Tues 25 March, 15:00 - 16:30 GMT

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.

Communication is key to converting new business prospects to real business relationships, however it needs to be a conversation, over a one-way monologue using creds decks and presentations. In this fast-paced, practical, and interactive session, we will look at a framework you can use to manage the key conversations that take place when you and a prospect explore working together. Based on the principle that ‘closing’ happens in stages – this session will help you overcome the barriers agencies commonly face in keeping the sales process moving. Develop a more consistent approach to managing new business opportunities; one that creates value for buyers, while also giving you a competitive edge.Identifying and prioritising the best prospects to focus on, we’ll ensure you focus your energy in the right places.

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 separate serious buyers from tyre kickers.

  • Sales process

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

  • Staying in control of the sale

    When and where to seek commitments from prospects.

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.

This course is one part of a three part new business course

Check out the other courses as part of the bundle.

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. As well as his work with agency leaders and budding business developers, he’s 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 on the bounce.

Previous feedback for this course

“Great insight and structure of discussion.”

Chris Hodgen, Managing Director, Absolute

“Lots of useful tangible takeaways"

Anastasia Grawe, Account Director, Construct London