Given the different regions in Belgium, it seems as if you are dealing with four worlds instead of one. These are indeed different worlds. Not only is the language different in each region, there are also differences in (purchasing) behaviour and preferences. For example, Walloons are more likely than Flemings to buy a private label in the supermarket rather than an A-brand. A Flemish person spends noticeably more money on hotels and catering than a Walloon. German-speaking Belgians work hard but also really enjoy life (just like the French). Quality comes first.
The word 'innovative' has a positive connotation in the Netherlands. Belgians are more wary when hearing it. Belgians are generally more suspicious and risk-averse when it comes to new products. Whereas in the Netherlands you can easily launch a semi-finished product as the new product and gradually improve it, in Belgium it only makes sense if you enter the market with a fully developed product and a well-thought-out plan.
Provide evidence
Belgians first like to see proof that something new is also good. Dutch people are more apt to think: A new, unfamiliar product? Bring it on! It also takes some time before you win over the Belgians. Convince them with numbers, evidence, statistics. And: build a relationship, make follow-up appointments, go to a football match with the potential customer. In short: gain trust.
The director is still the director
Belgium remains traditionally hierarchical. The director is still the director: he has the final say and maps out the strategy. Therefore, always contact a decision-making authority within a Belgian company, preferably as high up as possible in the organisation. Using first names? Don't do it!
