Genuine and relaxed
is not a slogan.
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.
Not with tricks or scripts, but with an approach that suits people. After selling my company in 2022, I fully focus on guiding teams towards more revenue with less stress.
- Experience
- 25+ years
- Countries
- 21
- On Google
- 4.9
- Book
- #1 Bestseller
Why I do this.
I started my first company when I was sixteen. Laptop on my lap, head full of plans. Later I grew WUA 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. Not less successful, but successful on my own terms. In 2022 I sold my share of WUA 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.
“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 WUA, 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, Genuine and Relaxed was released. The book became #1 at Managementboek, 2,500+ copies sold so far.
One language.
One approach.
When sales falls behind and customer satisfaction drops, fragmentation is fatal. That is why I work with two trainings for everyone who has contact with customers.
Selling should not feel uncomfortable. It should be something you do with enjoyment and pride. Because it helps. Because it is right.
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.
Big reach.
Tim Lind
Together we build the app and continuously improve the trainings, workbooks, presentations and videos.
Joost Wammes
Was looking for a sales training himself and was so enthusiastic that he is now part of the team.
Sanne Bakker
Has been working with Klaas for over 20 years. Handles customer service and administration.
Yvon Kruger
Description to be added.
The Old
Administration Building.
A characteristic monumental building in Castricum, on the edge of the North Holland Dune Reserve. The pleasant atmosphere and the dynamic of entrepreneurs around us make this the perfect place.
Oude Parklaan 111, Castricum · Room 0.11
About Klaas
and the team.
Klaas Kroezen is a sales trainer, speaker and author of the #1 bestseller Sales, Genuine and Relaxed. He spent 25 years on the front line himself as entrepreneur and CEO of market research agency WUA, with clients such as Google, Microsoft and ING across 21 countries. After selling his company in 2022, he fully focuses on training professionals and teams in sales and customer contact.
Selling without tricks, scripts or pressure. Klaas's approach revolves around genuine interest and real contact: you help the customer make a good decision instead of pushing something through. 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.
The book Sales, Genuine and Relaxed (hardcopy, e-book and audiobook, in Dutch and English), two online trainings: the Sales Excellence Training and the Customer Success Training, both also available with personal coaching, and inspiration sessions for teams and executives.
The office is in The Old Administration Building in Castricum, on the edge of the North Holland Dune Reserve. Inspiration sessions take place at the regular beach club in Castricum aan Zee or on location throughout the Netherlands and Belgium. 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), Joost Wammes (customer success), 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.