Track II — Sales · Module 2A 2.5 hrs

About this module

Every thriving business starts with one thing: customers. This workshop gives you a repeatable, practical system for identifying exactly who your ideal customer is, finding them through the right channels, and converting them into paying clients — using tools and tactics sized for small Ontario businesses.

Learning objectives

By the end of this session, you will be able to:

Define your ideal customer profile with precision — demographics, pain points, buying triggers, and decision-making factors
Identify and prioritize the most effective prospecting channels for your business type
Build a referral system that generates warm leads consistently
Craft outreach messaging that gets responses — for email, phone, and in-person
Map a basic sales funnel and understand where leads are falling off
Calculate your customer acquisition cost and use it to make smarter decisions

What you'll walk away with

Every participant leaves with a completed set of practical tools built during the session:

A filled-out customer avatar worksheet for your business
A lead tracker spreadsheet ready to use
A prospect qualification checklist
Referral request scripts you can use immediately
A mapped sales funnel for your business
A networking checklist for Ontario business events

Who should enroll

Small business owners who need a repeatable way to find new customers

Entrepreneurs relying entirely on word-of-mouth and wanting to scale

Ontario owner-operators who have launched and need a real prospecting system

Anyone who has never built a structured sales process before

Newly settled immigrants wanting to operate a business the Canadian way

Service-based businesses wanting to increase referrals and repeat revenue

This 2.5-hour workshop is structured around six teaching blocks, each paired with a practical exercise you complete using your own business as the case study.

Defining Your Ideal Customer

Age, income, location, business type, pain points, goals, and buying triggers. Participants complete a customer avatar worksheet during the session.

Understanding Customer Pain Points

Why customers really buy — solutions, convenience, speed, reliability, expertise, and risk reduction. Before-and-after customer journey mapping exercise.

Prospecting Channels & Local Ontario Opportunities

Networking, referrals, partnerships, digital channels, and Ontario-specific opportunities like BDC resources and local business events.

Building a Referral System

How to systematically generate referrals — timing, scripting, incentives, and follow-through. Participants leave with ready-to-use referral request scripts.

Sales Funnels & Outreach Messaging

Mapping a basic sales funnel, identifying drop-off points, and crafting outreach messages for email, cold calls, and in-person. Participants build their own funnel worksheet.

Customer Acquisition Cost & Action Planning

How to calculate your CAC, use it to evaluate channels, and build a 30-day acquisition action plan. Includes a 25-question assessment to confirm learning.

This module runs as a single 2.5-hour interactive workshop. Choose the format that works best for you.

Live In-Person Workshop

Held at our Richmond Hill facility. You'll work alongside other Ontario entrepreneurs in a hands-on environment with direct access to your instructor. Maximum group size ensures personal attention.

Live Online Workshop

Instructor-led via video with the same interactive exercises, group discussions, and real-time implementation. Participate from anywhere in Ontario without missing any content.

Workshop Structure

Every session follows the same proven format: 20 minutes of context and objectives, focused teaching blocks with practical exercises, two Ontario-based case studies, and a 30-minute action planning close.

What's included with every session

Full slide deck

Templates & checklists

2 Ontario case studies

Spreadsheet models

Participant handouts

25-question assessment

Session

Attendance Format