Business Development Training Course


What is the difference between Sales and Business Development? It is more than often misunderstood that Sales and Business Development are the same. While sales are one of the most important aspects of Business Development, but it is way more than just sales numbers.

It is a long term strategy that ensures business profitability, takes new initiatives, increases client stickiness and converts new prospects. Companies need to carve out a business development strategy that aligns with the organization and establish a business development institution that cuts across all departments.

This IRES training course will equip you with the core concepts of Business Development and how to manage it with the right techniques and managerial framework. This course will also give deep insights into the best practices followed globally by the most successful companies in the world.

This course will translate the theory-based learning to a practice-based approach thus transforming you into a true Business Development Manager who not only knows to chalk out the right strategies but also know how to deliver results.


10 days

Who Should Attend

  • Senior Marketing leaders / CMO/ CXOs
  • Business Development manager
  • Head of Business Development / Sales
  • Sales professionals
  • Sales Analyst
  • Client service manager
  • Manager of a contact centre
  • Advertising experts
  • PR Professionals
  • New Business Owners
  • Brand Influencers
  • Start-up founders

Register for the course

Face to Face Schedules By Location
Nairobi Schedules:
Code Date Duration Location Fees
BDT020 6 Nov 2023 - 17 Nov 2023 10 days Nairobi, Kenya KES 150,000 | USD 2,200 Register
BDT020 4 Dec 2023 - 15 Dec 2023 10 days Nairobi, Kenya KES 150,000 | USD 2,200 Register
Kigali Schedules:
Mombasa Schedules:
Nakuru Schedules:
Kisumu Schedules:
Naivasha Schedules:
Virtual Trainer Led Schedules
Contact Us on (+254) 715 077 817 / (+254) 792 516 000 or email us [email protected] for a virtual schedule.

Contact Us on (+254) 715 077 817 / (+254) 792 516 000 or email us [email protected] for E-Learning course.

Course Objectives

  • Understand in details what exactly Business development in the current environment means
  • Changing the landscape of the business development and understand best practices from the leaders
  • Know the core principles of Business Development Management with an approach to apply it
  • Along with knowing new price communication methods, get to know the core of communication and other techniques that have stood the test of time
  • Position of Business Development and strategy as a way of increasing/defending market share and profitability
  • Shift from Tactical Business development to a more Strategic Business development approach
  • Measure the efforts through managerial tools
  • Using the latest tool and tech in the remote working environment
  • Have a multidisciplinary mind-set

Course Outline

Module 1: The Truth about Business Development in today’s world

  • Why converting a lead is more important than generating one?
  • Set expectation based on the client and not the organisation
  • Why technology is not a foe but a friend?
  • Importance of Word of mouth in Business Development
  • Why Recruiting is now a part of Business Development
  • Keeping Social-Media in your arsenal
  • Handling complaints is now more important than ever.
  • How to be a trustworthy business development manager?

Module 2: Mastering the most important tools and techniques for Business Development

  • Focusing on making the business profitable and not only winning business
  • How pricing can be communicated effectively?
  • Why values and service of the offering need to communicated differently?
  • Benchmarking the competition on Price
  • How to use discounts and deals effectively for profitability and not just increasing the business?
  • Evaluate various pricing methods

Module 3: Converting leads into a profitable business

  • The 5 steps of converting a lead
  • Sales funnelling
  • Handling enquiries
  • Converting enquiries into leads
  • Capturing feedback in each step of conversion
  • How to take a call and say ‘No/Yes’?
  • Overview of Customer Lifecycle Value (CLV)

Module 4: Increasing customer stickiness

  • Why it is important to make more business from existing clients?
  • Different ways to know your clients – both through process and research
  • Differentiating between high touch clients and one-off clients
  • How to use the model of referral from your existing clients?
  • How to cross-sell and up-sell to existing customers?
  • Keeping clients happy – in an ethical way!

Module 5: What Skills are important for a Business Development Manager?

  • Skill 1: Sales Skills – Ensuring you do the most important task of selling
  • Skill 2: Writing Skills – From gathering client requirement, feedback, enquiries, this skill will help you document
  • Skill 3: Communication Skill – This skill is important considering presentation is an important aspect of a business development manager
  • Skill 4: Negotiation Skill – Hard and Soft negotiation both for your clients and your organization
  • Skill 5: Persuasion Skill – Helps understand more from your client and ensure repeat business

Module 6: How to execute?

  • Billing in a water companies
  •  Collecting bills and managing debt for domestic bills , commercial and government
  • Meter readings
  • Avoid getting into the trap of ‘Analysis-Paralysis’ and focus on execution
  • How to have tangible targets for your priorities?
  • Ensuring consistency in business development in remote working

Module 7: Identifying the key responsibilities of a business development manager

  • How to work with other internal departments?
  • Maintaining the cycle of the business development process
  • Focus on key systems involved in business development and enhance them
  • How to effectively delegate?
  • Importance of regular reviews
  • How to work closely with the marketing, brand and PR team of the organisation for enhancing your business development strategy?

Module 8: Integrating Business Development

  • Why business development is an organisation vide initiative?
  • How to link business development efforts with the organisation’s goals, mission and vision?
  • Why proper internal communication of business development is important?
  • Showcasing strong leadership qualities in delivering not just sales but value to the organisation
  • Keeping the company’s belief and values in the centre of business development strategy

Module 9: Acquisition of new customers and handling customer complaints in a water Company

Module 10: The process of Disconnecting of bills due

Course Administration Details:


The instructor-led training is delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web-based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.

All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.


Upon successful completion of this training, participants will be issued with an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).


The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments and lunch.

All participants will additionally cater for their, travel expenses, visa application, insurance, and other personal expenses.


Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.

Email:[email protected].  

Mob: +254 715 077 817


This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location.

For further inquiries, please contact us on Tel: +254 715 077 817.

Mob: +254 792516000+254 792516010 or mail [email protected]


Payment should be transferred to IRES account through bank before the course start date

Send proof of payment to [email protected]

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