Your expert in business
development and sales effectiveness

Differentiate – Engage – Adapt - Listen

Who we are

Who we are

We are an independent firm servicing the investment management industry. Asset managers, banks, insurers, platforms, pension funds: they all face extraordinary challenges to grow a scalable and profitable business in an increasingly complex market environment. Clients are more demanding and the competition more fierce. A differentiated positioning, continuous client engagement and an adaptive client facing organization are pre-requisites to take advantage of these challenges.

Tangibility and added value in daily practice
We provide our clients a unique combination of extensive experience in business development & sales and in-depth customer knowledge. This breadth of knowledge and experience means that DEAL Consultancy is not only able to provide clients with commercial and practical advice, but is also able to support implementation of its advice. This will ensure that the consultancy services will not remain a theoretical exercise, but will work and add value in practice.

Deal consultancy staff

Annette Koetsier-van Musscher


20+ years of deep expertise and broad commercial experience in Retail, Private Banking & Wealth Asset Management Business. Experience that spans a variety of roles in Sales, Relationship management and Client servicing.  Initiator of – and specialist in - third party wholesale business sales.

+31 6 55 87 14 19

Ivar Roeleven


25+ years of commercial roles in Institutional, Retail, Private Banking & Wealth Asset management Business. 10 + years managing sales offices in The Benelux, South of Europe and Eastern Europe. Initiator of direct execution platforms like

+31 6 55 14 85 93


Business Development Challenges

Business development

  • Develop distinct distribution strategy & organization
  • Develop regional and/or country sales plans
  •  Building business partnerships


  • Building non-traditional partnerships
  • Investment concepts: innovation around the world
  • 5 ways to build the emotional connection Online Sales framework

Product and Sales Challenges

Business development

  • Market entry plan
  • Product Sales plan – light and premium

Business Effectiveness

  • Business Review Soundness
  • Sales Effectiveness Assessment 

Pitch and Pricing 

  • Pitch Preparation & Presentation
  • Pricing Consultancy – executive service 

Engagement Challenges

Making ready

  • Practise & Prepare
  • Bridging institutional and wholesale audience


  • Seminar assistance – external oriented
  • Offsites – internal oriented


Deal consultancy values partnerships and collaboration. By partnering with other organizations, we can deliver the best value for our customers. We currently collaborate with AF Advisors that help us to offer a greater variety of specialized services and tools. Together with AF Advisors we designed the Business Review Soundness, the Sales Effectiveness Assesssment and an Online Sales framework.

AF Advisors website

Contact us

HNK – Het Nieuwe Kantoor 
Forepark Den Haag
Oude Middenweg 17
2491 AC Den Haag

KvK: 74423142