All articles.
Everything about selling honestly and relaxed, from the model to daily practice.
Read the whole series in order
Booking a customer focus speaker: what should you look for?
Organising a kick-off, customer event or conference and looking for a speaker on customer focus, customer experience or sales? Six things to look for, and what to sort out yourself beforehand.
An inspiration session on customer focus or sales: what does your team get from it?
What is an inspiration session on customer focus or sales, what happens in those 2.5 hours, what does it cost and how do you make sure it sticks? Plus when it is not the right choice.
Measuring customer satisfaction: why satisfied customers still leave
How do you measure customer satisfaction, and why does a customer who gives you an 8 still walk off to a competitor? On CSAT, NPS, real conversations and listening as a habit.
My new book: Van klant naar fan (From customer to fan)
After Sales, Honest & Relaxed comes my second book: Van klant naar fan (From customer to fan). First it was about selling, now about what comes next. It is published in Dutch on 14 November 2026 and is available to pre-order.
NPS explained: why an 8 is not a fan yet
What is NPS, how do you calculate it, and why does an 8 not count as a promoter? On the Net Promoter Score, the passively satisfied customer and what to do with your 7s and 8s.
Customer focus: what it really means, and what it does not
Every company calls itself customer focused. But what does customer focus really mean? On attitude, islands between departments and five things you can do tomorrow.
What is a customer ambassador, and how do you turn customers into ambassadors?
A customer ambassador is a fan who actively recommends you. How is that different from a satisfied customer, why can you not buy ambassadors, and how do you create them with your whole team?
Word of mouth: why fans are your best salespeople
A recommendation from a fan is the warmest lead there is. How does word of mouth come about, why do you not need to beg for it, and how do you measure whether it is really happening?
Sales for marketers: why your work is sales too
Marketing and sales are not separate worlds. Discover why every marketing touchpoint counts in the customer experience, and how you turn customers into fans together.
Sales for engineers and specialists: your knowledge is the weapon
As a specialist you have an advantage in sales: your expertise. Discover how you go from tech-obsessed specialist to the knowledge partner customers choose.
Sales for customer success managers: retention is the new sales
As a customer success manager you sell every day, you just call it something else. Read why retention is the new sales and how you turn customers into fans.
Selling as an introvert: you do not need to be a talker
The myth of the born salesperson holds introverted professionals back. Nonsense: the best advisors are precisely the best listeners. Discover why.