I’VE SPENT MOST OF MY CAREER
SOMEWHERE BETWEEN
TECHNOLOGY AND A DECISION.

I started as a developer, close to products, projects and implementation.

Eventually I found I enjoyed sitting with a customer even more: understanding a problem and helping them see how technology could solve it. That took me into Presales.

Since then I’ve worked with startups and large enterprises, on individual opportunities and leading Sales Engineers. I’ve helped teams improve how they discover, demonstrate and communicate value.

I still care about discovery, demos and technical credibility. But after enough opportunities, I became more interested in what was happening around those activities.

Why could we pass a POC and still lose the deal?

Why could a technically excellent demo change nothing?

Why did some SEs become trusted partners while others were only called when someone needed a demo?

Those questions led me to two ideas I’m still developing: Confidence Generators and Working the Deal.

In those conversations, more information wasn’t always what the customer needed. Often, they needed enough confidence to make a decision and defend it internally.

That changed how I saw the SE’s role: helping customers work through uncertainty, not just answering technical questions. It’s the idea behind The Presales Consultant.

I’m from Huelva, in the south of Spain. I’m a husband, a father of three and a guitarist who has probably spent far too much time trying to sound like Brian May.

Music has been part of my life for years, as has working with young people through Scouting.

Neither makes me better at Presales. But they help explain why I care about teaching, helping people grow and not taking corporate life too seriously.