“Barry provides what we lack: they are a sales partner with experience and drive”
Michiel Koster of Goos joined as director of operations at Directify, an e-commerce software company that helps producers to sell directly, without the intervention of large tech platforms. “With our platform, we make it possible for, for example, vegetable growers, beer brewers, and other makers to package, ship, and manage their products themselves.”
The organization had already been in existence for six years, but was in a transitional phase, Michiel explains: “I have a business background and almost twenty years of experience as an independent director. At Directify, I saw a great challenge. My first task was to bring structure, set things in order, and bring new energy.”
Sales expertise
With a background in government projects and operations, sales was not a natural area for Michiel or his team. “We are a group of technicians and I am not a salesperson either. Barry turned out to be the perfect complement. From the first conversation, it felt familiar. They have expertise and bring calm and energy.”
Barry specifically helps Directify in attracting medium-sized e-commerce companies – companies that process up to 5000 orders per month. “Together with Barry, we have developed the 2025 annual plan, with clear goals. During the Webwinkel Vakdagen, this already yielded immediate results: twenty leads in two days, five of which were promising. Just with that, we already earn back the booth and Barry.”
The collaboration with Barry feels anything but external. “With Frank from Barry, there is continuous consultation, as if he is employed by us. We look at the processes together, learn from each call, and continuously improve. Frank is involved with us – and we with him.
Vision for the future
For Michiel, the end goal is clear: “A healthy company, with a stable customer base. And that those customers then earn a more fair living themselves, without unnecessary costs or links.”
The collaboration with Barry is more than just a lead service, according to Michiel: “They bring not only leads, but also experience, connections with similar companies, and strategic advice. And it works. We will continue to work with Barry in three-month sprints. It works very well together, because they have the same goal as I do: I am also happy when I can help other people and derive satisfaction from happy customers.”
