Total Negotiation Group

What Total Negotiation Group does

Total Negotiation Group (legal entity Total Negotiation Limited) is a UK-headquartered management consulting firm specialising in commercial transformation for FMCG manufacturers and adjacent sectors including financial services, banking, and insurance. Founded in 2009-2010 and headquartered in Henley-on-Thames, the firm operates under an Employee Ownership Trust (EOT) model introduced in 2022, making it majority employee-owned with no external parent or institutional investors. The firm delivers its offering through four core service pillars: Negotiation Strategy, Revenue Growth Management, Category and Channel Strategy, and Customer Planning and Selling, supported by a named portfolio of training programmes (Essential Sales & Negotiation, Essential Sales, Inspiring Sales, SCAP, Compelling Sales Stories, C-Cube) and post-engagement Embedding Tools.

The business model is professional services: bespoke consulting engagements, capability-building workshops, and ongoing coaching delivered directly by a globally distributed bench of 70+ senior consultants to enterprise clients. Go-to-market is enterprise field sales with no disclosed digital self-serve channel; pricing is not publicly disclosed and contracts are tailored to client needs. Distribution is direct via regional Managing Partners covering North America, FIPS, DACH, Middle East, and Asia Pacific, with a flagship UK headquarters in Oxfordshire. The firm's go-to-market motion is anchored on its operator pedigree: leadership and consultant bench is drawn from senior commercial roles at Procter & Gamble, Diageo, Coca-Cola, Nestlé, Unilever, PepsiCo, AB InBev, Carlsberg, and other major FMCG companies, and the firm explicitly avoids the food retailer side, serving only suppliers.

No technology platform, software product, or AI/ML capability is disclosed. The core differentiator is the firm's codified "commercial framework" and the real-life operating experience of its consultants, delivered through in-person and virtual workshops, consulting engagements, and long-term coaching rather than through proprietary software. Disclosed client outcomes include $5m of net value created for a single client, AUD$15m of incremental margin from distribution agreements, AUD$400k of savings from investment redistribution, and £3m of incremental profit from a first-in-five-years price increase implementation.

Name

Total Negotiation Group

Legal name

Total Negotiation Limited

Website

https://totalnegotiation.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Total Negotiation Group is an employee-owned UK consulting firm that delivers commercial transformation, negotiation, and revenue growth management advisory to the world's leading FMCG manufacturers across four global regions.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Contract Administration Support (PO/Contract Compliance) (BPAAAJAE)

Keywords

• Negotiation consulting services
• Commercial transformation consulting
• Revenue growth management
• FMCG capability building
• Category strategy advisory

Headquarters

HQ city

Henley On Thames

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advisory and Consulting Services: The company provides commercial transformation advisory solutions, including negotiation strategy, revenue growth management, category and channel strategy, and customer planning and selling. Services include capability development programs, workshops, and consulting engagements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Total Negotiation Group provides commercial transformation consulting and capability-building services to the world's leading FMCG suppliers and select financial services, banking and insurance organisations. Its work is delivered through bespoke consulting engagements, training programmes and ongoing coaching across four pillars: Negotiation Strategy, Revenue Growth Management, Category and Channel Strategy, and Customer Planning and Selling. Services are run by 70+ senior FMCG and retail practitioners who embed alongside client teams rather than running off-the-shelf training.

Product overview

Total Negotiation Group offers a consulting and capability-building service for FMCG organizations, structured around four core service pillars: Negotiation Strategy, Revenue Growth Management, Category and Channel Strategy, and Customer Planning and Selling. The company delivers bespoke advisory solutions, training programmes, and embedding tools designed to create commercial transformation. Its programmes include the Essential Sales & Negotiation Programme, Essential Sales Programme, Inspiring Sales Programme, Strategic Customer Account Planning Programme (SCAP), Compelling Sales Stories Programme, and C-Cube Programme for category management. Consulting services span category vision and strategy, channel strategy, and revenue growth management. The company does not work with food retailers and exclusively serves FMCG suppliers and manufacturers.

Differentiator

Problem solved

Functional benefit

Products and services

• Negotiation Strategy Advisory and capability-building solution focused on negotiation planning, skills development and embedding behaviour change for commercial teams to secure profitable agreements. Targets FMCG manufacturers and financial services organisations that need a competitive edge in planning and managing negotiations with retailers and customers.
• Revenue Growth Management Advisory solution that helps commercial teams develop strategic pricing positioning, pack price architecture and active mix management to future-proof brands and invest wisely in the face of global pricing challenges. Aimed at FMCG suppliers and manufacturers needing to deliver long-term retail plans.
• Category and Channel Strategy Advisory solution helping clients define a category vision and strategy, broaden category knowledge and design channel-specific strategies to delight retail partners. Positioned for FMCG suppliers that need a clear category strategy to differentiate versus retailers.
• Customer Planning and Selling Advisory solution using data-driven, customer-centric selling strategies to build profitable customer relationships and drive long-term category growth. Geared to FMCG suppliers that need to translate customer insight into commercially successful plans.
• Essential Sales & Negotiation Programme Practical workshop programme designed to help account managers and national account directors manage the complete sales process from preparation through negotiation, using real case studies for hands-on practice. Targets FMCG commercial teams.
• Essential Sales Programme Practical sales mastery programme helping commercial teams rapidly acquire sustainable sales behaviours through a customer-centric approach guided by expert facilitators. Aimed at FMCG account and national account managers.
• Inspiring Sales Programme Advanced programme equipping delegates with challenge-based and category-based sales approaches to provoke customers and create mutual value, using data-driven insights. Targets experienced FMCG commercial leaders.
• Strategic Customer Account Planning Programme (SCAP) Interactive programme providing cross-functional FMCG teams with a platform to create dynamic, customer-centric plans, led by experienced commercial consultants using real insight generation. Targets cross-functional account teams.
• Compelling Sales Stories Programme Programme enabling participants to use data sources for insight generation and create compelling, data-driven brand stories that resonate with customers and align with broader company strategies. Aimed at FMCG sales and customer marketing teams.
• C-Cube Programme Category development programme expanding team knowledge of customers, categories and channels to understand the importance of category management in building commercial relationships. Targets FMCG commercial teams.
• Category Vision & Strategy Consultation Expert consultation working closely with FMCG teams to develop category growth plans, with participants leaving with a clear category vision and strategies informed by consumer and buyer behaviour.
• Channel Strategy Consultation Expert consultation creating action plans based on established category visions and strategies, helping FMCG teams understand how, where and when to implement channel-specific solutions.

Quantifiable outcome

• $5 million of net value created for one client
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bain & Company: Top-tier global management consultancy with a strong Consumer Products practice offering commercial strategy, RGM and negotiation support to the world's largest FMCG manufacturers.
• AlixPartners: Global consulting firm with a Consumer Products practice covering commercial transformation, pricing and revenue management. Competes with TNG for FMCG commercial transformation mandates at enterprise scale.
• Kearney: Global management consultancy with a dedicated Consumer & Retail practice covering commercial transformation, RGM and negotiation capability. A scaled generalist competitor to TNG's FMCG commercial work.
• Edge by Ascential: Provider of data, analytics and advisory for consumer goods and retail, including category management and commercial strategy. Overlaps with TNG's category, channel and customer planning advisory offerings.
• Kantar Consulting: Global consulting arm of Kantar focused on commercial transformation, category management and RGM for consumer goods clients. Multiple TNG leaders (e.g. Andy Williams, Bernhard Wessels) are former Kantar Consulting partners, making it the closest large-scale analogue for TNG's service portfolio.

Direct peers

• Simon-Kucher & Partners: Global consulting firm specialising in pricing, revenue growth management and commercial strategy. Directly comparable to TNG's Revenue Growth Management and Category & Channel Strategy offerings for FMCG and consumer clients.
• TrinityP3: Australian-origin management consultancy focused on marketing, procurement, agency and supplier effectiveness. Competes head-to-head with TNG on commercial transformation and supplier-retailer negotiation work.
• Vector Group (commercial transformation consultancy): Consultancy focused on commercial transformation, sales effectiveness and capability building for CPG/FMCG clients. Directly comparable in service mix and client base to TNG.
• CMI (Corporate Marketing International): Boutique consultancy focused on commercial capability, category management and shopper marketing training for CPG/FMCG clients. Closely matches TNG's training-led, programme-driven model.

Emerging players

• IGD (Institute of Grocery Distribution): UK-based research and training organisation for the food and consumer goods industry, offering capability programmes and commercial insights. Adjacent peer for TNG's training-led engagement model with FMCG clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/total-negotiation
• Xx.com/tot_negotiation
• Facebookfacebook.com/Total-Negotiation-Russia-106386688243827

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Total Negotiation Group