program overview

What You’ll Learn in This 2-Day Sales Training

You’ll also get access to all session recordings for 14 days after the Academy - and the templates & scripts are yours to keep.

Day 1: Build the Foundation

Saturday, April 26th | 10am-3pm EST

Learn the First Sales Call Every Founder Needs

10am - 3pm EST

Show up as yourself—and guide the conversation toward what moves deals forward.

The real reason first-time founders struggle with sales (it’s not what you think)
How to determine who to sell to, who to avoid, and how to use tailor your presentation for your ideal customer.
The TrueSeed Discovery Call Framework: What to ask, when to ask it, and how to get buyers to tell you exactly what they need
The TrueSeed Sales Presentation Method: Ditch the outdated pitch deck & replace it with a winning narrative
Live teardown of real discovery calls—what works, what flops, and how to fix it

Key Takeaway:
A structured approach to qualifying buyers, nailing first calls, and so your buyers see you as a must-have, not a maybe..

Day 2: Master the Close

Sunday, April 27th | 10am-3pm EST

Overcome Objections & Sell With Confidence

10am - 3pm EST

Sharpen your execution so you can close more deals & stay confident throughout the process.

How to counter the top 5 most common objections and understand the critical importance of qualification
The science of sales confidence: How to override hesitation & sell with authentic conviction
Breaking down the TrueSeed Proposal Framework — a 9-slide sales deck to build a bullet-proof business case (and lock in next steps)
Breaking down the perfect sales proposal—what buyers actually care about
Final Sales Prep: Put everything together with live exercises so you can walk away ready to sell.

Key Takeaway:
Stay confident under pressure, handle objections with clarity, and turn promising conversations into closed deals.

Who We Built This Academy For

Expert Founder Sales Coaches

Managing partner, trueseed group

Seth Banks

With 10+ years in B2B enterprise sales, Seth has gone from SDR to Sales Director, closing over $15.3M in revenue. Now, he coaches first-time founders to ditch the guesswork, build real sales systems, and start closing B2B deals with confidence.

Expert in B2B sales systems for high-growth startups

Helps founders build repeatable, high-converting sales processes

Specializes in helping teams bridge the sales gap and close bigger deals

"You’re not years away from being good at sales — just a few key skills away."

100+

Founders Coached

$15.3M

Closed-Won Revenue

10+

Years in B2B Startups

Founder, the founder underground

Ian Scott Cohen

Ian is a 4x founder and award-winning coach who helps early-stage founders build real businesses—without the fluff. With over a decade of experience, he’s trained 100+ founders to gain confidence, sharpen strategy, and scale sustainably.

Helps early-stage founders build confidence, clarity, and momentum

Blends startup strategy with performance psychology to unlock growth

Focused on practical wins & sustainability—not chasing vanity metrics

"Ian was instrumental in helping me get my organization off the ground - not only with tactical advice, but also as a no-nonsense nurturer.

I would never have had the self-confidence, mindset, or skill to seek the fundraising support we needed to launch or sustain the organization without Ian’s guidance (and push)."
- Meredith B.

Founder

100+

Founders Coached

9.7

Net Promoter Score
Founder Bootcamp

What Founders Are Saying

Testimonials

Founders Who Have Worked With The Founder Underground

What You'll Walk Away With

Marie Tingle

RethinkEd

Pivoted to new career path!

Ian is a wealth of strategic information and a super-connector. You will come away feeling both resourced with actionable steps and encouraged.

Walter Ley

Branch

Techstars Company

Ian has provided a very thoughtful and needed outside perspective. He's helped us troubleshoot issues from sales and marketing to product design and revenue generation.

Rohit Malhotra

Center for Civic Innovation

Celebrated 10-yr anniversary!

Ian applies discipline to dreaming. He's established a foundational academic knowledge of leadership that he's fine-tuned through practicing it.

All in all, I am always grateful when Ian Cohen is in the room.

Peter Beasley

Blacks United in Technology Int'l

Launched new program!

Ian is the best! Ian brought a perfect blend of tact, touch, and time-honored teachings to guide me through our participation in the Google Tech Equity program. What I appreciated most is how Ian could relate his many years of experience into the day-to-day challenges us entrepreneurs faced. He was tactful in knowing what to say, how to say it, and I could tell, to not say anything, too. Ian Scott Cohen brought the perfect blend. Not too much, not too little - just right!

David Poliner

WestRock

Ian is one of the few people I've engaged with to discuss early ideas who has taken a constructive outlook. He somehow made me feel more excited about the idea while giving me concrete next steps to test its validity in an evidence-based way.

Nick Cortellessa

Margin

Launched beta test!

Ian's advice is always thoughtful, actionable, and grounded in a valuable set of personal experiences. Beyond great advice -- it's also clear that he cares deeply about being as helpful as he possibly can (and has fun helping others out!).

Sam Aleinikoff

College AIM

Celebrated 10-yr anniversary!

Ian helped me narrow our focus, zero in on the things that we did best and pour our energy into those parts of the work. Over five years later, his impact is still felt within College AIM.

Laura Jackson

TARA

Promoted to Cofounder / COO!

Ian's mentorship has been instrumental in my personal and professional development, and his guidance has empowered me to continually evolve.

Tammy Buckner

WeCode KC

Launched new training program!

Working with Ian, was very easy! He provided suggestions, made introductions and always presented a challenge. I felt like he was listening and more importantly observing where he could lend a hand or make a suggestions. Thoroughly enjoyed meeting with him weekly!

Brandon Winfield

iAccess Life

I always look forward to Ian showing up to lead a workshop for our class. He is timely, passionate and enthusiastic about helping early stage start-ups get the tools they need to succeed.

Ben Kassoy

Author

Ian is one of the most thoughtful, curious, and dedicated people I know.

With excitement, generosity, and good humor, he shares what he's learned to help others live a richer, more fulfilling life.

My recommendation: let him do the same for you.

Ben Sperling

Mars Wrigley

Cofounded education non-profit!

Working with Ian pushed my ways of thinking and helped me reach my full potential.

He knows how to build something from the ground up and how to base decision-making on having scalability and impact in mind.

Meredith McNeill

Greater Than PAC

Launched new PAC!

Ian was instrumental in helping me get my organization off the ground - not only with tactical advice, but also as a no-nonsense nurturer.

I would never have had the self-confidence, mindset, or skill to seek the fundraising support we needed to launch or sustain the organization without Ian’s guidance (and push).

Jordan Hartgens

Coca-Cola

Ian did a great job of talking to me about the business idea I had and making what is a big, scary, thing to embark on seem less so. He listened thoughtfully to what I wanted to pursue and gave me actionable steps to break the big idea down into smaller pieces and just get started!

This conversation was a game changer for me and really shifted my perspective on how I was approaching starting my business.

trueseed group

Empowers B2B startups to scale sales sustainably, providing the strategies and support founders need to close more deals and grow with purpose. Learn more at https://trueseedgroup.com/.

Proven sales playbooks tailored for early-stage B2B startups.

Coaching and resources focused on profitability over fundability.

Hands-on guidance to help founders build repeatable sales engines.

The founder underground

A founder-first movement dedicated to helping entrepreneurs build sustainable businesses on their terms—without chasing VC money or falling into the startup hype machine.

Unfiltered, no-BS guidance for founders who refuse to play the VC game.

Deep, tactical training across every dimension of entrepreneurship - including your founder psyche.

A movement for founders who want to own their success—not chase hype.

What To Do Next

FAQ

Frequently Asked Questions

If you don't find the info that you're looking for, email us at info@thefounderunderground.com with your question!

What's included in the Sales Presentation Deck Template?

That's the best part - you actually get way more than just the template on this one. We will also show you critical insights on what is and is not effective.

We start by showing you which 5 slides you need to cut out immediately from your deck.

Then we show you 5 slides you need to swap out - ROI, feature charts, logo salad - and we tell you exactly what to put in their place.

Finally, you get 5 real sales presentation examples from high growth companies.

You'll walk away already having made critical changes that are key to improving your effectiveness.

Do I need sales experience to participate?

Nope. This is built for founders who didn’t come from sales — the builders, experts, and operators who are now stuck being the head of sales whether they like it or not.

What will I actually walk away with?

You will walk away with a skilled understanding of B2B sales processes and strategy; templates for your discovery calls and presentations; mental frameworks proven to improve sales success; and critical concepts to effectively craft winning proposals.

Who is this program for?

- For-profit founders looking to build scalable businesses.
- Social impact founders building mission-driven organizations.
- First-time founders who need foundational guidance to get started.
- Entrepreneurs who have started but want to refine their strategies for growth.
- Current founders who feel stuck and want to reset or pivot before it’s too late.
- Founders who want to develop a resilient mindset to navigate the highs and lows of entrepreneurship for the long-term.
- Anybody who has ever wanted to pursue their own venture, but didn't know where to start!

How long is the program?

2 days, 5 hours each day — fast, focused, and designed to help you start selling smarter immediately.

Is this just another sales bro bootcamp?

Absolutely not. No chest bumps here. This is real sales strategy for real founders who want to sell without feeling fake because they care about growing their business.

How much does it cost?

The price for an individual ticket is $349 - but use any of the 'Get Promo Code' buttons and we will send you a 15% off discount code!

For cofounders or teammates, you can get a Team Ticket for just $499 (or $249.50 per person) that covers 2 people.

Discount codes do not apply to the Team Ticket since the per person pricing is still better without it!

What if I have more questions?

Easy - hit us up at info@thefounderunderground.com and we will get back to you ASAP.

B2B Sales Training for First-Time Founders

13 Seats Remaining (as of 9am EST 4.21.25)

You're deep in product.But sales won't generate themselves.

What You’ll Learn in This 2-Day Sales Training

Day 1: Build the Foundation

Day 2: Master the Close

Which one are you?

Startup Founders who need to start landing consistent B2B deals.

Non-Sales Founders who never planned on doing the selling themselves.

Early-Stage Teams building a repeatable, scalable sales process.

Founders Acting as Sales Leads at new startups who need to ramp up.

The Truth About B2B Startups

If you're building a B2B product, mastering the complete sales funnel isn't optional. It's the only way to unlock growth.‍Sales isn’t the last step. It’s the multiplier.‍The sooner you level up, the faster your company scales.

Expert Founder Sales Coaches

Seth Banks

Ian Scott Cohen

Founders Who Have Worked With The Founder Underground

You'll be able to...

Identify Your Ideal Customers

With ICP targeting strategies— to find who you should (and shouldn’t) sell to, and how to tailor your pitch for them

Close More Customers

With a bulletproof sales proposal template that moves buyers to a “Yes” instead of ghosting

Start Boosting Sales Immediately

With hands-on exercises & real-world applications so you learn by doing, not just listening.

Convert First Calls to Real Opportunities

With a proven discovery call template & deck that uncovers urgent buyer needs

Stay Confident & Self-Assured

With sales performance mindset training that eliminates hesitation & helps you control a room.

Walk in with questions. Walk out with a clear sales system.

Two Ways to Register. One Proven Outcome.

Train solo or bring a co-founder—either way, you’ll leave with a real sales motion.

Individual Ticket

Team Ticket

The Founder-Led Sales Maturity Model

Frequently Asked Questions

Accelerate Your Success - Select Your Bootcamp

In as little as 3 weeks, we can save you years of struggling.

Phase I

Phase II

Registration Closed

Complete Bootcamp

Phase I has begun!But you can still enroll in Phase II

Stop Struggling, Start Selling.

You're deep in product.
But sales won't generate themselves.

If you're building a B2B product, mastering the complete sales funnel isn't optional.

It's the only way to unlock growth.
‍
Sales isn’t the last step. It’s the multiplier.

‍The sooner you level up, the faster your company scales.

Phase I has begun!
But you can still enroll in Phase II