Spandex Benelux

At a glance

• Client: Spandex Benelux
• Industry: Distribution, sign and display materials
• Training format: In-company Masterclass plus e-learning for 12 employees
• Focus: Selling on value
• Trainer: Graham Hulsebos, best sales trainer of the Netherlands 2025
• Method: 12 sales techniques and 11 scientific topics

Spandex Benelux: training and e-learning for the entire sales organisation

Spandex is an international distributor of materials for the sign and display industry. In distribution, the range is wide and the margins are tight. Whoever only quotes prices becomes a price comparison site.

For Spandex Benelux in Veenendaal, I delivered an in-company Sales Masterclass. In addition, 12 employees received access to my e-learning, so the method sticks after the training day.

The core was the same as in all my trainings: taking control of the conversation. Not broadcasting and pouring out product knowledge, but asking logical questions and knowing what to do with every answer. Every answer brings you a step closer to the close, if there is a close. Combined with the 11 scientific topics, participants understand not only what to ask, but also why it works.

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 Spandex: a higher order value, because salespeople map out the customer's entire project.
• For their customers: sign makers and printers get advice on the right material, not just a price.
• For distribution: a wide range is only an advantage when your salespeople ask the right questions.

Do you want this for your team too?

Does your team also work with a wide range and tight margins? Then you sell on value, not on price. Who would not want every customer conversation to run deliberately and by system?

The approach at Spandex Benelux fits the in-company Sales Masterclass, sales training for wholesale and distribution or AI Sales e-learning. 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.