Negotiator Kroes: ‘He refuses to push the boundaries, because he knows he can then stay busy’

Does Graham Potter do it or doesn’t Graham Potter do it? It is not clear yet. The latest state of affairs is that he and his agent John Morris are preparing a new counter-proposal to persuade Alex Kroes, Ajax’s technical director (TD).

Both parties initially faced a huge gap between what was offered and what was requested. That gap has shrunk considerably during the negotiations in recent weeks, but despite this, insiders still consider it more likely that Kroes will not present the former coach of Brighton and Chelsea in the Johan Cruijff Arena this month.

They do not see this separately from the conversations with the less experienced but cheaper candidate, Francesco Farioli. In recent weeks, the club management has become increasingly convinced of the only 35-year-old, but substantively strong Italian. In addition, there is less doubt at Ajax about the possibility of reaching an agreement with him.

The search for a successor for interim coach John van ‘t Schip is nearing its conclusion. And it’s about time, because Kroes must quickly restore the balance in the Ajax selection.

Negotiation Principles

Yet it is not surprising that the fallen top club takes its time for the most important decision when it comes to a possible resurrection. And anyone who knows Kroes’ negotiating principles is certainly not surprised by a week or two of delay.

How does Ajax’s new TD work at the negotiating table? Marc Overmars found this out exactly three years ago when he approached Kroes with an offer of one million euros for goalkeeper Jay Gorter. When the major shareholder of Go Ahead Eagles asked for double, Overmars, who was praised for his commercial spirit, said it was a shame, after which Kroes said: “You know as well as I do that that boy is worth double that as soon as he wears the Ajax shirt,” said Kroes at that.

In an interview about how Kroes and trainer Kees van Wonderen got the previously erratic Gorter to work at Go Ahead, the club owner explained at the end of 2021 how the market works for Ajax. “The great thing is that players there are worth three times as much without even playing ten minutes of football. That’s Ajax’s luck. The disadvantage is that they always have to pay a little more than other clubs. But they understand that very well there in Amsterdam,” says Kroes.

Careful and principled

Paying a little more cost Kroes some effort at Go Ahead, with the transfer of Jacob Mulenga as the best example. The attacker was pitched by general manager Jan-Willem van Dop, who knew the Zambian from his time in Utrecht. Kroes was very pleased with Mulenga’s arrival and entered into discussions with his agent. A deal was approaching, until Kroes refused to pay the last 180 euros per month. Van Dop eventually completed it.

Former colleagues in Deventer paint the picture of a tough negotiator who works very carefully and on principle. Kroes did all his homework at the front by properly exploring the benchmark and driving clear stakes. He will remain there no matter what, whether he is on the buying or selling side, say the former colleagues.

This also became apparent when Go Ahead was told by AZ that Joris Kramer could be bought instead of rented. Technical manager Paul Bosvelt thought the price was okay and Van Dop thought it was a bit too high. Until they saw Kroes shake his head: ‘We’re not going to do that.’

Ranking

What both those who sat next to and opposite Kroes at the negotiating table express their surprise and – immediately – admiration about is how he is able, after weeks of amicable contact, to completely hide his emotions when the parties have to find each other in terms of money. And that Kroes is then able to cancel a deal despite minimal differences. “He refuses to push the boundaries, because he knows he can stay busy,” said a former colleague. “That’s how principled it is.”

Principled, but also careful, which is not immediately expected from a director who has just survived a suspension for insider trading at Ajax. In Deventer, in the search for a new trainer, they noticed how meticulously Kroes works. He drew up a profile with Bosvelt and Van Dop and a list was drawn up based on data.

After conducting interviews with four candidates, Kroes came up with a ranking. The major shareholder had formulated ten criteria. Bosvelt and Van Dop had to use figures to indicate for each trainer the extent to which he met certain requirements. After the departure of Kees van Wonderen, who immediately promoted Go Ahead, they ended up with René Hake. Two years after his appointment, the newly promoted club is neatly in the sub-top of the Premier League.

That, and also the first outgoing million-dollar transfers in Deventer, are largely due to Kroes. However, Ajax’s new technical director now has to do the tough negotiating for a balanced staff and selection in greater chaos, under much more pressure and with larger budgets.