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 take away.
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 your growth is in your own hands.
Choose your format.
E-book
Read instantly on your computer, tablet or phone.
- ✓English edition
- ✓Instant access after payment
- ✓Read on all your devices
Hardcover
Via AmazonThe physical English edition, sold and shipped by Amazon. Price and delivery follow your local Amazon store.
- ✓English edition
- ✓Sold and shipped by Amazon
- ✓Delivered worldwide
Audiobook
Listen on the go, during workouts or at home on the couch.
- ✓English edition
- ✓Listen instantly
- ✓Narrated by me
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 1,000 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, I share the core of my 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 in a way that fits who you are. With Sales, Oprecht & Ontspannen (Sales, Honest & Relaxed) I wrote such a book: selling from genuine connection and relaxation, based on my 25+ years of hands-on experience. It reached number 1 at Managementboek and over 3,000 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. I walk you through the mindset, attitude and beliefs that make selling relaxed, with stories, theory and plenty of customer research from my 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, simply as themselves.
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 English hardcover is sold through Amazon, so delivery time and shipping cost follow your local Amazon store. The e-book and the audiobook you order here directly and they are available immediately after payment, wherever you are in the world.
I narrate it myself. So you hear the stories and insights exactly as I intended them.
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?
From customer
to fan.
This book makes you better in the conversation with your customer. Van klant naar fan makes sure your customer becomes a fan after the conversation too. Together with your colleagues you create customers who come back, buy more and recommend you. Now available for pre-order (Dutch edition).
See the new book
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.