Financial Times Guide to Business Development: How to Win Profitable Customers and Clients by Ian CooperFinancial Times Guide to Business Development: How to Win Profitable Customers and Clients by Ian Cooper

Financial Times Guide to Business Development: How to Win Profitable Customers and Clients

byIan Cooper

Paperback | May 23, 2012

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With over 650 tips, tactics, techniques and thought provoking business questions, The Financial Times Guide to New Business Development is the authoritative, down-to-earth guide to attracting more customers and clients, getting them to pay the prices you want and influencing them to recommend others to buy from you as well.

  • What do we have to do to be more successful?
  • How do we attract new customers and clients?
  • How do we work more effectively with the customers or clients we already have?
  • How do we generate more profit?


By the time you have read and digested the 650+ tips, tools, techniques and strategic questions in this book you will have the answers to all of these questions. You will also know what to do to get bigger and better results.


I am 100% confident that you will find the book engaging, provocative and informative and that, if you follow the steps, you will automatically experience massive improvements in your business development results.” – Ian Cooper


Shortlisted for the Innovation and Entrepreneurship category in the 2012 Chartered Management Institute's Management Book of the Year Awards.

Ian Cooper is one of Europe’s most experienced business development consultants, presenters and skills trainers. He is also one of the world’s leading advisors specialising in business development within the professional services sector. He has advised and helped over 800 organisations of all sizes over 27 years to attract and win hug...
Title:Financial Times Guide to Business Development: How to Win Profitable Customers and ClientsFormat:PaperbackDimensions:192 pages, 9.1 × 6 × 0.7 inPublished:May 23, 2012Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0273759531

ISBN - 13:9780273759539


Table of Contents

Contents List



Chapter 1 - The 21 Common Sense Business Development Truths

1.      Focus On Converting Leads, Not Just Generating Leads

2.      Exceed Customer Expectations

3.      Speak To Potential Customers And Clients And Speak To Them Nicely

4.      Be Open For Business

5.      Don’t Let Your Administration Get In The Way

6.      There’s No Job More Important Than Helping Customers or Clients Part With Their Cash

7.      Don’t Let Technology Get In The Way

8.      Quality And Word Of Mouth Counts For Everything

9.      Actively Strive For Consistency

10.  Recruitment Is Part Of Business Development

11.  Keep In Touch With Your Existing Customers And Clients

12.  Master Social Online Media

13.  Test Your Ideas, Concepts And Prices

14.  Plan, But Keep Things Simple

15.  Take Complaints Seriously

16.  Make Your Customer Or Client Environment Appropriate

17.  Train Your People To Spot Opportunities

18.  Get Out Of Your Office Or Premises And Mix And Mingle

19.  Find A Niche And Specialise

20.  Model What Works Best

21.  Be Squeaky Clean


Chapter 2 - Asking The Right Business Questions: A Toolkit For Business Development

The 5 Impact Questions

The 100 Business Development Questions


Chapter 3 - The 20 Business Development Pricing Tools, Truths And Techniques

1.      Winning Business Is Not The Most Important Thing – Being Profitable Is.

2.      Price Is A Communications Issue, Not A Financial Or Accounting One.

3.      Focus On Value And Service And Not Just Price.

4.      Bundle In And Include As Much As You Can.

5.      Unbundle And Charge Things Separately.

6.      Don’t Fall Into The Price Trap.

7.      Consider Increasing Your Prices.

8.      Use Division And Comparison.

9.      Get Others To Justify Your Prices.

10.  Price With Guarantees.

11.  Price For Specialisation.

12.  Price For Profile And Experience.

13.  Price Based On Feedback And Testing.

14.  Price For Prestige.

15.  Price For Know-How.

16.  Price With The Competition In Mind.

17.  If You Must Have A Loss Leader, Make It Count.

18.  Consider Special Deals, Promotions, Sales And Discounts.

19.  Price For Easy Payment.

20.  Pricing With Magic Numbers.


Chapter 4 – Introducing The Business Development Priorities

Priority 1 – Convert Leads, Opportunities And Enquiries Into Profitable Business.

Priority 2 – Develop More Business From Existing Customers And Clients.

Priority 3 – Externalise Business Development Efforts To Generate New Opportunities, Leads And Enquiries.



Chapter 5 - Priority 1 – Convert Leads, Opportunities And Enquiries Into Profitable Business.

The 10 Commandments Of Converting Leads And Enquiries.

The 5 Step Conversion System.


Chapter 6 - Priority 2 – Develop More Business From Existing Customers And Clients.

The Five Golden Rules:

Golden Rule 1 – Know Your Customers And Clients.

Golden Rule 2 – Keep Your Customers And Clients Happy.

Golden Rule 3 – Keep In Touch With Customers And Clients

Golden Rule 4 – Offer Additional Products And Services.

Golden Rule 5 – Get Customers And Clients To Give You Referrals And Recommendations.


Chapter 7 - Priority 3 – Externalise Business Development Efforts To Generate New Opportunities, Leads And Enquiries.

The Common Sense Guide To Developing Your Business Online.

14 Ways To Develop Your Business Through Joint Ventures And Collaboration.

How To Win In Competitive Situations.

Brand Your Way To Business Development Success.

Direct Targeting By Telephone


Chapter 8 - Personal Performance Business Development Skills

Sales Skills – 9 Key Tips

Writing Skills – 8 Important Rules

Conversational Networking Skills – 8 Key Issues

Presentation Skills – 10 Golden Rules

Negotiation Skills – 10 Golden Rules

Time Management Skills – 8 Important Tips


Chapter 9 – Pulling It Altogether Making It Happen

Beware Of Planning Madness

Know What To Do First

Create Some ‘Have To’ Targets

Hit Your Targets By Working Backwards

Provide Strong Leadership

Stop Putting Things Off






Editorial Reviews

  “The Financial Times Guide to Business Development is inspirational. It is easy to read, hard to put down and there are absolute gems on every page. Read it and getfired up.”   Jonathan Straight, Chief Executive, STRAIGHT plc, former winner of Entrepreneur of the Year Award   "This is a game changer for any business wishing to grow and develop. Ian Cooper has a phenomenal understanding of the importance of delivering world class service to your clients and customers. I will encourage all members of the 360 legal group to purchase and treat this as their mantra!" Viv Williams, CEO 360 Legal Group    “We have used Ian Cooper’s considerable skills on many occasions and he has shown us how to increase our conversion rate of enquiries to business from 30% to 75%. His new book, The Financial Times Guide To Business Development is almost a pocket book guide to his training, providing a real focus on how to get results. It not only explains what to do, but why, in an entertaining, pragmatic and anecdotal style”. Martyn Morgan, Managing Partner, QualitySolicitors Talbots   “This simple no nonsense approach to business development and practical advice regarding customer service provides a recipe for success for any business regardless of size.” Wendy Atkin-Smith, Managing Director, Viking River Cruises UK Limited   "It is worth getting this book for the 21 common sense business development truths alone. Painfully brutal in places, these truths should serve as a much needed wake up call, and I have never met a business that wouldn't benefit from applying them honestly to their situation. Ian Cooper has done UK Ltd a great service by spelling them out with such clarity, simplicity and power." Steve Pipe FCA, author of "The UK's best accountancy practices" and "Stress proof your business and your life" and former UK Entrepreneur of the Year   "I thought I knew business development inside out. Then I read this witty, informative and practical book, and realised how much I didn't know. If you have a business that needs a boost, then it shows how anyone can become a ninja at business development". Heather Townsend, Author of 'The Financial Times Guide To Business Networking'   "The Financial Times Guide To Business Development is thoroughly readable and no nonsense with immediately usable advice on every page. It is classic Ian Cooper ... clear, concise and common sense". Chris Spencer, General Counsel, EMIS Group plc   “This book serves as a salient reminder that your business is failing if it doesn’t treat the customer as king in all it does. Packed with amusing anecdotes and practical tips, everyone in business would benefit from the lessons it provides. I challenge anyone to read this book and not find at least one area they can improve".  Craig Holt, Chief Executive, QualitySolicitors   “Ian Cooper's book is packed with jaw-dropping anecdotes of opportunities lost and custom going begging because suppliers of goods and services have forgotten who their customers are and what they actually want? Ian does not preach or hector but his insights into how business is getting it wrong are delivered with his usual gentle humour".  Len Tingle, BBC Political Editor - Yorkshire, veteran BBC broadcaster / writer on business issues.   "Considered, down to earth and straight to the point. This guide is a true testament to Ian Cooper's knowledgable and no nonsense approach". Brett Dennis - Marketing strategist for Every1.   “Ian Cooper has put together an  interesting and insightful book that breaks down ‘what good businesses do’, in a format that is easy to understand.  A really good read".  Gary Brook, Head of Corporate Communication, Leeds Building Society   “Really valuable in the commercial sector – you can implement the ideas in half a day.”  Ray Davis, MA CMC CMgr MCMI MIC   “I found this book incredibly useful and relevant as an entrepreneur – I’ll definitely be following his advice." Jill Dann, FBCS CITP   “Quite simply, this book is value for money.” Judy Craske, MIC CMC CMgr FCMI