About Us

Total Negotiation helps organisations and individuals to step change negotiation capability and partner with them to significantly improve their profitability.

To all of our engagements we bring:

Partners

Mark Grice

Partner

Experience
Mark has developed his negotiation experience in a number of senior financial and commercial roles up to Board level, working extensively internationally. He works successfully in both B2C and B2B environments, adding value to complex negotiations through being able to easily move between operational and strategic modes of thinking. Prior to co-founding Total Negotiation he worked in FMCG, licensing, finance and marketing industries, including PWC, Diageo, Disney and Catalina Marketing.

Style
His style is described by clients as authoritative, entertaining and passionate. He is challenging and thought provoking to ensure that clients are thorough in their preparation for negotiations. As a qualified Chartered accountant, Mark has a highly commercial outlook on negotiation.

Results

  • Worked with a FMCG client to create a saving of AUD$400k for FMCG client through a redistribution of investment between customers
  • Ongoing consultancy support of a client resulted in distribution agreements set to deliver additional market share and incremental margin of AUD$15m
  • Advised and supported a FMCG client to implement their first price in five years, delivering more than £3m in incremental profit

Mark Cranstoun

Partner

Experience
Mark is a highly skilled negotiator with extensive, senior commercial experience in the FMCG sector. His experience ranges from managing large commercial teams through to managing projects delivering transformational results. A qualified coach from Henley Management College, he is also a Licensed Practitioner of both Insights and NLP. Prior to co-founding Total Negotiation in 2009, Mark worked at Nat West, Swiss Bank Corporation, Mars and Diageo.

Style
Known for creating both pace and change that improve business performance. Mark is adept at understanding negotiations from multiple perspectives, which enables him to spot more opportunities to negotiate and helps ensure ongoing organisational alignment.

Results

  • Worked with a European client to reschedule financial commitments achieving a saving of more than £3m against budget
  • Restructure of terms investment for a FMCG client saving over £1m in year 1

Consulting Directors

Mark Macdonald

Behaviour Change Director

Experience
As the TN Group Behaviour Change Director, Mark brings our clients unrivalled experience in operational sales leadership and building substantial in house sales capability in a complex multi-market environment. With an excellent background at Unilever as both a senior L&D and Operational Sales leader, Mark understands how to maximise the efficiency and effectiveness of the clients’ learning spend while driving enhanced business performance. Over the course of his career in global capability, business operations and strategy development, Mark has gained a wealth of knowledge successfully delivering sales targets and landing strategic capability programmes that enhance performance in sales teams through employing innovative technical and digital solutions.

Style
Mark’s business focus is on driving employee behavioural change by increasing strategic alignment, mobilising skill development in teams and individuals while developing the culture of continuous learning. The winning formula is one that achieves improved internal strategic alignment and external customer relationships leading to productive engaged teams who overachieve on targets.


  • Won 2016 Brandon Hall Learning Excellence Gold Medal for Extended Enterprise Learning based on a mobile learning app developed for the Sales Team.
  • Over four years doubled learning days with no budget increase in the top 30 global markets
  • Grew performance for key strategic skills on average 4.7% per year.
  • 1720 managers taught to facilitate training sessions. They deployed over 4000 sessions saving the company circa £20 million in three years.
  • Reduced duplication in assessment, design and delivery vendors by 80% amounting to saving of over £11 million

Paul Duckworth

Consulting Director

Experience
Paul is a classically trained buyer, developing his skills working at Booker with many major suppliers, before switching to the other side of the desk, joining Mars as a salesman. Paul worked in both confectionery and pet care for Mars, ending his time as Sales Director of a new pet care acquisition. Paul has international experience, working across both Western and Central European countries, including a time as Sales Director for a telco based in Dusseldorf. Prior to Total Negotiation he worked in the FMCG, SOAS and telecommunications industries, including Booker, Mars and sage.

Style
Paul is seen by his clients as flexible, confident and strong in helping others to achieve their goals. Paul is highly motivated, enthusiastic and a natural communicator. Paul easily adapts his approach to the organisation, business sector and geography he is working within to deliver strong and innovative strategies.

Results

  • Worked with an MVNO to deliver the first ever listings within the German National Retailers, and drove a 460% increase in sales for the company over a 15month period
  • Developed and executed a robust negotiation and planning strategy for a marketing services business which rescued the company from a total de-list in a Top 4 Multiple Retailer and drove the first increase in sales & profit for more than 3 years
  • Trade terms negotiations with Top 4 Multiple Retailer to drive the biggest sales v market share of any major Mars account, increasing consumer choice, revenue and profit for both manufacturer and retailer

Said Abuhamdah

Consulting Director

Experience
Said is a well-rounded business manager who has lead different teams in different contexts to deliver solid commercial performance both in consumer and B-2-B markets. He has worked for key corporations across different countries and gained deep understanding in business administration, market dynamics, category management and business excellence (EFQM methodology). Qualified with an MBA from Warwick Business School, Said has always been able to marry the practice with theory and offers informed solutions to practical problems. Negotiation is his passion and he has been responsible for closing deals and contracts worth millions of pounds over the years.

Style
Said is structured in his approach and delivers information with passion. He engages with his audience, yet challenges them to reach their own conclusions choosing the best course of action in a specific situation. He is a keen observer and provides relevant feedback that triggers thinking. He asks questions more than giving answers so learners build their own approach to finding solutions.

Ralph Ballard

Consulting Director

Experience
Ralph is a highly skilled and experienced capability developer, who is as adept on his feet running workshops or coaching individuals, as he is developing full scale capability cultures within big organisations. His passion for growing people, teams, and companies by establishing the right learning environments for their needs is his drive. He has worked supplier and retailer side and trained in multiple markets and cultures bringing broad perspectives to all new situations.

Style
Ralph loves positively challenging people to be their best, surpassing their own ambitions and in doing so driving commercial benefits to their arenas. Very action orientated with a keen eye for detail, Ralph is the go to person to get things done at pace. He loves a good bit of process and constantly balances practicality with proactivity. Developing new ways of working both internally and externally.

Operations Team

Tanya Wilson

Marketing and Business Development Director

Experience
Tanya is an all-round communications, planning and strategic marketing professional. With an impressive background in running the marketing and business development functions across a range of industries - public sector, financial services and FMCG, Tanya brings a wealth of skills with a well-rounded approach and methodology to her work at Total Negotiation.
Tanya’s particular focus is on building strong meaningful relationships with our clients to understand their business objectives and identify how TN can support to deliver them.

Style
Tanya’s analytical approach, attention to detail and intrinsic drive ensure consistent achievement against organisational and customer satisfaction goals.

Claire Bowen

Operations Team

Experience
Claire brings a wide variety of skills to Total Negotiation, her background is within Retail Merchandising – in her last role, she was a Merchandiser at Sainsbury’s. Claire has excellent attention to detail and also has experience of working in a fast paced business role.

Claire is very organised and enjoys working alongside the consultants and companies to ensure best possible results all round.

Laura Parker

Operations Team

Experience
Laura brings a wealth of skills to her role at Total Negotiation. From her Marketing Communications and Business Development expertise previously used to support a number of leading multi-national organisations, to her busy family life, she is accustomed to working under pressure and juggling numerous project demands. Laura is organised and efficient, and enjoys the rewarding and busy office environment at Total Negotiation.

Helen Dobson

Operations Team

Experience
Helen has been a class teacher for 10 years. This means that she is organised and flexible in her approach to work. She is also an experienced sailor and has been Principal of a busy and successful, UK-based, watersports centre for many years. Helen has also found time to volunteer for various organisations such as: Sue Ryder Care, Thames 21 and the Canal and River Trust.

Style
Helen is a team player, she pre-empts when support is needed. She is happy to tackle any challenge and is used to working in a fast-moving environment.

Associates

All of the Total Negotiation facilitators have senior commercial experience and are hand-picked for their specific sector experience.
We take care to closely align them to clients for best fit.

Dean Allder

Associate

Experience
Dean is a proven commercial professional with excellent negotiation and sales skills gained from managing large customer portfolios and budgets. He held senior roles with Pepsico & Reebok and ran his own consultancy before joining Total Negotiation. Also, a licensed Insights practitioner.

Style
A passion for people development has led Dean to deliver more than 200 capability programs across 4 continents, each one with as much enthusiasm, energy and inspiration as the first. He's known for his ability to translate training into commercial reality for delegates across cultures.

Results

  • Successful negotiations of all channel trade terms for one of the UK's leading sports brands, contributing incremental profit in excess of £1.5m in a declining market
  • Terms harmonisation project for one of the UK's leading FMCG businesses delivering incremental savings of more than £2m directly to the bottom line
  • Coaching of Key Account teams for one of the world's leading FMCG brands to re-negotiate trade terms in more than 20 different markets, across the UK, Europe, Middle East and South America - leading to long term and sustainable profit growth

Rachel Astbury-Phillips

Associate

Experience
Rachel is an energetic, self-motivating professional who thrives on a fast paced and demanding environment. Her career demonstrates a proven track record in leading, global FMCG companies from Account Management and Category Development through to Global Director roles whilst at Reckitt Benckiser and Sales Director, Australia with GSK Consumer Health Care.

Style
As a result of her broad experience, her negotiation skills (used internally and externally) have been highly developed both locally within the retail trade environment but, also globally, managing and delivering against differing key stakeholder opinions spanning various countries, functions and hierarchies.

Rachel is an innovative and creative thinker with a results focus and has a desire for continuous improvement. This coupled with her tenacity has step changed account and country performances delivering against targets in fiercely competitive arenas.

Rachel's strategic leadership skills are also critical to her success and include her identifying, setting and leading Sales/Category/Brand/Account strategies in addition to leading and embedding cultural and organisational change. She is an enthusiastic communicator, influencer and coach which has enabled her to identify and embed strategic customer engagement programmes via new ways of working internally and externally.

Rachel's negotiation highlights include

  • Successfully identifying and implementing a new Joint Business Plan format with a UK leading retailer, moving away from traditional targets to absolute investment for growth driving initiatives.
  • Optimising trade investment across a number of accounts to deliver Gross Margin improvement whilst also delivering Market Share and double digit Net Revenue growth.
  • Harmonisation of trade terms across two company divisions with a leading retailer.

John Green

Associate

Experience
John's experience comes from senior trading and procurement roles in both Sainsburys and Rentokil. At Sainshurys he headed the procurement function and delivered £50m of benefits each year as well as developing and leading a coaching programme for retail buyers to improve their buying skills.

Style
As a procurement specialist John is known for keeping his eye on the prize. In his consulting and training this is evident in his calm and methodical approach, thorough and detailed but never at the expensive of also being creative in commercial situations.

Results

  • Leading a major outsourcing delivering £15m off the balance sheet and £3.5m profit improvement
  • Negotiating a 40% price increase for a small manufacturer in to a big branded FMCG supplier
  • Negotiating with Plc board for set up and funding of a procurement function

Nick Hogendijk

Associate

Experience
Nick Hogendijk is a highly talented negotiation expert and thought leader with over 15 years of commercial experience working for some of the world's leading FMCG and CPG companies including Mars, Mondelez and Diageo. Nick has honed his negotiation skills by working closely with culturally diverse teams in managing complex multi-national, multi-channel and multi-currency projects across the globe.

Nick's passion for empowering others has seen him accept various roles including key team leadership positions across Asia, Europe, and North America. He has successfully negotiated global, regional and domestic trade agreements as well pricing structure for various blue chip companies.

Style
Renowned for his leadership, negotiation, collaboration and commercial acumen, Nick has forged his reputation across multiple channels including: Corporate & Independent Grocery, Wholesale, Route to Market, Petrol & Convenience, New Business Development and Global Duty Free Markets. Nick has also worked extensively in "back office" environments linking commercial with other core business functions such as Finance, Supply, and Marketing.

Nick is committed to enabling people realize their full potential, and pursues this objective relentlessly in spite of the obvious interpersonal dynamics and complex human needs. With great pride in the Total Negotiation model, Nick's focus is developing the negotiations skills of every attendee so that they realize best practice in their business negotiations and commercial capability.

Results

  • Successfully negotiated new trading terms agreement with major multi-channel customer resulting in reduced trade investment and 20%+ revenue growth year on year for two consecutive years
  • Negotiated & Implemented Ocean Primary freight agreement with market leading supplier to deliver range expansion and improved profit performance of both supplier and retailer
  • Successfully negotiated and executed national pricing restructure of entire portfolio for all channels delivering simplified pricing structure and margin improvement while maintaining strong customer relationships

Phil Humphreys

Associate

Experience
Phil has worked in Consumer Goods for 23 years covering commercial and latterly General Manager and Leadership roles in Nestle, Diageo and Coca Cola. He has worked in over 60 countries and has a wealth of international experience including Global Customer negotiation, Business Merger and Acquisition and Route to Market expertise. Originally from a sales and marketing background, Phil has extensive experience in Operations across the world but particularly in Europe and emerging markets across Asia and Africa.

Style
Phil is a charismatic Leader who personifies Possibility and Positive Thinking. He is demanding of others but hugely supportive at the same time. Results driven, Phil's natural leaning is as 'Coach' and his varied and international experience allows him to give countless real life examples of what worked, and what also didn't in his career!

Results

  • International Global Customer Negotiations at the highest level in Nestle and Diageo that protected country margins whilst at the same time delivering mutually profitable global business plans, locally executed.
  • Successful Leadership of many business integrations and acquisitions that have crated significant added shareholder value
  • Introduced Global Trade Terms as part of a Company wide roll out of standardised sales and marketing capability and practices.
  • The Leadership and delivery of Procurement synergies and savings totalling over £20million across Asia and Africa.

Yoshi Matsui

Associate

Experience
Yoshi has developed his negotiation experience working internationally in a number of senior marketing and organizational development roles at market leading global companies including Procter &Gamble, Levi Strauss, Richardson Vicks, and Nortel Networks. He is also licensed coach as well as a practitioner of several psychometric tools.

Style
He has a real passion for contributing to people and organizational development. He uses engaging, enthusiastic, and participant-centered learning styles in his programs, in order for delegates to transfer their newly learned skills into their workplace to deliver better business results.

Results

  • Successfully negotiated and opened a new distribution channel, resulting in more than US$3m in incremental profit.
  • Improved clients' sales capability and customer relationship via successfully implementing and supporting business development and negotiation programs.
  • Assisted FMCG sales to implement trade terms at their new distribution channels.

Riccardo Morici

Associate

Experience
With a career in Marketing, Sales, Trade Marketing, and as Managing Director in countries including Brazil, Russia, Chile, and Venezuela, Riccardo has developed his negotiation skills in different and hard market environments. He complements this practical experience with strong strategic thinking from his studies at Harvard Business School, Ohio University, University of São Paulo, and FGV. Prior to co-founding Progressus Business Solutions and becoming a Total Negotiation Associate he worked in FMCG and commodity industries, including Unilever, BRF, Parmalat, and FEMSA (Coca-Cola and Heineken operations).

Style
Clients and teams describe Riccardo as enthusiastic, intelligent, competent, professional, and fair. His ability to understand different cultures has enabled him to develop projects in several countries, such as US, Argentina, and Tajikistan. His objective as service supplier is to foster prosperity within his clients through implementable and long-lasting solutions. As part of his passion for coaching and teaching he is the author of the book "Marketing in Brazil: A Practical Guide" (Elsevier, 2013).

Results

  • Negotiated directly with the President of Venezuela to reduce political pressure on an acquisition in that country, subsequently completely changing the game.
  • Convinced the five major retail chains in Chile to list the Parmalat skus in their stores, in spite of their strong initial opposition.
  • Part of the small team that have negotiated the sale of FEMSA's beer operations to Heineken, a business of many billions of US dollars.

Simon Negus

Associate

Experience
Simon's exceptional negotiation experience within the UK retail trade comes from commercial roles both at Mars Confectionery and United Biscuits. After heading up United Biscuits snack business in Ireland, he has continued to build his international negotiation expertise.

Style
Simon has the ability to provide an easy to understand and logical route through even the most complex negotiation, and is able to balance the short term and long term outcomes to ensure the optimum result is achieved.

Results

  • Negotiating the commercial contract for Mars sponsorship of the Millennium Dome, including sole supply rights
  • Negotiating the trade terms/cost price harmonisation following the merger of Morrisons and Safeway, and again for Co-Op and Somerfield
  • Several JBP negotiations with both Tesco and Asda Walmart

Rogerio Reis

Associate

Experience
Rogerio's negotiation expertise has developed through an executive career in large multinational FMGG companies, both retail and services – Diageo, Pernod Ricard, Carrefour, Unilever, and Agencia Turismo Stella Barros. He has held senior positions including General Manager, Commercial and Supply Chain Director in both regional and global functions. His practical experience is built on strategic and technical foundations, having studied at FGV and Insead.

Style
Clients and teams describe Rogerio as enthusiastic, intelligent, capable, sharp and fair. His objective as service supplier is to foster prosperity within his clients through implementable and long-lasting solutions.

Results

  • Negotiated with Pernambuco state authorities (Brazil), incentives generating £ 2m/year profit.
  • Negotiated long term contracts with glass companies worth £ 500,000/year.
  • Negotiated contracts with international retailers reducing the level of unconditional investment.

Ruben L. Valdes Garcia

Associate

Experience
Rubén has developed a high level of expertise in negotiating and developing sustainable business with spanish Organised Trade clients through commercial roles, up to board level, in the FMCG industry. His negotiation experience ranges from tactical day to day to strategic negotiations in a challenging "french trade" & business turnaround environment. Rubén also brings his extensive experience in driving a Revenue Mangement capability build program across the European subsidiaries of a major global FMCG company. Prior to joining TN as an associate, Rubén worked in PepsiCo, Bertelsmann & McKinsey.

Style
External & internal clients describe Rubén as a highly resilient partner who is always thoroughly prepared and a good listener who can easily flex his thinking and style to adapt to circumstances.

Results

  • Consistently achieved double digit Net Revenue growth targets, in a trade price war context, exceeding the channel average.
  • Negotiated change to central warehouse delivery for the number 2 national account with very significant S&D savings.
  • Exceeded Net Revenue growth target of +15% in National Accounts Group, while simultaneously increasing "triple net" transfer prices above inflation.
  • Optimized trade promotion investment by increasing the mix of "working" investment from 30% to 75%

Stone Huang

Associate

Experience
Stone is a proven commercial expert with over 25 years sales and business development experience across Greater China region. He held senior management and commercial roles with leading FMCG players, including Diageo, Maxxium, Allied Domecq and Riche Monde Taiwan. He specializes in negotiation, Route-to-Market (RTM) management, pricing, strategy, sales capability enhancement and operational execution.

Style
Stone has a passion to work with his clients to build a robust commercial team. He is supportive and encourages others to expand on their opinion and thought. He excels in identifying the issues and then provides recommendations by best utilizing his own wide experience across Greater China Markets.

Results

  • Worked with a leading FMCG player to develop 3 new customers and generated turnover over £1m in year1 / £5m for 3 years.
  • Supported a National KA team of a key FMCG player to gain market share of +5% within 2 years.
  • Assisted a leading spirits player to re-structure its RTM setup and delivered a commercial goal over £70m in year 1.

Angus McIntosh

Associate

Experience
Angus is a senior Procurement professional with 25 years' experience. He began his career at Mars in the UK in 1990, moving into Procurement in 1992. Angus covered many sourcing areas, including direct materials, commodities and media. Between 2006 and 2013 he was Procurement Vice President for Mars Petcare in Europe. From 2013 until 2017 Angus was Global Chief Procurement Officer at Beiersdorf, the maker of Nivea and other personal care brands. At Beiersdorf Angus drove a turnaround in the performance of Procurement, starting with a radical repositioning of Beiersdorf´s pricing and value expectations - tripling savings and leading directly to improved profitability of the company.

Style
Angus is a long-standing and passionate believer in both the power of excellent negotiation and the value of specialist training.

He believes strongly that Procurement must develop strategies that go "beyond the obvious" in order to win the best value and service from suppliers. Angus enjoys working with buyers to help them take their approach to the next level.

He is a strong and confident communicator and a regular keynote speaker at Procurement industry conferences.

Dr Thomas Pohl

Associate

Experience
Thomas has got an extensive international background in the automotive industry. He started his professional career in marketing and moved on to the commercial department. In the course of his career, Thomas held senior positions with Volkswagen, Porsche in Germany and Italy, where he developed excellent negotiation and sales skills before becoming the managing director of a large car dealership. Thomas speaks fluent German, English and Italian.

Style
Thomas became a business consultant and a trainer, as it is his passion to help people develop their professional skills. He has delivered training in German, Italian and English and, as the participants would say, "You can feel his passion and enthusiasm every moment." Thomas’ main focus is to build a strong relationship with the participants and to deliver a diversified training with a lot of exercises, role plays and personal experiences in order to let participants get the most out of each training.

Results

  • Successful turnaround of a large dealership and introduction of key commercial skills to the whole sales team.
  • Re-organisation of a whole sales team and introduction of key account managers in a large media company.

Margarida Rodrigues

Associate

Experience
Margarida has 25 years of experience in FMCG market, both in retail and industry. With an extensive experience in a multinational environment, she has developed solid expertise in sales and negotiation, as well as strong leadership and coaching competencies.

Margarida started her career in 1989 at Auchan Group. During the 13 years with the Group, she performed several functions, including a Senior Category & Buying Manager, where she was accountable for the business plan and sales strategy development, along with both the national and International agreements negotiation with suppliers.

In 2001, she joined PepsiCo, where she was National Account Manager, Trade Marketing Manager and then Sales Director, she was also Sales Training Leader for 4 years.

Margarida coordinates the Executive Master in Sales & Negotiation Management at European University of Lisbon, while being a guest lecturer in Negotiation.

Since March 2016, Margarida has been operating as a Coach and People Development Consultant.

Peer Schmidt

Associate

Experience
Peer is an internationally experienced manager with a proven track record of business development, marketing, sales, commercial management and coaching and people development. Peer brings more than 30 years of Marketing and Sales experience on national and international level. As Sales Director (1993 – 2000) he was responsible for the on & off trade channel as well as for the trade marketing. He formed Bacardi Germany into the leading sales organisation for international spirit brands. His last role was Global Account Director and Transnational Trade Director for the Bacardi Group. Based on his In-depth knowledge in consumer goods, he stands for success in transnational strategic management of international retail customers, the maximisation of product prices globally and the continued growth of brand value.

Style
Peer is a proven Leader and team player, effective in sharing ideas and successes with both peers and team members, constantly seeking to add value by way of innovative thinking and disciplined strategic business planning.

Results

  • Accountable to lead the strategic approach for international customers for the Bacardi-Martini Group across the international regions/markets he delivered competitive advantage which valued several Mio €
  • Accountable to protect brand and consumer value worldwide through greater transparency of product flow and optimized go-to-market- strategy cross channels, he implemented minimum pricing with profit impact of several Mio €
  • As Business Process Owner – Order to cash - he set the strategic vision and direction for designing business processes and configuring the SAP software. This new global process delivered visibility of trade investment by business driver and pricing cross customers and markets.

Artur Obukhov

Associate

Experience
The General Manager of Total Negotiation Russia since 2012, Artur holds a degree in accountancy, and this strong numerical background has contributed to his subsequent career in sales and negotiation. Classically trained, Artur progressed in sales to country manager level. Being tri-lingual, Artur has worked for major corporations in Russia, Czech Republic and Ukraine. Artur has excelled negotiation capability development within Central & Eastern Europe from small beginnings to excellent results with many clients, from the smallest to the very largest.

Style
Artur has a structured approach and delivers his engagement with passion and commitment to the individual client. He challenges each delegate to reach their full potential and take risks to achieve better outcomes. Artur is passionate about negotiation and training, working closely with Total Negotiation around the world, he delivers consistency in results across the markets.

Results

  • Launched and responsible for Total Negotiation in Russia.
  • Philip Morris, #1 FMCG Company in Russia, "You have delivered excellent training and, more importantly, your coaching sessions helped us to close difficult deals with excellent outcomes."
  • PepsiCo, #2 FMCG Company in Russia, "TN delivers great highly customized programmes, their embedding phase brings a real change".
  • ROI for customers: 200% to 7000%

Abdessatar Bahri

Associate

Experience
12 years experience in Retail & FMCG of which 7 years within Carrefour’s headquarters.

Proven track record of successfully leading and implementing ventures on behalf of global and growing companies.

Strategic negotiator and trusted expert, with in-depth knowledge of procurement and sales.

Strong international experience: 4 spoken languages, worked in 15 countries in Asia, Europe and North Africa.

Core Competencies: Business Development, commercial strategy, category management, negotiation, supply chain, procurement, in-store operations, project management.

Style
Strategic approach to solving client challenges using extensive hands-on experience and expertise gained from a variety of roles and situations.

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Further Information