When Patrick helps his sales colleagues improve their craft, he is also moving closer to his own goal: bringing out the best in commercial talent. With nearly 20 years of experience in sales, including close to 10 years in and around the live events industry, he has a deep understanding of both the profession and the sector. Patrick is passionate about sharing that experience with colleagues across Easyfairs. He understands what makes sales exciting and where the biggest challenges lie. What drives him is the energy and motivation he gets from making the work of salespeople easier, more enjoyable, and more effective every day. He supports them by promoting the use of the right tools, processes, knowledge, and capabilities. Whether it is called sales enablement, commercial quality management, or commercial excellence, the focus is always on optimising processes, boosting efficiency, and achieving better business outcomes, all while increasing day-to-day enjoyment. In practice, Patrick thrives on coaching and supporting salespeople. He is enthusiastic about systems and enjoys exploring how they work. He is driven by a strong intrinsic motivation to understand complex topics, put them into context, and translate them into practical insights others can benefit from. That mindset shapes his involvement in onboarding new talent, as well as the ongoing development of the approximately 50 sales colleagues already on the team.