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Winning New Business For Dummies

ISBN: 978-1-119-27416-2
360 pages
March 2017
Winning New Business For Dummies (1119274168) cover image


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
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Table of Contents

Introduction 1

Part 1: Getting Started with Winning New Business 5

CHAPTER 1: Introducing a Winning New Business Culture 7

CHAPTER 2: Having Something Relevant to Say 21

CHAPTER 3: Making First Impressions Count 41

CHAPTER 4: Using Technology to Help 57

Part 2: Planning for New Business 71

CHAPTER 5: Presenting Solutions 73

CHAPTER 6: Marketing Matters 85

CHAPTER 7: Making It Easy to Say Yes 95

CHAPTER 8: Elevator Pitching 105

CHAPTER 9: Prospecting Effectively 117

Part 3: Making New Business Happen 137

CHAPTER 10: Overcoming Objections 139

CHAPTER 11: Structuring the Deal 157

CHAPTER 12: Having the Confidence to Say No 175

CHAPTER 13: Asking for the Order 183

CHAPTER 14: Understanding That "Selling Hard" Isn't the Answer 195

CHAPTER 15: Taking Action Today 205

Part 4: Rainmaking: Developing a Constant Stream of New Business 219

CHAPTER 16: Reaching a Win-Win Solution 221

CHAPTER 17: Networking Effectively 229

CHAPTER 18: Managing the Perception of Risk 243

CHAPTER 19: Qualifying Potential Business 255

CHAPTER 20: Knowing When to Move On 277

CHAPTER 21: Being Realistic with Forecasts 287

Part 5: The Part of Tens 293

CHAPTER 22: Ten Key Metrics to Watch 295

CHAPTER 23: Ten Prospecting Resources 305

Index 315

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Author Information

Stewart Stuchbury is a creative agency and SME new business consultant. He developed the TLG (Targeted Lead Generation) new business methodology that has been at the forefront of creative services new business for almost 20 years. He believes that the only real new business opportunities are those that are well qualified from the beginning.

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