Klaas Kroezen Punches Above His Weight in Sales

Klaas Kroezen's Calm Sales Style Wins Big

I fell into a little LinkedIn rabbit hole this week and found something that honestly surprised me.

Klaas Kroezen has 14,682 followers and posts about 1 time per week, yet his Hero Score is 151.00. That is "punching above your weight" territory. And when you put him side-by-side with creators who have way bigger audiences (like Awa K. Penn at 61,004 and Will Guidara at 94,291), Klaas still hangs right at the top in relative engagement strength.

So I wanted to understand what makes his content work. Not in a "copy-paste his hooks" way, but in a "what is he doing that makes people trust him" way. After scanning the patterns in his writing style and how he frames his offer, a few things jumped out fast.

Here's what stood out:

• He sells without sounding salesy - calm, direct, and benefit-first ("meer omzet & minder stress")
• He uses a repeatable micro-structure - one idea per line, rhetorical question, then a clear next step
• He builds belief, not just tactics - the whole vibe is: you can do sales in a way that feels good

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Klaas Kroezen's Performance Metrics

Here's what's interesting: with Klaas, the numbers tell a story of focus, not volume. 1 post per week sounds modest, but the Hero Score of 151.00 suggests the posts that do land, land well. That usually comes from clarity (people instantly get what you stand for) and consistency (they know what kind of help they will get from you).

Key Performance Indicators

And because I kept wondering "Ok, but how does that compare?", here's a quick side-by-side snapshot.

One tiny point, but it matters: Klaas has almost as many connections (14,513) as followers. That usually signals someone who has built a real network over time, not just a one-way broadcast audience.

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What Makes Klaas Kroezen's Content Work

The more I looked, the more it felt like Klaas is running a very intentional playbook. It's not flashy. It's not hype. It's almost the opposite.

1. A clear promise that people actually want

So here's the first thing I noticed: Klaas doesn't lead with "sales tips" or "closing techniques." He leads with a feeling.

Sales, oprecht en ontspannen.

And then he repeats the outcome in plain language:

"Je maakt dan namelijk van je klanten fans."

"Met als resultaat: meer omzet met minder stress."

That is a ridiculously clear promise. And it hits because a lot of sales content on LinkedIn is either pushy, clever for the sake of being clever, or stuck in jargon. Klaas is basically saying: you can get results and still sleep at night.

Key Insight: Build your positioning around the emotion your buyer wants to feel, not just the skill they want to learn.

This works because people don't wake up craving "a new framework." They wake up craving relief. Confidence. A way to do the job without feeling gross.

Strategy Breakdown:

2. The "one thought per line" readability advantage

Now, here's where it gets interesting. Klaas writes like he speaks, and he formats like he wants you to keep reading.

Lots of short lines.

Lots of whitespace.

Big statements isolated on their own line.

It sounds basic, but it changes everything on LinkedIn because most people are skimming while half-distracted. Klaas makes skimming feel like reading.

Comparison with Industry Standards:

And I like that he doesn't overdo it with gimmicks. No weird symbols. No forced "viral" formatting. Just clean, readable writing.

3. Rhetorical questions that do real work

Klaas uses a specific move all the time: he makes a claim, then asks the obvious question the reader is already thinking.

"Alleen... hoe doe je dat precies?"

"Maar hoe doe je dat?"

It sounds small, but it's a trust signal. It's him admitting the gap between a nice idea and daily reality.

And then the next step is simple: the book, the training, the link. Not in a manipulative way. More like: "If you're also thinking this, I already built the thing."

4. Selling with calm confidence (not pressure)

This is the part I respect most. Klaas has clear commercial intent, but it doesn't feel like he is trying to corner you.

He uses "ik geloof" and "ik ben ervan overtuigd" language. That matters because it frames his message as conviction, not attack.

He also uses direct CTAs ("Bestel direct via...") but usually after he has repeated the benefits and addressed the "how" problem.

And when he adds urgency (delivery by a certain date, pre-order, shipping), it feels practical, not fake scarcity.

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Their Content Formula

If you want to reverse-engineer Klaas, don't overthink it. His posts are basically a steady, repeatable path:

1. Hook
2. Context
3. Belief about sales
4. Benefit (fans, revenue, less stress)
5. "How?" question
6. Solution (book/training)
7. Practical info
8. CTA + link

Content Structure Breakdown

The Hook Pattern

He usually opens in one of three ways:

• A milestone or news moment (launch, ranking, pre-order)
• A direct question to a specific buyer (entrepreneur, sales pro)
• A punchy interjection + outcome ("BAM!" + result)

Template:

"BAM! [Concrete result/milestone].

[What it is].

[Promise]."

Why it works: it removes ambiguity. You know what the post is about in 2 lines. And on LinkedIn, clarity beats cleverness almost every time.

If you want to use this without copying him, try:

"Vandaag viel me iets op...

Veel [your audience] willen [desired outcome].

Maar ze willen het zonder [pain]."

The Body Structure

What I noticed is that his body has a simple "belief to benefit" flow, then a bridge question.

Body Structure Analysis:

And there is also a practical layer that creators often ignore: timing.

Based on the posting-time hints provided, Klaas fits well into morning (around 08:45 local) and early afternoon (around 14:00 local). That matches when professionals are either starting their day with coffee or taking a quick scroll break.

The CTA Approach

His CTA style is direct, usually one of these:

• "Bestel direct via [link]"
• "Pre-order nu... via [link]"
• "Meer informatie en bestellen via [link]"

The psychology is pretty straightforward:

• The post reduces anxiety (sales can be calm)
• The CTA offers a concrete path (book/training)
• The reader gets to decide without being shamed

And that tone is exactly why his CTAs don't feel gross.

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So how does Klaas compare to Awa and Will?

This is where I got genuinely excited, because these three are strong for very different reasons. Their audiences are different sizes, their topics feel different, and yet the engagement signal (Hero Score) clusters in the same top tier.

That tells me something: there are multiple "winning" creator archetypes on LinkedIn.

And one more angle that helped me: "Where does trust come from" for each person?

Klaas is the "quiet consistent" one. Awa is the "daily teacher" archetype. Will is the "story-driven authority".

If you're building your own content plan, this is good news. You don't have to become someone else. You just need an approach that matches your strengths.

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3 Actionable Strategies You Can Use Today

1. Pick one repeatable promise - Write a single sentence that ties outcome + emotion (like more revenue, less stress) and repeat it until it sticks.

2. Format for skimming, not for writing - One idea per line, extra whitespace, and isolate your best benefit on its own line so it pops.

3. Use the bridge question - After your key claim, add: "But... how do you actually do that?" Then offer one clear next step.

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Key Takeaways

1. A smaller audience can still win big - Klaas proves that 14,682 followers can perform like a top creator when the positioning is tight.
2. Calm sells - his tone makes people feel safe, and safe people take action.
3. Structure beats inspiration - the consistent post flow (hook - belief - benefit - question - CTA) is simple and reliable.

That's what I learned from studying their content. Try one of these tweaks in your next post and see what happens.

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Meet the Creators

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This analysis was generated by ViralBrain's AI content intelligence platform.