Winning New Business For Dummies

Book description

Win more new business today

New business is the lifeblood of every company – and this book expertly guides you through the process of securing more than your fair share of it. If you're a salesperson in the trenches looking for inspiration, this book offers real-life advice on improving your customer-facing skills to win more new business. The structured approach presented inside will have you walking the walk, talking the tallk and closing more deals in no time!


  • Know your subject
  • Be an active listener
  • Make a great first impression
  • Present solutions
  • Stay on-brand and on-message
  • Prospect effectively
  • Overcome objections
  • Structure the deal

Table of contents

    1. Cover
    2. Introduction
      1. About This Book
      2. Foolish Assumptions
      3. Icons Used in This Book
      4. Beyond the Book
      5. Where to Go from Here
    3. Part 1: Getting Started with Winning New Business
      1. Chapter 1: Introducing a Winning New Business Culture
        1. Focusing on New Business Fundamentals
        2. Walking through the Steps of Winning New Business
        3. Recognizing What You Need to Win New Business
        4. Rewarding New Business Success
      2. Chapter 2: Having Something Relevant to Say
        1. Knowing Your Subject
        2. Knowing Your Audience
        3. Perfecting Your Tone of Voice
        4. Recognizing the Power of Silence
      3. Chapter 3: Making First Impressions Count
        1. Being Professional and in Control
        2. Recognizing the Importance of Preparation
        3. Following Up to Maintain the Good Impression You’ve Made
        4. Dealing with the Unexpected
      4. Chapter 4: Using Technology to Help
        1. Understanding the Role of Technology in Winning New Business
        2. Adjusting to Technology in Your Business
        3. Distinguishing between Different Selling Aids
    4. Part 2: Planning for New Business
      1. Chapter 5: Presenting Solutions
        1. Being Solution Oriented
        2. Thinking Like Your Prospect
        3. Considering All the Angles
      2. Chapter 6: Marketing Matters
        1. Understanding the Role of Marketing in Winning New Business
        2. Being on Brand and on Message
        3. Avoiding a Reliance on Marketing
      3. Chapter 7: Making It Easy to Say Yes
        1. Making Your Customer Comfortable
        2. Creating a Straightforward Proposition
        3. Covering All the Issues
        4. Taking Away the Risk
      4. Chapter 8: Elevator Pitching
        1. Breaking Down the 60-Second Pitch
        2. Setting Your Objectives
        3. Embracing a Listening Opportunity
      5. Chapter 9: Prospecting Effectively
        1. Understanding Your Targets
        2. Recognizing the Importance of Research
        3. Performing First-Level Qualification
        4. Keeping Records
    5. Part 3: Making New Business Happen
      1. Chapter 10: Overcoming Objections
        1. Taking Care of Real Objections
        2. Dealing with Bias and Inequity
        3. Facing Objections Late in the Sales Cycle
        4. Walking Away from the Deal
      2. Chapter 11: Structuring the Deal
        1. Understanding that the Deal Isn’t Always about Money
        2. Looking to Establish a Win-Win
        3. Recognizing that “Guarantee” Is a Big, Powerful Word
        4. Creating Unambiguous Contracts
      3. Chapter 12: Having the Confidence to Say No
        1. Understanding When, Why, and How to Say No
        2. Saying No Doesn’t Mean that a Deal Isn’t Possible
        3. Protecting Your Interests
      4. Chapter 13: Asking for the Order
        1. Being Professional and Straightforward
        2. Working with Professional Buyers
      5. Chapter 14: Understanding That “Selling Hard” Isn’t the Answer
        1. Recognizing That People Prefer to Be Buyers
        2. Knowing That People Buy People First
        3. Ensuring That You Don’t Force a Solution
      6. Chapter 15: Taking Action Today
        1. Recognizing the Power of Taking Action and Setting Goals
        2. Building Momentum Every Day
        3. Acting with a Structured Approach
    6. Part 4: Rainmaking: Developing a Constant Stream of New Business
      1. Chapter 16: Reaching a Win-Win Solution
        1. Defining a Win-Win Solution and Its Benefits
        2. Addressing Price as You Seek a Win-Win
        3. Securing and Extending Your Client’s Buy-in with Support
        4. Enjoying Longer-Term Success
      2. Chapter 17: Networking Effectively
        1. Seeking, Selecting, and Timing Networking Opportunities
        2. Structuring Your Networking Approach
        3. Distinguishing Types of Networking Events
        4. Following Up
      3. Chapter 18: Managing the Perception of Risk
        1. Defining Risk for Different Groups
        2. Dealing with Risk
        3. Avoiding the Death of a Deal by Managing Risk
      4. Chapter 19: Qualifying Potential Business
        1. Qualifying: The Most Important Part of Winning New Business
        2. Beginning with Basic Qualification Criteria
        3. Adding Objective and Subjective Criteria
        4. Tracking Qualification Over Time
      5. Chapter 20: Knowing When to Move On
        1. Taking Action When Qualification Criteria Aren’t Met
        2. Dealing with Personality and Group Issues
        3. Handling the Reality of Time Wasting
        4. Facing an Indecisive Prospect
        5. Leaving When the Prospect Isn’t Telling the Truth
      6. Chapter 21: Being Realistic with Forecasts
        1. Introducing the Basics of Forecasting
        2. Eliminating Errors with a Good CRM
        3. Providing Accurate Forecasts
    7. Part 5: The Part of Tens
      1. Chapter 22: Ten Key Metrics to Watch
        1. Initial Decision Maker Contact (IDMC)
        2. Subsequent Decision Maker Contact (SDMC)
        3. Qualification Key Stage Three (a.k.a. MCPQ)
        4. Qualification Key Stage Four (a.k.a. RPBT)
        5. Qualified Pipeline Value
        6. Conversion Ratio of Suspects to Qualified Prospects
        7. Touch Points
        8. New Prospect Identification
        9. Ratio of IDMC to SDMC
        10. Close Ratio
      2. Chapter 23: Ten Prospecting Resources
        1. Insider Media
        2. Local Business Publications
        3. Lists from “The Sunday Times”
        4. New Local Business Lists
        5. Industry Publications
        6. Chambers of Commerce
        7. Highly Specialized Researchers
        8. LinkedIn
        9. Facebook
        10. An Existing Company Database
    8. About the Author
    9. Advertisement Page
    10. Connect with Dummies
    11. End User License Agreement

Product information

  • Title: Winning New Business For Dummies
  • Author(s): Stewart Stuchbury
  • Release date: March 2017
  • Publisher(s): For Dummies
  • ISBN: 9781119274162