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Winning New Business for Dummies
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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

About the Author

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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