Advisory-led Business Development

Creating competitive advantage through deeper client relationships


Hybrid working, advances in technology and new entrants into a volatile market, have led to sales leaders across industry and professional services needing to change the DNA of their teams. Relationship or Advisory-led Business Development is now a critical business requirement. In markets where buyers perceive little difference in service features and function, how teams develop unique value propositions whilst being authentic in every interaction, will be essential in ensuring competitive differentiation.


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Programme Structure

Openside’s Advisory-led Business Development programme complements and builds on more traditional sales training and structured methodologies, typically used for direct selling roles and related support functions. The effectiveness of standard sales tools is enhanced by applying the techniques used in consultancy. Problem definition, structured analysis, data gathering, creativity in developing compelling solutions, and storytelling are essential components for building wider and deeper client relationships. 

Clients, internal stakeholders and those that influence buying decisions within organisations demand services and solutions tailored to their specific needs and key business drivers. The growing influence of procurement professionals and the greater sophistication of economic buyers and key stakeholders means potential providers need to be compelling and advisory in their interactions. A consultancy-led approach to sales and business development leads to greater client intimacy and insight, leading to longer-term success for sales and account teams. 



Participant Level

The programme is aimed at sales professionals, account teams and support functions such as Pre-Sales Consultants, Solution Architects, Product specialists, Bid Directors, Technical Support, Design Thinkers, Product Development and anyone else in client-facing roles. 


If you would like to find out more about the Advisory-led Business Development programme and how it could work for your organisation, please contact us directly.

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Why Advisory-led Business Development?

“Adoption of consultancy style skills in problem solving and critical thinking is perhaps the greatest challenge and opportunity for sales professionals and relationship managers in today’s world. Business development isn’t just about learning a process or a method. It is essential to demonstrate an ability to think ahead and adapt to client situations identifying problems and offering solutions that demonstrate value in their terms.”

Terence Sandiford

Terence Sandiford

“The programme is a more advanced selling training course than Miller Heiman, guiding you to think about the general operational goals from our key customers and how to propose a fit-to-purpose diagnosis and solutions to build a real partnership”

Professional Services
Regional Sales Manager

“Useful BD and client service refresh and refocus with some new concepts, refinement of others and guidance to help with identifying and prioritising the most impactful actions.”

Professional Services

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