Speakers

Rafael Machin holds a degree in Economics (Business) from the University of Alcalá (1991) and an MBA from the School of Industrial Engineers of Valencia (1994). His professional activity is focused on commercial improvement in the world of Retail and B2B, where he has two stages, one working as an employee and the other as an entrepreneur. He started working as an employee 40 years ago, combining his studies and his work in the sports store of Mario Kempes, the Argentinean soccer idol, being a successful salesman and collaborating in the creation of the "DxT" franchise. In 1995 he was a founding employee of Airtel Móvil (later Vodafone), managing the Flagship Stores in Valencia, Murcia and the Balearic Islands. In 2004 he joined "Office Depot", the world's largest office supplies company, as Chanel Manager. In 2007 he started his own stage on his own, where he created the company "Fuerza Comercial Consultoría", whose purpose is "Improving the world, improving the commercial world", and which has become the leading company in Europe and Latin America in commercial improvement, having carried out more than 3,000 projects in companies of all sectors, with more than 550,000 sales representatives, 120,000 points of sale and 24 million customers. The heart of his ideology is H2H (human to human), that is, the value of people as a source of competitive advantage and differentiation, both in the commercial world and in the world of Mangement. He also directs the Escuela Universitaria de Ventas, is a professor at the Universidad Autónoma de Madrid, Escuela de Empresarios EDEM, Universidad Europea and mentor at the Universidad de Valencia. He is the author of the book "El viaje de los Supercomerciales", a manual to create and develop high performance and high involvement teams, and speaker on his methodology. He directs one of the best online training platforms specialized in sales management and the largest LinkedIn group for Sales and Sales Management in Spanish-speaking countries with more than 130,000 members in September 2025. In innovation, he has developed his own methodologies such as the "SCO" system for achieving objectives, the learning method for sales forces "Remote Training", awarded by the magazine Actualidad económica or the "Customer FIRST" system, focused on the customer experience focused on the improvement of KPIs. In short, he is an expert in innovation and H2H commercial reengineering, sales improvement programs and KPIs, training and B2B and Retail transformation.