Doing business in Belgium seems self-evident: the distance is small and people largely speak the same language. It is therefore not without reason that Belgium is the Netherlands' second trading partner, with Dutch companies exporting 43,6 billion euros to our southern neighbors. Yet the Dutch and Belgians often have very different views on doing business, a common pitfall is that these cultural differences are completely underestimated. Before you travel to Belgium for a business meeting (and leave your Dutch jokes at home), we have listed some important aspects for successful business in Belgium.
Success and trust
A Belgian distrusts something or someone until proven otherwise. A Dutch person trusts you until proven otherwise. As a Dutch person, you will therefore have to work hard, because Belgians already view the Dutch as a direct and blunt people. So be modest and polite, and take the time to get to know your business partner better. This does not mean that trust is immediately won over a luxury lunch. You will need to build a relationship so that uncertainties are dispelled and you are given the space to sell your proposal internally. As a Dutch person, your patience will be tested, but once trust is won, you can count on a loyal client or business partner.
The business lunch
A cheese sandwich will not suffice to close the deal, as Belgians are much more Burgundian in nature than the Dutch. You should view the first business lunch as an investment, aimed at winning the aforementioned trust of your business partner. Therefore, leave pre-arranged proposals at home (in addition to lame Dutch jokes), as it is totally inappropriate to throw them on the table after the bill has been presented. Do not drink too much (Belgians enjoy a nice glass of wine) and dress professionally, and above all, not too extravagantly. After all, Belgians are quick to consider the Dutch tasteless in terms of both food and clothing.
Language
Most Dutch people know that Flemish is the main language in Flanders and that French is mainly spoken in Wallonia. But did you know that Belgium also has a German-speaking community of approximately 75.000 residents? Prepare an appointment by inquiring which language your business partner speaks. For example, knowledge of the French language is essential for doing business in Wallonia or Brussels. Finally, also note the small language differences between Flemish and Dutch. Forget “your” and “you”, always use “you” and investigate whether your products or services have a different name in Belgium.
Hierarchy
The hierarchical relationships are a little different in Belgium than in the Netherlands. The director is still really the director, which means he or she is the one who sets the strategy and makes the decisions. Please be aware that the person you discussed the negotiations with is not necessarily the one who makes the decisions. Once you have found the right person, work on the relationship described above.
A final tip, after a successful appointment, be patient. The reflection period in Belgium is longer than we are used to in the Netherlands.
Have you ever done business with our southern neighbors and do you have any tips? Then share it at the bottom of this blog by leaving a comment.
Dealing with objections
Objections are not rejections, but opportunities. When a customer raises an objection, they are indicating that they are considering your proposal. That is positive. The key is to take the objection seriously, to ask about the underlying reason, and then to respond in a targeted manner. Not by dismissing the objection, but by showing that you understand what is on the customer's mind.
An effective technique is acknowledging the objection before responding. “I understand that the investment is substantial” works better than immediately becoming defensive. By showing acknowledgment, the customer feels heard and is more open to your perspective. You can then use concrete examples and calculations to demonstrate the return on investment.
Would you like to learn more about this? At Kenneth Smit, we offer an Expert in Sales Basics training that helps you apply these principles in your own practice.
