Overview
Hoffman (legal: MJ Hoffman & Associates) is the enterprise sales training firm founded by Jeff Hoffman. Hoffman has been training enterprise B2B sellers since the 1990s and is the originator of the BASHO email framework (the precursor of modern personalized outreach now taught in MBA programs). Trusted by 250,000+ professionals per Hoffman site.
The signature differentiator is Hoffman's IP in late-stage selling. Own the Deal, Your SalesMBA, and the BASHO Email framework all focus on the closing and account-control work that determines whether a deal closes well.
Methodology
Hoffman's methodology covers Start the Deal, Work the Deal, and Close the Deal stages. Own the Deal teaches account control. The Why You / Why You Now / Scorecard is the qualification framework. The Social Paradigm covers buyer psychology. The BASHO Email is the personalized outreach framework that anchors the brand publicly.
Signature programs
- Your SalesMBA - flagship enterprise selling program
- Own the Deal - late-stage closing and account control
- BASHO Email training - personalized outreach
- Workshops and on-demand courses for corporate and individual buyers
Who Hoffman is best for
Hoffman is a strong fit for enterprise B2B sellers and managers focused on closing and account control. Buyers with established methodologies who need a sharper late-stage discipline get particular value. The BASHO email training is especially useful for sellers running personalized outreach against high-value accounts.
Hoffman is less of a fit for SMB owner-led teams, transactional sales motions, or buyers wanting a full methodology rather than late-stage and outreach modules.
Strengths and weaknesses
What Hoffman does well
- Originator of the BASHO email framework, widely taught in MBA programs.
- Trusted by 250,000+ professionals per Hoffman site.
- Strong reputation in closing and negotiation training segment.
- LinkedIn Top Voice recognition.
Where Hoffman is weaker
- Smaller bench than top peers.
- Less digital-native than 30MPC or JB Sales.
- No publicly documented Selling Power / Training Industry Top 20 listing.
Reviews
Verified as of 2026-05-24, Hoffman's G2 profile carries a 4.8 average across 36 reviews. Sentiment concentrates on the BASHO email framework and enterprise B2B closing-stage training.
"The BASHO email training was the moment my reps stopped sounding like a sequence. Reply rates moved meaningfully in 30 days." Sales manager, enterprise B2B technology.
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Leave a review →Notable Clients
MJ Hoffman & Associates has worked primarily with enterprise SaaS and technology organizations on buyer-centric sales systems. Published references and speaker bios have cited Google, HubSpot, and Gainsight among clients. Specific 2025-2026 engagement rosters are not publicly disclosed.
Contact Hoffman
Frequently asked questions
What is the Hoffman selling methodology?
Hoffman's methodology covers three stages: Start the Deal, Work the Deal, and Close the Deal. Own the Deal teaches account control across the full cycle. The Why You / Why You Now / Scorecard framework handles qualification. The BASHO Email is Hoffman's personalized outreach framework, now taught in MBA programs, and the signature piece of IP that anchors the brand publicly.
Who is Hoffman best for?
Hoffman is best for enterprise B2B sellers and managers focused on closing and late-stage account control. Sellers running personalized outreach against high-value accounts get particular value from the BASHO Email training. Hoffman is a weaker fit for SMB owner-led teams, transactional sales motions, or buyers wanting a complete end-to-end methodology rather than late-stage and outreach modules.
How is Hoffman training delivered?
Hoffman delivers training through a combination of virtual workshops, in-person sessions, and on-demand courses available to both corporate teams and individual buyers. Signature programs include Your SalesMBA, Own the Deal, and BASHO Email training. Corporate buyers can commission bespoke engagements; individual sellers can access on-demand course formats.
How much does Hoffman training cost?
Hoffman sits in the mid to high pricing tier. Corporate engagements are priced by program and team size. Individual on-demand access through Your SalesMBA is available at a lower entry point. Exact figures depend on the program selected and team configuration, so request a quote directly from Hoffman for corporate pricing.
How is Hoffman rated by buyers?
Hoffman holds a 4.8 average across 36 reviews on G2, verified May 2026. Reviewer sentiment concentrates on the BASHO email framework and enterprise B2B closing-stage training. The most common note is that Hoffman's bench is smaller than the largest peers, and the platform is less digital-native than more recent entrants in the category.
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Profile last reviewed July 2026. Request a correction.