About Us

What makes us different?

We are dedicated to empowering individuals and organisations through our dual focus on Capability & Skills Training, equipping you with the tools to excel, and Consultancy & Agency Services, providing tailored solutions to amplify your potential.
What makes us different
What makes us different?

Capability & Skills Training

We are known for bringing a ‘real life’ focus into our skill development Programs. Our use of hard-hitting, real issues and behaviours contrasts with most theoretical training, and results in quantifiable business gains. We have taken care to research and simplify, so that our models are habit forming and ‘catch fire’ in your organisation to create a common language and way of working at every level of the organisation. We focus on embedding and sustainability and we continually update content to meet the needs of a dynamic marketplace. For more detail on this, please click here

The main competencies of the Commercial Account Manager/Director are our key service headings:

  • Selling
  • Negotiation
  • Account Planning and Management
  • Understanding Of Commercial Dynamics
  • Category Management
  • Implementing Cost Price Increases
  • Trading Terms Re-Negotiation

In addition, we provide other services related to our Core services

  • Needs Assessments and Benchmarking
  • Negotiation Services
  • Procurement Negotiation Skills
  • Consultancy
  • Interim Management

Our clients include large blue chip organisations operating in such industries/sectors as FMCG, Pharmaceuticals, Food Service, B2B, Financial Services and Capital goods many of whom we have rolled out programmes from a pilot basis across regions or globally. Whilst being experts in these sectors, we only work with supply side organisations so you can be confident we are not training your trading partners.

Our consultants are full time employees and are trained coaches and facilitators who have lived the real senior commercial roles, including many who have held positions in procurement or retail buying. Click here to look at profiles of the key team members.
We have experience and proven success in management and delivery of global capability platforms in local languages serviced from by our teams in London and Sydney. We can deliver in a number of languages including English, French, Russian, German, Hungarian and Spanish.
This combination of development expertise and experience will ensure that you get the best return on investment and through our unique rating system, a real understanding of your team’s needs, strengths and development areas. Whilst we deal with the biggest names and the best companies, we are a lean, young and dynamic organisation with only one tier of management and minimal overheads. Our facilities in Windsor, near Heathrow are purpose built for the training task, so we can provide total efficiency in capability development.

Why is that? Other than the simplicity and real to life nature of our programmes, they reflect the adult learning cycle and have a built in Embedding process to maximise recall, implementation and thus results. Our feedback reports, both at corporate and individual level allow consolidation and a focus going forward.

We have programmes targeted at different needs and levels to create a learning pathway for individuals throughout their career.

Sentinel are passionate about sustaining the skills we train and want to work with clients who feel the same.

Sentinel have established a world-class reputation in training design and delivery through working with our clients, who range from global blue chip companies to local business. We provide a learning pathway tailored to our client’s needs, that build skills as delegate’s progress through their careers as well as solutions to specific needs to apply our skills for tactical wins and organisational growth.
Sentinel’s training consultants actually take part in the role play exercises to give your team the best ‘real life’ test they can experience. Our quick reference memory aids and electronic sales, negotiation and planning tools ensure that new skills and competencies transfer instantly to the real job. We combine savvy Negotiation with Selling, Insight, Planning and Business Development. Our techniques and tools are integrated to complement each other across these competences as separating these facets leads to conflict in approach.
What makes us different?

Consultancy & Agency Services

We have a team of consultants, researchers and analysts who have worked at all levels of FMCG companies, across the majority of sectors and with every main retailer in the UK, across Europe and Globally. They have worked across all the key commercial functions (Sales, Marketing, Strategy Development, Supply and Logistics) and know what it takes to make brands successful.

Our team have worked for companies like P&G, Pepsi Co, SAB Miller, Kellogg, RB, Jacobs Dowe Egberts and Unilever . Many also have experience of the ‘buyer’s side of the table’ with Sainsbury’s, Morrisons and Boots amongst the roster of companies represented within the team.

Net, we have the right resources to put against your business to give you confidence in all our brand development activities.

Our successful consultancy and agency services are built on doing the right work at the right time to support our clients. We follow a three step process that allows us to assess each project and helps us to guide each client on how best to deliver a launch or business development programme:

  1. Due Diligence including risk assessment and size of the prize
  2. Where To Play
  3. How To Win

We specialise in helping clients understand the business potential behind their projects and brands and do this by assessing a full suite of commercial ‘game plans’ and routes to market. We are experts in channel development and designing personalised commercial plans that balance aspiration, cost and resources.

Across the last 5 years, Sentinel has supported clients across a range of activities based on their needs and aspirations. This has ranged from a ‘full service model’ where we take a brand concept and lead it all the way onto the shelves of UK retailers (both bricks and mortar and online), to a simple ‘launch assessment model’ where we help clients understand the prize that is available linked to the costs and resources required to achieve success.

Once a brand has been launched into a new market, we also provide ‘blue chip’ quality account management support covering relationship management, sales forecasting & demand planning, range, space and layout, promotion planning, issue resolution and other stakeholder management.

Importantly, whatever approach is agreed as suitable for a client, brand or project, we are relentless in tracking, measuring and assessing success. We allocate success criteria to all our work and use regular ‘check ins’ with our clients to stay on top of progress, agree what’s working and align on next steps. Working this way, we drive a transparent agenda with clients that promotes trust, collaboration and ultimately, success in market.

Whilst we have access to a broad set of skills and capabilities within Sentinel, we are also able to use our breadth and depth of experience to develop a network of experts outside the Sentinel organisation who can bring their expertise to projects as required. These include PR, Social and Digital Media, Product and Packaging, Manufacturing, Logistics and Supply Chain. Our additional partners are used to working with flexibility and agility to make budgets work hard and deliver the strongest possible ROI for our clients.

Sentinel Management Consultants deliver sales, negotiation, planning and finance training courses for our clients worldwide.