New Business Training

New Business Training

Having a strong, predictable pipeline is key to generating new business, but it can seem daunting picking up the phone to your dream client and convincing them that your agency would be the perfect fit for their brand.

Training & Support for Agencies

The Future Factory offers training and support for agencies that are keen to learn the tips and tricks they need to successfully grow their business.

These are the same techniques we’ve used to help over 100 agencies win new clients, which means we know they get results.

New Business Training Courses

This session teaches the basics of lead generation and how to talk compellingly about your agency whilst dealing with common objections. The course is designed to challenge assumptions about what it means to “sell” and boost people’s confidence when picking up the phone. We’ll identify what information you can use, and where to find it, to ensure each approach feels relevant and interesting to your prospects.

Trainer: Kimi Gilbert

This session will examine the Dos and Dont’s of new business emails, as well as tips and tricks for increasing cut-through and response rates. In addition to critiquing real-life examples of new business emails, participants will write an email together with a trainer to send on the day.

Trainer: Kimi Gilbert

You’ve hired a fantastic bright mind to undertake the lead generation for your agency. Make sure you get the most from your investment by equipping your Business Development Manager with the tools and knowledge they need to be delivering opportunities for your agency from month one.

This is a bespoke course with the training delivered in your office. The content is tailored to your requirements to ensure that by the end of the 2.5 days your New Business Manager is ready to work independently to deliver results. The training is hands on and all theory is put in practice alongside the trainer.

Topics covered will include:

  • Sourcing contact details & building a database from scratch
  • Finding and utilising insights
  • Overcoming the barriers to picking up the phone and having successful calls
  • How to engage prospects via email
  • How to develop and manage a pipeline

Trainer: Kimi Gilbert

This one-day course is designed to give people the confidence and belief that they can be great presenters. The key focus is on preparation, knowing why you are giving your presentation and who to, having a great structure, and the core delivery techniques, including F.A.R.T.

The course is designed for all levels, from Account Execs to Account Directors.

Trainer: Tish Mousell

This half-day skills workshop is designed to equip agency Account Managers and Account Directors with the tools and confidence to build profitable and enduring client relationships. An interactive and informative morning, you will learn techniques for gaining a greater understanding of your clients’ businesses, identifying opportunities for growth and creating workable account plans. You will receive the tools and templates to put the theory into practice.

Trainer: Lucy Mann

This one-day workshop is very practical and will help you to build the skills and confidence to get the most out of new business meetings, even when there is no obvious need on the client side.

The training is filled with case studies and examples and will cover:

  • Adapting your agency creds to different meeting types
  • How to present your creds in a manner that will facilitate a great client-focused conversation
  • What questions can be asked to progress a conversation and uncover opportunities
  • How to showcase your thinking and expertise in a meeting rather than saving this for a formal proposal document
  • Setting up next steps so you drive the buying process forward
  • Overcoming tough questions and challenges
  • Questions to ask to uncover the stakeholders, pain points & politics, as well as understanding the business issues, goals & needs
  • Creating a strong business relationship, fast
  • What outcomes to expect from a meeting

Trainer: Louise Hedges

Winning pitches is the life blood of an agency. You can grow business organically but it’s impossible to replicate the motivation and reputational boost that comes from a pitch win.

In a fully interactive and participative session, we will explain why the ‘right answer’ to a brief is only one part of how to win a pitch. We’ll explain not only how best to get to the right answer, but also the other component parts of a successful response, share best practice and extensive client-side experience.

Throughout the session, you will be asked to capture thoughts and actions that you will take back to your agency to ensure that the workshop helps you to start winning more pitches.

Who is this course aimed at?

Anyone within the creative agency environment who is responsible for running the pitch process, or signing-off pitch submissions.
Likely to be at Board or Account Director level.

Key learning outtakes

1. Why the ‘right answer’ is only part of what it takes to win a pitch
2. A full understanding of the other key elements
3. A full understanding of the client perspective in the pitch situation
4. A mechanism against which to review your own agency’s performance
5. A tailored action-list that you will develop in the session to take back to your agency

Trainers: Chris Wood and Ken Kelling

In an increasingly competitive market, simply producing great work often isn’t enough to stand out and attract new clients. In this half-day session, we’ll cover:

  • How to set the strategy and purpose of an agency marketing plan
  • Which elements an optimum agency marketing plan would include
  • How and where to get your hands on key resources
  • How to leverage and maximise any agency marketing activity & successes
  • We’ll be sharing plenty of examples to inspire and set the benchmark for standing out!

Trainers: Alex Sibille and Ben Ingle

This interactive session is a process through which agencies can strip away the fluff, focus on what it is they actually do best, articulate what they actually deliver for clients, and identify which of their services could be the spearhead of a new business approach. Attendees will come out of the session with a refreshed proposition that is custom-fit for a new business drive.

This session will cover everything you need to know to set the strategy for and organise, an event for your agency. Whether you’re looking to raise the profile of your agency or convert new business prospects, you’ll leave with an action plan ready to roll out and a stage awaiting your presence.

Whether it’s a touch-point for potential buyers, an insight into your culture for interviewees or maintaining your industry-leading reputation with current clients, people are looking at your agency’s social channels. In this session, we’ll teach you how to make sure each piece is playing the right part. Areas covered include tone-of-voice, best practice, and tools for creating a social media plan.

Whether you’re trying to get the attention of a prospective client, wow them in an introductory setting, or pitch for their business, credentials are a key component to showcasing your agency’s experience, the value you can add and impact you can have on a prospect’s business.

Our bespoke business development training courses can be delivered to in-house teams within your agency, at any time throughout the year.

Our courses are also run several times a year as mixed sessions with up to 12 attendees from different agencies.

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Biogs of the trainers

Lucy Mann

Lucy MannLucy pulls on over 20 years’ experience in agency business development. Having previously overseen Business Development and Marketing for all of the agencies within the Loewy Group, Lucy is now a DBA Expert Advisor and Growth Accelerator Coach.

As well as running her own consultancy, Lucy delivers our Account Development training.

Tish Mousell

New Business TrainingBorn and bred within the agency world, Tish has been delivering training to agencies for the past 8 years, including for the IPA’s professional development programmes and as a senior mentor for NABS.

Her clients include Publicis, BBH, M&C Saatchi and Kindred PR. Tish heads up our presentation skills training.

Kimi Gilbert

Kimi GilbertKimi has been working in agency business development for the last 5 years. Over this time she has supported and led the new business drive for over 150 creative, comms and digital agencies.

Kimi is now the Talent & Development Director at The Future Factory, leading training for all internal staff as well as working directly with agency Business Development teams to equip them with the skills to identify and attract the new business prospects they would love to work with.

Her approach is focused on building relationships and uncovering insights to have relevant conversations, as opposed to classic volume-focused ‘cold-calling’.

Louise Hedges

LouiseLouise has a wealth of experience training agencies including Shine, Frank, TNS Research, Citizen and John Doe to name a few. Her focus is on improving agency success, be that improved pitch win rates, better client engagement or higher client profitability.

Louise predominantly works with The Future Factory’s clients to ensure they have the skills and confidence to maximise the outcome from each and every new business meeting.


“I have been putting everything I learnt in the session into practice and my response rates on cold emails has improved massively. I can’t deny that the high quality and tailored emails I am now sending are creating much higher value opportunities as a result.”
(digital marketing agency)
“I’ve been to quite a few workshops and training courses over the past year. Yours was the first that I left feeling that new business can be fun instead of daunting and overwhelming. I can’t wait to put it all into practice.”
Sparks Studio
(branding agency)
“The session was great and went beyond many of my expectations. The content was engaging and the variety in examples was useful. The team were knowledgable and have great insight into the subtle techniques required.”
(full service agency)
“10/10. The trainers were both very thoughtful, and it was a pleasure to hear their different experiences. They conducted the sessions very smoothly and always kept it very interesting.”
(digital agency)
“Other new business training I’ve been to has been led by industry ‘old hats’ – Kimi and Emily brought a fresher, more modern, more relatable approach.”
Sparks Studio
(branding agency)
“The Future Factory training exceeded my expectations. I think it was probably the best course I’ve ever been on. Intimate, practical and great value for money.”
(social media agency)
“Nothing but good things to say about the course and The Future Factory.”
(pr agency)
“10/10. Very informative and interactive.”
Touch Design
(design agency)

We can help your agency with new business training…

Spaces on our courses are limited, contact us to find out when the next course is and for more information, or with any questions you may have.

Contact Us

0207 378 0230