“Immediate results. Klaas fundamentally changed our sales team, not with tricks but with an approach that truly works and sticks.”
More revenue, less stress
with the Sales Excellence Training
Sales training for sales reps, account managers, sales teams and entrepreneurs who want to get more out of their customer contact, honestly and at ease. Together we put together your tailored programme: online, at your premises, or at our fixed training spots (my office or the beach of Castricum aan Zee).
I am your trainer, Klaas Kroezen, author of the bestseller 'Sales, Honest & Relaxed'.
YOUR TRAINER & AUTHOR
You get the sales training directly from me, Klaas. Author of the bestseller 'Sales, Honest & Relaxed'.
25+ years of experience
From my own company I sold to brands like Google, Microsoft, ING and Samsung, until I sold my company in 2022. What I learned there, I now share with teams and people like you.
ALWAYS TAILORED
We apply the sales training fully to your business, for teams and individuals. It's all about your customers, your situation and your goals.
This pageTailored, with guidanceThat is what this page is about: together with me, 1:1 or with your team. Read on to see how we work.Continue reading on this page ↓Prefer self-paced, online?Online, at your own paceThe full method as an online training. Start right away.€ 1.750excl. VATView the online training →
Trainings delivered for
What you take away.
From first conversation to fan.
The same philosophy as the book Sales, Honest & Relaxed. The difference: in the training you actually put it into practice, on your own customers and your own conversations. A taste of what you'll take away:
01
Why sales so often feels uncomfortable, and how to turn that around.
02
How to sell from genuine connection, applied to your customers and your practice.
03
A process that calmly takes you from first conversation to deal.
04
How to negotiate from value, so discounting isn't your only card.
05
How to turn customers into fans who come back and recommend you.
06
Lasting results: with the Customer Experience Model you keep improving, even after the training.
Training with your team? Then we also work on unity: one language and one approach for everyone in contact with customers. Training 1:1? Then we go deeper into exactly what you need.
Every programme is different.
We decide the route together.
We offer different formats, and we start just as often with an on-location inspiration session as with the online theory. Together we look at what delivers the most for you or your team. Always tailored, never one-size-fits-all.
01
Get acquainted
We start with a no-obligation conversation or an inspiration session on location. That's how we discover together what you really need.
02
Your tailored path
We design the programme together: theory online where it helps, the real training always on location and tailored to your practice.
03
Apply & keep improving
You sell honestly and at ease, and with the Customer Experience Model you keep a grip on your customer experience, continuously better.
This is how you see the difference.
Yourself, your customer and your team.
You score yourself, and your customer and your colleagues look along on the same six elements. Where the views differ is your biggest opportunity. This is what it looks like:
Take the free scanSee where you stand in a few minutes.
Example · Your team: filled · You: dashed · Your customer: fine dashed
The difference between the views
The biggest difference is in Genuine: your team 9.0, your customer 5.0.
| Your team | You | Your customer | |
|---|---|---|---|
| Genuine | 9.0 | 8.0 | 5.0 |
| Relaxed | 5.0 | 6.0 | 6.0 |
| Form | 6.0 | 8.0 | 7.0 |
| Beliefs | 5.0 | 6.0 | 6.0 |
| Content | 6.0 | 8.0 | 8.0 |
| Process | 8.0 | 5.0 | 4.0 |
More than a training.
Ask your customers, colleagues and Klaas AI for feedback.
You have a full year of access. Most participants complete the training in 4 to 6 weeks. After that, they measure themselves once a month and make concrete action plans. On top of that, you ask customers, colleagues and Klaas AI to rate you, as often as you like. So you see how others experience you, where you are growing and what your next step is. And it works best with your whole team.
Yourself
Visible progress
You record your starting point and measure again after the training. At a glance you see what has improved.
Your customers
What your customer really thinks
Customers rate you in ten minutes. You hear what they value and what they want more of. And they notice their opinion counts.
Your colleagues
Your blind spots in view
Colleagues who see you work with customers share their view. Where their picture differs from yours is where your biggest growth lies.
Klaas AI
Feedback on every conversation
Submit an important customer conversation and get concrete tips for next time, straight away.
After the training: every month again. 1% better every day.
- Measure. Once a month, or after an important conversation.
- Compare. All feedback side by side, in one overview.
- Improve. You make a concrete action plan, apply it and measure again.
The result: customers who stay longer, do more with you and become fans.
Ready?
Slide and discover the difference.
Before trainingAfter training
Targets
Sales is behind on target, the pressure keeps rising
Conversations
Customer conversations feel like pushing instead of connecting
Deals
Discounting has become the default to close deals
Team
Your team works hard, but lacks structure or energy
Customers
Existing customers leave, new ones are hard to win
Results
Motivation is inconsistent, one month good, the next not
Targets
Revenue grows structurally and predictably
Conversations
Conversations feel like genuine connection
Deals
Customers choose you based on value
Team
Energy and pride in the team, everyone knows what works
Customers
Customers stay longer and actively recommend you
Results
Consistent results through a proven approach
For whom
Account managersSales teamsEntrepreneursDirectorsJunior sales repsSenior sales reps
Bewezen resultaat.
An average of 4.9 on Google.
“Out of 10 leads, 1 to 2 became clients. Now it's 7 to 8. Not by pushing harder, but by being genuinely interested.”
“Klaas shows that selling is not about tricks but about making real connections. An approach that works, even if you don't consider yourself a salesperson.”
Choose your track.
One simple formula, from one person to a whole team. You know exactly where you stand up front. All prices excl. VAT.
With your team
The training for your team
from € 6,000
Excl. VATThe training for your whole team, with my guidance at the kick-off and the final presentation, at my place or at your location. Get in touch and I'll make a proposal that fits.
- ✓Everyone gets the full online training
- ✓Kick-off and final presentation with the team
- ✓Feedback and a tailored action plan
- ✓Pay by invoice
To start
Inspiration session
€ 3,750
2.5 hours · Full day € 5,750 · Excl. VATInspiration for your whole team, with a short action plan. Or make it a full day: inspiration in the morning, and in the afternoon we go deeper and agree on concrete actions together.
- ✓In the Netherlands, Belgium on request
- ✓Check my availability, or plan a date together
Work it out yourself
Number of participants
1
How do you want to do it?
- Online training (1 × € 1,750)
- € 1,750
- Guidance, 2 half-days
- € 2,500
Total€ 4,250
excl. VAT
Request it below. I'll plan the dates with you and you pay by invoice.
I give every training myself, so I start a limited number of tracks each quarter. Ask about availability.
Not sure which approach fits?
Let's find out together.
Tell us briefly where you stand and what you want to achieve. I will think along with you, honest and relaxed. Together we'll see which format suits you or your team.
Customer Success Training.
From customer to fan.
For everyone in customer contact outside sales. You decide whether a customer stays and recommends you. Learn how customer interactions drive growth, retention and advocacy.
View trainingQuestions?
We're happy to help.
Yes. Almost everything we do is tailored. You cover the theory online at your own pace, so we spend the sessions on location entirely on your practice: real cases, your own customer conversations and your team. On location means: at your premises or at ours. A one-on-one programme I almost always do at my practice on the Duin en Bosch estate in Castricum, with groups we can also go to an inspiring place, for example the beach of Castricum aan Zee.
You always train directly with sales trainer Klaas Kroezen, author of the bestseller ‘Sales, Oprecht & Ontspannen’ and with over 25 years of international B2B sales experience at companies including Google, Microsoft, ING and Samsung. So you are guided by someone who practises the craft himself every day.
The online training costs € 1,750 per participant. Want personal guidance from me, with a kick-off and a final presentation with feedback and a tailored action plan? That costs € 4,250 at my place on the Duin en Bosch estate in Castricum or € 6,750 at your location. With your team: from € 6,000, get in touch for a proposal. Want to carry on for a year after that? Coaching is € 5,000 per year. All prices excl. VAT.
For anyone in a commercial role: sales professionals, account managers, business developers and sales managers. Whether you have 2 or 20 years of experience, the method adapts to your level.
It depends entirely on your ambition. The more time you put in, the better your result. You get 3.5 hours of video. On top of that you work through the assignments in the workbook, score yourself, ask your customers and colleagues for feedback and practise with Klaas AI. You have a year of access, with a reminder on the first of every month to look back and score yourself again. If you choose personal guidance, two half-days are added: the kick-off and the final presentation.
Yes. If you choose the training with personal guidance, I guide you myself: a kick-off and a final presentation, with feedback and a tailored action plan. Want a coach by your side for a whole year? Then there is coaching: four half-days one-to-one on the Duin en Bosch estate in Castricum, for € 5,000 per year. After a training, or without one.
Not sure which format fits you? Book a no-obligation call first and we'll look together at what works. Either way you train directly with me, so you know exactly who you're working with.
Yes. Your team does the training online and I guide the kick-off and the final presentation, at my place on the Duin en Bosch estate in Castricum or at your location. With your team it starts from € 6,000 (excl. VAT). Get in touch and I'll put together a proposal. Want to get to know the approach first? Start with a 2.5-hour inspiration session (€ 3,750) or an inspiration day (€ 5,750).
We work from genuine connection and ease. You simply stay yourself, and your customer notices. The result: more revenue that also feels right. Based on 25+ years of hands-on experience.
Ready for the next step?
Genuine & relaxed.
More revenue, less stress. Together we find the approach that fits you.