The tactical sales Program built for founders

If you’re a founder, you already know: no sales = no company.
Most programs teach founders how to fundraise.

We teach founders how to sell.

Reserve Your Seat Now
Learn More

How It Works

Most startup programs teach you how to ask for money, not how to generate it.
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The B2B Founder Sales Track is different.
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We guide you step-by-step on how to build a sales process that works - down to the words to use, the slides to create, and the mindset to have grow the business.
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You can join any single Academy or take all three for the full sales transformation.
Founders who complete all 3 workshops qualify to apply for our exclusive Sales Multiplier Cohort, where we work w/5 companies to help them 2x–3x their revenue in 120 days.
Explore the Sales Track
program overview

What You'll Learn In Each Academy

Master every step of your sales journey — from first outreach to signed deal.
All programs are virtual with recordings shared
It all starts with generating leads

Saturday, June 7th | 11am - 2pm EST

  • Create your "nexus" perspective that sets you apart
  • Find your ideal customer profile (ICP)
  • Build targeted prospecting lists that actually convert
  • Write outreach messages that get fast responses
  • Stop “spray and pray” → create a repeatable system
  • Access to recordings & slides post-program
  • *Optional free deck or call review after the session
Registration: $125
Register for lead prospecting
nailing the first call with

Saturday, July 12th | 11am - 2pm EST

  • Discover how to diagnose on the first call - not pitch
  • Learn exactly what to ask (and when) to qualify faster
  • Spot bad-fit leads before wasting your time
  • Lead the conversation in a calm, authentic way
  • Build your version of the 5-slide 'Pain' deck
  • Access to recordings & slides post-program
  • *Optional free deck or call review after the session
Registration: $125
Register for discovery & qualification
building a proposal that closes

Saturday, Aug 16th | 11am - 2pm EST

  • Securing unpaid/paid pilots & setting project plans
  • Price your offer with conviction (no discount panic)
  • Learn an objection-handling framework that works
  • Guide your buyer to “yes” without feeling pushy
  • Build your version of the 9-slide proposal deck
  • Access to recordings & slides post-program
  • *Optional free deck or call review after the session
Registration: $125
register for pilots & proposal

Applications Open Aug 1st

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

We work with 5 companies for 120 days to multiply sales

To apply, Founders must attend at least one Academy.

Full Founder Sales Track

Best Value
  • Get access to all 3 live workshops (9 hrs of training)
  • Learn every step of the founder sales journey
  • Unlock eligibility to apply for the Sales Multiplier Cohort
  • Save $75 vs. buying individually
$299
(Save $75 when you buy all 3)
Buy Full Sales Track BundleRead Founder Reviews

What Founders Are Saying

Founders like you rarely invest in their own growth.
These ones did — and they’re already seeing the payoff.

"We were stalled in sales for 6 months. After just 2 days of this training, I closed a deal without ever sending a proposal. We went straight to invoice and contract. The system just works."

Samuel

Cofounder / CSO
B2B SaaS Startup

“I rearranged my whole schedule, moved childcare, and worked late just to attend every session. It was absolutely worth it. I can’t wait to put it into practice!”

Tina

Cofounder / COO
Workforce Design Studio

“The Sales Academy simplified everything for me. I now treat sales like a diagnosis: ask the right questions, uncover the pain, and guide the conversation. I booked a follow-up meeting with senior leadership in my first week applying it.”

Nadia

Founder / CEO
Healthcare Startup
9.5
Net Promoter Score
Sales Academy
100%
Rated Sales Academy 'Incredible' Value
9.7
Net Promoter Score
Founder Bootcamp
Meet Your Coaches

Your Expert Facilitators

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 helps early-stage founders master sales and build scalable go-to-market strategies.
Expert in B2B sales systems for high-growth startups
Helps founders build repeatable, high-converting sales processes
Dedicated to helping startups bridge the sales gap and land bigger deals
"You aren't years away from being great at sales - your skills away."
100+
Founders Coached
$15M+
Sales Track Record
10+
Yrs in Startup Sales
Founder, the founder underground

Ian Scott Cohen

An award-winning teacher, growth coach, and 4x founder with over a decade of experience training founders on how to do what feels impossible - be confident, be themselves, and be successful at the same time.
Expert in early-stage venture & founder development
Focused on founder growth & sustainable success, not VC affirmation
Dedicated to helping founders bridge the skills gap and grow faster
"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.
4x
Founder
100+
Founders Coached
10+
Yrs Coaching Founders
See Us In Action

See Us in Action

Get a preview of the coaching, insights, and tactical frameworks we teach inside the Founder Sales Track.
Watch More On YouTubeStill Have Questions?
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!
I already attended the B2B Sales Academy. Should I join these too?

Some content will be familiar, but these workshops go deeper into specific stages of the sales journey with more live coaching, exercises, and resources. If you want extra structure, accountability, or to stay sharp on execution, they’re a great next step.

Do I have to attend all 3 Academies?

No. Each workshop stands alone and covers a different part of the founder-led sales process. You can join whichever session fits your needs.

-> Founders must attend at least one Academy to be eligible to apply for the Sales Multiplier Cohort.

What happens if I miss one?

You’ll get access to the full session recording + slides for at least 2 weeks after the workshop. We also offer optional free deck or call reviews for attendees who want extra help applying what they’ve learned.

What will I actually walk away with?

You’ll get ready-to-use sales scripts, prospecting templates, discovery call frameworks, proposal outlines, and access to ongoing community resources to help you put it all into practice.

Who is this designed for?

Founders, co-founders, solo founders, early-stage startups, or anyone leading sales for their company. No prior sales experience required!

Do I have to apply to the Sales Multiplier Cohort?

Not at all! The Sales Track works great as a standalone. The Cohort is an optional next step for founders who want extra structure, accountability, and personalized help to scale revenue.

What if I have more questions?

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

Register Now
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.
Reserve Your Seat

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

Frequently Asked Questions

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

Stop Struggling, Start Selling.

Every business needs consistent sales to grow.  

We teach founders like you how to sell.
Register Today