NRC Media Amsterdam

At a glance

• Client: NRC Media Amsterdam
• Industry: Media, newspaper
• Training format: In-company, 4 groups from the retention department
• Focus: Turning cancellations into retention
• Trainer: Graham Hulsebos, best sales trainer of the Netherlands 2025
• Method: 12 sales techniques and 11 scientific topics

Reference: NRC Media Amsterdam – Retention & The Art of Retaining

For the retention department of NRC Media, I trained four groups of employees in Amsterdam. The core of this sales training : converting incoming cancellations into loyalty. In a market where competition is cutthroat, you cannot let a single subscriber slip through your fingers.

With my 12 sales techniques and specific questioning techniques, we taught the employees how to uncover the real reason for cancellation. We utilized the 11 scientific topics of influence to channel the subscriber's emotion and reload the value of the newspaper.

The result: employees who no longer accept 'no' as the end point, but take control of the conversation. By retaining subscribers or switching them to a more suitable subscription, we immediately repaired our margins . As the best sales trainer in the Netherlands , I know: sales is a science . A cancellation is simply a sales opportunity that has not yet been seized with razor-sharp precision.

What this delivers

• For NRC Media: more subscribers who stay.
• For their readers: a conversation in which their reason is taken seriously, and a fitting offer.
• For media: retention is cheaper than acquisition, and it starts with the right questions.

Do you want this for your team too?

Do you also want fewer cancellations and more retention? Then it starts with the right questions on the phone. Who would not want every customer conversation to run deliberately and by system?

The approach at NRC Media Amsterdam fits the in-company telephone sales and acquisition training or in-company inside sales training. I tailor every training to your market, your product and your customer.

Want to know where your team stands first? Take the free commercial intake test. Or see other clients and references.