From customer to fan.
Genuine, relaxed and together.
I spent 25 years on the front line as an entrepreneur and CEO. I know what it feels like when sales feels like flogging a dead horse. And I know what actually works: genuine and relaxed, from real contact.
A satisfied customer gives you an 8. A fan gives you a 9 or a 10, comes back and recommends you. You don't create those fans on your own. You create them together, from the CEO to the colleague who ships the order. That is what I help you with.
- Experience
- 25+ years
- Countries
- 21
- On Google
- 4.9
- Book
- #1 Bestseller
An 8 is a customer.
A 9 or 10 is a fan.
Satisfied customers stay until something better comes along. Fans come back, recommend you and make your company stronger. That is what my books, trainings and sessions are all about.
Genuine
Real interest in the other person. You help the customer make a good choice. It feels better, and it delivers more.
Relaxed
Calm in your head, calm in the conversation. When you are relaxed you listen better, make real contact and keep it up. More revenue, less stress.
Together
The customer sees one company. From the CEO to the colleague who ships the order: everyone decides whether a customer becomes a fan. You create fans together.
Why I do this.
I started my first company when I was sixteen. Laptop on my lap, head full of plans. Later I grew my market research agency into an international player, with clients like Google, Microsoft and ING. On paper it was a success. But I was tired. I thought: a weekend of rest and I'll be back. That was not the case.
In 2014 I met Ananda Giri, a teacher from India. I told him everything was going well, except me. He looked at me and said: 'You go too fast. You don't make real contact. When you do, you have infinite energy.' Then there was a minute of silence. That silence touched me more than a thousand words.
That became my turning point. It had to change. Slower, more genuine, more connected. Just as successful, but on my own terms. In 2022 I sold my share of the company and chose what I love most: teaching others how to turn customers into fans, genuinely and relaxed. That is not a slogan. That is where my energy comes from. And I never let go of the research craft: in my trainings you measure your growth with feedback from yourself, your colleagues and your customers.
“When you make real contact, you have infinite energy.”
From entrepreneur
to trainer.
Entrepreneur & CEO
25 years of international B2B. Tens of millions in revenue across 21 countries. Sold to Google, Samsung, Microsoft, Bol and ING.
Company sold
After selling my market research agency, I chose what I love most: teaching people how to turn customers into fans, genuinely and relaxed.
Trainer & speaker
Since then I train executives, teams and professionals in sales and customer contact. The goal on the horizon? 100,000 professionals. I am giving myself 10 to 15 years for that.
Bestselling author
On 1 December 2025, Sales, Honest & Relaxed was released. The book became #1 at Managementboek, 3,000+ copies sold so far.
One language.
One approach.
The customer sees one company. Whether they become a fan depends on everyone they deal with, from sales to service. That is why I work with two trainings on the same model: the Sales Excellence Training for everyone who sells and the Customer Success Training for everyone with customer contact.
So everyone speaks the same language and works towards the same goal: turning customers into fans. Selling can simply feel good. It is something you do with enjoyment and pride, because it helps and because it is right. More revenue, less stress.
What others
say about Klaas.
“I am very glad that Klaas captured his wisdom and experience in this wonderful book. He has been the driving force behind my successful company for years. To anyone who wants to innovate adventurously and at ease, I say: I wish you a Klaas!”
“Of 10 leads, 1 to 2 used to become customers. Now it's 7 to 8. Not by pushing harder, but by being genuinely interested.”
Small team.
Together we create fans.
Tim Lind
Together we build the app and continuously improve the trainings, workbooks, presentations and videos.
Sanne Bakker
Sanne and I have been working together for more than 20 years. She handles customer service and administration.
Yvon Kruger
Yvon has been involved in my strategy and marketing for years.
The Duin en Bosch
estate.
My practice is on the Duin en Bosch estate in Castricum: a monumental building among the woods, on the edge of the North Holland Dune Reserve. This is where coaching takes place, and often the kick-offs and final presentations too. Those can also be at your location. Away from the daily rush, with room to really think. Genuine and relaxed.
The Old Administration Building · Oude Parklaan 111, Castricum · Room 0.11
About Klaas
and the team.
Klaas Kroezen is an entrepreneur who trains, coaches and speaks. He wrote the #1 bestseller Sales, Honest & Relaxed and Van klant naar fan. As founder and CEO he built an international market research agency, with clients such as Google, Microsoft and ING across 21 countries. After selling his share in 2022, he helps business owners and teams turn customers into fans, honestly and relaxed.
Selling the way you would like to be helped yourself. Klaas's approach revolves around genuine interest and real contact: you help the customer make a good decision. That feels better for both sides and demonstrably delivers more. That is how you turn customers into fans.
Yes. All trainings, coaching and inspiration sessions are delivered by Klaas himself, someone who did the sales profession for 25 years. The team around him supports with the platform, customer service and marketing.
Two books: Sales, Honest & Relaxed (Dutch and English) and Van klant naar fan (Dutch). Two trainings, the Sales Excellence Training and the Customer Success Training: online at your own pace, together with Klaas or with your whole team. Plus inspiration sessions and inspiration days for teams, and a year of 1:1 coaching. You can start for free with the masterclass and the scan.
The practice is on the Duin en Bosch estate in Castricum, in The Old Administration Building on the edge of the North Holland Dune Reserve. Coaching takes place there, and often the kick-offs and final presentations of the trainings too. Those can also be at your location. Inspiration sessions are held at the client's location, at a beach club in Castricum aan Zee or elsewhere in the Netherlands. The online trainings can be followed wherever and whenever you want.
For everyone with customer contact: sales professionals, account managers, customer success teams, entrepreneurs and executives. From starters to experienced professionals, mainly in B2B. The mission: teaching 100,000 professionals how to turn customers into fans, genuinely and relaxed.
A small team with big reach: Tim Lind (Klaas's right hand, co-builds the platform and trainings), Sanne Bakker (customer service and administration) and Yvon Kruger (marketing).
Ready to do things differently?
Let's begin.
Together we map out where you stand, where opportunities lie, and which approach delivers the most for you or your team.