Winning New Accounts

‘Give your people the skills to win new business.’

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Winning New Accounts

This programme is designed for new business developers, account managers and sales people who are responsible for winning new accounts in a business to business environment.

Winning new accounts equips new business developers with the skills to:

  • Profile prospects
  • Develop a successful new business process
  • Manage the new business sales cycle
  • Win new business.

Who is the programme for?


Sales Professionals

Individuals who are responsible for winning new accounts that will become profitable customers.


Business Development Managers

Individuals who identify prospects and develop them into profitable customers.


Sales Directors, Leaders & Managers

People who are responsible for coaching and developing new business skills with their teams.


Winning New Accounts

Aim and Objectives

The aim of the programme is to develop the new business skills and processes sales people need to win new accounts that will develop into long term profitable relationships.

Programme Objectives

To deliver this aim the programme is focused on four objectives in key areas:

  1. Appointment Setting
    To develop the skills to profile prospects and get appointments with key stakeholders.
  1. New Business Process
    To develop the skills to turn suspects into prospects. Most importantly identifying the break points when a decision is made to either progress, or walk away, from a new business situation.
  1. The New Business Sales Cycle
    To develop the skills and behaviours to manage the new business sales cycle from opening contact to winning new business.
  1. The New Business Sale
    To develop the skills and behaviours to implement a needs based approach to selling in a new business environment.



How will  Winning New Accounts benefit your business?

New Business Development

Professionals with the skills to profile prospects and develop them into profitable customers.

A Sustainable New Business Process

A structured approach to new business development that gives your people a proven approach to successful new business development.

Profitable New Customers

A professional approach to new business development sets the foundations for a relationship that is valued by customer and profitable for you.

Shaping The Future

New business developers with the skills to win new customers, that are vital for future business growth.

What’s included in the programme?

The pre-work assignment engages participants in the programme. The assignment features two parts:

  • The Qualities of the New Business Sales Person
    Pre-reading on the personal skills and qualities needed to be a new business seller.
  • Personal Analysis
    Based on the pre-reading, participants complete a personal analysis of strengths and development areas.

Participants have the opportunity to review and use the outputs of the pre-work at the ‘Winning New Accounts’ workshop.

This is a two day interactive event in which participants discover the skills and behaviours they need to be a new business sales person.

The workshop features a blended learning approach, featuring presentation, debate, role-play, syndicates, and case studies. The content features:

  • Pre-work review
  • Profiling prospects
  • Developing a new business process
  • Appointment making
  • Stakeholder management
  • Managing the new business sales cycle
  • Implementing the new business sale:
    1. Opening contact.
    2. Developing rapport.
    3. The needs analysis.
    4. Compelling solutions.
    5. Closing the new account sale.
  • Presenting and closing a compelling solution.


In the 8-10 weeks following the workshop participants complete a personal project with one, or multiple prospects.

The project features a series of tasks, which act as a catalyst to help participants:

  • Get new business appointments
  • Develop a new business process
  • Manage the new business sales cycle
  • Implement the new business sale
  • Win new accounts and deliver sales.

A measurable return on investment is delivered at a coaching event following completion of the personal project. Individuals present their results to your key stakeholders and TLSA (optional). The event delivers three outputs:

  1. Activation: ensuring participants activate the learning in their personal roles.
  2. Evaluation: a clear view of how the programme impacts on business performance.
  3. Return on Investment: measurable results that identify personal development and the impact on the business.

The Winning New Accounts Toolbox

As participants complete the workshop they receive a series of Winning New Accounts tools to support them in their personal roles:


Appointment Maker

A sales aid that helps new business developers generate a constant flow of appointments. The appointment maker provides a proven process to:

  • Create the content of phone calls, emails, letters, and social media that engage prospects
  • Plan and implement phone calls to ‘sell the appointment’.

New Business Process

A proven structure to create a profitable, repeatable new business process that develops a potential new customer through four stages:

  1. Suspect
  2. Prospect
  3. Opportunity
  4. New Account.

The planner will help your people identify new business opportunities and develop new business relationships.


New Business Sales Planner

A planning tool that helps participants plan new business strategy, manage prospects and mitigate risk.



Needs Analysis Planner

A great tool that the new business developer uses to plan and implement an in-depth needs analysis. A key stage in the new business sale, when sales people generate the information they need to create compelling solutions prospects want to buy.


New Business Sales Cycle Qualifier

This powerful aid shows participants how to progress new business opportunities to a successful close, prepare accurate pipeline forecasts and identify coaching needs.


Winning New Accounts Notes

A great resource to revisit the content, the notes are professionally prepared, easy to use and available in digital or printed format.


TLSA Completion Certificate

Each participant receives a ‘TLSA Completion Certificate’ as evidence they have completed the programme.

If an external certification from a professional body is included with the programme, the certificate will be provided by the professional body.

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