New business development is the act of developing a agent in the act of sales. Sales, which can be done individually or as part of a team, is where a person sells a merchandise or service to a client. It is often believed that selling is the same as marketing but there is a distinct difference - marketing exists to promote a item by making it attractive to a potential customer and, through this, may passively generate a sale. On the other hand, a sales agent actively interacts with a potential buyer, showing directly how their item or service can help the buyer by providing them specific data. The best sales agent is someone who works together with their buyer and performs to answer the buyer’s wants and goals with the goods or service to be sold.

Sales is an necessary part of modern business models. Not only does the sales agent sell a business item or service, they also work to create unique business prospects and generate clients for their company, thereby sustaining and developing their company’s customer base and industry standing. Sales is often the public face of a business so it essential that proper sales development is provided to the sales agent so that they can do well in their selling role but also know how to be the best advocate possible for the product and the business.

There is a plethora of methods a business can use to connect with their client. Direct sales - where the business deals directly with their client - is probably the most recognized. The most well-known direct selling methods are door-to-door selling and telemarketing; in both cases the business directly connects with the client at home or at their place of business to tell them about the product. Another way of direct selling is ‘consultative selling’ whereby the business deals directly with the client but initially begins by consulting the client about what goods or services they need and creating solutions in consultation with the client. Companies also traditionally sell goods through retailers - so called ‘middle men’ - and through mail order, while the rise of the net has given companies a new field in which to connect with future clients. As can be seen, there is a large variety in the way companies contact, connect and potentially sell to a buyer, which has increased the significance of sales development.

New business development focuses on the variety of approaches a sales agent can use when directly interacting with the client, so integral in these days of direct selling. Although there are a variety of particular methodologies tailored for different varieties of selling, the main methodology behind outstanding sales practice is five-fold: analyze a customer’s needs, offer solutions to the client, discuss the benefits of the goods, overcome any questions the client may have and close the sale. This philosophy can sometimes be condensed to a three-part methodology: find the buyer, present to the buyer and close the sale.

New business development courses are extensively available with many training institutions and expert businesses offering courses that you can take in person or via correspondence or the internet. Many large companies have also developed their own in-house sales development programs. There are also a plethora of books available on the subject.

Great sales development will always stress the need to ask clients questions in order to better give them solutions, will always stress the importance of knowing your goods and will include motivational material, as selling is a high-pressure job that not only needs a lot of self-motivation but also deals with a lot of rejection as well.

Incentive programs, what they’re for and how to use them are also included in a lot of sales development. These ’sales incentive programs’ or SIP’s, are a method used to motivate a sales teams and lists specific goals for attainment, which aims to focus selling activity.

Sales development will teach you self-motivation, focus and exceptional interaction skills and, as such, would stand any person in good stead for any leadership role outside of sales, as well as within.

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