BUSINESS
DEVELOPMENT
IAN COOPER
FINANCIAL TIMES
Guides
HOW TO WIN PROFITABLE
CUSTOMERS AND CLIENTS
‘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 get fi red up.’
Jonathan Straight, Chief Executive of Straight plc, Ernst and Young
Entrepreneur of the Year 2006
‘Ian’s insights into how business is getting it wrong, act as a powerful
catalyst to help businesses of all sizes improve and develop in a
tough climate.’
Len Tingle, BBC Political Editor, Yorkshire, veteran BBC broadcaster
and writer on business issues
‘… 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
‘This simple no nonsense approach to business development
provides a recipe for success for any business, regardless of size.’
Wendy Atkin-Smith, Managing Director, Viking River Cruises UK Limited
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 profi t?
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% confi dent that you will fi nd 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
BUSINESS
Front cover image
© Getty Images
Visit our website at
www.pearson-books.com
COOPER
ABOUT THE AUTHOR
Ian Cooper is a successful entrepreneur in
his own right and has advised and helped
over 800 businesses to grow, develop and
become more profi table. His informative but
entertaining style means he is in constant
demand as a speaker at ‘in house’ and public
seminars and conferences and as an expert
commentator to the media. He has written 14
books on business and personal development
topics and is published in many languages.
He also has a particular specialisation in
business development for the ‘professional
services’ sector.
Contact the author:
www.iancooper.co.uk
BUSINESS DEVELOPMENT
Regardless of your business sector or size;
whether you are a budding entrepreneur;
existing business owner; manager or
director; or an individual providing a service
of some sort, this is ‘the’ defi nitive business
development ‘how to’ book.
Written in an anecdotal and very practical
style, it is ideal for busy, ambitious business
people who make decisions and who are
hungry for more revenue, profits and
business success.
FT
Guides
BUSINESS
DEVELOPMENT
Visit our website at
www.pearson-books.com
FT
Guides
CVR_COOP9539_01_SE_CVR.indd 1 29/03/2012 12:14
Praise for The Financial Times Guide to
Business Development
‘Ian Cooper points out the blindingly obvious to managers who seem
to run their businesses with their eyes shut and ears covered. His 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 act as a
powerful catalyst to help businesses of all sizes improve and develop in a
tough climate. His message is delivered with his usual gentle humour that
occasionally spills over into downright exasperation.’
Len Tingle, BBC Political Editor – Yorkshire, veteran
BBC broadcaster and writer on business issues
‘This simple no-nonsense approach to business development provides a
recipe for success for any business, regardless of size.’
Wendy Atkin-Smith, Managing Director,
Viking River Cruises UK Limited
‘Considered, down to earth and straight to the point. This guide is a true
testament to Ian Cooper’s knowledgeable and no-nonsense approach.’
Brett Dennis – Marketing strategist for Every1
‘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
‘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
‘It is worth getting this book for the 21 common sense business develop-
ment 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
benet from applying them honestly to their situation. Ian Cooper has
done UK Ltd a great service by spelling them out with such clarity, sim-
plicity 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
‘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 benet from the
lessons it provides. I challenge anyone to read this book and not nd at
least one area they can improve.’
Craig Holt, Chief Executive, QualitySolicitors
‘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
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