“The challenge is to do things just a little differently from everyone else, every time”

Diana Uneputty on creativity, social selling and standing out in modern sales

A five-star voucher for hospitality insurance? At Schouten Zekerheid, that’s exactly what they came up with. Taking inspiration from the hospitality industry, the sales team developed an original way to surprise prospects. And it paid off: a major deal was recently signed. “I’m not saying the voucher sealed the deal, but it does show what’s possible when you dare to think differently.”

Meet Diana Uneputty (39), who has been Commercial Manager for Affinity Groups at Schouten Zekerheid for the past year. Her team provides tailored insurance solutions for members of industry associations, including Koninklijke Horeca Nederland and Schoonmakend Nederland. Before joining the company, she worked in the hospitality and cleaning industries. “When I’m enthusiastic about something, I want to tell everyone about it.”

Customers do their homework too

Diana has noticed that the standard in sales is rising. “Everyone is investing more in training, AI, conversation skills and how to approach different decision-makers. But customers are also becoming more assertive and better prepared. In the past, it was much easier for a salesperson to take on the role of the expert. Now, you’re sitting across from someone who feels they already know a great deal. Winning someone over is no longer that straightforward.”

That calls for a different approach. Especially in insurance, where the product doesn’t immediately capture the imagination. “Insurance simply isn’t sexy. But I see that as an extra challenge. How can we make doing business with us more appealing?”

A five-star experience

“During a sales training session, we discussed Coolblue and how the company turns an ordinary order into a special experience. Our first reaction was: come on, we can’t do that. That’s not us. But gradually, our thinking shifted. We started looking at the entire journey a prospect takes with us. At which touchpoints could we really make a difference?”

For one major prospect, the team then came up with a five-star voucher: something resembling a luxury hotel gift certificate, designed in Schouten Zekerheid’s branding and outlining the benefits of working with the company and what the customer could expect. “We brought the voucher to the meeting in a large envelope. Throughout the conversation, you could see her looking at it curiously. What could be inside?” Then, recently, came the good news: the deal was signed.

Diana doesn’t know whether the voucher made the difference. “Of course, the substance of your offer and the entire sales process have to be right. But almost anyone can put together an attractive proposal and offer a competitive deal these days. It’s the little things around it that help you stand out.” The experiment has sparked an appetite for more. “The team is really getting into it. What else can we come up with to make the customer journey more surprising?”

Stepping into the spotlight

For Diana, standing out matters just as much online. She has been active on LinkedIn for years and is a firm believer in social selling. “Sales goes hand in hand with visibility and how you position yourself. People want authentic connections. That’s why posts from real people work better than generic marketing content. But it has to feel right for you. The moment you start forcing it, it stops working. If you want to keep pace with the future of sales, though, you have to be willing to step into the spotlight. And everyone can do that in their own way.”

At her previous employer, Diana made videos showing what working in the cleaning industry was really like. “Those videos indirectly led to a major deal. It wasn’t until I left that I found out customers had been watching them all along, without ever liking or commenting. You reach far more people than you realise.”

“But don’t think everything I try works out,” she laughs. “For a conference, I once created an entire LinkedIn post using AI, including the image. Within an hour, I thought: no, this isn’t me. It feels far too fake. So I deleted it.” A few days later, she wrote a post herself, using a real photo. It immediately generated more reach and engagement. She still sees AI as a useful tool. “Use AI to improve processes, but don’t let it come at the expense of your own identity.”

A well-oiled machine

So how do you bring your team along through all these changes? Diana believes it takes a clear direction and room for new ideas. She is developing a new sales plan for 2027, with a focus on training and creative experiments. Her aim is to keep her team motivated and help them grow.

Her advice to other commercial leaders? “Play to your strengths and stay focused. Look at what your organisation does well and how you can demonstrate that in a distinctive way. And don’t get too distracted by everything happening around you.”

But what happens behind the scenes is just as important. “Sales is primarily outward-facing, but internally, things need to run like a well-oiled machine too. Invest in collaboration and team spirit. Make sure your people are well trained and feel supported. Some want to get started with new tools straight away; others need more time. I respect that. At the same time, I do want to challenge them to try new things. See what works and adjust along the way. I don’t want to dictate exactly how they should work. Above all, I want to inspire and motivate them to do it in their own way, in a way that fits our organisation.”