Dutch vs. Belgians? Here's how to address both in the best possible way!

Netherlands vs Belgium - where do we differ?

We (partly) share a language, a national border and a great love of a quick fat bite - but when it comes to marketing, the Dutch and Belgians are quite different. For instance, did you know that more than 90% of Dutch companies entering the Belgian market copy and paste their strategies?

Not the way to go, you might think. And that is true! If you want to appeal to a Belgian, it is best to make some changes to your strategy, the way you address them and even your language. After all, Dutch people use different words to indicate something, than a Belgian does and vice versa!

So it's about time to look at how we appeal to each target group, and what changes you should or should not make in your strategies and (existing) communication.

Could you use some help? Get in touch with us for a tailor-made approach!

3 tips on how to address Belgian

Belgians essentially already show different buying behaviour than the Dutch. Did you know, for example, that on average Belgians return to a website up to 19 times before making a purchase? So it is best to keep the following tips in mind when addressing a Belgian:

1. Provide structure and make your flow as clear as you can:
   A Belgian needs to be convinced more than a Dutch person during the purchase process. You will need to provide extra explanation of your service or product and you should make your sales channel as structured as possible.
2. Boost your customer's confidence:
   The road to your Belgian customer's heart is paved with information, information and more information. Make sure your customer can trust you. You don't do this in one day - several contact moments are definitely needed. When a Belgian customer trusts you, he is one of the most valuable customers you can have!
3. Make it a story and not a sales pitch:
   Belgian customers don't like to be pushed. A simple sales pitch will have no effect - you better provide a lot of storytelling. Tell your Belgian customer how your product or service will benefit his or her life.

3 tips on how to address the Dutch

You now know how best to address a Belgian customer - but what about a Dutch customer?

1. Clear, honest and direct communication is key:
   You often notice it already in normal interactions - Dutch people tend to be much more direct than Belgians. They like to call things what they are and do not beat around the bush. So be direct and clear in your language when addressing a Dutch person.
2. Don't be afraid to do something innovative and original
   The Dutch are often more tolerant of change and 'something new' than the Belgians. So you can try and push your limits more in the Netherlands. A slightly challenging slogan for your campaign? Could certainly work with the Dutch target group!
3. Focus on your advantage versus that of other brands
   Whereas Belgians often show a certain loyalty towards one or a few brands, for the Dutch it is more about 'how do I score the best deal?'. That's why it's extra important to highlight to a Dutch person your advantage versus that of another brand. Generally, the Dutch are slightly more price-sensitive. You can therefore definitely capitalise on this!

This is how MCLS can help you!

At MCLS, we have a lot of experience and expertise in reaching, attracting and retaining both Dutch and Belgian customers. That is why we know exactly how to reach both in the right way. We will be happy to look for tailor-made solutions with you!

Impressed by MCLS? Get in touch with us now!