Commercial Infrastructure
Structure, processes, indicators and management routines that make commercial performance predictable, from entering new markets to negotiating with major accounts.
Consultant, trainer and author
I turn sales teams into systems that sell.
I design commercial infrastructure, develop skills, and digitalise sales team training.
Commercial career at
Gillette / P&GDanoneMondelēzAlfa RomeoPescanovaCintraDan Cake
Three fronts, one goal: teams that sell better.
I work with companies that want sustainable results, not just another training course.
Training & Skills
Training and coaching in sales, negotiation and leadership, with competency diagnosis, training plans and recruitment support.
Digital Transformation of Training
Content, apps and digital tools that bring learning into teams’ daily work.
Training
Online and in-company programmes
Seven 15-hour programmes, in five weekly three-hour sessions. Also available in-company and tailor-made.
Sales & Commercial Management
Sales Manager's Handbook
Processes, market, leadership, team and numbers: the commercial role seen as a whole.
View programmeSales & Commercial Management
The Best Seller
The top B2B sales models, compared
SPIN, Challenger, MEDDIC and others, side by side, to choose what fits your sales cycle.
View programmeLeadership & People Management
Leadership and Team Management
From individual performance to collective performance
Adapting your style, leading difficult conversations, and building high-performing teams, remote included.
View programmeProprietary methods
Tools built in the field
Decision-Making Process
Selling at the pace of the client’s decision, not the salesperson’s. Every decision is a journey with distinct stages that influence one another. For more than 20 years we have mapped these journeys to understand the purpose, strategy and right initiatives for each stage.
Comfort Zone
1. Unawareness2. Awareness
Decision Zone
3. Decision4. Criteria
Search Zone
5. Research6. Comparison
Choice Zone
7. Selection8. Reassessment
Competency assessment
A competency map per role, used across the person’s whole life cycle in the company — not only at review time.
Competency assessment360º assessmentJob descriptionsSelection & recruitmentOnboardingTraining plansCoaching (GROW)Succession planning
Areas of activity
Choose a sector to see the companies.
Technology
EngingCommercial transformation, process design and building the sales engine.
MidiacodeEntry into the European market.
MSGSPIN Selling training.
ManusystemsSPIN Selling training.
WavecomInternal marketing and internal communication training.
Invisible CloudCustomer service training.
PioneerTraining for the whole Portuguese organisation, plus an in-company degree programme with IPAM.
Communication and events
Grupo ImpresaKey account negotiation and cross-selling between the group’s companies.
Boost Portugal (EventsByBoost)SPIN Selling training.
Real Estate
LeisureLaunchTraining for sales managers.
Hundreds of estate agencies, trained for the renewal of their IMPIC licence.
Construction and materials
CimporLeadership, conflict management, teamwork, sales and negotiation.
MatcerâmicaSales and negotiation for international markets.
SoplacasNegotiation training and kick-off for the commercial year.
Insurance
Europ AssistanceAccount management training.
MDS GroupInternal marketing and internal communication training.
Banking
BESTraining for branch managers.
Banif e Banco Comercial dos AçoresClosing address on the retirement of the Banco Comercial dos Açores brand and its merger into Banif.
Energy
CEPSAMerchandising for the retail network and in-store planograms.
Tourism
TivoliAn in-company degree programme with IPAM, plus training for every property and for the reservations call centre.
AccorAccredited sales training with IPAM, and training for Accor Acentive in the events business.
Agência AbreuSales training for around 300 branch staff.
SoltrópicoSales and customer service training.
Grupo WamosSales and customer service training.
Transport and logistics
ANA AeroportosLeadership for managers and human resources teams.
TACVSales and customer service training.
XPOCustomer service training.
GrupolisSPIN Selling and customer service training.
EuroatlaSPIN Selling training.
IGACargoSPIN Selling training.
AASMVAZSPIN Selling training.
EuronaveSPIN Selling training.
Automotive
HyundaiCreating the sales academy and training the entire commercial organisation.
MazdaNew commercial approaches for the dealer network.
AutoeuropaNLP and presentation skills for the human resources teams.
EuropcarSales, negotiation and time management.
LeaseplanSales, negotiation and time management.
Alfa RomeoSales and product launches.
Feu VertSales and customer service training, leadership for service-centre managers and directors, and the Jogamos Juntos programme.
Industry
Schaeffler PortugalInternal marketing and internal communication training.
Eurostyle Systems PortugalInternal marketing and internal communication training.
Fromm-PackCustomer service training.
ITG EngenhariaCustomer service training.
Henriques & Henriques (HEH)SPIN Selling training.
José RuelaCustomer service training.
Food and beverages
NutrexpaNegotiation and merchandising, and recruiting almost half of the commercial and marketing organisation.
HeroKey account management, merchandising, and coaching for the commercial director.
BimboTraining for the key accounts and for the whole sales force.
AzkoyenCommercial restructuring and the launch of capsule coffee into the office segment.
Fromageries BelSales, negotiation and point-of-sale management.
MondelēzSales, key account negotiation, trade marketing, and launching products such as Oreo and Chips Ahoy.
CintraMarket entry, key account negotiation, and building the commercial organisation.
DanonePoint-of-sale management (retail excellence).
PescanovaPoint-of-sale management (retail excellence).
Dan CakeCommercial restructuring.
ProlactoInternal marketing and internal communication training.
Real AtunaraInternal marketing and internal communication training.
Retail and wholesale distribution
SogenaveSales, negotiation and point-of-sale management.
SelplusTraining for all outsourced commercial teams.
Gillette / P&GMerchandising and point-of-sale management.
Textiles
VillafelposEntry into international markets and support for the Zara Home partnership.
Pharma and healthcare
Bristol-Myers SquibbTraining for medical sales representatives on the launch of a new drug.
QuintilesA new product launch, and the origin of the "salesperson’s osteoporosis" idea that appears in The Best Seller.
Pharma NordSales and negotiation training.
Side FarmaTraining for sales managers.
FarmakaCustomer service training.
FarwellCustomer service training.
OrthiaCustomer service training.
JustNatTraining for sales managers.
KambenyInternal marketing and internal communication training.
Institutional and services
CTTPreparing the customer service teams for the launch of a mobile operator, with ISQ.
RBMS Sociedade de AdvogadosInternal marketing and internal communication training.
TemplumSPIN Selling training.
PartnersIPAMATECNova EtapaISQEmblaze (antiga AAISP)Câmara de Comércio e Indústria Portuguesa (CCIP)Universidade Autónoma de Lisboa
Testimonials
What the people I’ve worked with say
Turns commercial concepts into concrete, results-oriented practice.
More than sales training: someone able to raise the maturity of a team.
A top expert, a superb advisor, a true teacher.
A professional I'll always want by my side throughout my career.
In 6 years, from car salesman to commercial director of a multinational.
What I learned in that training has stayed with me my whole career.
A specialist in corporate training.
His energy engages and motivates participants and helps deliver results in the short and medium term.
One of the best sales executives I've met.
Masters negotiation, account management and leadership. Helped put Nabisco at the top of the biscuit market.
An excellent communicator.
Encourages the sharing and discussion of ideas and tools that deliver outstanding results.
Blog
Ideas for people who manage sales
Commercial Strategy2026: The Year of Going Back to Basics
After the age of hyper-segmentation, it is time to understand the essentials again: journeys and processes.
LeadershipThe Silent Mistake That Destroys Trust
Trust is an organisation’s most valuable asset. And it usually breaks not through one big mistake, but through a silent pattern repeated every day.
Internal MarketingInternal Marketing and Communication
How to align people, culture and strategy. A company’s biggest challenge is rarely out there — it’s in how it treats and engages the people already inside.
Common problems, with the right answers
Every salesperson has their own method
New salespeople take six months to become effective, and nobody really knows what works.
Solution
Sales Methodology AuditSales Process DesignSales PlaybookDeal Progression Framework
The same approach for every market
We sell into ten verticals with a generic, non-specialised message.
Solution
Market SegmentationICPCompetitive LandscapePositioningBuyer PersonasValue Props
We lose sales to the competition
Salespeople don’t know competitors’ strengths and weaknesses and struggle to handle objections.
Solution
Competitive LandscapeSWOTBattle CardsPositioningProof Strategy
Full pipeline, but nobody closes
Out of 20 opportunities, three or four close, and we don’t know when or how.
Solution
Qualification AuditQualification Framework (BATN+)Deal Progression Framework
The team doesn’t apply what it learns
They know the theory, but can’t apply it in practice.
Solution
Role playFollow-upTopic reinforcementMicro-learningOn-the-job validation
The forgetting curve
Training goes in one ear and out the other. Two days later, nobody remembers what they learned.
Solution
App with short videos and textsPush reminders of key concepts
Impossible to know who learned what
Feedback is “I think they got it”, with no link between training and business KPIs.
Solution
Learning impact dashboardAutomatic competency proof in the appEngagement reports
Fragmented knowledge
Content scattered across Drive, WhatsApp and email, outdated manuals, and everyone doing it their own way.
Solution
Knowledge hubSmart search in 3 secondsInstant updates for the whole company
Shall we talk about your sales team?
A first, no-obligation conversation to find out where the biggest potential lies.
Or write directly to nelsonviegas@nelsonviegas.com