My Method: 12 Sales Techniques and 11 Topics
My method: sales is a science, not a coincidence
Whoever speaks loses control. Whoever asks steers the conversation. That is not an opinion. That is the science behind every sales conversation I have conducted in 30 years in the sales world, and in which I have trained more than 2,000 sales professionals from over 400 organizations since 2003. Not in theory, but in practice, across dozens of sectors.
In 2025, I was named the best sales trainer in the Netherlands. My training courses score an average of 9.6 based on more than 900 customer reviews.
Do you recognize this in your team?
Your team works hard. The conversations are going well. And yet, deals remain undone that really should have been closed. Who wouldn't want to know why, and how you can solve this structurally? What would it bring your organization if every conversation were conducted consciously, not based on intuition, but on system?
The question is not whether your team can sell. The question is whether your team sells based on intuition or on system.
The system
I have translated my experience into one closed system: 12 sales techniques and 11 scientific topics. No motivation, no intuition, no chance. Anyone who fails to provide their salespeople with this system misses out on results every day. Those who master the system consciously steer every conversation, close every closable deal, and build customer relationships that never leave.
The 12 sales techniques
Who wouldn't want to actually close every closable deal, without pressure, without a discount, without hoping for a 'yes'? These are the tools I use to plug every commercial leak in an organization. No single technique makes the difference. The system makes the difference. Every technique reinforces the others.
What are the benefits when your team increases order value without encountering resistance? What happens to your revenue when hidden needs in your existing customer base are structurally activated? From the first contact to the signature. From the signature to the recommendation. From the recommendation to the customer who never leaves you.
Read which techniques they are in my blog The 12 Sales Techniques .
The 11 scientific topics
Selling is biology. Selling is psychology. Selling is the science of human behavior. A large part of every sales result has nothing to do with what you say. It has to do with how your customer responds to signals that neither of them consciously experiences.
I divide the 11 scientific topics across three pillars:
- Voice and body
- Brain and decision making
- People and behavior
What does science prove about how people decide? When do they trust, and when do they doubt? How do you recognize signs that someone isn't telling the whole story? The 11 scientific topics give your salespeople an edge that no product knowledge, no discount, and no pitch can ever compensate for.
The laws of the trade
Success in sales is no accident. It is the daily application of the rules of the trade. Those who do not know the 10 fundamental principles and 6 guiding principles sell by feel. Those who master them sell systematically.
Take the first guiding principle: sell on value, not on price. The difference between a good and an excellent salesperson does not lie in talent. It lies in the discipline to consciously apply the rules of the trade every day. I cover all these principles in the training and in my book *Selling is Not a Talent* .
The circle of success
My method works because it is a closed system. Not a standalone training session that gets forgotten, but a three-step approach that changes behavior permanently.
1. Measure
Start with the free commercial intake test for a first impression. Do you want to know exactly? Then the Sales Performance Scan Pre-assessment measures your team's sales knowledge before the training, with a team report per category.
2. Customization
The training is fully tailored to your market, your product, and your customer. No standard program, but an exact solution that your salespeople will immediately recognize.
3. Assurance
Anchoring via the AI Sales e-learning and the 5-step plan. One month after the training, the Sales Performance Scan Post-assessment measures again. This allows you to see in black and white what the training has delivered.
Most trainers stop where it actually begins: after training. I only start there.
What others say
Super interesting training with many practical tools for our sales process. Nice training location and a very personal approach to conveying information.
Kim De Kloet, Google review
No boring theory, but clear explanation with good examples.
Tanja Dahm, Google review
"The training was well-structured, highly practical, and filled with useful tips that can be applied immediately."
Stano Jancus, Google review
Average rating of 9.6 out of over 900 reviews. Rated 4.9 stars on Google and 9.2 on Springest . See also my clients and references .
One question
How many deals does your team close today that it will also close tomorrow, consciously, repeatably, and systematically? If the answer does not satisfy you, this is the conversation that changes that.
Take the free commercial intake test first and discover where your greatest sales potential lies. Or schedule a meeting directly . Do you already know exactly what you are looking for? Then request a quote immediately . Prefer direct contact? Call 036 2340501 or email [email protected] .
How I work
My method is applicable in every industry and is delivered in a format that suits your situation.
- In-company : fully tailored to your organization's challenges, at your own location.
- Dedicated : only your own team, at one of my training locations, including location and lunch.
- Classroom : personal training in small groups of up to 8 participants.
- Virtual online : interactive live sessions via Google Meet or Microsoft Teams, with the same depth as on location.
- E-learning : 24/7 access to all modules via my AI Sales e-learning with digital twin.
- Individual 1-on-1 : maximum depth and personal guidance.
Do you work in a specific sector? Then also check out my sales training by industry .
Questions? Sophie is available 24/7.
Do you see the icon in the bottom right corner of this page? That is Sophie, my digital assistant. She is available for you day and night. Ask your question directly about training, pricing, or the right approach for your team, and get an immediate answer.
Sales is a science, not a coincidence.