their know-how leaves when they do.
Not for lack of talent, but for lack of structure. Today's buyer is better informed than ever. A common method helps your team prepare, practise and learn from the conversations that matter.
That is why Hugo built this platform: to make his sales-floor experience available for everyday practice, rather than one isolated training day.
Meet Hugo →Choose where to start
Three ways to work with Hugo.
Start where it is difficult today. Combine training in the room with practice between meetings.
The seminar
A full day with Hugo. He demonstrates the method; you practise how to respond to “too expensive” and “we need to think about it”.
View dates and prices (Dutch) →The app
Academy for the training videos. Pro adds AI practice and conversation analysis, so you can work on a real learning point from your own deals.
Compare plans (Dutch) →Sales team training
Open seminar places with other salespeople, or exclusive training for your team: a kick-off day and a half-day each quarter. One method for salespeople and management.
Build your team package (Dutch) →Current prices, VAT and billing terms are shown in the existing order flow, which is currently in Dutch.
Data protection
Your conversations deserve clear answers.
Before uploading sales conversations, review how the platform handles data and what applies to each service. Your IT team or data protection officer can ask for details directly.
Read the security information (Dutch) →Read the privacy policy (Dutch) →
Get more from the leads you already pay for