Sales, Honest
& Relaxed.
From customer to fan: more revenue with less stress.
Why does sales so often feel uncomfortable and forced? Because we've been conditioned to convince rather than genuinely help.
This book is a practical guide for anyone who is fed up with that traditional, pushy sales approach and yearns for something that truly works: creating true fans.
Why does sales so often feel uncomfortable and forced? Because we've been conditioned to convince rather than genuinely help.
This book is a practical guide for anyone who is fed up with that traditional, pushy sales approach and yearns for something that truly works: creating true fans.
What you'll learn.
From first conversation to fan.
Sales, Honest & Relaxed is practical and immediately applicable. A taste of what you'll take away:
Why sales so often feels uncomfortable, and how to turn that around.
How to sell from genuine connection, instead of convincing and pushing.
A process that calmly takes you from first conversation to deal.
How to turn customers into fans who come back and recommend you.
How to handle complaints so they actually strengthen the relationship.
How to measure your results and keep improving, so growth is no accident.
Choose your format.
E-book
Read instantly on your computer, tablet or phone.
- ✓English edition
- ✓Instant access after payment
- ✓Read on all your devices
Hard Copy
The physical English edition. Pre-order now, ships before 1 October.
- ✓English edition
- ✓Ships before 1 October
- ✓Shipping included (normally € 45)
Audiobook
Listen on the go, during workouts or at home on the couch.
- ✓English edition
- ✓Listen instantly
- ✓Narrated by the author
The book for your whole team
For 11 or more books you pay € 27.25 each (incl. 9% VAT). More and more companies give the book to everyone who is regularly in contact with customers. After all, you create fans together. Some teams discuss the book together afterwards, others start with it and then do an inspiration session or the full training. That combination works wonderfully.
Proven results.
From LinkedIn to Managementboek.
This book shows that real sales starts with who you are. Mindset, calm and genuine intention lead to connection. A must-read for anyone who wants to turn customers into fans.
This book radiates authenticity. Sales as it was meant to be: connecting the real customer need with what you represent, with pure intention.
Selling is not about tricks, but about making real connections. A way of selling that fits who you are, even if you don't consider yourself a salesperson.
I wish you a Klaas! He has been the driving force behind my successful company for years.
This book isn't about sales at all. It's about behaviour. Read it in one sitting. And I'm full of energy to start doing sales.LinkedIn
Sales can also be calm. Genuine. And rock solid. This book brings the craft back to basics: trust, mastery and lasting relationships.LinkedIn
Great book! Reads smoothly and written in a way that gives you confidence you can apply this tomorrow.Managementboek
Truly a great book. Makes sales genuine, human and relaxed, full of practical tips I can apply immediately.Managementboek
Proven results.
From LinkedIn to Managementboek.
This book shows that real sales starts with who you are. Mindset, calm and genuine intention lead to connection. A must-read for anyone who wants to turn customers into fans.
This book radiates authenticity. Sales as it was meant to be: connecting the real customer need with what you represent, with pure intention.
Selling is not about tricks, but about making real connections. A way of selling that fits who you are, even if you don't consider yourself a salesperson.
I wish you a Klaas! He has been the driving force behind my successful company for years.
This book isn't about sales at all. It's about behaviour. Read it in one sitting. And I'm full of energy to start doing sales.LinkedIn
Sales can also be calm. Genuine. And rock solid. This book brings the craft back to basics: trust, mastery and lasting relationships.LinkedIn
Great book! Reads smoothly and written in a way that gives you confidence you can apply this tomorrow.Managementboek
Truly a great book. Makes sales genuine, human and relaxed, full of practical tips I can apply immediately.Managementboek
About the author
For 25 years I stood on the front line as an entrepreneur and CEO. I built market research agency WUA, generating tens of millions of euros in revenue across 21 countries, with clients like Google, Samsung, Microsoft, Bol and ING. After selling the company in 2022, I train teams and professionals in honest and relaxed selling, over 500 by now. This book is the distillation of everything I learned in those years.
Sales is human contact.
Genuine interest.
In an interview with Managementboek.nl, Klaas shares the core of his philosophy.
Read the full interview“So much energy is lost in sales due to constant performance pressure. When conversations carry that weight, genuine connection disappears. And people sense it immediately.”
“Meetings become disguised transactions. Divided attention undermines trust. The other person feels they're not truly being heard.”
“Someone told me: 'You're moving too fast. You're not making real contact.' That changed everything, from transaction-focused to relationship-focused work.”
About the book.
Frequently asked questions.
A good book about sales teaches you to sell without tricks, in a way that fits who you are. Sales, Oprecht en Ontspannen (Sales, Genuine and Relaxed) by Klaas Kroezen is such a book: selling from genuine connection and relaxation, based on 25+ years of hands-on experience. It reached number 1 at Managementboek and over 2,500 copies have been sold.
It is about why sales so often feels awkward and forced, and how it can be different. We are conditioned to persuade, while genuinely helping works far better: for your customer and for your revenue. Klaas walks you through the mindset and beliefs that make selling relaxed, with stories from 25+ years of practice.
For anyone who is commercially active: sales professionals, entrepreneurs, account managers and managers. But also for people who 'do something with customers' and want to get better at it, without pretending to be someone else.
Yes. The book is about genuine contact with customers, and that applies to everyone who works with clients: from consultants to entrepreneurs. Especially if selling puts you off, this book shows it can actually feel comfortable.
The hardcopy is shipped within one business day with free shipping within the Netherlands. The e-book and audiobook are available immediately after payment.
Klaas himself. So you hear the stories and insights exactly as they were intended, with the energy and conviction of the author.
Yes, get in touch for an attractive group rate. Many companies order the book as a gift with a training or kick-off.
Yes, the Sales Excellence Training and Customer Success Training are based on the same method as the book, but as an in-depth programme with exercises, videos and personal guidance.
Speech at the book launch.
Where does my drive come from? Why Sales, Honest & Relaxed?
Sales Excellence Training.
From book to practice.
Read the book? Continue with the training. The same philosophy, but with personal guidance and hands-on exercises.
View trainingOrder the book.
Genuine & relaxed.
Available as hardcopy, e-book and audiobook. Start today with an approach that works, and fits who you are.