Imagining with louis van gaal

Using Visualization in Sales with Louis van Gaal

“‘Imagine’—I can still hear Louis van Gaal saying that back in the ’90s, and it’s always stuck with me.”

Experiencing success before a game or event is so important for an athlete, because you only get one chance to play that one game or experience that one moment.

As a novice salesperson in early 2000, I resolved to approach every “sales pitch” in this way. The most obvious preparation often focuses on the conversation, the questions, and the presentation. However, these are things you can easily practice before the meeting, since the basic outline is more or less the same.

Let me give you a few examples of situations I would encounter, so I could focus on what I had practiced many times before: the presentation.

• Parking – right outside the door or 30 meters away?
• Thinking as I walk in—should I sit or stand?
• Shaking Hands – A Firm Handshake or…
• The Hallway – What I'm Going to Say—and, More Importantly, What I'm Not Going to Say.
• Seating – Where should I sit?
• Drinks – Would you like some coffee?
• Start of the meeting – Proposing the agenda
• End of the meeting – I walk away feeling confident
• Summary via email – Showing that I understand the challenge
• The impression I want to leave – These salespeople understand the context

“When I started out in sales, I didn’t drink coffee, but after 6–9 months of messing around with that tea bag, uh, yeah, just give me coffee—it’s good.”

Times change, but imagination endures

It’s 2023, and things seem so much easier these days. I have more experience, and the journey toward a digital first meeting seems so much simpler—but appearances can be deceiving. Yes, there’s no parking, no traffic jams, no hallways to navigate, no worries about that handshake, no coffee to spill (although…).

But using your imagination has become even more important now than ever. You've prepared that presentation well, and you understand that people's attention spans are shorter, so you're ready, right?

And then…

• Poor internet connection—what are you going to do?
• Hey, shouldn't this just work with Google Meet?
• Your prospect's camera is off—what are you going to say? (How will you respond if they say “no” or “I’d rather not”?)
• You're on mute.
• Sorry, but I really have to take this call.
• I'm in the car, but I'm listening…
• Can we shorten the meeting a little?

Visualization helps you maintain a positive mindset when faced with potential obstacles. That’s because you’ll recognize the situation sooner and will have already thought about what to do to stay positive.

Conclusion

Visualization, a technique introduced by soccer coach Louis van Gaal in the 1990s, has proven its value beyond the soccer field, particularly in sales. In an increasingly digital world, where unexpected situations often arise, this preparatory mental technique gives salespeople the opportunity to anticipate possible scenarios in advance.

This enables them to act more effectively and confidently in unpredictable situations. Whether it’s a face-to-face meeting or a digital interaction, being prepared for the unexpected and knowing how to handle it is what sets an average salesperson apart from an outstanding one—whether it’s a cold call, a presentation, or a proposal.

The ability to anticipate and adapt is what transforms a sales conversation from a routine exchange into a deep and meaningful connection with the customer.

— Have you ever thought about adding videos to your presentation?