The Dutch Influence on Sales: From the VOC to Modern Sales

When we think about modern sales methods, many of the most influential techniques come from the United States. Whether it's SPIN Selling, Consultative Selling, or the Challenger Sale, a lot of the popular sales methods were born in America. But why is that? And what about the Netherlands—a country that, centuries ago, led the world in trade and innovation?

Let’s go back to Dutch history. The story doesn't start in a boardroom in Silicon Valley but in the Dutch Golden Age, when the Dutch were not only brave traders but also pioneers in financial and commercial innovations that laid the foundation for what we now know as modern sales.

The Dutch as World Explorers: The Founding of New York

Did you know the Dutch founded New York? The city was once called New Amsterdam and was a bustling trading center established by Dutch settlers in the 17th century. These Dutchmen were born traders, eager to build a global empire—not through warfare, but through commerce and smart deals.

Instead of fighting, they used diplomacy and commercial tactics to enter new markets and expand their trade routes. This is one of the first examples of what we now call ‘international trade’. The Dutch understood that successful sales were not just about the product; it was about building long-term relationships and understanding the customer’s needs—a philosophy that remains crucial in modern sales.

The First Stock Exchange: The Beginning of Wall Street

What many people don’t know is that the Netherlands created the world’s first stock exchange. In 1602, the Dutch East India Company (VOC) established the Amsterdam Stock Exchange, where investors could buy and sell shares. This system laid the groundwork for modern exchanges like NASDAQ and Wall Street, which are now central to global trade.

The VOC was a unique company for its time—the first multinational corporation that issued shares to raise capital for its trade missions to Asia. The VOC also pioneered the concept of rewarding employees with shares—an idea still used by companies today.

This financial innovation showed the world how capital could be raised and invested in trade missions, revolutionizing global trade and sales. The Dutch were pioneers in creating financial systems that supported not just commerce, but growth and scalability.

The VOC Mentality: The Origins of Sales

The VOC is not only a fascinating chapter in Dutch history but also a blueprint for modern sales. The “VOC mentality,” a phrase even used by Dutch politicians, refers to the entrepreneurial spirit, boldness, and perseverance that made the VOC so successful. This was the first true multinational company, and their trading philosophy centered around innovation and creativity.

The VOC mentality meant always looking for new opportunities and markets. The traders who worked for the VOC knew they couldn’t wait for opportunities to come to them—they had to actively go out into the world to make deals. This proactive behavior reflects the modern sales philosophy today: dare to take risks, seek new markets, and create opportunities.

The VOC had an unrivaled network and understood the importance of negotiation, building relationships, and thinking long-term. Trade wasn’t just about quick profits; it was about sustainable partnerships. This idea of long-term relationships is still at the core of successful sales today. The VOC laid the foundation for how we think about globalization, sales, and the way businesses interact with each other.

What Can We Learn from Dutch Traders?

The Dutch influence on sales and trade is deeply rooted in history. While modern sales techniques often come from the United States, we can learn a lot from the Dutch trading spirit and innovation.

1. Building Relationships and Trust: The Dutch traders knew how important it was to build trust with their customers. In modern sales, this is still crucial. It’s not just about the product you’re selling; it’s about the trust you build with the customer.
2. Being Proactive: The VOC mentality teaches us not to wait for opportunities but to create them ourselves. This is exactly what the DOEN Method emphasizes: daring to act, being entrepreneurial, and actively seeking new opportunities.
3. Thinking Long-Term: While many modern sales techniques focus on quick wins, the Dutch knew that successful trade was about long-term relationships. This still holds true. When you build relationships based on trust and mutual benefits, sales will naturally follow.
4. Innovation in Sales: The Dutch were leaders in innovation, whether it was founding the stock exchange or using shares. In modern sales, innovation is essential too. Salespeople need to be flexible and creative in their approach, just like the VOC.

The DOEN Method: A Modern Approach Developed by Herald Mulder

The DOEN Method, created by Herald Mulder, is the perfect reflection of the VOC mentality in modern times. The DOEN Method stands for Daring, Entrepreneurship, Enthusiasm, and Networking—four core principles that align with the Dutch spirit of trade and innovation from centuries ago.

• Daring: Just like the VOC sailed the seas to find new markets, modern salespeople must dare to explore new opportunities and take risks.
• Entrepreneurship: The VOC was a master at identifying new business opportunities. In modern sales, entrepreneurship and proactivity are just as important for success in a changing market.
• Enthusiasm: The VOC had a passion for trade and exploration. Enthusiasm is also a key driver in successful sales today. Customers can feel when a salesperson is genuinely enthusiastic, and it builds trust.
• Networking: Just like the VOC built strong relationships with partners around the world, modern sales is all about networking and creating valuable, long-term partnerships.

The Dutch Influence Lives On

While many popular sales methods today come from the United States, we should not forget the immense contribution that the Netherlands has made to the world of trade and sales. The Dutch VOC mentality, with its focus on relationships, innovation, and long-term thinking, is still relevant today. It shows that successful sales aren’t just about techniques; they are about building sustainable relationships and finding new opportunities—just like the DOEN Method emphasizes.

So, the next time you think about modern sales methods, remember that the Dutch were once at the forefront of many principles we still use today. Sales is always evolving, but the fundamentals remain the same. It’s up to you, just like the Dutch traders of the past, to conquer the world with boldness, entrepreneurship, enthusiasm, and a strong network!

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