Joerie Nijhuis
Executives don't buy pitches. They delegate them down.
Commercial leadership and advisory for teams that need to sell up, not just sell.
Your reps reach for the demo with an executive, and the conversation turns into a pitch. The exec delegates it down, and your deal is now competing on price. I change the conversation your team has: to earn attention and hold it, instead of handing it away. Then I make it stick.
Typical problems
You'll recognise at least one of these.
If your commercial team is hitting these walls, that's exactly where I work.
These are the walls I help commercial teams break through.
What I do
Commercial leadership and advisory.
I work with medium and large organisations that want to up their executive sales game. Three ways in, depending on where you are.
Interim commercial leadership
Hire me to run it.
I step in as your interim commercial or transformation leader and own the mandate end to end. The strategy, the hard calls, the senior stakeholders, the result.
- ·Interim CCO, commercial or transformation lead
- ·Bridging a gap or carrying a mandate the team can't
- ·End-to-end ownership, not advice from the sidelines
Consultative selling advisory
Hire me to fix it.
I advise and rebuild your commercial team so they earn the C-level seat and hold it. From product pitch to executive dialogue, with coaching on the live deals that matter.
- ·Diagnose where the team loses senior conversations
- ·Rewire the commercial motion around the executive buyer
- ·Coach senior sellers on live, high-stakes deals
Custom sales simulations
Hire me to make it stick.
Realistic, real-life simulations built on your actual deals and buyers. Your team experiments with behaviour, makes mistakes where it's safe, and gets it right when it's real.
- ·Tailored scenarios built on your real situations
- ·Accredited simulation method, 15 years in the making
- ·Experimental learning in a safe and controlled environment
“People don't change because you told them to. They change because they felt it.”
Joerie Nijhuis
Approach
A typical engagement starts the same way. Then it splits.
Every engagement opens with a free diagnostic phase. After that, the path depends on what you actually need.
Quick scan.
Free diagnostic
A short, focused look at your commercial reality: pipeline, deal patterns, where executives drop out, what your team is actually saying in the room. No cost, no obligation.
Go / No-Go.
Shared decision
A direct read-out with a recommendation. If there's nothing worth doing, I say so. If there is, we agree the scope, the outcome, and the exit point before anything starts.
Then it splits into
Step in and run it.
I take the commercial seat on your team for a defined period. I own the targets, the rhythm, and the calls in the room until the function is stable enough to hand back.
Transform your sales capability.
Weekly working sessions with the commercial leadership team. I sit inside the deals that matter, challenge the approach, and stay until the pattern holds without me.
Train your salesforce.
Tailored simulations created from your actual buyers and your hardest moments. Your team runs them, gets coached live, and repeats until the behaviour is automatic.
Why me
I've sat on both sides of the table.
Strategy consulting. Transformation execution. Entrepreneurship. The strategy I set is one I'd execute myself, because I have.
Worked with Executives on what to do.
A decade at Accenture, founding member of its Netherlands Technology Strategy & Advisory leadership team. Sold and led €10M+ in transformation programmes across high-tech, mobility and energy.
Then went inside to make it happen.
I don't hand over the deck and walk away. I take the interim role, run the commercial or transformation mandate end to end, and answer for the outcome the same way the team does. Today I lead consultative selling at enterprise scale, including building it as a practice inside one of the world's largest commercial organisations.
And built ventures from scratch.
IT'S UP TO YOU, an accredited simulation method built over 15 years and used at scale across BeNeLux. It started as a way to tackle bullying in schools and reached more than 350,000 young people. And 2Dine, a B2B venture I built as a student. Ventures recognised both nationally and regionally. IT'S UP TO YOU is accredited by Movisie (2024) and was recently awarded a Province of Noord-Brabant programme on phone use while cycling.
Recommendations
What people who've worked with me say.
“Joerie challenged conventional thinking to reframe the opportunity and pursue a different path. He was seen as a key leader and a trusted advisor to the team, the client, and our leadership.”
Lauren Murray
Strategy & Consulting Senior Manager, Accenture
Let's talk
Recognise any of this? Let's talk.
No pitch, just a conversation.
