A multi-annual tailored programme was developed with Takeaway.com for all European sales teams, in which every sales representative (field sales, inside sales and after sales) strengthened his/her commercial skills. We implemented a quality assurance system, so what had been learned would also be embedded for the long term. We also invested in leadership skills and coaching skills of the sales managers and team leaders, so they would be able to structurally guide the teams in practice to an optimal commercial performance.