Winning New Business: Essential Selling Skills by Richard Denny is a results-driven handbook designed to help professionals attract, convert, and retain clients in competitive markets.
In this 2008 edition, Denny distills decades of sales expertise into clear, actionable strategies that focus on confidence, communication, and customer understanding. Rather than relying on aggressive tactics, the book emphasizes relationship-building, value creation, and persuasive presentation skills that inspire trust.
From identifying prospects to closing high-value deals, this guide walks readers through every stage of the sales process. It also highlights the mindset required to succeed—resilience, preparation, and the ability to turn objections into opportunities.
Inside, you’ll learn how to:
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Develop a winning sales mindset
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Identify and approach new prospects effectively
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Deliver compelling sales presentations
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Handle objections with confidence
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Build long-term customer loyalty
Whether you’re an entrepreneur, business owner, or sales professional, Winning New Business provides timeless selling skills that drive consistent growth and measurable results.
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