Dear small business owner, It’s February, and the year is now under way. We are keeping our New Year’s resolution and sending out this newsletter mon

Feb 29
facebook instagram twitter

Dear small business owner,

It’s February, and the year is now under way. We are keeping our New Year’s resolution and sending out this newsletter monthly. We love to hear from our readers, so let us know if you like the 2016 newsletters so far. In January's newsletter I talked about how to craft a stellar unique value proposition. You now have it at the tip of your tongue ready to impress and entice prospects. But what if you're still not getting results? I’m going to show you how to improve close rates and reduce lead times by identifying and focusing on decision makers – people who have the need for your product or service and are ready to buy.

By the way, you can practice your unique value proposition at the Vaughan B2B Expo February 10th where NewPath Consulting will be a corporate sponsor. Stop by our booth and say “Hi!”

Here we go.


Follow the Money by Finding the Decision Maker

Do you really know who your target customer is? the person? their position or title? In order to keep your sales cycle short, and close rate high, target the right person with the appropriate message.

A few indicators you may not be targeting the decision maker:
• Marketing spend yields little or no return
• You have high sales activity, but few actual sales
• New leads take a long time to close
• Low deal close rates
• Prospects aren’t asking questions about your value proposition

How to Identify The Decision Maker:

The key is to listen to what your prospect is saying, and ask probing questions.

Look for a prospective customer who has:
• A need to solve the problem your product/service addresses
• An urgency to solve the problem
• Access or control of the funds to pay you
• Motivation by compensation: your product or service will increase the likelihood of a higher bonus/reward for them

Message Appropriately:

Focus your messaging directly at the decision maker’s responsibilities. Your product or service likely has many benefits to different members of the organization. Cost reduction messages will appeal to the controller and the head of human resources will perk-up when you address headcount.

Targeting the decision maker with a message that appeals to their motivations will help reduce your lead times and improve your close rate.

Next Month: What Are You Really Selling?


Stop by our Booth

Screen Shot 2016-01-06 at 2.56.30 PM
global 442814408

WordPress Toronto New Monthly Meetup

This is a meetup for WordPress users to share and learn from each other.

Tell us about your last WordPress project, completed or in progress. What surprised you? What delighted you? What made your hair go grey?

Monday, February 22, 2016
4:00 PM to 6:00 PM

Eyelash Canada
16 Orfus Rd. unit 205,
North York, ON

Wishing you continued business success.


Alex Sirota
Director, NewPath Consulting
(888) 781-2539

facebook instagram twitter