Certified Business Development Professional

Course Date

2 - 6 October 2023
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16 - 20 October 2023
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20 - 24 November 2023
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4 - 8 December 2023
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11 - 15 December 2023
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18 - 22 December 2023
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25 - 29 December 2023
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Course content

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Why Attend

The Certified Business Development Professional course focuses on the tools and techniques required to develop new business. Without them, sales will stagnate and profits will drop. The course also addresses ways to maximize the company's profitability by fostering relationships with potential players and key decision makers in the market. By attending this program, business development professionals will acquire what they need to create and implement promotional drives in order to spur the company's market prospects and design cost effectiveyet innovative options to boost sales.

Course Methodology


The course involves a variety of case studies and exercises to develop the right skills needed to become a successful business development professional. Group presentations and self assessment tools are also available for the same purpose.

Course Objectives

By the end of the course, participants will be able to:
  • Define the main functions and best practices in Business Development (BD)
  • Recognize the importance of re-defining business processes to match theever changing market and customer requirements
  • Produce clear sales and marketing differentiators to neutralize competition (value-based proposition)
  • Design and use financial ratios and Key Performance Indicators (KPIs) to measure their operations' effectiveness
  • Use leadership, negotiation and power proposals to leverage their business and lead the key account team
Target Audience


Sales reps, sales supervisors and managers, and account managers who would like to professionally develop themselves by seizing business opportunities and using them to improve personal management and showcasing skills. The course also targets commercial professionals aspiring to consider every potential client as a challenge that will help their performance and their careers.

Target Competencies
  • Account qualification
  • Customer relationship management
  • Re-engineering of commercial processes
  • Customer service
  • Marketing of products and services
  • Business planning
  • Lead generation
  • Writing business proposals



Course outline


Business development: overview and best practices

Business development: definition and scope

Account analysis and qualification: an overview

The new landscape of account management and BD

Understanding the buy-sell ladder model

Client classification: building an ideal client profile

Understanding and working the customer loyalty ladder


The business planning process


Using the STAR business planning process:

Strategic analysis

Targets and goals


Reality check

Conducting customer surveys to identify important service criteria

Preparing an account development plan

Building client chemistry with F.O.R.M.


Re-defining your processes for breakthrough results


Reviewing the selling process

The selling process

Functional product/service/company knowledge

Unique and distinctive selling points

The sales competitors analysis form

Re-engineering your team selling process to avoid mistaking motion for action

The value-added selling process

A simple framework for developing new business

Create and deploy weapons

Your best friend: the phone

Creating a client-centered code of conduct (DART model)

Designing and implementing key performance indicators

Creating a balanced scorecard (business performance audit)


Effective negotiation skills


The definition of negotiation

Some negotiation philosophies

The difference between persuading and negotiating

The five stages of the negotiation process

The critical rules of negotiation

The phases of the purchasing decision

Establishing relative importance of differentiators

Influencing decision criteria

Vulnerability analysis

Workshop: completing your negotiation plan


Building and leading the business development team


Stages in team formation

Building a high performance team

Defining team roles

The team motivation mix

Management versus leadership

Practices of exemplary leaders (industry practices)


Writing business proposals that sell


Writing a typical business proposal

Formatting tips and tricks for winning proposals

The process of developing successful project proposals

Workshop: creating your own project proposal

United Kingdom

63-66 Hatton Garden
Hatton Garden
07:30 – 19:00
Monday to Friday


Waarderweg 50-D
Haarlem , 2031BP
08:30 – 19:00
Monday to Friday


Gldani district, Mukhiani, M/R
Building 7, Apt. N22
+995 706 070161
07:30 – 19:00
Monday to Friday