Most commercial training doesn’t change behaviour.
It informs, perhaps it gets good feedback.
But it rarely shifts how teams actually perform in front of customers.
Sentinel exists to fix that.
We partner with FMCG suppliers to build world-class commercial capability—specifically in negotiation, selling and account management—through programmes that are practical, behaviour-led and grounded in real business situations.
What makes Sentinel different:
• Real-world credibility – Our consultants are former buyers and sellers from leading FMCG and retail organisations. We teach what actually works in live commercial environments.
• Behaviour-led approach – We go beyond skills into how people behave under pressure—equipping teams to recognise, adapt and control negotiation and selling situations.
• Application to live business – We use your customers, your numbers and your commercial challenges.
• Measured impact – Our focus is on commercial outcomes: better negotiations, stronger proposals, improved margins and more consistent performance across teams.
• Embedded capability (not one-off training) – We design and deliver Commercial Academies that create long-term, scalable capability across organisations.
Core capability areas:
• Negotiation training (Situational Negotiation, Contract Negotiation)
• Sales training (Specific Proposal Selling, Account Management)
• Retail & commercial finance (margin, ROI, category performance, investment decisions)
• Cost price increase strategy and execution
• Joint business planning and strategic customer development
We work with global and national FMCG organisations to help their teams:
• Win more valuable negotiations
• Sell with greater commercial impact
• Improve margin and return on investment
• Build consistent capability across markets and teams
In short: we make commercial training deliver real business results.
If you are looking for a partner to strengthen negotiation and sales capability we'd love to hear from you.

Sentinel Management Consultants

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