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Certificate In New Business Development

  • Build a Sales Pipeline That Converts

Course Overview

This two-day intensive New Business Development Course Certificate equips sales professionals with the skills and strategies to consistently generate high-quality leads and convert them into real opportunities. Designed around a proven multi-channel prospecting system, the course helps participants overcome modern prospecting challenges by effectively combining LinkedIn, email, phone, video, referrals, and more. Ideal for sales teams and individuals seeking to improve appointment setting, pipeline health, and conversion rates, this course enables participants to confidently fill their funnel with qualified prospects. As a leading training service provider in South Africa, we offer practical, results-driven programmes that accelerate business growth and build professional credibility. Participants also gain the confidence to approach decision-makers, nurture long-term client relationships, and position themselves as trusted business development specialists in competitive markets.

Course Objectives

  • 1. Understand and implement a structured, multi-channel prospecting strategy.
  • 2. Develop personalised messaging and outreach sequences that generate responses.
  • 3. Learn how to build a compelling sales narrative tailored for different channels.
  • 4. Improve phone and email skills for prospecting and appointment setting.
  • 5. Build a personal brand and use social selling techniques on platforms like LinkedIn.
  • 6. Apply systems thinking to streamline and optimise business development efforts.
  • 7. Use video, WhatsApp, bots, and other tools to increase engagement.
  • 8. Create a rhythm of outreach activity that sustains a qualified sales pipeline.

Course Outline

  • Understand the buyer journey and sales process
  • Define your target market and value proposition
  • Apply a multi-channel prospecting model
  • Choose and research 50 high-potential accounts
  • Use social proof and case studies to gain credibility
  • Develop an Ideal Account Profile (IAP)
  • Research customer personas and trigger events
  • Clarify buying motivations and “jobs to be done”
  • Identify qualification and disqualification criteria
  • Create messaging that starts with customer results
  • Provide context and relevant examples
  • Appeal to emotion and logic across all channels
  • Develop versions of your narrative for calls, email, social, and video
  • Craft compelling subject lines and concise messages
  • Use a clear structure: scannable, relevant, actionable
  • Embed videos for higher engagement
  • Include strong calls to action
  • Review best practice email templates
  • Use phone scripts to support natural conversation
  • Handle inbound and outbound calls confidently
  • Navigate gatekeepers and voicemail strategies
  • Leverage internal referrals for warm introductions
  • Use LinkedIn as your digital storefront
  • Optimise your profile to attract the right audience
  • Use Sales Navigator for advanced targeting
  • Build rapport by liking, commenting, and publishing content
  • Convert social conversations into meetings
  • Create value using educational content
  • Use personalised video in outreach
  • Explore WhatsApp and chatbot engagement strategies
  • Set up and execute your outreach rhythm
  • Combine LinkedIn, voicemail, calls, and email for maximum effect
  • Use sequences and cadence to maintain consistency
  • Track performance and continuously refine your system
New Business Development
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Delivery Method

  • In-person at training venues
  • Virtual instructor-led sessions for remote participants
  • On-site facilitation tailored to organisational needs

Fill your sales funnel and master prospecting strategies that drive real results!

Unlock smarter prospecting strategies to generate qualified leads, boost conversions, and confidently connect with decision-makers across multiple channels in today’s competitive sales environment.

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