Hugo Herbots — Sales Coach
What holds sellers back today
The same mistakes for 40 years — and the market now makes them more expensive than ever.
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Not only watch, but also do. Not only listen. Practise. Guidance that companies pay €1,200 per half day for — through this platform, affordable for everyone.
Hugo AI
Four modules. One method. Always 100% Hugo Herbots.
The training you got from me in the room — now every day, for your whole team.
Video course
Learn the psychology behind every deal. 40 sales skills. I have guaranteed it for 40 years: if you master them, you should hit your sales target.
40 skills
Live Training
A full day in the room with me. Open, or only for your team.
Seminar · Inner Circle
Hugo AI
Your personal sales coach. Knows your product, your customers, your sector. Builds sales scripts, trains conversations, coaches in real time.
Available 24/7
Conversation analysis
Upload your real sales conversations. See exactly which chance you leave on the table — word for word.
Analysis of real sales conversations01Video course
For every situation there is a proven approach.
For each situation I explain which skill works — and why.
- 40 skills, shown turn by turn
- Searchable by EPIC Value phase, customer reaction or stance
- What you see now, you apply tomorrow.
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Live training
Most sales trainers tell you what to do. I show you how to do it.
You do not learn to sell in one day. You need three things for that.
- The will. You already have that, or you would not be here.
- The skill. I teach you that at the open seminar: my method, step by step, and why it works.
- The practice. You do that every day with Hugo AI, until it comes naturally.
Open seminar
A full day with me in a small room. You sit close to me, you ask your own questions and you practise the questions yourself. After that you keep practising with Hugo AI.
Inner Circle (companies only)
The same, applied to your sector, your company, your USPs and your sellers. A small group of companies, each with their own questions on the table.
of the places left.
Ask for a place
03Hugo AI
Your personal sales coach. 24/7.
My 40 years of expertise, in your customers’ words and your language — in chat, audio or video.
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, rather than 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 like — without risk.
- Every turn measured live against 40 techniques
- Sees the customer’s stance in each 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
See exactly which chance you leave on the table.
Upload your real conversations. Turn by turn you see where you win and where you lose.
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 score, in context
One number that counts — and how you score against the whole platform.
- EPIC score plus your percentile
- Speaking balance: you versus the customer
- Question ratio, mirrored customer language, missed chances
The chances you left on the table
Every moment the customer hesitated 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
Coming soon: live analysis during the conversation
You worked through the EPIC Value Methodologie strongly and asked very well about the pain, but you left a few crucial moments where the customer hesitated.
Team Dashboard
See which seller needs attention. Before a deal falls.
Per seller, per phase, per week. Who is growing, who is stalling, who is wobbling.
The whole sales process as a map
Your version, progress and scores as layers over the method — zoom in on one seller.
- Three layers: our version, progress, scores
- Zoom in on a phase — see, per seller, who is there
- From the team view to one conversation, in one move
EPIC mastery per seller
Per seller, per phase. Who is strong, who is stalling — at a glance.
- Score per phase, per seller
- Set against the sector average
- Sellers at risk stand out at once
Needs your attention
The sellers at highest risk at the top — before a deal falls.
- Sorted by urgency
- Inactive, a falling phase, or no analyses yet
- Urgent, attention or monitor
Every team member, one click deep
A full profile per seller — score, analyses and growth. And Hugo helps you prioritise.
- Score ring per seller
- Full profile: analyses, sessions, growth
- Discuss your team directly with Hugo
Activity this week
Who trains, who attended the webinar, who uploads their conversations.
- Videos, webinars, analyses and Hugo sessions
- Per seller, per week
- Quiet sellers stand out
Ask Hugo what to do with your team. He knows the scores, inactivity and attention signals and helps you prioritise.
Discuss with Hugo
About Hugo Herbots
40 years.
One passion.
I trained more than 20,000 sellers, at more than 500 companies — B2B and B2C. And the same finding every time: most fall back into old habits. Not from a lack of talent — from a lack of practice. The market forgives that less and less: today’s buyer is better informed than ever, and sees through an untrained seller from a distance.
A half day of this kind of training soon costs €1,200 — unsustainable for anyone who would want it every week. That is why I built this platform. Now. Because AI makes it possible now — and because sellers truly need it now.
The market is changing faster than ever — how people buy is not. People buy people. Whoever masters that psychology makes more of a difference than ever. Generic AI misses that psychology. My AI is trained on it.
Hugo Herbots · Founder
Start your coaching →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 sellers 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. I read 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.
See how we protect your data →Ready to sell better?
4 of the 10 Inner Circle team places left. Quality over quantity.