info@shakethetree.nl +31 (0)6 - 12 66 28 68
SHAKE THE TREE. Where commercial structure becomes competitive advantage
NLEN
From commercial complexities to competitive advantage.
By creating clarity in ownership, governance and commercial execution.
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From intuition to commercial intelligence.
By replacing assumptions with data, insight and disciplined decision-making.
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From siloed organizations to one commercial engine.
By connecting strategy, sales, marketing and operations around shared objectives.
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From ambition to execution.
By translating strategy into ownership, structure and measurable results.
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From reactive decision-making to data-driven execution.
By turning fragmented data into clear priorities, measurable KPIs and predictable outcomes.
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From stalled growth to commercial momentum.
By identifying bottlenecks, sharpening focus and building scalable growth engines.
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From channel conflict to ecosystem performance.
By aligning partners, incentives and governance across the entire value chain.
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Case story

CASE STORY

From fragmented sales to scalable commercial structure At Pennings, the challenge was not the product itself. Eleganza, a premium acoustic ceiling solution developed in partnership with Knauf Ceiling Solutions, had strong potential. The real challenge was creating alignment between an entrepreneurial specialist and a global corporate partner.

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The assignment focused on building the strategic and operational foundation for international growth: clearer roles, sharper positioning, stronger governance and a scalable commercial model built around value instead of price.

By connecting strategy, sales structure, partner alignment and premium positioning, the commercial approach shifted from fragmented execution to a more focused model for long-term growth.

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Strategic alignment Connecting leadership, sales, partners and market execution.
Premium positioning Moving from price-driven selling to specification, trust and value creation.
Scalable growth model Creating structure, governance and commercial clarity for international expansion.
Who we are

Who we are

Our approach
Shake the Tree helps organisations turn commercial complexity into clarity, focus and measurable growth. Founded by Hans van der Plas, an international commercial leader with nearly 30 years of experience at companies including Shell, BMW Group, Stellantis, 3M, Pon, Lease a Bike and VinFast, we combine strategic insight with hands-on execution. From go-to-market strategy and business transformation to stronger sales channels, governance, pricing and team alignment, we build commercial organisations that perform. Less complexity, more control, and a clear path from ambition to results.
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What we do

What we do

Our core services
We help organisations turn commercial complexity into measurable growth. With nearly 30 years of experience in commercial leadership, transformation and execution, we create clarity, align teams and strengthen governance across complex industries, stakeholder networks and international markets. From go-to-market strategy, pricing and channel development to interim leadership, restructuring and growth acceleration, we combine strategic insight with hands-on execution to restore focus, build ownership and deliver sustainable performance.
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Case story

CASE STORY

MINI Means Business At BMW Netherlands, MINI faced a clear commercial challenge: the brand was seen as too small, too feminine and too expensive for the corporate and fleet market.

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By analysing the business leasing market and Total Cost of Ownership, the real issue became clear. MINI was not expensive. Strong residual values made the monthly lease costs highly competitive. The challenge was perception.

The strategy repositioned MINI as a smart business choice, aligning marketing, sales, dealers, leasing companies and corporate customers behind one clear commercial story.

The result was substantial volume growth, increased profitability and the largest single MINI fleet deal globally at the time: 433 vehicles in one order.

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Market perception Changing how the business market viewed MINI.
Commercial alignment Connecting sales, dealers, leasing companies and corporate customers.
Measurable growth Creating volume, profitability and a global BMW Group benchmark.
Shake The Tree Consultancy
Oude Baan-Oost 141
5244 NE  Rosmalen
The Netherlands

+31 (0)6 - 12 66 28 68
info@shakethetree.nl

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Dutch Chamber of Commerce: 99425041
VAT ID: NL123456789B01
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