You and The Netherlands biggest question; how can we promote trade?


But not from there own interests “What’s in it for me” but in the view of one world and therefore what is in it for us. You and me.

The me, me, me & hit and run has really had its day. Look around you, we really will not win the game by ourselves, see what gets triggered by your decision and choice in how far your responsibility reaches? Are others becoming better or do you find yourself the most important, at all costs of other people.

But before we continue: A big thank you to Mister Siebe Terband for the brainstorm/ thinking with me and suggesting this provoking title. I don’t care about your business. Not only in this article but use it in my business and he is right. “You need to take care of your business and I will take care of you business guests”.

Each deal has an impact on your business, it takes a lot of effort, time and money and the stakes are high. Your success also has major consequences for the Netherlands, our economy and employment.

Did you know that 50% of all decisions are based on emotional values (limbic) and are being made subconscious, and the other 50% on rational basis (neocortex) and is aware of that your brain has emotionally and subconscious already determined the outcome.

Right or Wrong. Yes or No. Safe or Not safe. To trust or not to trust.

Which message are you giving away?

Maintaining relationships, caring and recognizing their needs and expectations cannot be made subservient when looking for opportunities for increased trading.

In all contact with your business partner and all loose Islands (service providers), we create a chain, shackles blend together and make it as one whole in the interest of you and your goal.

Coming to the Netherlands for business, is an experience. Several contact moments with different people, not just you as trusted contact. Have you ever wondered;

Who are in contact with your important business relationships and which message do they give?

It is a sequence of different providers and experiences. Only jointly we are able to increase their chances of business success, it is extremely important to break boundaries, to respond to cultural needs and expectations and to meet individual interests.

Even if you feel safe and secure, this experience might not apply to your business relationships, this is very personal and culturally bound.

Given this, it is extremely important to create a business experience that is stronger and creates more value than the sum of individual effort.


Make no mistake: You have probably deepened at the macro level in cultural differences, but if you are going to follow the customer journey and facing down the contacts, are you still confident that the knowledge that you own is sufficient? Is this ‘knowledge’ also in possession of your other colleagues, suppliers and local shops, in the product, behaviour and environment in which your business partners gain experiences?

Before your business partner will come and visit your company, your relationship has had close contact with you, you might have been on a business trip in their home country, he has visited your website, spoke to your intermediary and both PA’s have discussed the latest details with each other.

Is that sufficient?

Business relationships from emerging markets often fly to Amsterdam Schiphol – it’s a long flight. Was the service on board satisfying? Could they sleep well during the flight?

Were there no interfering factors that affected the experience negatively?

Everything that this man experiences, from his departure from home onwards , has affected his state of mind and affects your business meeting.

How did you experience your business trip when his company invited you?

  • Arriving at Schiphol, getting off the plane, collecting the luggage, going through customs, getting to the car park, taxi rank or traveling with public transportation.
  • The transportation brings your business relationship to your company and / or accommodation
  • Checking into the hotel
  • A good dinner in a restaurant, but what is good?
  • Are all facilities properly working like Wi-Fi, so he can work if necessary.

And so on, each program has its own guest journey. From A to Z, and within that, your biggest enemies are negative emotions such as stress, irritation, haste, ignoring, not happy, not satisfied, disappointed, or frustrated and stressed. Within the business program and your business but also the environmental factors play a crucial role.

Who is operationally active? Do they chase after the same interests as you?

How important is it that your business relationship is satisfied, has a good feeling and lacks nothing?

How do you create such an experience and how do you start? A Guest journey analysis begins with;

  1. Firstly consider your own / company’s goal before your going to make the analysis.
  2. What is your positioning, look and image that you want to communicate?
  3. For each phase of the journey, think of what the purpose of your customer is in that phase.

For example, if you ask a customer what he will do in a supermarket, he will look at you puzzled and say, “Duhu, groceries of course.” But the real goal is to ensure that you have the right things to cook something delicious for that evening, to prepare a healthy school lunch for the children tomorrow, to have a glass of wine at home because a good friend is coming by. The real object is a combination of functional and (especially) emotional needs.

By understanding the real purpose of your customer, you can optimize your communication.

  1. Describe relevant characteristics of your business relationship, their behaviour and motivations emphasized in combination with demographic characteristics of these individuals.
  2. Think flexible and broad, not in single points of contact. So start your journey guest at the moment when the guest sets foot on Dutch soil until he boards the plane on the way to his home, his safe and familiar haven.
  3. At all times approximate the guest journey from your business relationships perspective.
  4. Analyze what could confuse your business relationship / or what makes him uncomfortable, stressful and can be seen as a problem or worse.
  5. Identify gaps and opportunities in the current offer.
  6. Create a team with a shared vision.
  7. Develop a consistent guest journey strategy and ultimately, the desired business experience.

What good does it actually do?

McKinsey has calculated that transformations based on an overall corporate customer journey (from which the guest journey is a part), can lead to a 20% increase in customer satisfaction, 20-30% more engagement of staff, 10-15% more revenue and 15- 20% less cost.

Bad experiences will have an effect on your business deal and how to avoid it?

With all the topics we discussed and shared knowledge, you can become better in filling out the needs and expectations of your business relations.

When participating in our online education program as betatester and finish all 4 modules you can start over again, you will listen to all the modules in a different way, more wise and more service minded.

The online version will be supported by real practical examples of companies who did do business before with people from a certain background you are specifically interested in.


START NOW, improving your knowledge and your deals.


You are getting the hang of it, in Mastering Guestmanship!


Interested to be a betatester?

Do the online education


The next article will be a serie of 4: Article 1 of 4: What has loyalty to do with international business?
Other articles written by Guestmanship click here


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