Building Strong Relationships

Building Strong Relationships

In this episode of Working Winning Ways Gary Williams talks to Edd Stone of The Technology Partnership. Hear all about how Edd works with, understands, and builds strong relationships with people. These relationships can last over an entire career and span different companies.


  • Relationships in business development are very important and should be nurtured over long periods of time. Many of their clients didn’t predict that they would need work with The Technology Partnership again. Because those connections it made the choice of who to go with easy.
  • It’s the people who are trying to solve the problems within organisations who are the ones who will come to us to help them solve it. No matter which business they’re working for.
  • You shouldn’t assume you know what is best for a client at a particular time. Firstly, you need to really listen to their needs and understand the nature of the problem in front of you. To do that you need to recruit great communicators who can make sure you’re on the same page.
  • Hard technical things are very rarely a solo endeavour. Therefore they require lots of people from different backgrounds to work together.


‘Cambridge is a low-risk place to do risky things’

‘At the end of the day it’s got to hinge on commercial viability’

“That curiosity is an aspect of being a great business developer’


“Cell and gene therapies have shown the ability to cure some of the most terrible diseases. I am passionate about finding ways to get these treatments to more patients and revolutionizing how we manufacture them.

For over 15 years, I have been fortunate to work with some of the world’s most innovative companies to help bring new life science products to market. The last 7 years I have dedicated to cell and gene therapy manufacturing. Spanning from commercial strategy through technology development and onto production.

I have worked with clients to develop new technologies. I have enjoyed the challenges of finding technical solutions and undertaking risk analysis. This includes performing due diligence, creating new IP and meeting with regulators.

The Technology Partnership is an independent technology company where scientists and engineers collaborate to invent, design and develop new products and technologies.”





Gary Williams has been in sales and marketing his entire career. The past 10 years have been dedicated to helping technically minded non-salespeople become more skilled. They will become more  confident in selling themselves and their services.

The Psychology of Selling

The Psychology of Selling

The Psychology of Selling

Did you know that understanding the psychology of selling can help you to win more work? Are you responsible for winning work but not a salesperson?  On the Questas Academy’s Professional Selling programme, we work with candidates to equip them with the tools and skills required to win more of the right kind of work from the right kind of clients.  As part of this 12 week programme, we explore many aspects of how to grow sales, with an entire course module dedicated to focusing on the psychology of selling and how by having the right mindset we can all motivate clients to buy from us.


Understand Emotions To Win More Work 

Facilitated by emotional intelligence expert Alison Coates, the Psychology of Selling module introduces us to the science behind emotions. As Alison explains, “It’s such an important concept because when we can understand that our emotions, our decisions, and our behaviours, we can start to see how we might be able to influence performance.”  Once we understand how we can influence people through our own behaviours, we can help clients to makes decisions in the right direction. If you are a little bit reluctant as a salesperson or if it’s not something that you would normally do every day, this can be a really powerful tool to learn. It is a really great way for us to be able to understand how to take steps and influence conversations with clients that can lead to more positive outcomes. 

High angle shot of a group of businesspeople shaking hands during a meeting in an office

Practical Learning & The Psychology of Selling

As part of the Professional Selling programme, each cohort takes part in group practical sessions to bring learning to life, as explained by our expert Alison:  “We do a wonderful exercise in module one, where people actually get to experience the science of emotions through doing an interactive exercise. And with that understanding, we can then move into the conversation around what kind of mindsets a person who takes on a sales role be most likely to have. It really gives you that understanding around mindset and how the brain works in helping us to make some of these decisions and to motivate others.”

Positive Outcomes

The aim of the programme is to leave students with skills that they can immediately put into practice into their work. We share tools that candidates can apply in their relationships, (both personal and professional )which will really help to motivate people to take the right decision towards a positive productive outcome, and hopefully, as sale!If we have more of an understanding of how we are engaging with people and the psychology that is going on in our clients minds, we can adopt behaviours that help us to reach more successful outcomes and will motivate people to want to want to come towards us and work with us.

Key Takeaways on the Psychology of Selling

  • Somebody who is good at selling is usually just someone who is good at listening. It doesn’t matter your background or skills, because if you can listen and build relationships, you can sell.
  • Listening is a skill that can be learnt. It can be improved and perfected. There are varying ways to do this. Alison’s favourite way is to recognise and own our own distractions. One way to do this is to try and to maintain eye contact when the other person is speaking.
  • Having an awareness of self is the first building block to emotional intelligence and growth.
  • There is a common myth that to be a good salesperson you need to be an extrovert. But this is simply not the case. Often introverts have a high level of authenticity and emotional intelligence. These are great skills for selling.
Want to win more work? 

If you want to understand more about the psychology of selling how it can help you to win more work from the right kind of clients, register now  for the Questas Academy’s Professional Selling programme. Click below to register your interest and find out more about our course dates that are taking place throughout 2022. 

Head to our YouTube channel and watch our video of Questas founder and CEO Gary Williams and Alison Coates talk about the psychology of selling and how we approach it on the Professional Selling programme.

7 Steps to Winning More Work in 2022

7 Steps to Winning More Work in 2022

7 Steps to Winning More Work in 2022

Do you want to win more work in 2022? Here are 7 steps that will help you to win more of the right kind of work from the right kind of clients. These are based on our years of helping consultancy, engineering and professional services firms create opportunities, convert them into business and retain their best clients. 


1. Focus

When it comes to successful business development, you need to really understand your target market, so ask yourself these questions:  What are the problems that you can solve? Which organisations or people have those problems? What solutions to those problems can you provide? Then you should analyse the clients that you have already and ask, who buys your  service? Which sectors have you had the most success with?


2. Win More Work With A Good Plan

Always have a plan! We use our unique Create, Convert Retain planning tool when it comes to planning Business Development activity. It shows you how to focus on building trust and awareness with potential clients, helping you to create your best reputation with clients, increase your visibility, and sharpen your relationship skills to help you to win more work.  You can find out more about our Create Convert Retain approach here:

Questas Growth Model Create Convert Retain

3. Understand the buying journey

Take the time to understand your clients problems. 75% of your market place right now don’t know that they have a problem that you can solve. So what can you do to let your client know you exist and that you an offer a solution to their problem? This could be valuable marketing content (ie, free advice or downloads) that makes you appear a useful relationship for the client to nurture.  


4. Network

Winning more work in professional services is all about people, and building new and existing client relationships. When you are networking, you need to make sure you are approaching it effectively. Make sure you do your research about who it is that you’re meeting, and don’t be afraid to fake confidence if you need to. and introduce yourself to people. Be interested in what others say, rather than trying to be interesting yourself. You just need to listen and make people feel listened to and understood. This will make you memorable! Then ensure you follow up by connecting with the person afterwards, whether that’s on LinkedIn or via email, and start to interact with them. Take it slow and build up the connection over time before you suggest a meeting.


5. Make The First Meeting Count To Win More Work

When you hold that first important meeting, we use our unique 3i approach when it comes to structuring that meeting; 

The 3i Model - inform, investigate and inspire

We have a model called the 3is – Inform, Investigate, Inspire; which is useful when preparing for a sales meeting. – Spend the beginning of the meeting building a rapport and looking for what you have in common. Question and listen to them, and use this time to tell them about yourself and your organisation. 

You can find out more about the 3i model here:


6. Write compelling proposals

If you want to win more work in 2022, writing a compelling proposal is vital. When you are writing a proposal for a prospective client its important to keep these key points in mind: 

Opening paragraphs – Use You and Your, not Us and We

• Demonstrate you know their world

• Outline their ‘problem’

• Explain how you solve it

• Show evidence of having done it  (ideally with clients like them)

• Paint a picture of the future after they have bought you.


7. Systemise everything! 

Want more BD success in 2022? Then the time to systemise you and your teams Business Development activities!

  • Continue to prioritise researching and being knowledgable of your industry, target clients and sectors. 
  • Strategise your networking: Plan which networking events your will be going to, who are the best people to attend specific events? 
  • Marketing activity: Embrace your marketing, which gives value to your clients. Can you be writing articles on industry websites or guesting on podcasts? 
  • Ask for referrals: Don’t be afraid to ask trusted clients for  introductions and referrals. You will be amazed how many people want to introduce you to their contacts. A personal referral is a truly valuable way to win more work. 

Want to win more work in 2022? If you want any more information on how to win more work and grow your business, get in touch. Email us at or connect with our founder and CEO Gary Williams on LinkedIn.