3 min read
Doing business with Dutch companies: a communication guide for exporters
In the Netherlands, a good product is not enough on its own; the way you communicate shapes the buyer’s decision. For exporters, the biggest surprises are often not about the product. They are about appointments, proposals and follow-up.
This guide is for companies from anywhere selling to Dutch businesses. Every company and every person is different, so read what follows as practical advice, not as generalisations.
Appointments and meetings
- Book well ahead: the U.S. International Trade Administration’s guide to the Netherlands advises scheduling meetings far in advance and notes that punctuality is expected; if you will be late, call ahead (trade.gov).
- Send an agenda: share a short agenda and attendee list beforehand. Aim to start and finish on time.
- Stay formal at first: the same guide advises against first names in initial correspondence. Switch when your counterpart does.
- Mind the time zone: if you work from another time zone, put both local times in the invitation (see our article on winter time in the Netherlands).
Conversation and presentation
- Be clear and concrete: the guide notes that straightforwardness, courtesy and efficiency are valued and that honest, open discussions are appreciated, while boasting and insinuation are frowned upon (trade.gov). Show figures, references and certificates instead of superlatives.
- Expect direct feedback: a Dutch buyer may say plainly what they do not like. Do not take it personally; it can signal interest and tells you what to fix.
- It is fine to say no: rather than accepting a date or condition you cannot meet, say so and offer an alternative. A broken promise costs more trust than a no.
- Language: English is widely spoken and can be used in commercial correspondence (trade.gov). A short Dutch product summary or web page still makes a good impression, especially with smaller buyers.
Proposals and pricing
- Respond quickly: the guide advises replying promptly to requests for price quotations and information. If you need time, say when you will send it and keep to that date.
- Give a clear price: instead of starting high and negotiating down, offer a transparent, justified price and state what it includes (delivery terms, shipping, warranty, service).
- Terms up front: put lead time, payment terms and Incoterms on the first page of the proposal.
- Allow time for decisions: several people may be involved in the decision. When you follow up, add new information or an answer each time, rather than just asking what they think.
After the meeting, and holiday periods
- Send a written summary: the same day, email a short summary of what was discussed, decided and what happens next.
- Plan around holidays: executives often take long holidays in July, August and late December, and the guide advises against business trips in summer or around Christmas (trade.gov). See our overview of 2027 public holidays in the Netherlands and Türkiye.
- Use trade fairs: fairs in the Netherlands are an efficient way to meet buyers face to face. Prepare with our trade fair preparation checklist.
What does Edda Creative do?
With our team in Amsterdam and Ankara, we help companies entering the Dutch market with market-entry strategy, brand and positioning, sales materials in Dutch and English, website content, LinkedIn and trade fair preparation, and, for founders who need it, company formation in the Netherlands. Sales conversations and client relationships stay with your team; we help you present your brand to Dutch buyers with the right message in the right language.
Planning your entry into the Dutch market? Email us at info@eddacreative.com with a short description of your project.
Frequently asked questions
Which language should I use with Dutch buyers?
English is widely spoken and can be used in commercial correspondence. A short Dutch product summary or web page helps build trust, especially with smaller companies.
What should I keep in mind in a meeting with a Dutch company?
Book ahead, send an agenda, be on time, be clear and concrete, and send a written summary the same day.
When does business slow down in the Netherlands?
Many executives take long holidays in July and August and in late December. Plan important meetings outside those periods.
How should I handle price negotiations?
Offer a transparent, justified price instead of an inflated one with a discount, and state clearly what is included.
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