I move B2B tech companies from random selling to disciplined selling: a milestone-driven operating system where deals progress on evidence, not hope.
34 years in B2B sales. 21.5 of them inside Tata and TCS. Silicon India Top 10 Sales Coach, 2025.
These are the outcomes the system is engineered for. The case studies below show what named clients achieved.
Most B2B sales teams pitch before they diagnose. Decks fly out on the first call, proposals go to people who never said they had a problem, and the pipeline fills with deals that were never real. Then the quarter ends, the forecast misses, and the board stops trusting the number. The fix is not more pitching. It is a process that makes pitching a privilege the buyer grants you.
All revenue came from existing customers. New-logo acquisition had stalled.
A 3-month Baseline Selling rollout with ongoing deal coaching.
First new customer acquired, and a repeatable acquisition process behind it.
A capable sales team with no shared process and weak CRM discipline.
A 2-day leadership intensive, CRM alignment, then a standing coaching cadence.
The engagement was renewed twice, on the strength of what the pipeline showed.
Deals stuck for months, win rates at 25%, and no CRM backbone behind the sales process.
A year-long engagement: an open-source CRM with the complete sales workflow, plus Baseline Selling coaching across inside and field sales.
Win rates rose from 25% to 60% in strategic segments, conversion rates jumped 50%, and long-stuck deals started moving within three months.
The proof I value most: clients who renew. Engagements here start small, prove themselves in the pipeline, and earn their extension.
Baseline Selling runs in two formats, depending on whether you are sharpening your own game or installing the system across a sales organisation. Every engagement starts with a diagnostic, because prescription without diagnosis is malpractice, in medicine and in sales.
For sales professionals who want to elevate their game in the world of authentic selling. Twelve live sessions with me, the four-base operating system installed as a process you keep for the rest of your career, and role plays on the deals you are actually working.
Best for AEs, BDMs, pre-sales leads and founders who carry a number and want to stop winging it.
For companies that want the Baseline Selling sales process, methodology and framework installed across their sales organisation. Delivered in two sub-formats:
The entire framework covered in two concentrated days: role plays, mock calls, and the works. A common sales language your whole team walks out speaking.
The 2-day immersion, then three months of group coaching and hands-on strategy support on your key live deals, until the discipline holds without me.
Best for CEOs and Sales VPs who want forecast credibility at board level, not a motivation bump. Sales leaders who want an advisory cadence only, pipeline reviews and complex-deal strategy through your managers, can start with the same call.
Companies shopping for low-cost sessions, motivational talks, or a quick moral boost before quarter-end. If your organisation will not adopt a structured process, I am the wrong fit, and I will say so on the first call.
Leadership discovery, sales process audit, 21-competency assessment of the team.
A custom Baseline Selling framework mapped to your actual sales motion.
A leadership intensive that standardises the sales language across the org.
Weekly coaching, live deal reviews, CRM aligned to milestone stages.
Forecast discipline and leadership reviews until the process is institutional.
Foundation first, then scale. That order is the whole difference.
Three free diagnostics, built from the same discipline I install in sales teams. Two look at your deals. One looks at you.
Ten questions about one live deal. An honest verdict: progressing, drifting, or already dead. You will know more about your pipeline in three minutes than most reviews reveal in an hour.
Run the Free CheckThe Ghost-Deal Cheat Sheet: nine tells that a deal sitting in your CRM is already gone, and what to do about each one before your next forecast call.
Get the Cheat SheetTen questions about how you sell. Your seller archetype, your likely ghost rate, and the money it leaves on the table. The mirror most sellers avoid.
Face the MirrorNo sales pitch follows any of them. The verdict speaks for itself.
"Mindset, confidence and clarity: that is exactly what we experienced. Nelson didn't show up with a template. He rolled up his sleeves, understood our ground realities, and aligned the entire sales process. Within three months, deals stuck forever finally started moving, and win rates jumped from 25% to 60% in the segments we most wanted to win. The biggest impact was the mindset shift: our leaders became coaches. That kind of transformation lasts."
"After 30 minutes with Nelson, I took him to my entire team. Two hours a week, for 15 weeks. Definitely not in my plans, but boy, was it worth it. We learned a methodical framework of sales: how each stage will feel, what to do in each stage, how to take it forward. He is one intervention that we definitely needed."
"There are a lot of sales methodologies available. We chose Baseline Selling for a simple reason: it covers the fundamentals at every stage. People run towards closing, and conversion stays low because they miss the process. This covers the full 360° of sales. And the post-programme support helps our team work through real-life situations."
"Nelson's sessions are full of light bulb moments. Before meeting Nelson, I thought I knew it all, and I was actually doing everything I was not supposed to do."
"A structured sales process replacing chance with consistency, equipping the learners with sharper skills, renewed confidence, and a sustainable approach to driving results."
"Twenty years in the industry, ten in sales, and I always wondered if there is a systematic way of looking at the entire sales process. That is precisely Baseline Selling. Nelson is the one who certified me as fit for sales, and he has been mentoring and shaping me ever since."
The short version.
Nelson Fernandes. Founder, BigLeaps Consulting.
A 30-minute call on the state of your sales organisation. No pitch. If I am not the right fit, I will tell you who is. Pick a time →
Competency assessment and pipeline audit. You see the evidence of what is actually broken before anything is prescribed.
The operating system goes in through your leaders, with a coaching cadence until the discipline runs without me.
Diagnose. Install. Transform. In that order, every time.
Every week I write about what is actually happening inside India's B2B sales organisations: ghost deals, forecast theatre, and the discipline that fixes them. Direct, practical, no fluff.
"I do not work at Bose. But I sold a pair of their headphones in under a minute. The actual salesman just stood there. Stunned."
Lessons from Tata"Last night, Deepali and I binge-watched the Making of Titan. I have this watch sitting on my desk. A gift from my second home, Tata Consultancy Services, when the company turned 50."
Value over price"The cheapest option is rarely the best value. Over the weekend, Deepali and I went to the market to pick up groceries. This is our weekly ritual."
Share a little about your sales organisation and what is not working. I read every message and reply personally, usually within a day.
