Discussion 22/06/2026

• A strong new business strategy is built on a structured, repeatable process that moves prospects from awareness to commitment, through the pipeline.

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• Successful prospecting is targeted and informed, combining research, industry insight, and clear ideal customer profiles. This ensures that time and effort are invested in opportunities with the highest potential for long-term value.

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• Cold calling/ cold contact, remains IMHO the most important part of new business aquisition, serving as the gateway to new conversations and relationships.

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• While often seen as challenging, its effectiveness depends on preparation and mindset.

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• The goal is not to deliver a perfect pitch, but to spark genuine interest and secure the next step. 

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• Personalisation, relevance, and confidence are key, demonstrating that you understand their world and have a reason for reaching out beyond simply making a sale.

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• Once engagement begins, discovery becomes the most critical stage.

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• Strong questioning and active listening set top performers apart. Discovery!

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• Rather than rushing to present a solution, the focus should be on uncovering the prospect’s challenges, priorities, and motivations. If they don't have one GIVE THEM ONE!!

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• A thorough discovery process builds trust and positions you as a partner rather than a vendor. It also ensures that any proposal you put forward is aligned with real business needs, increasing the likelihood of progression.

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• Face to face meetings, whether in person or virtual, deepen this relationship further. These interactions provide an opportunity to explore issues in more detail, read subtle phycological and behavioural cues

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• Allowing for more meaningful dialogue and help establish credibility, often becoming a turning point where interest evolves into genuine intent. Preparation is crucial here, ensuring every meeting delivers value and moves the conversation forward.

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• Face to face meetings and site visits also give a more detailed discovery phase, one where real world problems can be identified by us the "solution providers" 

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• However YOU CANT GET TO THESE LATTER STAGES, if the cold call/ cold contact, prospect and discovery stages have not been successful, which is why prospecting, approach and discovery IMHO demand as much if not MORE attention and application.

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• Closing is not a single event but the natural outcome of a well executed process. When prospecting is targeted, conversations are relevant, and discovery is thorough, the close becomes far less transactional and far more collaborative.

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• It’s about guiding the prospect to a confident decision, addressing any remaining concerns, and reinforcing the value of moving forward.

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• A strong new business strategy isn’t just about winning deals ,it’s about building a consistent, predictable path to growth.

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• Cold calling/ Cold contacting, goes unnoticed, no one comes and pats you on the back, its difficult to quantify, however, its the bed rock of new businesses.

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• Keep pushing result then come, often when you least expect it. But results will NEVER come, if the hard, unnoticed HARD yards have not been put in consistently. 

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• Time is the enemy, new business sales cycles take time, all starting with that very  moment when you first identify a prospect, if the hard yards are not being done on a consistent basis then time WILL expose you, targets will not be met, budgets will not be exceeded.