Overview
Whether prospective clients choose to work – and continue working – with a professional services firm or an industrial organisation is determined by the perceived value created by the firm, and whether it aligns with the value they are seeking.
Crucially, ‘value’ is not a function of the firm’s technical knowledge or service methodologies but is instead created in the mind of the client, based on the behaviours they encounter during every interaction with the firm’s people. What’s more, ‘value’ is a highly subjective and personal construct, different for each client.
As a result, the behaviours that best represent a firm’s brand should be based on a deep understanding of the mind of the professional services buyer.
Once individuals have a deeper understanding of the psychology behind the client’s buying decision, they can refine the behaviours that will ensure they best represent their firm in every interaction and develop a personal brand that will differentiate them from the rest.
The starting point is to understand a client question or challenge correctly, scope out potential critical areas and hypothesise to develop an opinion or thought-provoking insight for a senior internal stakeholder or client.
The programme is aimed at sales professionals, account teams and support functions such as Pre Sales Consultants, Solution Architects, Product Specialists, Bid Directors, Sales, Technical Support, Design Thinkers, Product Development and anyone else in client-facing roles.
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.
Examples of modules include:
- Understanding the mind of the Professional Services buyer
- Transitioning from Technical Expert to Trusted Advisor
- Diagnosing opportunities and challenges for a client/stakeholder
- 5 stages of business development conversations
- Demonstrating the value you and your Firm bring
The programme is a mix of input, discussion, role plays, individual and group work on ‘live’ client engagements, meaning participants practise with real-world opportunities, and organisations see the impact immediately.
Programme participants recommend this course for Consultants, Account Managers, Principals, Directors, and Managing Directors.
What some of our alumni have to say:
“Provided a fresh view on how to approach the challenge of ‘selling’“
“Bird’s Eye view on when, what, how and to whom we should sell”
“The programme helped with the right tools and insights to start applying”
“Energising program with lots of great actionable tips”
“Enlightening and very practical guidance”
“Engaging and with ongoing context-specific elements that helped bring facts into action”
“Very well adjusted to the needs of the group and the individuals”
“Great, I learned much more than in any other course”
“Necessary programme that needs to be refreshed and evolved often. This is so important for our work.”
Technical experts struggle to translate their expertise into client value:
- Communicating clearly how a technical solution adds value to clients and stakeholders
- Enhancing personal impact and status
- Building trust with direct reports, seniors and clients
“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
Support Functions, Account Teams, Sales Professionals, R&D, Technical Experts, Product Development, Design Thinkers, Technical Support, Bid Directors, Product Specialists, Pre-sales Consultants, Sales, Business Development, Supply Chain Specialists, Solution Architects, Client Support, Account Managers, Business Transformation Teams, Internal Consulting Teams, Policy-makers, Strategists, Advisors, New Entrant, Analyst, Consultant, Manager, Senior Manager, Principal, VP, Director, Partner, COO, CEO
- Face-to-face
- Virtual
- Webinar
- What can I say to clients who are price-focused?
- What steps do I need to take to start the business development process and create opportunities?
- When and how do I say ‘no’ to a client?
- I am an introvert. How can I be successful in developing new business?
Common challenges
- A gap between technical expertise and client context. ‘Experts’ often have difficulty illustrating the value they create in ways which are understood by their direct reports and clients.
- Participants have difficulty communicating the value proposition and benefits to direct reports and clients in terms of the client’s context. There tends to be a focus on content where, in reality, all clients buy based on their unique context.
- Improving the personal impact of participants and navigating differences in status.
- Storytelling is not used much or understood, but it is often the best way to demonstrate credibility and illustrate how a technical solution adds value.
- Building trust – with clients and internally
If you would like to find out more about the Advisory-led Business Development programme and how it could work for your organisation.
Programme Stats
100%
Alumni recommended this programme
5 /5
scores for both Facilitator effectiveness and Group discussion for this programme
5,500
Alumni have graduated from our Advisory-Led Business Development programme
Supporting Module: Expanding Client Opportunities
Business development in professional services requires a unique approach that goes beyond mere technical expertise. For many experts, transitioning from “doing the work” to “winning the work” necessitates a new set of behaviours that are not always instinctive. This module aims to bridge that gap.
The Expanding Client Opportunities module explores the essential tools, strategies, and behavioural shifts necessary for driving growth. This is not a passive learning experience; it is highly interactive and experiential, with participants applying core concepts to their own live opportunities or projects. To learn more about what to expect from this module.
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.”
– Fons Kuijpers, Programme Leader
Client Stories
Plot your own pathway with our Talent Development Pathway Tool
“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
Partner
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