Date Location Price
10am - 4.30pm April 6, 2022 Brighton £720 £660 - Early Bird Register

Your Trainer

Ben Potter

Ben Potter

Ben Potter, Business Development Mentoring

Meet your trainer

Ben Potter is an adviser, mentor and Non-Exec, helping independent agencies to win the right clients with a more purposeful approach to business development.

As well his work with agencies, he’s had words published on Econsultancy and in The Goods magazine, whilst also featuring on numerous podcasts. He has also been acknowledged as one of the UK’s most influential business developers in The Drum’s BD100.

Who should attend this course?

This course is for anybody who plays an active role in the sales process: agency leaders who manage their own pipeline; junior to mid-level business development managers looking to up their game; and account managers who may have a misunderstanding or fear of ‘selling’ and want to understand what a modern, non-‘salesy’ approach looks like. It would also suit in-demand freelancers who want to confidently decide which opportunities to pursue and which to discard.

What to expect

If you register for one of our training courses you don’t only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to Europe’s biggest specialist SEO event.

100% Money Back Guarantee

There’s simply no worse feeling than putting aside a day out of the office to go to a training course, handing over your cash and a course failing to live up to your expectations.

We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.

So, you know your SEO from your PPC. That’s a given. But are you equipped with the processes, frameworks and skills to turn a prospect into a paying client?

Too often, the sales process is treated as transactional. It’s rushed. Not enough conversations take place. Templated proposals are whipped together and fired over by email.

Is it any wonder that conversion rates hover around 25% (which, bizarrely, is considered good).

Let me help with that.

This course looks at every stage of the ‘modern’ sales process, from first call through to on-boarding. It will help you to efficiently qualify leads, spotting the serious prospects amongst the time wasters. You’ll learn how to lead a collaborative pitch process, run engaging and insightful discovery meetings, ask the right questions at the right time, and to present your ideas with gusto.

The sales process is rarely talked about as an agency’s competitive advantage. But it absolutely can be, allowing you to provide a superior experience for everyone involved, outperform the competition and lay the foundations for a long and successful client relationship.

Course content


Session 1 – Principles + process = power

  • Course introduction – exploring your specific challenges, goals and course outcome
  • Defining qualifying, its key principles and the importance of having a process
  • The questions to ask early to determine fit and the prospect’s intentions

Session 2 – Stop, ask a question + listen

  • Preparing, managing and following up exploratory new business meetings
  • How to demonstrate your expertise with questions and insights
  • Uncovering a prospect’s objectives, issues and desired outcomes

Session 3 – Collaboration = conversion

  • The critical steps most agencies bypass (and the questions to ask at each step)
  • How to deliver winning proposals and pitches
  • You’ve won! Now to make sure the first few weeks exceed expectations
  • Course reflection – key takeaways, questions and open discussion

If you’re responsible for new business and looking to be more effective then I’d recommend Ben’s course on qualifying. It’s given me loads of tips and tools to put into practice and it was great to share ideas and get feedback from the others in the group. Ben is a new biz whizz and a warm and engaging coach.

Nicola Barzotelli | Dinosaur


Register - Brighton Session

Why Train with BrightonSEO

Experts, not Trainers

We won’t waste your time sitting you in front of full time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.

Specific, Detailed and Unique

Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.

You Drive the Agenda

We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.

Group Sizes

The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.

The Perfect Duration

The day runs from 9.30-4.00 to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.

Proper Food & Drink

There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food with beer and wine rather than soggy sandwiches or mush slopped from a tray.


I had a long wishlist of things I wanted to be able to do, It was clear from the start that the trainer was a real specialist who knows the topic inside out.
Rob Watson

Rob Watson
Head of Marketing, Glendinning Group

So much background information and explanations provided together with clear detailed plans for implementing what was covered.
Mike Glaire

Mike Glaire
Director, Edinburgh Training and Conference Venue

I've gained invaluable learnings and taken away actionable tactics and ideas for strategy formulation which I've been able to act upon almost immediately. The informal yet structured classroom style of delivery provided an excellent inclusive and engaging environment.
Dawn Anderson

Dawn Anderson
Director, Move It Marketing

I thought you’d like to know how your sessions are genuinely benefitting people and that your instructors are going above and beyond.
Matt Allfrey

Matt Allfrey
SEO Manager, iCrossing UK

Duncan’s CRO training was fantastic. He demonstrated the conversion optimisation process in a methodical and engaging way, using relevant case studies and activities to bring it to life. I definitely left with a reinforced appreciation of how important CRO is for us and also the confidence to strengthen our own optimisation programme.
Sarah Wilhelmi

Sarah Wilhelmi
Head of SEO,

BrightonSEO's Local SEO Training with Greg Gifford is the perfect course to get you up to speed with all things local search, from review signals to link building, Google My Business to content creation, and much, much more.
Stephanie Newton

Stephanie Newton
Content and Community Manager, BrightLocal

We attend every Brighton SEO (it's like our Christmas!)
Laura Slingo

Laura Slingo
Digital Campaign Manager, Seeker Digital

Its always a great experience at Brighton SEO. The whole team learn something new from the industry leaders' experiences.
Danielle Easton

Danielle Easton
SEO Consultant, 22 Digital

The training at BrightonSEO gives you unique, small-group access to some of the best minds in the business who give you actionable tips to take away and improve how you do things straight away. Oh and you get a free lunch
Stuart Kerr

Stuart Kerr
Head of Digital, Liberty Games

I absolutely loved the training I just attended and thought it was completely worth my time and my company's money. My head is about to explode with new information right now.
Juliet Perrachon-Bazire d’Arguesse

Juliet Perrachon-Bazire d’Arguesse
Co Founder, Bébé Voyage

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