sales leadership program

This international corporate management learning journey builds value for the operating companies of the Randstad Group. The dynamic and interactive program concentrates on sharing knowledge while focusing on the latest developments in the staffing industry and relevant management skills. The Sales Leadership Program provides the participating managers with a strong business foundation and enables them to act more effectively and efficiently in today’s business environment. The program benefits individual participants and Randstad as a whole.


“The Sales Leadership Program is a very effective and inspiring program about sales, leadership and change management. During the program we worked as a team on a sales project and got the opportunity to experiment with a new "war-room" approach for Yacht. The 3 day in-person days brought new leadership insights, inspiring discussions with colleagues from other Randstad Opcos and practical coaching on our team project. The feedback of the Executive Board members during the kick-off of the project and at the final presentation challenged us as a team and gave us the possibility to "take the stage". For me personally it gave a boost to my development as an operational sales leader.”

Michiel Valk - operational director - Yacht 


This program is intended for managers on level 1, 2 or 3 that have a sales leadership role. The sales leader together with two direct reports, who also have a sales leader role, participate together. This team of three is responsible for cascading the key learning, the sales strategy and the sales approach in their operating company. As the program is in English, a good command of both written and spoken English is required.


  • Define and successfully implement a commercial development project in your country
  • Develop sales (leadership) skills & attitude
  • Develop implementation and change management skills


After completion of the program, participants will:

  • have implemented a tailor-made sales development project in their operating company
  • have knowledge on change management and implementation processes
  • have knowledge on how to increase commercial attitude & ownership for team results
  • have enhanced personal impact and skills in crucial commercial situations
  • have increased their (commercial) leadership and coaching qualities

the program The complete learning journey is 8-9 months in duration. It is organized around three major elements for sales leadership: commercial strategy, leading by example, and implementing change. Executive Board member Jacques van den Broek will be opening the first day and will attend the closure on the third day. At the end of the program participants will have clear goals and target setting for the coming six months to improve the sales in their operating company. Successful teams (getting the results as agreed on the third day) will be invited to present their sales approach and concrete results to the Executive Board seven months after this program. Everything that participants learn and develop in knowledge, insights, skills, and abilities will directly be applied in real-life cases by working on a special team project where all issues can be integrated.

day 1 commercial strategy:
  • Confronting commercial reality with a board member
  • Framing a commercial improvement project
  • Creating a top performing team
  • Work on the project
day 2 leading by example:
  • Enriching client interactions – commercial skills and attitude
  • Personality profiling
  • Work on the commercial improvement project
day 3 implementing change:
  • Implementing change
  • Coaching for performance
  • Power of intention
  • Presenting project for approval by a board member

practical information business school

This program is facilitated by The Thrive. The Thrive energizes organizational ambition and high performance by bringing out peoples’ individual strengths and facilitating their optimal performance within the team. 


teaching staff

Erik Hoekstra and Boudewijn Roubroeks will facilitate this development program, both founders of The Thrive. They have been facilitating this program since the first edition in 2009, and are also involved in several other sales programs within Randstad and in the implementation of the Total Talent Architecture program.


To be confirmed 2021


Program costs: € 3,500 (50% operating company & 50% Randstad Holding) per participant

Accommodation & meeting costs: € 1,300 (100% operating company)

Travel costs: to be arranged and paid by operating company

Please note that pricing is subject to change. This is an estimated amount, as the fees for accommodation, meals, program fees can vary throughout the year.


For this program a team should always be nominated, existing of a manager and his/her two direct reports. Please enroll the group three participants via the enrollment form. Note that the enrollment is not final until this has been confirmed by the Frits Goldschmeding Academy. For additional information, please contact the Frits Goldschmeding Academy ( 

If notice of cancellation is received within two months of the session, tuition will be due in full. Operating companies are entitled to replace candidates taking the enrollment requirements into account and allowing sufficient pre-course preparation time.