“Listening and adapting: that’s what it’s all about”
Interview with Odin van Dael, Sales Director at Vivochem
As Sales Director at Vivochem, Odin van Dael understands the importance of listening and adapting quickly. In this interview, he shares his views on Vivochem’s growth, the power of teamwork between departments, his outlook on the future and what customers can expect from Vivochem today.
From Rotterdam to Almelo
Could you briefly introduce yourself and your role?
“I started at Vivochem in 2001 as a field sales representative for the western part of the Netherlands. Today, in my role as Sales Director, I’m responsible for all sales across the Benelux as well as our export department. My work revolves around one main goal: making sure customers get what they need, and ensuring everything runs smoothly behind the scenes to make that happen.”
How did you end up at Vivochem?
“Before joining Vivochem, I worked for seven years at a distributor in Rotterdam. Back then, Vivochem was still a small company with a lot of potential, mainly active in the eastern part of the Netherlands. I saw that as a challenge: how could we expand the business? What also appealed to me was the straightforward, no-nonsense attitude that still defines Vivochem today.”
The early days: a small team with a big task
What was the company like at the time?
“We were a small team back then. I was responsible for sales in the western part of the Netherlands and had come from a company with a much higher turnover, so it was quite a change – but an enjoyable one. At my previous employer, I was responsible for specific product groups, and when I made the move to Vivochem, some of those suppliers decided to come with me. That gave us a great start.”
Listening, adapting and connecting
What makes a good Sales Director?
“For me, it’s all about listening and adapting. And by listening, I don’t just mean hearing what someone says, but understanding what lies behind it. I see myself as the link between three departments: sales, purchasing and logistics. The sales department is important, but without close cooperation with purchasing and logistics, customers will never get the service they deserve. The logistics department ensures that deliveries go according to plan, while purchasing makes sure the right products are available. Only when these three departments work seamlessly together can we make things easier for our customers.
Sometimes my focus shifts a bit more towards logistics, other times towards purchasing. It’s about keeping things in balance and making sure everyone feels heard. That’s my role: to listen, adapt and connect.”
“Selling is about listening to your customers, asking the right questions and offering great service.”
Getting a little better every day
What could still be improved?
“There’s always room to do things better. It doesn’t have to be through big five-year plans or major strategies. I believe in small, continuous improvements – making sure next week’s orders run just a little smoother than last week’s. That’s what LEAN thinking means to me.
For me, LEAN is about keeping things simple. Ask yourself: we’ve always done this in three steps; could it be done in two? Why do we do it the way we do? That kind of thinking suits me, and it keeps us improving every day.”
Chemistry: never the same day twice
What do you enjoy most about the chemical industry?
“That you never stop learning. One day I might sell a product to a bakery, the next to a manufacturer of cleaning products, and the day after to a recycling company. It keeps things interesting and dynamic.
It also means that sometimes you simply don’t have all the answers. Someone once told me: ‘Whatever you say must be right. And if you don’t know, don’t make it up.’ I’ve always remembered that. When a customer asks if a product will work for their application, there are only two right answers: ‘yes’, because I’m certain it will, or ‘I’ll find out and get back to you’. Customers really appreciate that honesty.”
From Almelo to the world
The export department has grown significantly in recent years. How did that come about?
“Our export department started small. It was stable and reliable, but growth was limited. At some point, I realised there was much more potential. Since then, the department has expanded considerably, and there’s still plenty of room to grow. You can only grow so far within the Netherlands. Export opens the door to new opportunities, even if the competition is tougher.
What makes export particularly interesting is that larger volumes increase our purchasing power. The more products we ship abroad, the better the prices we can negotiate.”
What makes Vivochem stand out in export?
“Our strength lies in speed and flexibility. We focus on packaged goods such as drums and IBCs, which we keep in stock. This means we can ship containers from Rotterdam within about ten days. Customers don’t face long lead times and can rely on fast, dependable delivery.”
Sales: people buy from people
What sets our sales department apart?
“Sales is about listening and providing great service, but also about knowing where to concentrate our efforts. Our strength lies in packaged volumes, so we make sure to stay focused on that. What truly sets us apart from other major players in the industry is our emphasis on personal contact. At Vivochem, every customer has a dedicated contact person who oversees all their needs. This means customers know exactly who to reach out to, making communication straightforward and quick. In the end, people buy from people.”
“People buy from people. That personal connection is our greatest strength.”
Culture and mentality
How would you describe Vivochem’s culture?
“Vivochem has its roots in Almelo, so our culture is down-to-earth and straightforward. At the same time, we’ve long outgrown being a small company based in the East. We now supply customers all over the world. I like that combination: a global player with the mindset of a family business from Twente.”
And how do you experience being part of the BÜFA Group?
“That was a very positive step for us. We’ve learned a lot in terms of structure and scaling up. When we first joined the group, we were a relatively small part of it. Over time, we’ve grown into one of the larger players within the BÜFA Group.”
Achievements and ambitions
Looking back, what are you most proud of?
“Two things come to mind. First, our steady growth – even during challenging times such as the financial crisis and the pandemic. And second, our team. It’s a close-knit group, and that makes all the difference. When you enjoy your work, everything becomes easier.”
What do you hope to achieve in the coming years?
“Growth, certainly, but smart growth. By using digital tools and smarter systems, we can achieve more with the same team. Data isn’t a goal in itself, but it helps us work more intelligently. There should always be a person behind every quotation, but thanks to data, that person can make better decisions.
There’s still a lot of potential in export too. If we want to keep growing, that’s where the biggest opportunities lie. But our foundation is here. Dutch customers remain at the core of our business, while export complements this and drives further growth. Opportunities are everywhere; you just have to recognise them and seize them.”
Finally: what makes Vivochem special to you?
“Our strength doesn’t just lie in the products we supply, but in the people behind them. Every department works towards the same goal: giving customers the best possible service. That teamwork is what makes Vivochem strong.”
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