{"id":78140,"date":"2026-06-22T23:29:57","date_gmt":"2026-06-22T21:29:57","guid":{"rendered":"https:\/\/inr.institute\/?page_id=78140"},"modified":"2026-06-27T20:05:16","modified_gmt":"2026-06-27T18:05:16","slug":"value-proposition","status":"publish","type":"page","link":"https:\/\/inr.institute\/en\/inr\/inr-dynamics\/inr-pulse\/waardepropositie\/","title":{"rendered":"Value proposition"},"content":{"rendered":"\n<!-- ============================================================================\n     INR PULSE x PROPOSITIE & POSITIONERING \u00b7 PERSPECTIEFPAGINA\n     E\u00e9n bestand. 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Hij koopt wat ze <span class=\"grad\">oplossen<\/span>.<\/h1>\n  <p class=\"lead\">De meeste proposities zijn een lijst: alles wat je product kan, netjes en compleet. Maar een klant beslist niet op die lijst. Hij beslist een laag dieper, op zijn eigen behoefte en het verhaal dat hij zichzelf vertelt over deze aankoop. Meer functies maken die beslissing niet sneller, soms juist trager. <strong>Een sterkere propositie is geen langere lijst. Het is een scherper antwoord op wat de klant echt koopt.<\/strong><\/p>\n  <div class=\"hint\"><span class=\"lijn\"><\/span>Scroll voor het perspectief<\/div>\n<\/section>\n\n<!-- ========================= WAT ER ONDER DE KOOP SPEELT ========================= -->\n<section class=\"sec wrap\">\n  <div class=\"kop rev\">\n    <span class=\"eyebrow\">Wat er onder de koop speelt<\/span>\n    <h2>Een klant beslist niet rationeel. Maar je pitcht hem wel zo.<\/h2>\n    <p>Bedrijven bouwen hun business case op als een rationele lijst van functies en specificaties. Maar de klant die koopt is ook een mens, met een behoefte en een verhaal over wat deze aankoop voor hem betekent. Daar valt de beslissing, en pas daarna wordt ze rationeel verantwoord. Praat je alleen tegen de bovenkant, dan mis je waar de ja gemaakt wordt.<\/p>\n  <\/div>\n  <div class=\"essentie\">\n    <div class=\"kaart rev d1\">\n      <div class=\"ico\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.8\"><path d=\"M3 6h18M3 12h18M3 18h12\"\/><\/svg><\/div>\n      <h3>Meer functies, niet meer ja&#8217;s<\/h3>\n      <p>Een langere featurelijst versnelt de beslissing niet. Ze geeft keuzestress. De klant gaat waarde hechten aan functies die in het algemeen belangrijk zijn, maar zelden de doorslag geven.<\/p>\n    <\/div>\n    <div class=\"kaart rev d2\">\n      <div class=\"ico\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.8\"><path d=\"M21 15a2 2 0 0 1-2 2H7l-4 4V5a2 2 0 0 1 2-2h14a2 2 0 0 1 2 2z\"\/><\/svg><\/div>\n      <h3>De klant heeft ook een narratief<\/h3>\n      <p>De koper heeft eigen basisbehoeften: grip houden, niet willen verliezen, vertrouwen voelen. En een eigen verhaal over deze keuze. Je functies landen alleen als ze dat raken.<\/p>\n    <\/div>\n    <div class=\"kaart rev d3\">\n      <div class=\"ico\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.8\"><path d=\"M2 12s3.5-7 10-7 10 7 10 7-3.5 7-10 7-10-7-10-7z\"\/><circle cx=\"12\" cy=\"12\" r=\"3\"\/><path d=\"M3 3l18 18\"\/><\/svg><\/div>\n      <h3>De deals die je stil verliest<\/h3>\n      <p>De deals die duidelijk afvallen, leren je weinig. Gevaarlijk zijn de deals die niet vallen, waar de klant je nooit vertelt waarom hij voor een ander koos. De meeste bedrijven komen er nooit achter.<\/p>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- ========================= SIGNATURE: DE WAARDEVERTALING ========================= -->\n<style>\n.inr-pro .vert-wrap{max-width:1000px !important;margin:0 auto !important;}\n.inr-pro .vert-doek{position:relative !important;margin:0 auto 14px !important;\n  background:rgba(255,255,255,.55) !important;-webkit-backdrop-filter:blur(20px) !important;backdrop-filter:blur(20px) !important;\n  border:1px solid rgba(253,76,92,.12) !important;border-radius:28px !important;padding:30px 22px 24px !important;overflow:hidden !important;}\n.inr-pro .vert-svg{display:block !important;width:100% !important;height:auto !important;}\n.inr-pro .gcap{text-align:center !important;max-width:720px !important;margin:0 auto 30px !important;font-size:15px !important;font-weight:500 !important;color:var(--accent) !important;line-height:1.5 !important;}\n@media(max-width:820px){.inr-pro .vert-doek{display:none !important;}}\n<\/style>\n<section class=\"sec wrap\">\n  <div class=\"kop rev\">\n    <span class=\"eyebrow\">De waardevertaling<\/span>\n    <h2>Geen enkele klant koopt de functie. Hij koopt wat eronder zit.<\/h2>\n    <p>Elke functie is een antwoord op een diepere behoefte. INR vertaalt wat je verkoopt naar wat de klant in werkelijkheid koopt, en bouwt je propositie op rond die laag in plaats van rond de lijst.<\/p>\n  <\/div>\n  <div class=\"vert-wrap rev\">\n    <div class=\"vert-doek\">\n      <svg class=\"vert-svg\" viewBox=\"0 0 900 380\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" role=\"img\" aria-label=\"Waardevertaling: van wat je verkoopt naar wat de klant koopt\">\n        <text x=\"215\" y=\"40\" text-anchor=\"middle\" fill=\"#9A8C8E\" font-size=\"13\" font-weight=\"600\" letter-spacing=\"1.4\" font-family=\"Inter,sans-serif\">WAT JE VERKOOPT<\/text>\n        <text x=\"685\" y=\"40\" text-anchor=\"middle\" fill=\"#FD4C5C\" font-size=\"13\" font-weight=\"600\" letter-spacing=\"1.4\" font-family=\"Inter,sans-serif\">WAT DE KLANT KOOPT<\/text>\n        <g font-family=\"Inter,sans-serif\">\n          <!-- rij 1 -->\n          <rect x=\"70\" y=\"90\" width=\"290\" height=\"56\" rx=\"14\" fill=\"#fff\" stroke=\"#D8CFD0\" stroke-width=\"1.6\"\/>\n          <text x=\"215\" y=\"124\" text-anchor=\"middle\" fill=\"#7A6B6E\" font-size=\"15.5\" font-weight=\"500\">Meer functies<\/text>\n          <line x1=\"360\" y1=\"118\" x2=\"433\" y2=\"118\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/>\n          <circle cx=\"450\" cy=\"118\" r=\"9\" fill=\"#fff\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/><circle cx=\"450\" cy=\"118\" r=\"3.5\" fill=\"#FD4C5C\"\/>\n          <line x1=\"467\" y1=\"118\" x2=\"532\" y2=\"118\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/>\n          <path d=\"M540 118 L530 112 L530 124 Z\" fill=\"#FD4C5C\"\/>\n          <rect x=\"540\" y=\"90\" width=\"290\" height=\"56\" rx=\"14\" fill=\"rgba(253,76,92,.07)\" stroke=\"#FD4C5C\" stroke-width=\"1.6\"\/>\n          <text x=\"685\" y=\"124\" text-anchor=\"middle\" fill=\"#1F0A0E\" font-size=\"15.5\" font-weight=\"600\">Minder risico op fouten<\/text>\n          <!-- rij 2 -->\n          <rect x=\"70\" y=\"188\" width=\"290\" height=\"56\" rx=\"14\" fill=\"#fff\" stroke=\"#D8CFD0\" stroke-width=\"1.6\"\/>\n          <text x=\"215\" y=\"222\" text-anchor=\"middle\" fill=\"#7A6B6E\" font-size=\"15.5\" font-weight=\"500\">Snellere levering<\/text>\n          <line x1=\"360\" y1=\"216\" x2=\"433\" y2=\"216\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/>\n          <circle cx=\"450\" cy=\"216\" r=\"9\" fill=\"#fff\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/><circle cx=\"450\" cy=\"216\" r=\"3.5\" fill=\"#FD4C5C\"\/>\n          <line x1=\"467\" y1=\"216\" x2=\"532\" y2=\"216\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/>\n          <path d=\"M540 216 L530 210 L530 222 Z\" fill=\"#FD4C5C\"\/>\n          <rect x=\"540\" y=\"188\" width=\"290\" height=\"56\" rx=\"14\" fill=\"rgba(253,76,92,.07)\" stroke=\"#FD4C5C\" stroke-width=\"1.6\"\/>\n          <text x=\"685\" y=\"222\" text-anchor=\"middle\" fill=\"#1F0A0E\" font-size=\"15.5\" font-weight=\"600\">Grip op je eigen planning<\/text>\n          <!-- rij 3 -->\n          <rect x=\"70\" y=\"286\" width=\"290\" height=\"56\" rx=\"14\" fill=\"#fff\" stroke=\"#D8CFD0\" stroke-width=\"1.6\"\/>\n          <text x=\"215\" y=\"320\" text-anchor=\"middle\" fill=\"#7A6B6E\" font-size=\"15.5\" font-weight=\"500\">Uitgebreide support<\/text>\n          <line x1=\"360\" y1=\"314\" x2=\"433\" y2=\"314\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/>\n          <circle cx=\"450\" cy=\"314\" r=\"9\" fill=\"#fff\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/><circle cx=\"450\" cy=\"314\" r=\"3.5\" fill=\"#FD4C5C\"\/>\n          <line x1=\"467\" y1=\"314\" x2=\"532\" y2=\"314\" stroke=\"#FD4C5C\" stroke-width=\"2\"\/>\n          <path d=\"M540 314 L530 308 L530 320 Z\" fill=\"#FD4C5C\"\/>\n          <rect x=\"540\" y=\"286\" width=\"290\" height=\"56\" rx=\"14\" fill=\"rgba(253,76,92,.07)\" stroke=\"#FD4C5C\" stroke-width=\"1.6\"\/>\n          <text x=\"685\" y=\"320\" text-anchor=\"middle\" fill=\"#1F0A0E\" font-size=\"15.5\" font-weight=\"600\">Vertrouwen dat het goedkomt<\/text>\n        <\/g>\n      <\/svg>\n    <\/div>\n    <div class=\"gcap\">Je propositie wint niet met de linkerkant. Ze wint met de rechterkant.<\/div>\n    <div class=\"essentie\">\n      <div class=\"kaart rev d1\">\n        <div class=\"ico\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.8\"><path d=\"M18 8a3 3 0 0 0-3-3M9 11V6a2 2 0 0 1 4 0v4M13 11V4a2 2 0 0 1 4 0v7\"\/><path d=\"M17 8a2 2 0 0 1 4 0v7a7 7 0 0 1-7 7h-2a7 7 0 0 1-6-4l-2-4a2 2 0 0 1 3-2l2 2\"\/><\/svg><\/div>\n        <h3>Grip<\/h3>\n        <p>De klant wil regie houden over zijn eigen situatie, planning en risico. Een functie die hem grip geeft, raakt de beslissing.<\/p>\n      <\/div>\n      <div class=\"kaart rev d2\">\n        <div class=\"ico\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.8\"><path d=\"M12 22s8-4 8-10V5l-8-3-8 3v7c0 6 8 10 8 10z\"\/><path d=\"M9 12l2 2 4-4\"\/><\/svg><\/div>\n        <h3>Zekerheid<\/h3>\n        <p>De klant wil het gevoel dat hij de juiste, verdedigbare keuze maakt en niet wordt afgerekend. Een functie die zekerheid geeft, verkoopt.<\/p>\n      <\/div>\n      <div class=\"kaart rev d3\">\n        <div class=\"ico\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"1.8\"><path d=\"M16 21v-2a4 4 0 0 0-4-4H6a4 4 0 0 0-4 4v2\"\/><circle cx=\"9\" cy=\"7\" r=\"4\"\/><path d=\"M22 21v-2a4 4 0 0 0-3-3.87M16 3.13a4 4 0 0 1 0 7.75\"\/><\/svg><\/div>\n        <h3>Vertrouwen<\/h3>\n        <p>De klant wil voelen dat hij in goede handen is en serieus genomen wordt. Een functie die vertrouwen geeft, doet meer dan tien specificaties.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- ========================= WAT EEN INR-EXPERT BIJ JE DOET ========================= -->\n<style>\n.inr-pro .kantel{display:grid !important;grid-template-columns:1fr 1fr !important;gap:56px !important;align-items:center !important;}\n.inr-pro .kantel .tekst .eyebrow{display:block !important;margin-bottom:16px !important;}\n.inr-pro .kantel .tekst h2{font-weight:600 !important;font-size:clamp(28px,3.8vw,44px) !important;letter-spacing:-.026em !important;line-height:1.1 !important;color:var(--ink) !important;margin-bottom:20px !important;}\n.inr-pro .kantel .tekst p{font-size:17px !important;font-weight:300 !important;color:var(--grijs) !important;line-height:1.64 !important;margin-bottom:14px !important;}\n.inr-pro .kantel .tekst p:last-child{margin-bottom:0 !important;}\n.inr-pro .kantel .tekst p strong{font-weight:600 !important;color:var(--ink) !important;}\n.inr-pro .perspectief{display:flex !important;flex-direction:column !important;gap:16px !important;}\n.inr-pro .pkaart{background:rgba(255,255,255,.72) !important;-webkit-backdrop-filter:blur(20px) !important;backdrop-filter:blur(20px) !important;\n  border:1px solid rgba(253,76,92,.14) !important;border-radius:20px !important;padding:26px 28px !important;\n  box-shadow:0 10px 40px -30px rgba(253,76,92,.24) !important;display:flex !important;gap:18px !important;align-items:flex-start !important;min-width:0 !important;\n  transition:transform .4s cubic-bezier(.2,.7,.2,1) !important;}\n.inr-pro .pkaart:hover{transform:translateX(5px) !important;}\n.inr-pro .pkaart .num{flex:none !important;width:34px !important;height:34px !important;border-radius:10px !important;display:flex !important;align-items:center !important;justify-content:center !important;background:rgba(253,76,92,.1) !important;color:var(--accent) !important;font-weight:700 !important;font-size:15px !important;}\n.inr-pro .pkaart h4{font-weight:600 !important;font-size:17px !important;letter-spacing:-.01em !important;color:var(--ink) !important;margin-bottom:6px !important;}\n.inr-pro .pkaart p{font-size:14.5px !important;font-weight:300 !important;color:var(--grijs) !important;line-height:1.58 !important;}\n@media(max-width:820px){.inr-pro .kantel{grid-template-columns:1fr !important;gap:38px !important;}}\n<\/style>\n<section class=\"sec wrap\">\n  <div class=\"kantel\">\n    <div class=\"tekst rev\">\n      <span class=\"eyebrow\">Wat een INR-expert bij je doet<\/span>\n      <h2>We zetten een specialist naast je die de kern van je propositie blootlegt.<\/h2>\n      <p>Geen generieke marketingexercitie. Een INR-expert kijkt mee met \u00e9\u00e9n vraag: welk probleem los je nu echt op bij je klant, en wat zegt dat over de pijn die hij voelt.<\/p>\n      <p><strong>En daarna: hoe ga je daarover in gesprek.<\/strong> Want de juiste vragen aan tafel gaan niet over je functies. Ze gaan over de waarde die je levert en de behoefte die je raakt.<\/p>\n    <\/div>\n    <div class=\"perspectief\">\n      <div class=\"pkaart rev d1\">\n        <div class=\"num\">1<\/div>\n        <div><h4>Welk probleem los je echt op?<\/h4><p>We beginnen bij de pijn van je klant, niet bij je featurelijst. De functie is het antwoord. De pijn is de vraag die je eerst scherp moet hebben.<\/p><\/div>\n      <\/div>\n      <div class=\"pkaart rev d2\">\n        <div class=\"num\">2<\/div>\n        <div><h4>Wat zegt dat over wat hij koopt?<\/h4><p>We vertalen die pijn naar de onderliggende behoefte en het verhaal dat de klant zichzelf vertelt. Dat is wat hij in werkelijkheid afrekent.<\/p><\/div>\n      <\/div>\n      <div class=\"pkaart rev d3\">\n        <div class=\"num\">3<\/div>\n        <div><h4>Welke vragen stel je dan?<\/h4><p>We bouwen de vragen die de waarde blootleggen, niet de specificaties. Vragen die de klant zichzelf laten horen waarom dit voor hem klopt.<\/p><\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- ========================= TWEE PROPOSITIES ========================= -->\n<style>\n.inr-pro .contrast{display:grid !important;grid-template-columns:1fr 1fr !important;gap:24px !important;}\n.inr-pro .cblok{border-radius:var(--radius) !important;padding:38px 36px !important;position:relative !important;overflow:hidden !important;min-width:0 !important;}\n.inr-pro .cblok.oud{background:rgba(122,107,110,.05) !important;border:1px solid rgba(122,107,110,.14) !important;}\n.inr-pro .cblok.kern{background:rgba(255,255,255,.72) !important;-webkit-backdrop-filter:blur(20px) !important;backdrop-filter:blur(20px) !important;border:1px solid rgba(253,76,92,.18) !important;box-shadow:0 14px 50px -30px rgba(253,76,92,.3) !important;}\n.inr-pro .cblok .ctag{font-size:12px !important;font-weight:600 !important;letter-spacing:.1em !important;text-transform:uppercase !important;margin-bottom:18px !important;display:inline-block !important;}\n.inr-pro .cblok.oud .ctag{color:var(--grijs) !important;}\n.inr-pro .cblok.kern .ctag{color:var(--accent) !important;}\n.inr-pro .cblok h3{font-weight:600 !important;font-size:22px !important;letter-spacing:-.018em !important;color:var(--ink) !important;margin-bottom:18px !important;}\n.inr-pro .cblok ul{display:flex !important;flex-direction:column !important;gap:13px !important;}\n.inr-pro .cblok li{display:flex !important;gap:12px !important;align-items:flex-start !important;font-size:15px !important;font-weight:300 !important;line-height:1.55 !important;}\n.inr-pro .cblok.oud li{color:var(--grijs) !important;}\n.inr-pro .cblok.kern li{color:var(--ink) !important;}\n.inr-pro .cblok li .m{flex:none !important;width:20px !important;height:20px !important;border-radius:6px !important;display:flex !important;align-items:center !important;justify-content:center !important;margin-top:1px !important;}\n.inr-pro .cblok.oud li .m{background:rgba(122,107,110,.12) !important;color:var(--grijs) !important;}\n.inr-pro .cblok.kern li .m{background:rgba(253,76,92,.12) !important;color:var(--accent) !important;}\n.inr-pro .cblok li .m svg{width:12px !important;height:12px !important;}\n@media(max-width:820px){.inr-pro .contrast{grid-template-columns:1fr !important;}}\n<\/style>\n<section class=\"sec wrap\" style=\"padding-top:0 !important;\">\n  <div class=\"kop rev\">\n    <span class=\"eyebrow\">Twee proposities<\/span>\n    <h2>Hetzelfde product. Een ander verhaal.<\/h2>\n    <p>Of een klant zich herkent of beleefd afhaakt, ligt niet aan wat je product kan, maar aan waar je propositie over gaat: over wat het doet, of over wat het hem oplevert.<\/p>\n  <\/div>\n  <div class=\"contrast\">\n    <div class=\"cblok oud rev d1\">\n      <span class=\"ctag\">Verkopen op functies<\/span>\n      <h3>De lijst van alles wat je kunt<\/h3>\n      <ul>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M18 6 6 18M6 6l12 12\"\/><\/svg><\/span><span>De propositie is een opsomming van alles wat het product doet.<\/span><\/li>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M18 6 6 18M6 6l12 12\"\/><\/svg><\/span><span>Meer toevoegen om sterker te lijken.<\/span><\/li>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M18 6 6 18M6 6l12 12\"\/><\/svg><\/span><span>Praten over wat het product is en doet.<\/span><\/li>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M18 6 6 18M6 6l12 12\"\/><\/svg><\/span><span>Een klant die het netjes vindt, en elders koopt zonder te zeggen waarom.<\/span><\/li>\n      <\/ul>\n    <\/div>\n    <div class=\"cblok kern rev d2\">\n      <span class=\"ctag\">Verkopen op waarde<\/span>\n      <h3>De kern van wat je oplost<\/h3>\n      <ul>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>De propositie raakt de kern: welke pijn los je echt op.<\/span><\/li>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Weglaten wat niet tot de beslissing leidt.<\/span><\/li>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Praten over wat het de klant oplevert.<\/span><\/li>\n        <li><span class=\"m\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Een klant die zich herkent, en daarom voor jou kiest.<\/span><\/li>\n      <\/ul>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- ========================= DE CIJFERS \/ ROI ========================= -->\n<style>\n.inr-pro .donker{background:var(--ink) !important;color:#fff !important;border-radius:36px !important;padding:84px 60px !important;position:relative !important;overflow:hidden !important;}\n.inr-pro .donker::before{content:'' !important;position:absolute !important;top:-120px !important;right:-90px !important;width:380px !important;height:380px !important;border-radius:50% 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!important;color:rgba(255,255,255,.72) !important;line-height:1.6 !important;}\n.inr-pro .lagen{display:grid !important;grid-template-columns:repeat(3,1fr) !important;gap:20px !important;position:relative !important;z-index:1 !important;}\n.inr-pro .laag{background:rgba(255,255,255,.05) !important;border:1px solid rgba(255,255,255,.1) !important;border-radius:20px !important;padding:30px !important;min-width:0 !important;}\n.inr-pro .laag .rang{font-size:13px !important;font-weight:600 !important;color:var(--lucht) !important;letter-spacing:.06em !important;text-transform:uppercase !important;margin-bottom:14px !important;}\n.inr-pro .laag h4{font-weight:600 !important;font-size:19px !important;color:#fff !important;margin-bottom:10px !important;}\n.inr-pro .laag p{font-size:14px !important;font-weight:300 !important;color:rgba(255,255,255,.66) !important;line-height:1.6 !important;}\n.inr-pro .dk-onder{margin-top:42px !important;display:grid !important;grid-template-columns:repeat(2,1fr) !important;gap:16px 34px !important;position:relative !important;z-index:1 !important;}\n.inr-pro .dk-regel{display:flex !important;gap:14px !important;align-items:flex-start !important;font-size:15px !important;font-weight:300 !important;color:rgba(255,255,255,.84) !important;line-height:1.5 !important;min-width:0 !important;}\n.inr-pro .dk-regel .v{flex:none !important;width:24px !important;height:24px !important;border-radius:7px !important;background:rgba(253,76,92,.25) !important;color:var(--lucht) !important;display:flex !important;align-items:center !important;justify-content:center !important;}\n.inr-pro .dk-regel .v svg{width:14px !important;height:14px !important;}\n@media(max-width:820px){.inr-pro .donker{padding:54px 26px !important;border-radius:26px !important;}.inr-pro .lagen{grid-template-columns:1fr !important;}.inr-pro .dk-onder{grid-template-columns:1fr !important;}}\n<\/style>\n<section class=\"sec wrap\">\n  <div class=\"donker rev\">\n    <div class=\"dk-kop\">\n      <span class=\"eyebrow\">Wat het kan opleveren<\/span>\n      <h2>Wat dit doet met je winratio.<\/h2>\n      <p>Een propositie die de klant raakt waar hij beslist, converteert anders dan een lijst. Je verandert niet je product, je verandert waar het gesprek over gaat.<\/p>\n    <\/div>\n    <div class=\"lagen\">\n      <div class=\"laag\"><div class=\"rang\">Hefboom 01<\/div><h4>Hogere conversie, zelfde pijplijn<\/h4><p>Een propositie die de behoefte raakt, kan meer ja&#8217;s opleveren zonder dat je meer leads nodig hebt. Je wint vaker met wat er al binnenkomt.<\/p><\/div>\n      <div class=\"laag\"><div class=\"rang\">Hefboom 02<\/div><h4>Minder prijsdiscussie<\/h4><p>Wie waarde verkoopt in plaats van functies, concurreert minder op prijs. De klant vergelijkt geen specs meer, maar wat het hem oplevert.<\/p><\/div>\n      <div class=\"laag\"><div class=\"rang\">Hefboom 03<\/div><h4>Zicht op waarom je stil verliest<\/h4><p>Je leert de deals kennen die je niet ziet vallen, en wat de klant daar in werkelijkheid dreef. Dat is de blinde vlek die je het meeste kost.<\/p><\/div>\n    <\/div>\n    <div class=\"dk-onder\">\n      <div class=\"dk-regel\"><span class=\"v\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Een propositie die kort is en raakt, in plaats van lang en compleet.<\/span><\/div>\n      <div class=\"dk-regel\"><span class=\"v\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Functies vertaald naar de pijn die de klant \u00e9cht voelt.<\/span><\/div>\n      <div class=\"dk-regel\"><span class=\"v\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Verkoopgesprekken die over waarde gaan, niet over specificaties.<\/span><\/div>\n      <div class=\"dk-regel\"><span class=\"v\"><svg viewBox=\"0 0 24 24\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"3\"><path d=\"M20 6 9 17l-5-5\"\/><\/svg><\/span><span>Zicht op de laag waarop je klant in werkelijkheid zijn keuze maakt.<\/span><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- ========================= KERNBELOFTE ========================= -->\n<style>\n.inr-pro .belofte{text-align:center !important;max-width:880px !important;margin:0 auto !important;}\n.inr-pro .belofte .q{font-weight:600 !important;font-size:clamp(28px,4.2vw,46px) !important;letter-spacing:-.026em !important;line-height:1.16 !important;color:var(--ink) !important;margin-bottom:24px !important;}\n.inr-pro .belofte p{font-size:18px !important;font-weight:300 !important;color:var(--grijs) !important;line-height:1.62 !important;}\n<\/style>\n<section class=\"sec wrap\">\n  <div class=\"belofte rev\">\n    <div class=\"q\">Een sterkere propositie is geen langere lijst. Het is een scherper antwoord op wat de klant <span class=\"grad\">echt koopt<\/span>.<\/div>\n    <p>Niet meer functies, maar meer betekenis. INR legt de kern van je propositie bloot en vertaalt je features naar de behoefte waarop je klant in werkelijkheid beslist.<\/p>\n  <\/div>\n<\/section>\n\n<!-- ========================= SLOT ========================= -->\n<style>\n.inr-pro .slot-sec{position:relative !important;z-index:2 !important;background:#FFFFFF !important;}\n.inr-pro .slot{text-align:center !important;min-height:70vh !important;display:flex !important;flex-direction:column !important;justify-content:center !important;align-items:center !important;padding-top:110px !important;padding-bottom:110px !important;}\n.inr-pro .slot > .rev{display:flex !important;flex-direction:column !important;align-items:center !important;text-align:center !important;}\n.inr-pro .slot h2{font-weight:600 !important;font-size:clamp(34px,6vw,68px) !important;letter-spacing:-.032em !important;line-height:1.04 !important;max-width:17ch !important;color:var(--ink) !important;margin-bottom:24px !important;}\n.inr-pro .slot p{font-size:19px !important;font-weight:300 !important;color:var(--grijs) !important;max-width:52ch !important;line-height:1.55 !important;}\n.inr-pro .slot .merk{margin-top:50px !important;display:inline-flex !important;align-items:center !important;gap:12px !important;font-weight:600 !important;font-size:22px !important;color:var(--ink) !important;}\n.inr-pro .slot .merk .dot{width:11px !important;height:11px !important;border-radius:50% !important;background:var(--accent) !important;box-shadow:0 0 0 5px rgba(253,76,92,.15) !important;}\n<\/style>\n<div class=\"slot-sec\">\n<section class=\"slot wrap\">\n  <div class=\"rev\">\n    <h2>Stop met functies verkopen. Verkoop <span class=\"grad\">wat de klant koopt<\/span>.<\/h2>\n    <p>INR Pulse legt de kern van je propositie bloot, vertaalt je features naar waarde, en zet je positionering neer waar je klant in werkelijkheid beslist.<\/p>\n    <div class=\"merk\"><span class=\"dot\"><\/span>INR&nbsp;Pulse<\/div>\n  <\/div>\n<\/section>\n<\/div>\n\n<\/div>\n<!-- ========================= EINDE .inr-pro ========================= -->\n\n<script>\n(function(){\n  function start(){\n    var els=document.querySelectorAll('.inr-pro .rev');\n    if(!('IntersectionObserver' in window)){els.forEach(function(e){e.classList.add('in');});return;}\n    var io=new IntersectionObserver(function(es){es.forEach(function(e){if(e.isIntersecting){e.target.classList.add('in');io.unobserve(e.target);}});},{threshold:.12,rootMargin:'0px 0px -8% 0px'});\n    els.forEach(function(e){io.observe(e);});\n  }\n  if(document.readyState==='loading'){document.addEventListener('DOMContentLoaded',start);}else{start();}\n})();\n<\/script>\n\n\n\n<!-- ============================================================================\n     INR CONTACTFORMULIER\n     E\u00e9n bestand. Plak dit volledig in \u00c9\u00c9N Elementor HTML-widget.\n     Alles is gescoped onder .inr-contact en afgedwongen met !important,\n     zodat Elementor\/WordPress de stijl niet kan overrulen.\n\n     Stijl in lijn met de rest van de site: Inter, witte basis, ink #0A0A0B,\n     glassmorphism, atmosfeer-blobs, reveal-on-scroll, ink-accent.\n\n     Verzending: eigen plugin-endpoint (INR Website Leads), form-type 'contact'.\n     Geen Elementor-capture meer. Honeypot + tijdslot tegen bots.\n\n     CONTRAST-FIX (WCAG AA): de lichtgrijze tint --grijs-licht (#9A95A8) haalde\n     maar 2.9:1 op wit en zakte daarmee onder de 4.5:1-eis. Alle leesbare tekst\n     die daarop stond \u2014 het (optioneel)-sterretje en de placeholders \u2014 staat nu\n     op --grijs (#6B6480, 5.59:1). De decoratieve select-chevron is mee verhoogd.\n     ============================================================================ -->\n\n<style>\n\/* ---------- 1. ELEMENTOR-ONTWAPENING + ROOT ---------- *\/\n.inr-contact{\n  --ink:#0A0A0B; --ink-2:#1C1C20; --grijs:#6B6480; --grijs-licht:#9A95A8;\n  --lijn:rgba(10,10,11,.10); --lijn-zacht:rgba(10,10,11,.06);\n  --veld-bg:#FFFFFF; --glas:rgba(255,255,255,.72); --soft:#F7F6FA;\n  --radius:24px; --maxw:1200px;\n  position:relative !important; width:100% !important; max-width:100% !important;\n  margin:0 !important; padding:0 clamp(22px,5vw,40px) !important; box-sizing:border-box !important;\n  color:var(--ink) !important; background:transparent !important; line-height:1.5 !important;\n  overflow:hidden !important; text-align:left !important;\n  -webkit-font-smoothing:antialiased !important;\n}\n.inr-contact, .inr-contact *, .inr-contact *::before, .inr-contact *::after{\n  box-sizing:border-box !important;\n  font-family:'Inter',-apple-system,BlinkMacSystemFont,'Segoe UI',sans-serif !important;\n}\n.inr-contact h1,.inr-contact h2,.inr-contact h3,.inr-contact p,\n.inr-contact span,.inr-contact div,.inr-contact label,.inr-contact a,.inr-contact button{margin:0;padding:0;}\n.inr-contact a{text-decoration:none !important;color:inherit !important;}\n.inr-contact button{background:none !important;border:none !important;cursor:pointer !important;color:inherit !important;font:inherit !important;}\n\n\/* ---------- 2. ATMOSFEER (drift-blobs) ---------- *\/\n.inr-contact .atmos{position:absolute !important;inset:0 !important;z-index:0 !important;overflow:hidden !important;pointer-events:none !important;background:transparent !important;}\n.inr-contact .blob{position:absolute !important;border-radius:50% !important;filter:blur(120px) !important;opacity:.07 !important;animation:inrc-drift 32s ease-in-out infinite !important;}\n.inr-contact .blob.a{width:520px;height:520px;background:rgba(10,10,11,1);top:-160px;left:-140px;}\n.inr-contact .blob.b{width:460px;height:460px;background:rgba(28,28,32,1);bottom:-200px;right:-160px;animation-delay:-13s;}\n@keyframes inrc-drift{0%,100%{transform:translate(0,0) scale(1);}50%{transform:translate(36px,-28px) scale(1.06);}}\n\n\/* ---------- 3. LAYOUT ---------- *\/\n.inr-contact .wrap{position:relative !important;z-index:1 !important;width:100% !important;max-width:var(--maxw) !important;margin:0 auto !important;padding:clamp(64px,9vw,120px) 0 !important;}\n.inr-contact .kaart{\n  display:grid !important;grid-template-columns:0.92fr 1.08fr !important;gap:0 !important;\n  background:var(--glas) !important;-webkit-backdrop-filter:blur(20px) !important;backdrop-filter:blur(20px) !important;\n  border:1px solid var(--lijn) !important;border-radius:32px !important;overflow:hidden !important;\n  box-shadow:0 40px 90px -54px rgba(10,10,11,.4) !important;\n}\n\n\/* ---------- 4. LINKER PANEEL ---------- *\/\n.inr-contact .paneel{\n  position:relative !important;overflow:hidden !important;background:var(--ink) !important;color:#fff !important;\n  padding:clamp(40px,5vw,64px) clamp(32px,4vw,56px) !important;\n  display:flex !important;flex-direction:column !important;\n}\n.inr-contact .paneel::before{content:'' !important;position:absolute !important;top:-130px !important;right:-90px !important;width:360px !important;height:360px !important;border-radius:50% !important;background:radial-gradient(circle,rgba(255,255,255,.12),transparent 70%) !important;filter:blur(50px) !important;pointer-events:none !important;}\n.inr-contact .paneel::after{content:'' !important;position:absolute !important;bottom:-150px !important;left:-110px !important;width:340px !important;height:340px !important;border-radius:50% !important;background:radial-gradient(circle,rgba(255,255,255,.06),transparent 70%) !important;filter:blur(50px) !important;pointer-events:none !important;}\n.inr-contact .paneel-in{position:relative !important;z-index:1 !important;display:flex !important;flex-direction:column !important;height:100% !important;}\n.inr-contact .badge{display:inline-flex !important;align-items:center !important;gap:9px !important;align-self:flex-start !important;\n  font-size:12px !important;font-weight:600 !important;letter-spacing:.06em !important;color:#fff !important;\n  border:1px solid rgba(255,255,255,.22) !important;background:rgba(255,255,255,.06) !important;\n  padding:8px 15px !important;border-radius:99px !important;margin-bottom:30px !important;}\n.inr-contact .badge .stip{width:7px !important;height:7px !important;border-radius:50% !important;background:#fff !important;}\n.inr-contact .paneel h2{font-weight:700 !important;font-size:clamp(28px,3.6vw,42px) !important;line-height:1.08 !important;letter-spacing:-.03em !important;color:#fff !important;margin-bottom:18px !important;}\n.inr-contact .paneel .lead{font-size:clamp(15px,1.6vw,17px) !important;font-weight:300 !important;color:rgba(255,255,255,.74) !important;line-height:1.62 !important;max-width:42ch !important;}\n.inr-contact .direct{margin-top:auto !important;padding-top:42px !important;}\n.inr-contact .direct-l{font-size:12px !important;font-weight:600 !important;letter-spacing:.12em !important;text-transform:uppercase !important;color:rgba(255,255,255,.5) !important;margin-bottom:16px !important;}\n.inr-contact .direct-rij{display:flex !important;align-items:center !important;gap:13px !important;margin-bottom:13px !important;}\n.inr-contact .direct-rij:last-child{margin-bottom:0 !important;}\n.inr-contact .direct-ic{flex:none !important;width:38px !important;height:38px !important;border-radius:11px !important;background:rgba(255,255,255,.08) !important;border:1px solid rgba(255,255,255,.12) !important;display:flex !important;align-items:center !important;justify-content:center !important;color:#fff !important;}\n.inr-contact .direct-ic svg{width:17px !important;height:17px !important;stroke:#fff !important;fill:none !important;stroke-width:1.7 !important;stroke-linecap:round !important;stroke-linejoin:round !important;}\n.inr-contact .direct-rij a,.inr-contact .direct-rij span{font-size:15.5px !important;font-weight:400 !important;color:rgba(255,255,255,.92) !important;letter-spacing:-.01em !important;transition:color .2s !important;word-break:break-word !important;}\n.inr-contact a.direct-link:hover{color:#fff !important;}\n\n\/* ---------- 5. RECHTER PANEEL: FORMULIER ---------- *\/\n.inr-contact .form-zij{padding:clamp(40px,5vw,64px) clamp(32px,4vw,56px) !important;background:transparent !important;}\n.inr-contact .veld-rij{display:grid !important;grid-template-columns:minmax(0,1fr) minmax(0,1fr) !important;gap:18px !important;margin-bottom:20px !important;}\n.inr-contact .veld{display:flex !important;flex-direction:column !important;min-width:0 !important;}\n.inr-contact .veld.vol{margin-bottom:20px !important;}\n.inr-contact .veld label{font-size:13px !important;font-weight:600 !important;color:var(--ink) !important;letter-spacing:-.005em !important;margin-bottom:8px !important;}\n\/* CONTRAST-FIX: was --grijs-licht (2.9:1), nu --grijs (5.59:1). *\/\n.inr-contact .veld label .ster{color:var(--grijs) !important;font-weight:400 !important;}\n.inr-contact .veld input,.inr-contact .veld select,.inr-contact .veld textarea{\n  width:100% !important;border:1px solid var(--lijn) !important;border-radius:13px !important;\n  padding:14px 16px !important;font-size:15px !important;font-weight:400 !important;line-height:1.4 !important;\n  color:var(--ink) !important;background:var(--veld-bg) !important;-webkit-text-fill-color:var(--ink) !important;\n  outline:none !important;-webkit-appearance:none !important;appearance:none !important;\n  transition:border-color .2s,box-shadow .2s,background .2s !important;\n}\n\/* CONTRAST-FIX: placeholders waren --grijs-licht (2.9:1), nu --grijs (5.59:1). *\/\n.inr-contact .veld input::placeholder,.inr-contact .veld textarea::placeholder{color:var(--grijs) !important;opacity:1 !important;}\n.inr-contact .veld input:focus,.inr-contact .veld select:focus,.inr-contact .veld textarea:focus{\n  border-color:var(--ink) !important;box-shadow:0 0 0 4px rgba(10,10,11,.07) !important;\n}\n.inr-contact .veld input.fout,.inr-contact .veld textarea.fout{border-color:#DC2626 !important;box-shadow:0 0 0 4px rgba(220,38,38,.10) !important;}\n.inr-contact .veld textarea{min-height:130px !important;resize:vertical !important;}\n.inr-contact .veld.select-veld{position:relative !important;}\n\/* Decoratieve chevron, mee verhoogd naar --grijs voor visuele samenhang. *\/\n.inr-contact .veld.select-veld::after{content:'' !important;position:absolute !important;right:18px !important;bottom:19px !important;width:8px !important;height:8px !important;border-right:1.6px solid var(--grijs) !important;border-bottom:1.6px solid var(--grijs) !important;transform:rotate(45deg) !important;pointer-events:none !important;}\n.inr-contact .veld select{cursor:pointer !important;padding-right:40px !important;}\n\n\/* honeypot, visueel verborgen *\/\n.inr-contact .hp-veld{position:absolute !important;left:-9999px !important;top:-9999px !important;width:1px !important;height:1px !important;overflow:hidden !important;}\n\n.inr-contact .knop{\n  display:inline-flex !important;align-items:center !important;justify-content:center !important;gap:10px !important;width:100% !important;\n  margin-top:8px !important;background:var(--ink) !important;color:#fff !important;border-radius:14px !important;\n  padding:17px 28px !important;font-size:16px !important;font-weight:600 !important;letter-spacing:-.005em !important;line-height:1.2 !important;\n  box-shadow:0 14px 30px -16px rgba(10,10,11,.6) !important;\n  transition:transform .35s cubic-bezier(.2,.7,.2,1),box-shadow .35s,opacity .25s !important;\n}\n.inr-contact .knop:hover{transform:translateY(-2px) !important;box-shadow:0 20px 40px -18px rgba(10,10,11,.7) !important;}\n.inr-contact .knop svg{width:16px !important;height:16px !important;stroke:currentColor !important;fill:none !important;stroke-width:2 !important;stroke-linecap:round !important;stroke-linejoin:round !important;transition:transform .35s cubic-bezier(.2,.7,.2,1) !important;}\n.inr-contact .knop:hover svg{transform:translateX(4px) !important;}\n.inr-contact .knop[disabled]{opacity:.55 !important;cursor:wait !important;transform:none !important;box-shadow:none !important;}\n\n.inr-contact .form-fout{font-size:13.5px !important;font-weight:400 !important;color:#DC2626 !important;margin-top:14px !important;text-align:center !important;\n  max-height:0 !important;overflow:hidden !important;opacity:0 !important;transition:opacity .25s,max-height .25s !important;}\n.inr-contact .form-fout.toon{opacity:1 !important;max-height:60px !important;}\n.inr-contact .form-belofte{margin-top:18px !important;display:flex !important;align-items:flex-start !important;gap:9px !important;font-size:12.5px !important;font-weight:400 !important;color:var(--grijs) !important;line-height:1.55 !important;}\n.inr-contact .form-belofte svg{width:14px !important;height:14px !important;flex:none !important;margin-top:2px !important;stroke:var(--ink) !important;fill:none !important;stroke-width:2 !important;stroke-linecap:round !important;stroke-linejoin:round !important;}\n\n\/* ---------- 6. SUCCES-STAAT ---------- *\/\n.inr-contact .form-velden.verzonden{display:none !important;}\n.inr-contact .succes{display:none !important;flex-direction:column !important;align-items:flex-start !important;gap:16px !important;padding:14px 0 !important;}\n.inr-contact .succes.toon{display:flex !important;}\n.inr-contact .succes .vink{width:54px !important;height:54px !important;border-radius:16px !important;background:var(--soft) !important;border:1px solid var(--lijn) !important;display:flex !important;align-items:center !important;justify-content:center !important;}\n.inr-contact .succes .vink svg{width:26px !important;height:26px !important;stroke:var(--ink) !important;fill:none !important;stroke-width:2.4 !important;stroke-linecap:round !important;stroke-linejoin:round !important;}\n.inr-contact .succes h3{font-weight:700 !important;font-size:23px !important;letter-spacing:-.02em !important;color:var(--ink) !important;}\n.inr-contact .succes p{font-size:15.5px !important;font-weight:300 !important;color:var(--grijs) !important;line-height:1.6 !important;max-width:42ch !important;}\n\n\/* ---------- 7. REVEAL ---------- *\/\n.inr-contact .rev{opacity:0;transform:translateY(34px);transition:opacity .8s cubic-bezier(.2,.7,.2,1),transform .8s cubic-bezier(.2,.7,.2,1);}\n.inr-contact .rev.in{opacity:1 !important;transform:none !important;}\n\n\/* ---------- 8. MOBIEL ---------- *\/\n@media(max-width:880px){\n  .inr-contact .wrap{padding:64px 0 !important;}\n  .inr-contact .kaart{grid-template-columns:1fr !important;border-radius:26px !important;}\n  .inr-contact .paneel{padding:40px 28px !important;}\n  .inr-contact .paneel .lead{max-width:none !important;}\n  .inr-contact .direct{padding-top:34px !important;}\n  .inr-contact .form-zij{padding:36px 28px !important;}\n  .inr-contact .veld-rij{grid-template-columns:1fr !important;gap:0 !important;margin-bottom:0 !important;}\n  .inr-contact .veld-rij .veld{margin-bottom:20px !important;}\n}\n@media(prefers-reduced-motion:reduce){\n  .inr-contact .rev{opacity:1 !important;transform:none !important;transition:none !important;}\n  .inr-contact .blob{animation:none !important;}\n  .inr-contact .knop,.inr-contact .knop svg{transition:none !important;}\n}\n<\/style>\n\n<div class=\"inr-contact\">\n<div class=\"atmos\"><div class=\"blob a\"><\/div><div class=\"blob b\"><\/div><\/div>\n\n<div class=\"wrap\">\n  <div class=\"kaart rev\">\n\n    <!-- LINKER PANEEL -->\n    <div class=\"paneel\">\n      <div class=\"paneel-in\">\n        <div class=\"badge\"><span class=\"stip\"><\/span>Contact<\/div>\n        <h2>Zeg hallo. Wij denken graag met je mee.<\/h2>\n        <p class=\"lead\">Laat je gegevens achter en vertel kort waar je mee bezig bent. We nemen persoonlijk contact met je op, zonder verkooppraat.<\/p>\n        <div class=\"direct\">\n          <div class=\"direct-l\">Ons direct bereiken<\/div>\n          <div class=\"direct-rij\">\n            <span class=\"direct-ic\"><svg viewBox=\"0 0 24 24\"><path d=\"M5 4h4l2 5-2.5 1.5a11 11 0 0 0 5 5L20 13l1 4v3a1 1 0 0 1-1 1A16 16 0 0 1 4 5a1 1 0 0 1 1-1z\"><\/path><\/svg><\/span>\n            <a class=\"direct-link\" href=\"tel:+31320844170\">+31 320 844 170<\/a>\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n\n    <!-- RECHTER PANEEL: FORMULIER -->\n    <div class=\"form-zij\">\n      <div class=\"form-velden\" id=\"inrcVelden\">\n\n        <div class=\"veld-rij\">\n          <div class=\"veld\">\n            <label for=\"inrcNaam\">Naam<\/label>\n            <input type=\"text\" id=\"inrcNaam\" placeholder=\"Jan Willem\" autocomplete=\"name\">\n          <\/div>\n          <div class=\"veld\">\n            <label for=\"inrcTel\">Telefoon <span class=\"ster\">(optioneel)<\/span><\/label>\n            <input type=\"tel\" id=\"inrcTel\" placeholder=\"Telefoon\" autocomplete=\"tel\">\n          <\/div>\n        <\/div>\n\n        <div class=\"veld vol\">\n          <label for=\"inrcEmail\">E-mail<\/label>\n          <input type=\"email\" id=\"inrcEmail\" placeholder=\"jij@bedrijf.nl\" autocomplete=\"email\" inputmode=\"email\">\n        <\/div>\n\n        <div class=\"veld-rij\">\n          <div class=\"veld select-veld\">\n            <label for=\"inrcLocatie\">Locatie <span class=\"ster\">(optioneel)<\/span><\/label>\n            <select id=\"inrcLocatie\">\n              <option value=\"\">Selecteer<\/option>\n              <option value=\"Noord-Nederland\">Noord-Nederland<\/option>\n              <option value=\"Oost-Nederland\">Oost-Nederland<\/option>\n              <option value=\"Midden-Nederland\">Midden-Nederland<\/option>\n              <option value=\"West-Nederland\">West-Nederland<\/option>\n              <option value=\"Zuid-Nederland\">Zuid-Nederland<\/option>\n              <option value=\"Heel Nederland \/ landelijk\">Heel Nederland \/ landelijk<\/option>\n            <\/select>\n          <\/div>\n          <div class=\"veld\">\n            <label for=\"inrcMedewerkers\">Medewerkers <span class=\"ster\">(optioneel)<\/span><\/label>\n            <input type=\"number\" id=\"inrcMedewerkers\" placeholder=\"1\" min=\"1\" inputmode=\"numeric\">\n          <\/div>\n        <\/div>\n\n        <div class=\"veld vol\">\n          <label for=\"inrcBericht\">Bericht<\/label>\n          <textarea id=\"inrcBericht\" placeholder=\"Waar kunnen we je mee helpen?\"><\/textarea>\n        <\/div>\n\n        <!-- honeypot -->\n        <div class=\"hp-veld\" aria-hidden=\"true\">\n          <label for=\"inrcHp\">Laat dit veld leeg<\/label>\n          <input type=\"text\" id=\"inrcHp\" tabindex=\"-1\" autocomplete=\"off\">\n        <\/div>\n\n        <button type=\"button\" class=\"knop\" id=\"inrcKnop\">\n          Verstuur bericht\n          <svg viewBox=\"0 0 24 24\"><path d=\"M5 12h14M13 6l6 6-6 6\"><\/path><\/svg>\n        <\/button>\n\n        <div class=\"form-fout\" id=\"inrcFout\">Controleer de gemarkeerde velden.<\/div>\n\n        <div class=\"form-belofte\">\n          <svg viewBox=\"0 0 24 24\"><path d=\"M20 6 9 17l-5-5\"><\/path><\/svg>\n          <span>We gebruiken je gegevens uitsluitend om contact met je op te nemen over je vraag.<\/span>\n        <\/div>\n      <\/div>\n\n      <!-- succes-staat -->\n      <div class=\"succes\" id=\"inrcSucces\">\n        <div class=\"vink\"><svg viewBox=\"0 0 24 24\"><path d=\"M20 6 9 17l-5-5\"><\/path><\/svg><\/div>\n        <h3>Bedankt, je bericht is binnen.<\/h3>\n        <p>We hebben je gegevens ontvangen en nemen zo snel mogelijk persoonlijk contact met je op.<\/p>\n      <\/div>\n    <\/div>\n\n  <\/div>\n<\/div>\n<\/div>\n\n<script>\n\/* ----- Config: pas hier het endpoint aan zonder de rest te raken ----- *\/\nwindow.INR_CONTACT = {\n  endpoint: \"\/wp-json\/inr-dashboard\/v1\/lead-binnen\",\n  form: \"contact\"\n};\n\n(function(){\n  var GELADEN = Math.floor(Date.now() \/ 1000);\n\n  function start(root){\n    if(!root || root.getAttribute('data-inr-actief') === '1'){ return; }\n    root.setAttribute('data-inr-actief', '1');\n\n    var CFG = window.INR_CONTACT || {};\n    var ENDPOINT = CFG.endpoint || '\/wp-json\/inr-dashboard\/v1\/lead-binnen';\n    var FORM = CFG.form || 'contact';\n\n    var velden = root.querySelector('#inrcVelden');\n    var succes = root.querySelector('#inrcSucces');\n    var knop   = root.querySelector('#inrcKnop');\n    var fout   = root.querySelector('#inrcFout');\n    if(!knop) return;\n\n    var naam   = root.querySelector('#inrcNaam');\n    var tel    = root.querySelector('#inrcTel');\n    var email  = root.querySelector('#inrcEmail');\n    var loc    = root.querySelector('#inrcLocatie');\n    var mede   = root.querySelector('#inrcMedewerkers');\n    var bericht= root.querySelector('#inrcBericht');\n    var hp     = root.querySelector('#inrcHp');\n\n    function geldigEmail(e){ return \/^[^\\s@]+@[^\\s@]+\\.[^\\s@]+$\/.test(e); }\n\n    function toonFout(tekst){\n      if(tekst) fout.textContent = tekst;\n      fout.classList.add('toon');\n    }\n    function wisFout(){ fout.classList.remove('toon'); }\n\n    [naam, email, bericht].forEach(function(v){\n      if(v){ v.addEventListener('input', function(){ v.classList.remove('fout'); wisFout(); }); }\n    });\n\n    function valideer(){\n      var ok = true;\n      if(!(naam.value || '').trim()){ naam.classList.add('fout'); ok = false; }\n      if(!geldigEmail((email.value || '').trim())){ email.classList.add('fout'); ok = false; }\n      if(!(bericht.value || '').trim()){ bericht.classList.add('fout'); ok = false; }\n      return ok;\n    }\n\n    \/* Verstuur naar het eigen plugin-endpoint (geen Elementor). Fire-and-forget\n       met honeypot + tijdslot tegen bots. Opslaan-voor-mailen gebeurt server-\n       side, dus een lead raakt niet kwijt; we tonen de bezoeker altijd de\n       bevestiging zodra de aanvraag is weggestuurd. *\/\n    function verzendNaarPlugin(klaar){\n      var payload = {\n        form: FORM,\n        naam: (naam.value || '').trim(),\n        email: (email.value || '').trim(),\n        velden: {\n          'Telefoon': (tel.value || '').trim(),\n          'Locatie': (loc.value || '').trim(),\n          'Aantal medewerkers': (mede.value || '').trim(),\n          'Bericht': (bericht.value || '').trim()\n        },\n        meta: {},\n        bron: window.location.href,\n        ts: GELADEN,\n        website: (hp ? hp.value : '')\n      };\n      try {\n        var xhr = new XMLHttpRequest();\n        xhr.open('POST', ENDPOINT, true);\n        xhr.setRequestHeader('Content-Type', 'application\/json');\n        xhr.timeout = 15000;\n        xhr.onreadystatechange = function(){\n          if(xhr.readyState !== 4) return;\n          if(xhr.status >= 200 && xhr.status < 300){ klaar(true); }\n          else { klaar(false); }\n        };\n        xhr.ontimeout = function(){ klaar(false); };\n        xhr.onerror = function(){ klaar(false); };\n        xhr.send(JSON.stringify(payload));\n      } catch(e){ klaar(false); }\n    }\n\n    function toonSucces(){\n      velden.classList.add('verzonden');\n      succes.classList.add('toon');\n      try { succes.scrollIntoView({ behavior:'smooth', block:'center' }); } catch(e){}\n    }\n\n    knop.addEventListener('click', function(){\n      wisFout();\n      if(!valideer()){ toonFout('Vul je naam, een geldig e-mailadres en een bericht in.'); return; }\n      knop.disabled = true;\n      knop.textContent = 'Een moment...';\n      verzendNaarPlugin(function(ok){\n        if(ok){\n          toonSucces();\n        } else {\n          knop.disabled = false;\n          knop.innerHTML = 'Verstuur bericht <svg viewBox=\"0 0 24 24\"><path d=\"M5 12h14M13 6l6 6-6 6\"\/><\/svg>';\n          toonFout('Er ging iets mis bij het versturen. Probeer het zo nog eens, of bel ons direct.');\n        }\n      });\n    });\n\n    \/* Enter in een normaal veld (niet de textarea) verstuurt het formulier. *\/\n    [naam, tel, email, mede].forEach(function(v){\n      if(v){ v.addEventListener('keypress', function(e){ if(e.key === 'Enter'){ e.preventDefault(); knop.click(); } }); }\n    });\n\n    \/* Reveal-on-scroll, met een veiligheidsval: als de IntersectionObserver om\n       welke reden dan ook niet vuurt (bijvoorbeeld omdat de template-widget al\n       volledig in beeld staat bij het laden, of buiten een normale scroll-context\n       leeft), maken we de kaart sowieso zichtbaar. Zo blijft het formulier nooit\n       op opacity:0 hangen. *\/\n    var revs = root.querySelectorAll('.rev');\n    function toonAlles(){ [].forEach.call(revs, function(e){ e.classList.add('in'); }); }\n    if(!('IntersectionObserver' in window)){\n      toonAlles();\n    } else {\n      var io = new IntersectionObserver(function(es){\n        es.forEach(function(e){ if(e.isIntersecting){ e.target.classList.add('in'); io.unobserve(e.target); } });\n      }, { threshold:.08, rootMargin:'0px 0px -4% 0px' });\n      [].forEach.call(revs, function(e){ io.observe(e); });\n      \/\/ Veiligheidsval: wat er ook gebeurt, na 1,2s is de kaart zichtbaar.\n      setTimeout(toonAlles, 1200);\n    }\n  }\n\n  \/* Initialiseer elk contactformulier op de pagina. Dit is bewust bestand tegen\n     de manier waarop WordPress een template-widget kan inladen: de widget kan op\n     de ene pagina vroeg in de DOM staan en op de andere later worden geinjecteerd\n     (waardoor een eenmalige querySelector bij het laden niets vond en het formulier\n     onzichtbaar bleef). We proberen daarom meermaals:\n       1. meteen, voor formulieren die er al zijn,\n       2. op DOMContentLoaded,\n       3. via een MutationObserver voor widgets die later in de DOM verschijnen,\n       4. met een paar korte herhaalde pogingen als veiligheidsnet. *\/\n  function initAlle(){\n    var lijst = document.querySelectorAll('.inr-contact');\n    [].forEach.call(lijst, function(node){ start(node); });\n  }\n\n  \/\/ 1 + 2: meteen en bij DOM-gereed.\n  if(document.readyState === 'loading'){\n    document.addEventListener('DOMContentLoaded', initAlle);\n  } else {\n    initAlle();\n  }\n\n  \/\/ 3: vang formulieren op die na het laden alsnog worden ingeladen.\n  if('MutationObserver' in window){\n    var mo = new MutationObserver(function(){ initAlle(); });\n    if(document.body){\n      mo.observe(document.body, { childList:true, subtree:true });\n    } else {\n      document.addEventListener('DOMContentLoaded', function(){\n        mo.observe(document.body, { childList:true, subtree:true });\n      });\n    }\n  }\n\n  \/\/ 4: een paar korte herhaalde pogingen als extra vangnet (stopt vanzelf).\n  var pogingen = 0;\n  var herhaal = setInterval(function(){\n    pogingen++;\n    initAlle();\n    if(pogingen >= 10){ clearInterval(herhaal); }\n  }, 400);\n})();\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>INR Pulse \u00b7 Propositie Je klant koopt geen functies. Hij koopt wat ze oplossen. De meeste proposities zijn een lijst: alles wat je product kan, netjes en compleet. Maar een klant beslist niet op die lijst. Hij beslist een laag dieper, op zijn eigen behoefte en het verhaal dat hij zichzelf vertelt over deze aankoop. [&hellip;]<\/p>\n","protected":false},"author":224244682,"featured_media":0,"parent":56286,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-78140","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/pages\/78140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/users\/224244682"}],"replies":[{"embeddable":true,"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/comments?post=78140"}],"version-history":[{"count":0,"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/pages\/78140\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/pages\/56286"}],"wp:attachment":[{"href":"https:\/\/inr.institute\/en\/wp-json\/wp\/v2\/media?parent=78140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}