The aftermovie of the book launch Dec 11, 2025

With wonderful speeches by Pim van Tol (editor) and Simon Kornblum (director of Visma).

Order the book here.

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My new book: Sales, sincere and relaxed. Dec 02, 2025

YESS! This milestone has been reached. My new book: Sales, sincere and relaxed. Pre-order now and receive the hard copy before Christmas.

I am so grateful for all the wonderful people with whom we celebrated this together.Β 

With wonderful speeches byΒ Simon KornblumΒ andΒ Pim van Tol β›…Β 

I am convinced that sal...

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At the end of November, I will launch my book: Sales, sincere and relaxed. November 11, 2025
Pre-order the hard copy, e-book, or audiobook now athttps://lnkd.in/evKBPvwd

From customer to fan: more revenue with less stress.

I have over 25 years of experience in sales. Always from my own company, where I sold to organizations such as Google, Samsung, Microsoft, and ING, across the
...
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From customer to colleague: my new role as Customer Success Manager at Klaas Kroezen Oct 04, 2025

In May, I, Joost, was looking for a sales trainer. Not just any trainer, but someone who really listened. Someone who understood what I needed.

I spoke to four trainers. Three of them were mainly concerned with their own offerings. But with Klaas, it was different.

I found him through Google and was impressed by his professionalism...

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Sales Excellence Fall Training: Improve your sales by 10% in one month September 16, 2025

Are you an entrepreneur or responsible for sales? Then these are the months when it happens.Β 
Β 

Because in these months you can still make up for the year, plus the budgets are being allocated for next year.Β 

The danger is that you become less focused. Not only for yourself, but also for your entire team...

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Imagine: you're already good at sales... But after one month, you're 21.7% better. That's exactly what happened to Joost. Aug 09, 2025

Joost wanted something different.
"I want to be the best in sales," he said when he scheduled a call with me via Google Ads.

He already had experience, but felt there was more to it. More structure. More impact. More results.

Together, we got to work:Β 
a powerful kick-off, the Online Sales Excellence Training...

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The Sales Excellence Summer Training with my very first international client: GP Products July 10, 2025

Last Tuesday, we kicked off something special: the Sales Excellence Summer Training with my very first international client, GP Products.

An innovative company that gives exclusive cars such as Ferrari, Land Rover, Urban, Audi, BMW, Porsche, and Lamborghini that little bit extra throughout Europe. And...

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Summer training: Improve your B2B sales by 10% with Sales Excellence Training June 24, 2025

Imagine: a summer in which you not only enjoy the sun, but also measurable growth in your sales and customer focus.

A summer in which you learn how to make a real impact with the right questions, structure, and mindset, without losing yourself.

You will learn to sell in a way that suits you, ...

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Where are my infinite, boundless ideas? I asked myself that question after day 3 of the week of silence in Mandali with Tijn Touber. June 10, 2025

Where are my infinite, boundless ideas? I asked myself that question after day 3 of the week of silence in Mandali with Tijn Touber. And then I had an insight.

I entered the silence to find peace and reflect on what the coming years would look like.Β 

That's also called "downloading." In the...

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How do you foster a sales and customer-focused mindset within your team? May 26, 2025

A sales and customer-focused mindset within your team makes all the difference.

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Phone call from Jaap: "I'm switching from consulting to sales," he said. "But honestly... I'm not quite sure how yet." May 19, 2025

Phone call from Jaap:
"I'm switching from consulting to sales," he said.
"But honestly... I'm not quite sure how yet."

Jaap had just started his new sales role at Mobilee, a consulting firm with digital transformation experts. He wanted to do it rightβ€”no tricks, no smooth talk. Just professional...

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Klaas Kroezen, board member of Jan XVII, the manager of ZeeVELD May 14, 2025

I have been coming here since 2016, and now I have the privilege of strengthening this special place from within. I have become a board member of Jan XVII, the manager of ZeeVELDβ€”perhaps the most beautiful and vibrant retreat center in the Netherlands. A place where silence, nature, and personal growth come together.

Retreat...

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From survival to growth: How Klaas Kroezen's coaching changed BOTS May 12, 2025

Written by Sean Martens - CTO of Bots

Ifirst metKlaas Kroezenon this beachin early 2023. Back then, the world looked very different for BOTS. We were completely focused on survival. Everything revolved around solving immediate problems, and there was little room to really move forward...

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How can you turn the tide when your sales are lagging behind? May 8, 2025

How can you turn things around when your sales are lagging?Β 

When your sales are lagging behind, it is naturally very frustrating. And what I see in many organizations is that stress levels increase. Energy levels drop, both for you personally and for the team. And profits decline.Β 

And the big danger is that...

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Sales training with the team: a day full of energy, insights, and a little competition! May 6, 2025

Written by Anke Neerhof - Director of Connection

π’πšπ₯𝐞𝐬𝐭𝐫𝐚𝐒𝐧𝐒𝐧𝐠 𝐦𝐞𝐭 𝐑𝐞𝐭 𝐭𝐞𝐚𝐦: 𝐞𝐞𝐧 𝐝𝐚𝐠 𝐯𝐨π₯ 𝐞𝐧𝐞𝐫𝐠𝐒𝐞, 𝐒𝐧𝐳𝐒𝐜𝐑𝐭𝐞𝐧 𝐞𝐧 𝐞𝐞𝐧 π›πžπžπ­π£πž 𝐜𝐨𝐦𝐩𝐞𝐭𝐒𝐭𝐒𝐞!

Yesterday was all about learning, presenting, and challenging each other during our sales training. Everyone had prepared a great presentation with creative ideas...

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What do you mean by sincere and relaxed sales? Apr 28, 2025

Recently, someone approached me with a question. "But Klaas, what do you mean by sincere and relaxed sales?"Β 

And I think we've all been there. Recently, I was in a store, about to buy a sofa. A saleswoman immediately approached me and started telling me all kinds of things...

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Why is speaking the same language as your customers crucial for growth? Apr 15, 2025

Why is speaking the same language as your customers crucial for growth?Β 

Let me take you through the funnel. If we look at the entire funnel, you can see that at the top, Marketing is working to create awareness. Next, you have New Business, which is working on new customers, to move on to the first...

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Why I invest in the next generation of entrepreneurs Mar 18, 2025

Two young entrepreneurs with ambition. Niek Lintermansand Max BerkelmansΒ 
Big plans. Lots of questions.

This month, I gave them a session as a giftβ€”because young talent is the future. I believe that sharing knowledge is one of the most rewarding things you can do.

That's why I invest part of my time and revenue in...

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Our own app is live! 🀩 February 10, 2025

After months of hard work, the Klaas Kroezen app is now available! This means that you always havethe Sales Excellence Training and, soon, the Customer Success Training at your fingertips, anytime, anywhere.

What can you expect?
βœ… Module 1 of the Sales Excellence Training – completely revamped and free of charge...

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Video Review of Visma YouServe on the Sales Excellence Program Dec 18, 2024

πŸŽ₯ Behind the scenes at Visma YouServe's sales and marketing department ! Yes, I walked in and out of the building about 10 times to get used to the camera πŸ˜‰, but the result is worth it.

This video shows exactly how the Sales Excellence & Customer Success Programcan take your team to the next...

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100 Lessons from Tony Robbins' Date With Destiny (DWD) Dec 11, 2024

100 Lessons from Tony Robbins' Date With Destiny (DWD)

Last week I started with Tony Robbins' leadership program, kicking off with the six-day event called 'Date With Destiny', which is featured in the Netflix documentary "I Am Not Your Guru."

I'm excited to share with you my top 100 lessons from ...

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Tijn Touber on business coaching with Klaas Kroezen Dec 09, 2024

Tijn Touber on business coaching with Klaas Kroezen

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Accelerating Growth with Sales Excellence & Customer Success – An Inspiring Afternoon at Arches Capital Dec 03, 2024

What an inspiring afternoon at the Arches Capital Academy! During the Sales & Customer Excellence Workshop, I worked with eight entrepreneurs from innovative companiesβ€”all supported byΒ Arches Capital – on their growth strategies. Among other things, we discussed:

πŸ‘‰ How to accelerate your growth as an innovator...

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Michiel Stokman, CEO of BOTS, on business coaching with Klaas Kroezen Nov 04, 2024

Michiel Stokman, CEO of BOTS, on business coaching with Klaas Kroezen

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