It's already December 5 and Saint Nicholas and his Pieten are out of the country again. Commercially speaking, an important celebration for the retailing Netherlands. Food, presents, decorations, etc. About half of the Netherlands celebrates Sinterklaas, the other half celebrates Christmas. Everyone does something for New Year's Eve and more and more people participate in Black Friday. Moneytime for many retailers.
It was also a wonderful evening in the Roelfsema house. Two Petes came to bring bags full of gifts. My daughter was shocked by the banging on the window and was bewildered when they came in, took their time, and scattered gingerbread nuts. They even did a Tik-Tok video together! For eight-year-old children, it is mainly about the presents, but the feeling of this evening will stay with her for a lifetime, even though next week she will no longer remember what exactly she received. That is a sign of prosperity.
Experience and feeling are actually the greatest gift if you already have everything else. Millennials grew up in this, Baby Boomers did not. That is why they often do not understand each other. Growing up in relative poverty, property was a great asset for them. Now it's more about well-being. But try explaining that to an eight-year-old child.
Frantically putting on shoes, singing songs, arranging water and carrots and making wish lists. Keep making wish lists. They became complete collages. With photos from brochures, descriptions of what color, type, type or name. Because it can't go wrong. And that precision is exactly the gift I want to give you as readers of this blog. Perhaps the most important lesson in communication, I call it “Sinterklaas' Law”: “If you don't ask for exactly what you want, you will probably get something else.”
How often do we know exactly what the customer wants, why the customer wants it and what it means for the customer personally if you can deliver that? There is only one way to find out, ask the right questions and listen to the customer!
Good luck with the sale and happy holidays!
What you can learn from Sinterklaas about selling
Sinterklaas is actually a master salesman. He knows his target audience inside out, knows exactly what their wishes are, and delivers at the right moment. That is precisely what good sales entails as well: listening to your customer, understanding what is going on, and coming up with the right solution at the right time.
In the commercial world, we call that customer-centric selling. You delve into your customer's needs before making an offer. You ask questions, listen actively, and adapt your approach based on what you hear. Just like Sinterklaas, who year after year manages to find exactly that one gift a child dreams of.
Smartly utilizing seasonal peaks
For many organizations, there are clear peaks throughout the year. Whether it is Black Friday, the holidays, or the start of a new quarter, these moments offer opportunities for those who are well prepared. The key is not to wait until the time comes, but to map out your strategy well in advance.
That means preparing your sales team, refining your proposition, and ensuring your customer contact is in order. Organizations that structurally maintain their commercial skills perform better during these peaks. They do not miss opportunities because they are sharp, listen well, and adapt quickly.
Do you want to work on stronger commercial skills with your team? Our Expert in Sales Basics training helps you sell customer-focused, all year round. After all, the Law of Santa Claus doesn't just apply in December: whoever listens well and delivers at the right moment wins their customer's trust.
