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!