About Sentinel

Our Company

Sentinel was founded in 2001 and provides real-world-class commercial solutions for a wide range of clients in many markets, categories and business models in the fields of negotiation, selling and commercial engagement.

Our Founding Principal, David Sables, has used his extensive experience with Procter & Gamble and in running his own international import business to develop and deliver a range of programmes and services that deliver real commercial benefit to our clients.

We continually research the latest market developments and provide cutting edge, real-world-class solutions - to deliver 'better deals, faster'.

Our Clients

From our offices in London, England and Sydney, Australia we have experience of working with key markets and business cultures globally.

We coach our clients in engaging major international/national retailers and buying group customers around the world and are familiar in dealing with their tactics and programmes.

Outcomes & Results

We provide an objective, criteria-based rating on each delegate and team which enables us to provide benchmarked feedback to each client against best-in-class operators around the world and across categories. From this we can work with our clients to identify strengths and development areas – and plans to build on both.

Our programmes are proven to deliver real and tangible commercial benefits. On average, our delegates report an incremental profit gain of US$100,000 in the 6 weeks immediately after attending our Situational Negotiation™ Immersion Workshop.

We have been retained by many clients over a number of years who recognise the commercial returns of our programmes and sustaining support.