Co-Author
Cómo Negociar en Inglés
Simon Ferdinand
sales & negotiation training
In just two days, I can turn your sales team into the sharpest, most effective and best-motivated professionals in the market.
Sounds good? Read on!
I am an independent training consultant, based in Madrid, and specialised in a range of persuasion, negotiation and sales techniques, drawing on my wide and deep experience as a strategic Business Development leader with over 20 years of international experience.
90 international markets
28 countries – face-to-face training
>650 sales professionals trained
You’re next!
My background
2006 – 2007
Co-Author
Sep 2009 – Aug 2011
Head of Sales for Iberia
Cambridge Assessment
Iberian Peninsula | €23M revenue
• Delivered 62% revenue growth in under 2 years through data-driven sales planning and partnership development.
• Restructured sales operations and implemented performance metrics that increased team efficiency and territory coverage.
Sep 2011 – Aug 2023
Head of Market Development for ELT Assessment
Global remit
• Led global rollout and commercialization of eLearning and online language assessment platforms (Oxford Placement Test, Oxford Test of English, My Oxford English).
• Built and led a cross-continental sales team from the ground up, onboarding and training in advanced negotiation, sales, and digital product strategies.
• Led three major platform transitions, ensuring seamless migration across internal operations and client ecosystems, with <5% customer attrition.
• Designed data-informed sales strategies using CRM and ERP insights to identify high-potential territories, dramatically increasing client acquisition rate.
Aug 2023 – Jun 2025
Sales Director – ELT
84 countries | €51M P&L responsibility | Team of 46
• Developed and implemented a regional go-to-market strategy, increasing win rates in competitive bids for Ministries of Education in Saudi Arabia, Bahrain, and Oman.
• Led transformation of CRM and analytics infrastructure by rolling out Salesforce and PowerBI, improving pipeline forecasting accuracy by 35%.
• Elevated team performance through strategic sales training programs (Consultative & Challenger methodologies), increasing conversion rates by 28%.
• Oversaw and optimized operations across Europe, the Middle East, and Africa—ensuring alignment with local market and cultural expectations.
• Strengthened key account partnerships with leading universities and ministries, securing multi-year deals contributing to 12% YoY revenue growth.
Jun 2025 – Present
Sales and Negotiation Training
23 countries | 350+ professionals trained in situ; >1,000 online
• Designed and delivered bespoke training programs to upskill sales teams across EMEA, S&E Asia, and LATAM regions in advanced persuasion, sales and negotiation techniques.
• Achieved measurable improvements in closing rates and deal sizes post-training, reported by client firms in post-engagement reviews.
