Winning New Clients

Professionals need the skills to win new clients

The market is increasingly competitive. Professionals therefore need to put in place a process to:

  • Identify and build relationships with preferred clients
  • Understand what those clients value and how you can deliver it effectively
  • Become recognised as a key partner in their business (not just a technical adviser)

These skills are not usually taught until several years post-qualification, creating a major hurdle in career and client relationship development.

Content and learning outcomes

Participants will learn how to:

  • Identify preferred clients in a targeted manner
  • Plan and co-ordinate BD activity (sniper vs machine gun)
  • Approach the client to introduce themselves and their firm (elevator pitch)
  • Track and share BD activity effectively
  • Use active listening effectively
  • Understand clients / prospects, their business and individual issues
  • Present issues that are relevant to clients in ways that act as catalysts for business-oriented conversations
  • Recognise the psychology of sales behaviour
  • Write and present effective proposals

Participants will be expected to do c. 45 minutes of pre-reading including:

  • A case study – developed by your firm, based on a Meridian West template
  • Meridian West research / your firm’s own client feedback


  • The workshop is a half-day in duration and is for groups of 8 – 15 people
  • Participants can be
    • From the same client team / practice group or across the firm
    • Of a similar level of seniority or with different levels of experience
  • Fee includes access to Meridian West research

Workshop Leaders

Stephen Newton

Former Operations Director at two of the UK’s largest investment managers

Ben Kent

Former corporate lawyer with a Magic Circle firm and founder of Meridian West

About Meridian West workshops

Our workshops are based on practical experience and our research with over 1000 buyers of professional services each year (meaning that we know exactly what delights – and irritates – clients like yours). The content is practical, proven in the real world and action-oriented.  Delivery is interactive.

Find out more

To enquire about this workshop or to discuss your specific skills development requirements:

Contact: Helen Trudgeon 

Email: [email protected]

Phone: +44 (0)20 7261 4703.