Lead generation is just the start of the new business process. As creatives, we can often shy away from 'selling', but a pipeline of opportunities is worthless unless you can convert the right ones into paying clients.

Winning new business hinges on how well you navigate sales conversations – every interaction should move you closer to sealing the deal. In this fast-paced, practical and interactive session, we'll take you through a clear framework for managing the crucial conversations that turn prospects into clients. We’ll break down the sales process into key stages, tackling the common roadblocks that slow agencies down. Identifying and prioritising the best prospects to focus on, we’ll ensure you focus your energy in the right places. You’ll learn how to keep momentum and build a structured approach that not only creates value for buyers but also sharpens your competitive edge.

This online workshop covers

  • Mindset and key principles

    Adopting a consultative and collaborative approach to selling.

  • The ‘small yes’ framework

    The commitments you need to gain from a prospect.

  • Qualification conversations

    How to identify the serious buyers in your pipeline.

  • Sales process

    Following up and getting to the right place, with the right people

  • Staying in control of the sale

    Keeping on track of the process to get commitments.

You will gain

  • Increased confidence to broach awkward conversations around budget, for example.

  • Actionable insights to enable you to take control of the sales process.

  • An objective set of criteria to decide if, and how, you should progress opportunities.

  • Practical tips and techniques to give you an edge over competitors.

Meet your trainer

Ben Potter

Ben Potter is a positioning and business development adviser, working with independent agencies to help them win the right clients. Utilising his 15 years of agency experience, he works with agency leaders and budding business developers to sharpen their positioning, build their pipeline and take control of the sales process. Ben is an avid writer, regularly sharing advice on LinkedIn and in publications, such as Econsultancy. He has also appeared on numerous podcasts and is a member of the BD100 ‘Hall of Fame’, having been voted one of the UK’s most influential business developers for five years in a row.

Previous feedback for this course

"The course today was fantastic. It was very well organised and easy to navigate. Ben clearly has a wealth of experience in this space and has devised a well thought out strategy that business development and sales professionals can utilise immediately to help qualify and close those richer client conversations. Looking forward to putting a lot of these new opportunity areas and learnings into practice."

Anthony McAllister, Client Relationship Manager, Kinneir Dufort

"If you're looking to refine your sales techniques and close more deals effectively, this course is a must. It provides a solid foundation and advanced insights into the art of converting leads and sealing the deal. Highly recommended for anyone in sales, business development, or customer relations!"

Gavin Willis, Creative Director, GWCM

"Very insightful course and a great framework to take forward into everyday working!"

Sarah Weatherall, Studio Manager, Out of Nothing