UWV

At a glance

• Client: UWV
• Industry: Public sector, research
• Training format: In-company
• Focus: Telephone acquisition and cold calling
• Trainer: Graham Hulsebos, best sales trainer of the Netherlands 2025
• Method: 12 sales techniques and 11 scientific topics

UWV: telephone acquisition for research

Telephone acquisition is a craft outside the commercial world too. For a research team at UWV, the Dutch employee insurance agency, companies had to be persuaded by phone to take part in research. How do you get a busy business owner to make time?

In 2025, I trained this team in-company in telephone acquisition and cold calling. We translated the techniques directly into their own call approach and the objections they hear every day.

Selling is asking, not telling. Participants learned to ask logical questions, organise the answers and build the next question on them. That way, every conversation moves step by step closer to the close. For most, this was new: they thought selling was mainly about telling. With the 12 sales techniques and the 11 scientific topics, this approach gets a fixed system.

Asking questions does not just work better, it also makes you come across as friendlier. You give the customer attention, and with the right choice of words you make every question stronger. What customers say themselves, they remember best, and they connect it to you. Together, these techniques make selling much easier.

What this delivers

• For UWV: more companies taking part, and therefore more reliable research.
• For the companies called: a clear conversation in which it is immediately clear what taking part costs and delivers.
• For the public sector: persuading without selling is a craft too, and it can be learned.

Do you want this for your team too?

Does your team also need to persuade people by phone who are not waiting for your call? Then the first question decides whether you are heard. Who would not want every customer conversation to run deliberately and by system?

The approach at UWV fits the in-company telephone sales and acquisition training or online telephone sales and acquisition 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.