1) John Velek outlines a 17 step new business development sales process to generate new customers and increase sales and profits. The process involves researching target markets, identifying prospects, developing referral sources, contacting prospects, presenting customized proposals, following up on opportunities, and continually prospecting for new leads. The goal is to understand prospects' needs, demonstrate value, overcome objections, and close deals.

1. John Velek New Business Development Sales Process
This leads to New Customers, Repeat Business, Increased Sales, Increased Profitability, Increased Territory/Territory Concentration
1) Determine the landscape/environment, determine who the competition is, define/establish my
competitive advantages.
2) Define or profile the area(s) for the target market(s) for my products and services.
3) Identify, by name, the universe of prospects that fit that profile. You may want to make categories with
sub groups.
4) Create a “War Book” and a COI profile. [ COI (centers of influence) ]
5) Contact prospects in that universe (including current clientele), preferably by phone to reach a decision
maker or determine who the decision maker is. Determine if the target is satisfied with the current
provider. If satisfied, ask questions to determine if there are undisclosed issues/flaws with current
provider. Determine if they would be interested in meeting with me, and follow-up as appropriate for the
given situation. Repeated follow-up calls may be necessary to reach the contact and schedule a follow-
up meeting.
6) Utilize and Develop my ever-widening network of contacts, COI’s, and referral sources to identify hot
leads and obtain endorsements/introductions to key prospects. These are my best, strongest and most
valuable leads.
7) Always ask everyone for a referral. If a customer is satisfied they might know someone who is not and
may not be comfortable having them go to their salesman for various reasons.
8) If the prospect is currently satisfied and not currently interested in my services, determine if and when
they should be contacted for a follow-up or if follow-ups at regular intervals are appropriate. If so, mark
the calendar and make a chronological list of conversations that have been had and what you would like
to accomplish in future calls. If not, return to giant prospect pool for a future follow up to see if the
situation has changed and follow-up in a year or two. Never delete contact info.
9) Integrate prospect follow-up with the schedule you use to regularly contact current customers.
10) If the prospect wants to meet, during that meeting question the prospect about THEIR business to learn
more about them and uncover areas of opportunity. Listen carefully and take copious notes. Understand
what makes them successful and for ways that you can make them more successful not only with your
products/services but also via help or assistance from your vast network of experts in other industries.
Understand why they are happy/unhappy with their current provider and look for ways you can
overcome/improve that situation and win the business (or at a minimum a portion of the business to
prove yourself and your advantages). Be as creative as possible in identifying/discovering opportunities
for my products and services. Be sure to identify new features, developments and reasons to try or
switch. Use sizzle. If it comes down to leaving without at least a portion of the account ask questions as
to how you can win the business.
11) Ask the prospect for permission to make a proposal. When he agrees, make a follow-up appt or time to
contact and do so with a sense of urgency. Demonstrate the urgency by keeping the prospect in the loop
as to how the proposal is coming.
12) Create a custom proposal, using the prospects personal and language style, if appropriate. 
13) Make an appt for the proposal. Rehearse the proposal. Be prepared. Check batteries, cords, supplies,
business cards, etc. Make your presentation, answer questions, overcome objections, (if a client asks a
question you can’t answer – make a call or promise to get the correct answer and get back promptly),
and ask for the order, close the deal. If the prospect insists on more time, ask more questions, uncover
the real, true or hidden objection. Rework the situation and close again.
14) If you leave without the order, ask when a decision can be made and follow-up appropriately.
15) Re-contact the prospect. Ask more questions, overcome objections, make it clear how much you want
the business, close.
16) If, for some odd reason, the situation is negative or deferred, ask when it would be appropriate to follow-
up in the future to present our products/services. Follow-up appropriately.
17) Repeat steps 2-16 for all remaining, newly identified, or old prospects in need of qualifying and buying
our products/services. Maintain excellent records of whom I have contacted, what transpired and tips for
to facilitate more successful future contact.