Our mission

Tom Janssens founded Virtual Sales Lab in 2014. The mission for Virtual Sales Lab is straightforward:


We offer online sales and marketing tools that leverage innovative 3D technologies to:

  1. Simplify, automate and speed up the sales and quotation process 

  2. Increase online conversion rate 

  3. Gain insight in sales activities and what happens in partnerships

  4. Strengthen your image as innovative company


It is our mission to provide such a tool to the world.

“The best way to predict the future, is to invent it” - Alan Kay

A brief overview of our history

2014 - Arealities.com

Tom Janssens started experimenting with computers and 3D at the age of 10.

In 2014 he discovered a need while talked with a COO that builds and sells outdoor living solutions

He started a pilot for an online 3D configurator for verandas, branded under "Arealities".

Arealities was short for alterative realities.

Before our rebranding to "Virtual Sales Lab"

Den Bosch 2016.jpg

2015 - Alexander joined

Tom spent about a year developing his initial solution. By then he realized he needed a commercial partner to bring his solution to the market.


Tom's nephew Alexander Dekker saw the potential and joined in. They rebranded to Virtual Sales Lab.

Together they further expanded the customer base.

It took them about a year to gather some leading market players in their portfolio.

During this time they provided most of the services themselves.

We did a lot of guerilla marketing in the early days!


One of our devs experimenting with AR

2019 - Level up

Over the years they extended the team with specialists in sales, marketing and software development.

The strategy and positioning was getting better with each call they made.

They offered a no-nonsense, down-to-earth service considering both the marketing - and technology aspect.


We made every configurator fully responsive

2021 - Growth

By 2021 Alexander's priorities had shifted.
Tom decided to take full ownership of the company, and bought back his shares from Alexander.

He continued to increase the maturity of their service.

He productized sales & marketing while further extending the platform's features.
This resulted in more sales and even more satisfied clients.

The Future

The future...

What's next? Book an appointment with Tom, and he will tell you what's next.