Define Potential, Capture Value

Wednesday, 29 October 2025

Venue: Hotel Villa Ruimzicht

Module I Industrial Marketing

09:30 – 10:00 hrs
Walk-in and registration

10:00 – 10:15 hrs
Opening – by Halbe Vogel, IFFI

10:15 – 11:00 hrs
‘The Arena’- by Prof. Rudy Moenaert, TIAS Business School

11:00 – 12:15 hrs
Workshop

Lunch

12:15 – 13:15 hrs

13:15 – 14:00 hrs
Keynote ‘From Idea to Value: Bridging Science and Business’ by Wouter Berendsen, Interfood

14:00 – 14:15 hrs
Break

14:15 – 15:00 hrs
 ‘Customer Value’ – by Prof. Rudy Moenaert, TIAS Business School

15:00 – 15:15 hrs
Break

15:15 – 16:00 hrs
‘Value Proposition’ – by Prof. Rudy Moenaert, TIAS Business School

16:00 – 16:15 hrs
Break

16:15 – 17:00 hrs
Workshop

17:00 hrs
Wrap up by Halbe Vogel, IFFI

Drinks & Dinner

17:15 – 18:30 hrs
Pre-dinner drinks

18:30 – 20:30 hrs
Dinner

20:30 hrs
End formal program

Thursday, 30 October 2025

Venue: Hotel Villa Ruimzicht

Module II ‘Value Selling’

09:00 – 09:45 hrs
Value Selling by Roos Huls, Hovingh & Partners

09:45 – 10:00 hrs
Break

10:00 – 10:45 hrs
Workshop

10:45 – 11:30 hrs
Value Selling

11:30 – 12:15 hrs
Workshop

12:15 – 12:30 hrs
Wrap up

Lunch

12:30 – 13:15 hrs

13:15 – 14:00 hrs
Keynote by Saskia Frans, Euroma

14:00 – 14:15 hrs
Break

14:15 – 15:00 hrs
Value Selling by Roos Huls, Hovingh & Partners

15:00 – 15:15 hrs
Break

15:15 – 16:00 hrs
Value Selling by Roos Huls, Hovingh & Partners

16:00 – 16:15 hrs
Break

16:15 – 17:00 hrs
Workshop

17:00 hrs
Wrap up by Halbe Vogel, IFFI

Module I  ‘Industrial Marketing’

Led by Prof. Dr. Rudy Moenaert – TIAS Business University

This dynamic training session on Industrial Marketing is designed to provide participants with strategic insights into marketing within complex B2B environments. The session is led by Prof. Dr. Rudy Moenaert of TIAS Business University, a renowned expert in strategic marketing and innovation.

The module is structured around three key themes:

• The Arena – We begin by exploring the competitive landscape in which industrial firms operate. This includes mapping the strategic environment and addressing current shifts, such as the growing impact of AI in B2B markets.
  Customer Value – Next, we delve into understanding what truly drives value for industrial customers. This section leverages models such as the Kano model to highlight the dimensions of expected, desired, and unspoken value.
  Value Proposition – Finally, we focus on how to craft compelling and differentiated value propositions. Emphasis is placed on the ‘Smooth Wow’ principle and Customer Experience Management (CXM), both crucial for achieving distinctiveness in today’s B2B landscape.

The training ensures that Customer Value and Value Proposition are treated as complementary—providing clarity on customer needs first, and then translating those insights into differentiated market offerings.

What do you get out of this module?
Acquiring strategic insights about the customer’s value requirement and your value proposition!

Module II ‘Value Selling’

Roos Huls – Hovingh & Partners

In this interactive training session, led by Roos Huls of Hovingh & Partners, we will dive into the basics of Value Selling – selling based on added value. The day is structured around practical insights and exercises that can be directly applied in customer conversations.

We begin with the principles of successful selling, covering the foundations that lead to an effective and customer-focused sales approach. This is followed by a clear overview of the sales process, highlighting the different phases and the techniques that are essential in each stage.

Next, we zoom in on several key conversation techniques:
• Fronttalk (elevator pitch): we’ll discuss the importance of a strong and concise introduction that makes an impact. This segment includes both explanation and practice, with a short break in between.
• Power questions: we’ll practice using powerful, thought-provoking questions that help create value early in the conversation.
• Pain questions: we’ll explore techniques to uncover the customer’s true needs and pain points, and practice these in small groups.

We’ll wrap up the training by setting personal action commitments and holding a joint closing session, ensuring each participant walks away with concrete next steps to apply the learnings in daily practice.

What do you get out of this module?
Becoming truly aware of the power of asking the right questions instead of providing the right answers!

Keynote ‘From Idea to Value: Bridging Science and Business’

Wouter Robert Berendsen – Interfood

How to create a value proposition that truly delivers customer value? In this session, Wouter Berendsen shares a roadmap from idea to success, showing how bridging science and business creates impact.

And while the case may look like a smooth success story, the reality is that challenges and pitfalls are part of the journey. In this session you’ll not only hear what worked, but also how to tackle the hurdles along the way. A blend of achievements and lessons learned.

What do you get out of this module?
Inspiration and hands-on insights for commercial professionals.

Keynote ‘From Idea to Value: Bridging Science and Business’

Saskia Frans – Euroma

In this masterclass, Saska Frans shares how Euroma develops its sales organization by embracing a Value Selling approach. She illustrates the transition from traditional sales to a more consultative, value-driven model, highlighting the challenges, learnings, and successes along the way. It is an inspiration on how to align sales strategy with customer needs to build stronger, long-term partnerships.

Rudy Moenaert

Professor for Strategic Marketing, TIAS Business Univesity

Rudy Moenaert is a professor of strategic marketing at TIAS School for Business and Society. He specializes in innovation management, B2B marketing, and product development. With a PhD in Business Administration, he has authored several books and published in leading academic journals. Rudy is known for his sharp insights, critical thinking, and engaging teaching style. As Academic Director of the Executive Master in Marketing & Customer Management, he combines academic rigor with real-world relevance. He has received multiple teaching awards and is widely respected for his contributions to marketing strategy and customer-focused innovation.

Roos Huls

Senior Partner Consultant at Hovingh & Partners

Roos Huls is Senior Partner Consultant at Hovingh & Partners, specialising in negotiation, sales performance, and behavioural change. With a background in FMCG, retail, services, and non-profit, she has over a decade of experience training and coaching teams internationally. Holding a Post-Master in Psychology of Behaviour Change, she is known for her energetic, practical, and engaging style, delivering lasting impact in Dutch, English, and Spanish.

Wouter Robert Berendsen

Director Market Development & Innovation, Interfood

Wouter Robert Berendsen is Global Portfolio Director Fat & Cheese and R&D Europe at Interfood. With over 20 years of experience in the dairy and FMCG sectors, he combines deep technical knowledge with strategic market insight. He plays a key role in developing Interfood’s ‘Dairy Value Engineering’ approach, aligning innovation with customer needs. Wouter thrives in international, entrepreneurial environments and is passionate about turning ideas into impactful solutions.

Saskia Frans

Commercial Director, Euroma

Saskia Frans is Commercial Director at Euroma, a leading player in the herbs and spices industry. She has broad experience in sales and business development and is responsible for shaping Euroma’s commercial strategy. Saskia focuses on building strong customer partnerships and driving a value-based approach to growth and innovation.

Venue

Hotel Villa Ruimzicht
Ruimzichtlaan 150
7001 KG  Doetinchem

Dinner

Villa Ruimzicht

Hotel accommodation (optional)

Hotel Villa Ruimzicht
Ruimzichtlaan 150
7001 KG  Doetinchem

Special IFFI price: € 148,50, including breakfast, excluding city tax.