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Ransomware is one of the most significant cybersecurity threats facing businesses today. This type of malware encrypts files and systems, rendering them inaccessible until the victim pays a ransom.

With an increasing number of organizations relying on digital infrastructure, cybercriminals have found lucrative opportunities to exploit vulnerabilities and demand hefty ransoms in exchange for restoring access to critical data.

In 2024 alone, there were many high-profile ransomware attacks that made national headlines. These included RBC, which saw more than one million of its clients fall victim to a phishing campaign and the CRA, which experienced a breach that resulted in more than two million Canadian taxpayers’ personal information become exposed. Suncor Energy also fell victim to a sophisticated attack that disrupted operations and exposed personal information of employees and contractors.

While these cases were well publicized, thousands more slide under the radar says John Svazic, founder, and principal consultant of Cambridge-based EliteSec Information Security Consultants Inc., making ransomware a silent threat to businesses.

“No one talks about it because it happens so frequently. It’s not news anymore,” he says, noting only attacks on bigger companies or institutions capture media attention.  “Unfortunately, for all the smaller business that get hit with it that’s a different story altogether. And sadly, there's not much smaller organizations can do about it, aside from either paying the ransom or in more depressing circumstances, shut down because they can't afford it.”

Cybercrime costs rising

One of the most immediate and severe consequences of a ransomware attack is financial loss.  According to the U.S. Department of State, the annual average cost of cybercrime is predicted to hit more than $23 trillion in 2027.

Ransom demands - depending on the size of the target - can range from hundreds to thousands of dollars. Even if the business decides not to pay, the costs of recovery, including IT support, security enhancements, and potential legal fees, can be significant. Additionally, businesses may suffer from loss of revenue due to operational downtime, as systems remain locked until the issue is resolved. Their reputation with customers may also be damaged in wake of an attack.

To combat potential threats, John urges businesses, especially smaller ones, make sure they don’t become a victim.

“Part of it is awareness training and making sure your staff is aware of what they're doing,” he says, noting that ransomware attacks take on two different flavours.

One, involves the data being encrypted until a ransom is paid and the victim provided with a decryption key, the other involves holding the data hostage then blackmailing the victim until a ransom is paid to prevent it from being ‘leaked’.

Cybercriminals look for weaknesses

“They claim they will delete your data after the ransom is paid, and most of the time they will. However, you always run the risk they may just come back in a few months,” says John, adding all businesses, regardless of size can become a victim since they have an online presence.  “The likelihood of someone targeting you specifically is low unless you've really made a name for yourself and or you have essentially ticked someone off.”

He says most cybercriminals are ‘lazy’ and seek out the lowest common denominators when it comes to selecting their targets. 

“Not all ransomware attacks turn into multi-million-dollar ransoms. They’re searching the internet to see what's available and testing systems to see if they are connected properly and configured,” says John. “That means are you staying up to date with patching? Are there any known weaknesses? Are you staying up to date with locking things down? Did you just buy something off the shelf and plug it in and put it on the internet?”

As a result, he recommends business owners cover the basics in terms of security, which includes ensuring passwords are not shared or continually reused.

Personal data a target

“Awareness training is super important. There are security awareness programs that are available commercially as well as free,” says John, adding thanks to AI tools like ChatGPT and Grammarly, gone are the days when phishing emails littered with typos and grammatical mistakes were easy to identify. “They are becoming much harder to spot. You may even have someone who calls in pretending to be someone from the business calling an employee.”

He says in this case, using secondary verification such as a ‘passphrase’, can be a good way to combat fraud. Also, he recommends businesses dispose of data they no longer need, especially valuable credit card information.

“Don’t keep track of stuff you don’t need. This is very common with companies that are dealing with credit card transactions,” says John. “Many years ago, businesses thought they had to keep everything. Now that type of information is a treasure trove for criminals and that’s where you get yourself in trouble.”

He says any personal customer information businesses store is potentially valuable to someone. 

“The question is, how valuable is it?” says John. “It could be as simple as your name, your address, and your e-mail address, and that in itself is sufficient to potentially  start spamming you or your customers to get them to click on links to access their details, including banking information.”

Ransomware stats:

• According to the Verizon Business: 2024 Data Breach Investigations Report, roughly one-third of all breaches involved ransomware or some other extortion technique. Pure extortion attacks have risen over the past year and are now a component of 9% of all breaches. Ransomware actors have moved toward these newer techniques, resulting in a bit of a decline in ransomware to 23%. However, when combined, they represent a strong growth to 32% of breaches. Additionally, ransomware was a top threat across 92% of industries.
• In 2024, roughly 65% of financial organizations worldwide reported experiencing a ransomware attack (according to Statista).
• A 2024 survey of cybersecurity professionals of organizations worldwide revealed that 32% of the organizations suffered ransomware attacks because of exploited vulnerabilities (according to Statista).
• Ransomware victims permanently lose 43% of the data affected by an attack on average (according to SCWorld). 

Tips to combat ransomware

Educate and Train Employees

Phishing emails, malicious attachments, and fraudulent links are common entry points. Regular cybersecurity training can help employees recognize these threats. Training sessions should cover identifying suspicious emails, avoiding unknown links, and understanding the importance of strong, unique passwords.

Implement Strong Password Policies

Enforce policies that require complex passwords combining letters, numbers, and special characters. Encourage the use of multi-factor authentication (MFA) wherever possible, adding an extra layer of security even if passwords are compromised.

Regularly Update Software and Systems

Regularly updating operating systems, applications, and security software ensures that known security flaws are patched. Enable automatic updates where possible to reduce the likelihood of oversight.

Backup Data Frequently

Implement a robust backup strategy that includes daily backups of critical data; storing backups in multiple locations, including offsite or cloud-based solutions; regularly testing backup integrity and recovery processes.

Use Reliable Security Software

Invest in reputable antivirus and anti-malware solutions that offer real-time protection. Firewalls, intrusion detection systems, and email filtering tools add additional layers of defense. Regularly update these tools to ensure they can detect and block the latest threats.

Limit User Access Rights

Not every employee needs access to all company data. Implement the principle of least privilege (PoLP), granting users access only to the information necessary for their roles. This reduces the risk of widespread damage if an account is compromised.

Develop an Incident Response Plan

An incident response plan should include clear roles and responsibilities for response team members; steps to isolate infected systems; communication protocols with stakeholders and law enforcement; procedures for restoring data from backups; regularly review and update the plan and conduct drills to ensure all employees are familiar with their roles in an emergency.

Secure Remote Work Environments

Require the use of virtual private networks (VPNs), enforce strong authentication methods, and ensure remote devices are regularly updated and protected with security software.

Stay Informed About Threats

Subscribe to cybersecurity newsletters, follow reputable security blogs, and participate in industry forums to stay informed about the latest ransomware tactics and defense strategies.

Corporate social responsibility (CSR) has become a critical aspect of modern business strategy, transcending the traditional goal of profit maximization. It represents a company's commitment to ethical practices, environmental stewardship, and positive contributions to society. 

In an increasingly interconnected world, stakeholders—from consumers to investors and employees—are placing higher expectations on businesses to operate responsibly.

“In today’s world, social responsibility continues to play a bigger role in consumers’ decision making of where and who they want to shop from or work with,” says Brittany Silveira, Marketing Manager at Grosche International Inc. “However, for some organizations, social responsibility remains a checkbox rather than a core value.”

For more than a dozen years the Cambridge-based kitchenware company which has operated as a social enterprise not only offers quality products but has provided thousands of people worldwide with clean drinking water through its Safe Water Project. 

“Businesses that integrate social responsibility into their DNA—like Grosche does—see long-term benefits. It's about creating shared value and using your business as a force for good: positively impacting society while fostering brand loyalty and resilience,” says Brittany, who shared some of her insights at our annual Small Business Summit held this past fall at The Tap Room in Tapestry Hall.

Workers seek purpose-driven employment

It’s a mindset that has become more prevalent for many businesses.

Some do it, according to Daniel Waeger, Associate Professor, Canada Research Chair in Corporate Governance at Lazaridis School of Business and Economics Policy, because they are a consumer facing business and realize it’s important to their clientele, and others see it as a way to charge a higher price.

“Often times it’s also just the values of the leadership,” he says, adding employees themselves are also a driving force for many businesses to become more socially responsible.

Today's workforce values purpose-driven employment. Employees, particularly younger generations, prefer to work for organizations that align with their values. CSR initiatives, such as community engagement programs or efforts to promote diversity and inclusion, create a sense of pride and belonging among employees.

Moreover, companies that demonstrate social responsibility often experience higher retention rates, as employees are more likely to stay with employers who contribute to the greater good.

“I would say over the last five to ten years, it has shifted quite a bit more to the employee side,” says Daniel, noting employees are also willing to hold a business accountable when it comes to upholding their CSR commitments even more so than the public. “As you soon as you make commitments towards your employees, they know what’s going on inside the firm, so they are in a better position than the media to hold you to your words and to hold you accountable to a certain extent.”

CSR strategies attract investors

While CSR requires investment, it often leads to long-term financial benefits.

Studies have shown that socially responsible companies tend to perform better financially over time. Ethical practices reduce risks, such as legal issues or reputational damage, which can be costly.

Additionally, CSR initiatives can open new revenue streams, such as eco-friendly product lines or partnerships with like-minded organizations. Investors also favour companies with robust CSR strategies, as these are seen as more sustainable and resilient in the long run.

For the next generation of business leaders, Daniel says he has seen a difference in the attitude among the people he instructs when it comes to putting CSR at the forefront of their business ambitions.

“People used to go to business school to become rich,” he says. “I think the considerations of the public good or of the common good are more central today than they were before. And I do think that it’s overall a good thing if there is a civic attitude.”

Brittany agrees and believes the notion of social responsibility is not a foreign concept anymore, but that its implementation still widely varies.

“The challenge lies in shifting it from an afterthought to a strategic priority,” she says. “I believe this transition is crucial for businesses aiming to stay relevant and meaningful.”

Reflect on company values

In terms of taking that first step to CSR, Brittany says a business must reflect on its values and the values of its consumers.

“Basically, what do you want to stand for beyond profitability? Brainstorm and identify causes that align with your mission and resonate with your team and customers,” she says. “From there it’s about creating a plan, starting small and measuring your efforts. Begin with one or two meaningful projects rather than spreading yourself too thin. Whether it’s reducing waste in your operations, launching a give-back program, or volunteering in your community, ensure your efforts are manageable and measurable.”

From there, Brittany says a company can then embed these values into its business model and share its efforts with the community both internally and externally.

For some businesses, like Grosche, becoming a Certified B Corporation may become the next logical step. Being one signals a business's commitment to balancing purpose and profit. B Corps are companies verified to meet high standards of social and environmental performance, accountability, and transparency.

“This certification assures employees, customers and stakeholders that you’re not just talking the talk. You’re actually making a real difference,” says Brittany. “This credibility and the give back component to your business is a great competitive advantage that can also attract top talent and increase customer loyalty.”

10 ways a business can actively embrace CSR:

Promote Environmental Sustainability

Reduce waste through recycling programs and sustainable packaging.

Transition to renewable energy sources and improve energy efficiency.

Implement water conservation initiatives and reduce carbon emissions.

Practice Ethical Sourcing

Ensure suppliers follow fair labor practices and humane working conditions.

Source raw materials sustainably to avoid environmental degradation.

Partner with vendors who share the company’s ethical standards.

Encourage Diversity and Inclusion

Establish equitable hiring practices to foster a diverse workforce.

Support underrepresented groups through mentorship or leadership programs.

Create a workplace culture that celebrates inclusivity and equity.

Support Community Initiatives

Sponsor local events or donate to community programs.

Encourage employees to volunteer by providing paid time off for service.

Partner with non-profit organizations to address local social issues.

Invest in Employee Well-being

Offer competitive wages, comprehensive benefits, and work-life balance initiatives.

Provide professional development and training opportunities.

Prioritize mental health through access to resources and support systems.

Champion Ethical Business Practices

Adopt anti-corruption policies and ensure transparency in operations.

Uphold consumer rights by delivering honest advertising and high-quality products.

Maintain strict compliance with labor and safety regulations.

Educate and Raise Awareness

Create campaigns to educate employees and customers about social or environmental issues. Collaborate with schools and universities to promote sustainability or ethics education. Use social media to amplify causes aligned with the company’s CSR goals.

Develop Sustainable Products and Services

Innovate products that are environmentally friendly or socially beneficial.

Reduce the environmental impact of production processes. Offer services that address societal challenges, such as renewable energy solutions.

Engage in Fair Trade Practices

Support fair trade-certified products and suppliers. Promote economic growth in developing regions by purchasing goods directly from small-scale producers.

Ensure fair compensation throughout the supply chain.

Measure and Report CSR Impact

Regularly assess the effectiveness of CSR initiatives using KPIs. Share progress and achievements through transparent reports. Use feedback to continuously improve CSR strategies.

While the recent 30-day postponement of U.S. President Donald Trump’s tariffs and Canada’s retaliatory measures came as welcomed news to businesses, the lingering presence of these threats remain prompting the Chamber network to act using a variety of tactics, including advocacy, negotiation, education and promoting partnerships.

Trump’s demand for 25 per cent blanket tariffs on all Canadian goods, with the exception of a 10 per cent tariff on Canadian energy, and Canada’s proposed retaliatory tariffs on $155 billion of U.S. goods, has sent economic shockwaves through both nations prompting calls for action on both sides of the border.

To clearly map out the vital importance of the trading relationship between the two countries and the risks businesses face, the Canadian Chamber of Commerce’s Business Data Lab has introduced the Canada-U.S. Trade Tracker —a new tool designed to illustrate the ties between the two economies. It notes that $3.6 billion in goods crosses the Canada-U.S. border daily, generating a $1.3 trillion annual trade relationship.

"A 30-day delay means more time for Canadian businesses and governments to drive home the point that tariffs make no sense between the two closest allies the world has ever known,” said Candace Laing, President and CEO, Canadian Chamber of Commerce, in a release. “The Canadian Chamber, our network and businesses across the country will spend every day of it fighting hard to secure this historic, robust trading relationship. Raising the cost of living for Americans and Canadians with these taxes is the wrong move. Canada and the U.S. make things together, and we should in fact be building on that.”

Call to dismantle interprovincial trade barriers

It is a sentiment echoed by her colleagues at the Ontario Chamber of Commerce who have rallied their members, which includes the Cambridge Chamber, in a show of unity and strength and targeted actions including supporting a unified call for Canadian premiers to quickly dismantle interprovincial trade barriers and the creation of a business and trade leadership coalition.

Called the Ontario Business & Trade Leadership Coalition (OBTLC), it aims to unit leaders from key trade-dependent sectors to champion business-driven solutions, advocate for effective government policies, and solidify Ontario’s position as a global leader in trade.

“President Trump has claimed the U.S. doesn’t need Canada – but we are here to show just how invaluable we are. Ontario businesses are stepping up to safeguard our economy and reinforce our global competitiveness,” said Daniel Tisch, President and CEO of the Ontario Chamber of Commerce, in a release. “The Ontario Business & Trade Leadership Coalition represents a united response – a coalition of industry leaders committed to resilience, collaboration, and growth.”

BestWR brings business groups together

But the fight to ward off economic turmoil caused by these tariff threats has also been ramped up locally, says Cambridge Chamber of Commerce President and CEO Greg Durocher, through the revival of a unique partnership created during the pandemic to assist businesses.

“We created the Business Economic Support Team of Waterloo Region (BestWR) during COIVD-19 consisting of organizations that are fundamentally engaged in the economic activities through business in the region and have brought it back as a support mechanism for local businesses with respect to trade,” he explains. “It was created during the pandemic, but this is now really about a united force of business organizations helping local businesses navigate these turbulent trade waters.”

Besides the Cambridge and Greater Kitchener Waterloo Chambers, BestWR also includes Waterloo EDC, Communitech and Explore Waterloo Region.

“We are engaged right now with regional municipalities to create opportunities whereby we can offer a support role in helping local businesses find local or Canadian suppliers, or to expose local businesses to the products they currently manufacture or sell and may be able to find Canadian customers for,” says Greg, noting BestWR also has strong federal and provincial connections which they will use to assist businesses.

“We have the insight to be able to tap into key levers within provincial government and within the federal government to have input on what potential supports those governments may need to provide businesses to keep them moving through this turmoil.”

Ask the Expert returns

As a further measure to assist, both the Cambridge and KW Chambers have revived their online tool 'Ask the Expert'.

These weekly Zoom calls - created during the pandemic to provide business leaders with current information – will now provide an opportunity for manufacturers and businesses in the region who export to the U.S. to ask questions.

“We will invite various experts to take part in the one-hour call, and hopefully get some answers to their questions and help them keep their business humming along and doing the things they need to do to support their employees,” says Greg.

'Ask the Expert' will take place every Thursday, between 9-10 a.m.

“This all about businesses,” he says. “And how do we navigate the turbulent challenges ahead and make it a win for Canadian businesses.”

The Chambers have also revamped the chambercheck website (which offered timely resources for businesses during the pandemic) to provide a growing list of trade-related resources to inform and assist businesses.

Reasons for businesses to remain confident and optimistic:

Economic Resilience

Canadian businesses have demonstrated remarkable resilience in the face of past economic challenges. Our diverse economy and strong trade relationships beyond the United States provide a buffer against potential disruptions.

United Response

The Canadian government, provincial leaders, and business organizations like your local Chamber of Commerce are presenting a united front in response to this threat. This co-ordinated approach strengthens our negotiating position and demonstrates our commitment to protecting Canadian interests.

Potential for Internal Growth

For years the Chamber network has been encouraging the government of Canada to remove interprovincial trade barriers and unlock the economic prosperity lying dormant in these archaic policies. This situation presents an opportunity to address long-standing interprovincial trade barriers and by removing them boost Canada's economy by up to $200 billion per year, potentially offsetting the impact of U.S. tariffs.

Mutual Economic Interests

It's important to remember that the proposed tariffs would also significantly harm the U.S. economy. American businesses and consumers would face higher costs and reduced competitiveness, which could lead to pressure on the U.S. administration to reconsider this approach. 

Time for Preparation

With the proposed tariffs not set to take effect until at least March 1, there is time for diplomatic efforts and for businesses to prepare contingency plans as we work our business contacts and channels to influence key stakeholders in the U.S.

Leveraging Canadian Assets

Canada continues to highlight its valuable assets that are strategically important to the U.S., including:

• Energy resources
• Critical minerals
• Nuclear power capabilities
• AI research excellence
• Lumber and building materials
• Automotive
• Agriculture

By emphasizing these assets, Canada is demonstrating that doing business with us is not just beneficial but strategically smarter than alternatives.

Government Support

The Canadian government has a track record of supporting businesses during trade disputes. We can expect measures to be put in place to assist affected industries if the tariffs are implemented.

It has been nearly two decades since a rudimentary prototype of Twitter began to take shape in 2006 and quickly gained traction resulting in more than 100 million users producing 340 million tweets daily by 2012. 

Seen initially as a great tool for businesses to promote their brands and messaging, the platform has undergone dramatic changes since billionaire Elon Musk’s takeover of X (formerly Twitter) in late 2022, and that has left businesses and advertisers re-evaluating their presence. 

His vision for X as a “free speech” platform has been polarizing, with critics pointing to the rise in hate speech and misinformation. These concerns, coupled with strategic missteps, have led some businesses to leave the platform entirely or significantly reduce their advertising spend.

“None of the businesses I work with are using X right now because it just doesn't seem like a credible platform and they don't want to be associated with that right now,” says social media expert Ashley Gould, owner of Cinis Marketing.

“I think the premise of what Elon Musk was trying to do originally by opening it up with a huge emphasis on freedom of speech was meant to try and make it a safe space for everybody. The problem is we all don't share the same opinions and we don't share the same beliefs.”

Advertisers’ confidence eroded

As a result, she says those who thrive on hate mongering and perpetuating conspiracy theories have clearly found a home on X thanks to Musk’s decision to overhaul content moderation policies. A similar move also recently embraced by Meta CEO and founder Mark Zuckerburg for Facebook and Instagram.

Under previous management, Twitter (X) maintained strict guidelines to ensure a safer environment for users and advertisers. However, Musk’s looser approach has made some companies wary of associating their brands with potentially controversial or harmful content.

The New York-based Anti-Defamation League and other watchdog groups have reported spikes in hate speech and abusive language on the platform which has further eroded advertiser confidence.

Additionally, changes to the verification system—transitioning from a badge earned through authenticity to one purchased through Twitter Blue subscriptions—have muddied the waters for users and advertisers alike. The proliferation of impersonation accounts and disinformation has made it challenging for brands to trust the platform as a reliable advertising space. 

Despite these challenges, X retains some unique advantages thanks to its real-time, text-focused format which remains unmatched for breaking news and direct communication. As a result, Ashley urges businesses not to delete their X accounts just yet.

Re-evaluate social media platforms

“But I wouldn't utilize it either because it actually could decrease your credibility if you're on there because people may make the assumption that you're ‘enjoying’ the drama.”

Instead, Ashely recommends re-evaluating your focus on social media platforms that would work better to promote your business’ brand, such as Instagram, Threads, Snapchat or Bluesky, even if your X (Twitter) account still retains thousands of followers.

“The ethical people that you’re looking to communicate with aren’t all on Twitter right now,” she says. “Even if they say they are and they’re still a follower, they’re not really there.”

Competitors of X, like Instagram, TikTok, and LinkedIn, have taken this opportunity to attract disillusioned businesses. These platforms offer more sophisticated targeting tools, robust safety features, and higher engagement rates, making them attractive alternatives for advertisers.

Meta’s Threads, a text-based platform launched in mid-2023, quickly gained traction as a ‘Twitter alternative’, luring away both individual users and businesses looking for a less volatile environment. As well, Bluesky introduced a suite of anti-toxicity features this past summer to combat harassment and provide a more ‘user friendly’ experience. 

Multiple platforms not necessary

“It’s good to go with social media platforms that verify and are trying to keep the spam out,” says Ashely, adding it may not be necessary to be on multiple platforms depending on how you’re trying to promote your brand.

“You have got to step back and ask yourself what kind of content are you creating? Who are we trying to make it for? And then really focus on that community side, not that you have 50,000 followers. That’s great, but if nobody's talking to you where's the ROI?”

As X continues to evolve, the long-term viability of its business model remains in question as Musk mulls over potential plans, such as integrating payment systems and expanding into content creation. However, the platform’s reputation as a stable and trustworthy space for businesses has been significantly tarnished.

For now, the exodus of advertisers serves as a cautionary tale about the delicate balance between free expression and the need for moderation in digital spaces.

“They broke it (X) in two years, maybe they can fix it two years?” jokes Ashely. “Unfortunately, my crystal ball is broken, so I can't see if that's actually going to happen.”

Tips for Businesses When Selecting Social Media Platforms:

1. Understand Your Target Audience

Before diving into any platform, research your audience's demographics, interests, and online habits. Platforms like TikTok appeal to younger users, while Facebook often caters to an older demographic. LinkedIn is ideal for B2B professionals, while Instagram attracts visual-centric audiences. The more aligned the platform is with your audience, the more effective your efforts will be.

2. Define Your Goals

Are you looking to drive website traffic, increase brand awareness, generate leads, or build a community? For example, Instagram and Pinterest are great for showcasing products, while Twitter excels in real-time engagement. Matching your goals with platform strengths ensures better ROI.

3. Consider Content Formats

Different platforms excel in specific content types. Instagram and TikTok thrive on short, engaging video content, while LinkedIn favors professional articles and thought leadership. If you lack resources for creating high-quality videos, focusing on text-based platforms like Twitter or LinkedIn might be more manageable.

4. Assess Your Industry Presence

Analyze where your competitors and industry leaders are most active. While you shouldn’t copy them outright, understanding their strategies can help you identify relevant platforms and trends. A strong presence in the right niche can give your business a competitive edge.

5. Evaluate Platform Features and Costs

Some platforms may require higher advertising budgets to be effective, while others offer organic reach opportunities. Look into ad pricing, analytics tools, and features like shopping integrations to determine if a platform aligns with your budget and business model.

6. Start Small and Scale

It’s better to focus on one or two platforms and excel rather than spreading resources thin. Once you’ve established a strong presence, expand to other platforms that align with your strategy.

7. Monitor and Adapt

Social media trends evolve quickly. Regularly analyze performance metrics, keep an eye on emerging platforms, and adapt your strategy as needed to stay ahead.

As businesses navigate an era of rapid technological evolution, shifting workplace dynamics, and global interconnectedness, preparing your workforce for 2025 demands strategic foresight. 

The key to success lies in fostering adaptability, embracing technological advancements, cultivating a culture of continuous learning, and prioritizing employee well-being.

“Whether it's the benefits program, whether it's salaries, the expectations of employees have gone up and I think also to the expectation of the business culture,” says Frank Newman, owner of Newman Human Resources Consulting. “I think people are making more and more decisions based on workplace culture.”

He says since the pandemic, the continuing trend of creating a strong workplace will become even more apparent in 2025 and beyond as potential employees look for reasons why they should work for a particular company.

Strong communication

“If a business owner can't answer positively what it's like to work there, then that’s going to be a problem,” says Frank. “As an employer, you have to look at your internal culture and determine what is it like. Are we behaving as we say we are? What are our values? And because it's still a competitive world out there, how do we differentiate ourselves?”

Ensuring your company brand is on target is key when it comes to navigating the current hiring environment, which he believes has become less civil since the pandemic in terms of the way some potential employees disrespect a company’s time, in some cases by not even showing up for a scheduled interview.

“I think as people we've got used to a little bit lower standard. So, as an organization, if you want to be the preferred employer or even the preferred partner to work with as a business partner, you need to up your game a bit because that's going to put you in good stead for the long run,” says Frank, adding sending a ‘thank you’ response to potential candidates just for applying is one way to make a positive impression.

“You want to make sure you increase your communication standards because everything is now subject to online reviews. The whole review concept is important - whether it's employee reviews or whether it's customer reviews – and to be aware and make sure you check them monthly because you don't know what people are going to say about your business.”

Safe environment needed

Good communication with employees also remains key, he says, noting in wake of the pandemic mental health issues continue to be an ongoing issue for many companies.

“The latest trend now is to make sure you have an employee assistance plan that can help with mental health and other counseling needs people have,” says Frank. “We live in an age of stress. It’s about having some tools for people to access, such as mental health professionals, or even just making sure that employees feel comfortable sharing.”

Creating a psychologically safe environment is a big part of developing a mental health strategy that works, taking into consideration the various pressures employees are under at work and at home.

Frank recommends conducting a pulse survey as a way to quickly collect feedback from employees to gauge their impressions of where the company stands at the moment. Depending on the size of your workforce, he says sitting down for a coffee and an informal chat can also be just as effective. 

“It’s about keeping an ear to the ground in terms of what your employees are feeling and facing,” he says. “We don’t want tone deaf business owners; that’s not going to cut it these days and I think people are looking for more humanity from their business leaders.”

A continued trends towards hybrid work situations could also play into that sense of humanity as employers look for ways to engage with their online workforce.

“You’ve got to make sure you are finding ways to leverage that and build those connections when people are isolated at home,” says Frank, noting that many employers continue to see a surge in potential applicants when it comes to offering hybrid work. “Managers must think about that and what it does to their recruiting.”

Investing in leaders

He says trusting your employees promotes growth and productivity, and that mistrust erodes confidence.

“What companies should be thinking of now is really investing in leaders. So, it’s important to make sure your leaders are connecting with their people and being authentic,” says Frank. “Most people leave an organization not because of work, but because of the boss.”

He says trust also works in both directions, especially when it comes to companies maneuvering through the current economic and political turmoil facing businesses in North America.

“It’s really about planning ahead and also letting your employees know that you’re taking things seriously and have plans in place to deal with these issues, because sometimes they are not aware of what management is doing and that may create some uncertainty,” says Frank, noting when it comes to the future, a strong AI strategy to assist employees boost their productivity is also a key consideration. “Companies should be leveraging that as much as possible.”

How businesses can prepare their workforce for the challenges of the near future:

1. Embrace Technological Integration

The workforce of 2025 will operate in a tech-driven environment. Businesses should:

• Invest in Training: Equip employees with skills in artificial intelligence (AI), data analytics, and automation to remain competitive.
• Encourage Digital Literacy: Ensure that all employees, regardless of their role, are comfortable using digital tools.
• Leverage Collaboration Platforms: Utilize tools like Slack, Microsoft Teams, and project management software to streamline communication and project execution.

2.  Prioritize Employee Well-Being

The pandemic highlighted the importance of mental health and well-being. A healthy workforce is a productive workforce. Companies should:

• Implement Flexible Work Models: Offer remote, hybrid, or flexible hours to enhance work-life balance.
• Provide Mental Health Resources: Offer counseling services, wellness programs, and stress management workshops.
• Encourage Inclusion: Build a diverse and inclusive culture where employees feel valued and respected.

 3. Focus on Reskilling and Upskilling

As technology advances, certain skills will become obsolete while others gain prominence. To stay ahead:

• Identify Skill Gaps: Use skills assessments and workforce analytics to pinpoint areas for improvement.
• Offer Continuous Learning: Provide access to online courses, certifications, and on-the-job training. 
• Promote Leadership Development: Groom employees for future leadership roles through mentorship and coaching.

 4. Foster Agility and Innovation

The ability to adapt to change and innovate will be critical in 2025. Encourage:

• Agile Mindsets: Train employees to thrive in uncertain and dynamic environments.
• Collaborative Problem-Solving: Create cross-functional teams to foster diverse perspectives and solutions. 
• Employee Empowerment: Give employees autonomy and a voice in decision-making processes.

 5. Leverage Workforce Analytics

Data-driven decisions can significantly enhance workforce management. Businesses should:

• Monitor Performance Metrics: Use analytics to track productivity, engagement, and retention.
• Predict Trends: Anticipate future workforce needs based on current data. 
• Customize Experiences: Tailor learning and development initiatives to individual employee needs.

 6. Commit to Sustainability

The workforce increasingly values companies that prioritize environmental and social responsibility. Businesses should:

• Integrate ESG Goals: Align corporate strategies with environmental, social, and governance (ESG) principles.
• Engage Employees: Involve the workforce in sustainability initiatives and green practices.

The Accessibility for Ontarians with Disabilities Act (AODA) takes effect Jan. 1 and is essential for businesses, both as a legal requirement and as a tool for fostering inclusivity, enhancing customer experience, and improving workplace culture. 

Enacted in 2005, the AODA aims to make Ontario fully accessible by 2025, covering areas like customer service, employment, information, communications, and built environments.

Ontario is home to 2.6 million people with disabilities, representing a significant portion of the market. By ensuring accessibility, businesses can attract and retain customers who might otherwise face barriers.

This includes creating accessible websites, physical spaces, and communication channels that cater to individuals with visual, auditory, mobility, or cognitive disabilities. Accessible businesses often enjoy higher customer satisfaction and loyalty, as their efforts resonate with people who value inclusivity.

The AODA also focuses on creating inclusive workplaces. By removing barriers in recruitment, training, and career development, businesses can access a broader talent pool.

Individuals with disabilities bring diverse perspectives and innovative problem-solving skills, enriching workplace dynamics. Accessible work environments improve productivity by enabling all employees to perform at their best and by fostering an inclusive culture enhances employee morale and engagement.

The AODA mandates public, private, and non-profit organizations to implement measures that improve accessibility across five key areas:

• Customer service
• Information and communications
• Employment
• Transportation
• Design of public spaces

Businesses must meet compliance deadlines depending on their size. For example, larger organizations (50+ employees) have more detailed requirements, such as filing accessibility compliance reports. Key responsibilities include:

• Providing accessibility training for employees.
• Developing accessibility policies and making them available publicly.
• Offering accommodations during recruitment and employment.
• Ensuring digital and physical spaces are accessible.

The Integrated Accessibility Standards Regulation (IASR) is a central component of the AODA. Starting Jan. 1, 2025, businesses must ensure full compliance with all IASR standards. The key obligations include:

Accessible Websites and Digital Content

Businesses must ensure their websites and web content conform to WCAG 2.0 Level AA standards. This includes making online platforms usable for individuals with visual, auditory, or physical disabilities by providing:

• Text alternatives for images
• Keyboard navigation
• Captioning for videos
• Enhanced screen reader compatibility

Workplace Accessibility

Employers must have policies and practices in place to provide:

• Accessible recruitment processes
• Workplace accommodations for employees with disabilities
• Return-to-work plans for injured or disabled workers
• Accessibility needs integrated into performance management and career development

Customer Service Standards

Businesses must provide barrier-free customer service, which includes:

• Training staff on interacting with individuals with disabilities
• Allowing service animals and support persons
• Ensuring accessible communication methods are available

Design of Public Spaces

Organizations responsible for public spaces must comply with accessibility standards for:

• Parking
• Pathways
• Entrances
• Seating areas

The government is expected to intensify enforcement efforts, including audits and penalties for non-compliance. Filing timely compliance reports is a critical part of this process.

Organizations that fail to file or lag behind on accessibility measures may face reputational damage, in addition to legal and financial consequences. Failing to meet AODA standards can result in fines:

• Up to $100,000 per day for corporations.
• Up to $50,000 per day for individuals or unincorporated businesses Reputational damage and potential lawsuits are also risks, making compliance not only a legal obligation but a business imperative.

To meet the deadline, businesses should:

• Conduct an Accessibility Audit: Assess current compliance gaps in policies, websites, and facilities.
• Train Employees: Ensure all employees understand AODA requirements and are trained to provide accessible services.
• Upgrade Digital Assets: Work with web developers to align websites and applications with WCAG 2.0 Level AA standards.
• Review Policies: Update workplace and customer service policies to reflect IASR requirements.
• Engage Experts: Consult accessibility professionals for guidance.

The AODA is more than a legal obligation; it’s a pathway to inclusivity, innovation, and business growth. By embracing accessibility, businesses not only comply with the law but also create welcoming spaces for customers and employees alike.

Click here to see if your business is prepared.

Effective communication is the cornerstone of a successful workplace. 

Whether collaborating on a project, resolving a conflict, or simply exchanging ideas, the ability to communicate effectively can significantly impact productivity, morale, and relationships. One of the most crucial aspects of effective communication is understanding the diverse communication styles present among colleagues.

At the Chamber’s Dec. 12 Business Growth Series session, entitled Understanding Your Workforce to Unleash Their True Superpowers, leadership development consultant Andrew Leith will examine this topic by diving into the psychology of self-perception and how well we understand those around us, especially in the workplace.

Workplaces are often composed of individuals with varied personalities, cultural backgrounds, and professional experiences. These differences influence how people express themselves, interpret messages, and respond to others. By understanding these preferences, teams can reduce misunderstandings, foster mutual respect, and create an environment where everyone feels heard and valued.

“If we can understand how certain people like to communicate, and understand that certain people, including some that are neurodivergent, communicate in certain ways we can then start to isolate which ways are best to communicate with the people in our company,” says  Andrew, President of Octant Executive Advisory Group.

Neurodivergent communication refers to the ways those with neurodiverse conditions, such as autism, ADHD, dyslexia, or other cognitive differences, express and process language, and interaction.

Thinking ‘outside the box’

“But this is about being accommodating to people, whether they’re neurodivergent or not, and hopefully understanding our organizations better and understanding the ‘superpowers’ of the people that work with us and how we can unlock their potential," he says.

To accomplish this, Andrew will lead participants through a few activities to help them to start thinking ‘outside the box’ when it comes to their own communication styles and those around them.

“I’m not going to diagnose people. We’re not here to tell anyone that they are neurodivergent,” he says. “But if we can understand how certain people like to communicate, we can start to isolate which ways are best to communicate to the people in our company.”

As an example, Andrew says a company may have employees who prefer communicating through emails or text messages, rather than Zoom meetings or even face-to-face, while there may be others who do their best work when faced with either longer or shorter deadlines. He says many employers are realizing they can’t paint all employees with the same ‘brush’ when it comes to communication.

“Many have been communicating with the same expectations from day one and now all of sudden they realize they have a diverse group of thinkers and communicators in their company that require a little bit of accommodation,” says Andrew. “We always think of accommodation as being inconvenient, but it doesn’t have to be inconvenient.”

Accommodation can help bottom line

Instead, he says accommodating an employee’s specific communication needs can yield exponential dividends for an organization and can increase the bottom line, as well as strengthen employee retention. 

“Acquiring new employees is an arduous task in Ontario right now and retaining employees is top of mind for everyone,” says Andrew, noting that many Gen X employees have become more focused on quality of life rather than achieving promotions at work.  

In fact, a recent Randstad survey showed that 42% of Americans say promotions in the corporate world are no longer a priority.

“Go back 20 years and was there anyone in the corporate world that didn’t want a promotion?” quips Andrew. “I think that speaks volumes about quality of life and employee retention.”

But understanding communication styles goes beyond day-to-day tasks; it also strengthens interpersonal relationships. When colleagues feel understood and respected, trust grows. For example, some individuals may value frequent check-ins and verbal affirmation, while others might prioritize autonomy and written communication. Recognizing and honouring these preferences demonstrates empathy and consideration, which are foundational to positive workplace relationships.

Andrew hopes this Business Growth session will help employers gain more insight in creating a more diverse and productive workforce.

“If there’s one thing that I hope people will get out of this session is, depending on how large your organization, there’s a good chance you may already have someone working for you that has a lot of the answers you need,” he says. “You just need to create the environment for them to be able to do that.”

The Business Growth Series session ‘Understanding Your Workforce to Unleash Their True Superpowers’ takes place Dec. 12 at the Chamber office from 9- 11 a.m.

Click here to learn more.

The holiday shopping season is a bustling time for many businesses, but it also attracts increased criminal activity.

With higher foot traffic, extended hours, and valuable inventory on display, businesses can become prime targets for theft, fraud, and other crimes.

“It really is going to depend on the type of what business you have,” says Const. Chris Iden, Public Information Officer with the Waterloo Regional Police Service, explaining that putting promotional material or displays at the front of the business often limits visibility inside the store. “Business operators should make sure things are well visible from the outside since a criminal ultimately doesn’t want to be seen when they’re doing their act.”

Also, he says having security cameras is a plus for businesses, noting feasibility is often a big issue especially for smaller ones.

“If people are going to invest in a camera system, which I heavily encourage, just be aware that it’s not always a deterrent. But it does assist in the investigation quite heavily,” says Const. Iden, adding it’s become common for some businesses to be targeted multiple times by thieves. “What’s important is to make sure that you’re not setting yourself up again and you learn how a crime can be prevented from happening again.”

Break and enters a focal point

He recommends communicating with staff when it comes to strengthening your security measures, especially this time of year.

“Your staff is normally the eyes and ears of your business,” says Const. Iden. “They see what is happening.”

In terms of local crime overall, Const. Iden says a key focal point for WRPS is break and enters as well as robberies involving violence and weapons. 

Data shows that the Crime Severity Index (CSI) in the Waterloo Region decreased by 4.4% in 2023, with violent crime severity dropping by 5.7% and non-violent crime severity by 3.7%. These reductions suggest some success in addressing key public safety issues. However, despite this improvement, the region remains the second highest among major Ontario cities for severe crime, surpassed only by Thunder Bay.

“It goes without saying that gun violence throughout the region is a big focal point,” says Const. Iden.

Economic strains, organized crime, and the opioid crisis have been identified as significant contributors to crime in the region, which is why he says community engagement is pivotal. This includes having business owners or their employees immediately report incidents, depending on the situation, which may require a 911 call or by filing an online report.

“We take all that information in, and it helps dictate our strategized policing model,” says Const. Iden, noting the Galt core due its transient population and the commercial area around Hespeler and Pinebush roads due to its proximity to Highway 401 remain ‘hotspots’ for criminal activity in Cambridge.

Police reactively responding

“We have our (WRPS) direct action response team that’s constantly working in these two areas,” he says, adding the WRPS’ community engagement unit works closely with The Bridges shelter when it comes to the city’s unhoused population. “If we can get people to the resources they need and hopefully get them into some kind of subsidized housing, it will address these issues in the long term.”

But in the meantime, Const. Iden says the WRPS continues to reactively respond to calls from businesses, whether it’s a property crime or reports of unwanted persons.

“Businesses are reaching out and they’re curious since things are always changing. It’s hard to forecast how things are going to look in the future, especially since we’ve had such a social dynamic change in the last few years,” he says. “Our call volume is going up every year and it’s one of the challenges we have, but we’re definitely doing our best with what we’ve got, and I can tell you we are aware of the issues happening and are not turning a blind eye.”

Crime by the numbers

Regional stats compiled by the WRPS from Jan. 1-Nov. 14,  2023, and Jan. 1 to Nov. 14, 2024:

Commercial Property Damage

2023: 114 calls

2024: 93 calls

Unwanted persons (Commercial)

2023: 682 calls

2024: 711 calls

Commercial Thefts (Under $5,000)

2023: 322 Calls

2024: 272 calls

Shoplifting (Under $5,000)

2023: 819 calls

2024: 1223 calls

Implementing preventive measures can reduce risks and help your business operate securely. Here are some tips:

1. Secure Your Premises

Install High-Quality Locks: Use deadbolts and reinforced locks on all doors and windows.

Use Security Cameras: Install visible surveillance cameras both inside and outside the premises. 

Adequate Lighting: Ensure all areas around your property, including entrances, exits, and parking lots, are well-lit to discourage criminal activity.

2. Control Access

Restrict Employee Access: Limit who can access sensitive areas such as cash registers, safes, or stockrooms.

Key Management: Implement a key control system to track who has access to keys and change locks if keys are lost.

Electronic Access Systems: Consider using swipe cards or biometric systems for added security.

3. Train Your Staff

Recognize Suspicious Behaviour: Educate employees on how to spot and respond to suspicious individuals or activities.

Handle Cash Safely: Train staff to minimize the amount of cash on hand and make bank deposits at varying times to reduce predictability.

Emergency Procedures: Conduct regular drills so employees know what to do in case of robbery or other emergencies.

4. Invest in Technology

Alarm Systems: Install a reliable alarm system with motion detectors and glass break sensors.

Inventory Tracking: Use inventory management software to detect discrepancies that may indicate theft.

Remote Monitoring: Enable remote access to security systems so you can monitor your business anytime.

5. Collaborate with Police

Build Relationships: Develop a rapport with local law enforcement and participate in community crime prevention programs.

Report Suspicious Activity: Inform the authorities immediately if you notice unusual behaviour or suspect criminal intent.

6. Create a Community Network

Neighbouring Businesses: Share crime prevention strategies with nearby businesses to keep the area secure.

Join Business Watch Programs: Participate in local programs where businesses collaborate to deter criminal activity.

7. Insure Your Business

Adequate Coverage: Ensure your insurance policy covers theft, vandalism, and other potential losses.

Review Regularly: Update your policy as your business grows or changes to maintain adequate protection.

The following piece was submitted by Katrina Burch, Lead, Mental Health Promotion and Education CMHA Waterloo Wellington, who co-hosted a Chamber two-part ‘Mental Health in the Workplace’ seminar

October is Healthy Workplace Month and in today’s fast-paced, highly connected world, mental health has become a top priority for workplaces and with good reason, mental well-being directly impacts employee performance, satisfaction, and overall organizational success. 

Employers are recognizing that supporting mental health is not just the right thing to do but is essential for building a resilient and sustainable workforce. Studies consistently show that employees with good mental health are more productive, engaged, and loyal. In contrast, poor mental health can lead to absenteeism, high turnover, and decreased morale. But the question often remains what elements create a healthy workplace? 

Businesses at the beginning of their journey to support mental health can often feel overwhelmed with understanding of what to do and where to start. There are some simply ways to start changing the culture and understanding of mental health.

This could include sharing the resources available to employees whether that is an Employee and Family Assistance Program or the local mental health support and crisis numbers, such as Here 24/7 in Waterloo Wellington.

The inclusion of mental health training for managers and staff into onboarding or regular skill development helps to decrease stigma, while fostering an environment where employees feel safe to discuss their mental health and leaders are comfortable offering the proper assistance.

Assessing the current psychological health and safety of your workplace can also be helpful as a guide to develop an action plan, while also celebrating your successes.

Leaders must set boundaries

Understanding the signs that someone may be struggling with their mental health is key. These signs could include a change in performance, withdrawal from social interactions or team activities, increased absenteeism, difficulty concentrating, irritability or feelings of hopelessness.

It's crucial that leaders approach these situations with empathy and provide a supportive space for employees to share their experiences.  Additionally, leaders are not immune to mental health struggles. Business leaders should prioritize their own well-being by practising self-care and seeking help when needed.

It’s important to set boundaries, delegate tasks, and take breaks to recharge. Leaders should also make use of the same mental health resources available to employees, such as employee assistance programs (EAPs), therapy, or coaching.

By openly addressing their own mental health needs, leaders set a powerful example for their team, demonstrating that it’s okay to seek help when needed.

There are many resources out there to support this work for businesses of all sizes. Investing in mental health training for managers, such as workshops or webinars, can equip them with the tools to recognize and address mental health concerns.

For smaller businesses, Employee Assistance Programs are often more affordable compared to benefits and can provide confidential counseling and support services. Additionally, wellness apps or virtual therapy platforms can offer accessible mental health support at lower costs. 

Small businesses can also foster mental well-being by creating a work culture that emphasizes flexibility, work-life balance, and regular check-ins to gauge employee satisfaction and stress levels.

Open communication important

Businesses should embed mental health into the core of their company culture. This means maintaining open communication about mental health, regularly updating, and improving mental health policies, and ensuring leaders and employees receive ongoing training. Implementing regular assessments, anonymous surveys, and focus groups can help you stay attuned to employee needs.

Finally, recognize that mental health support should be continuous. Mental well-being isn’t something that can be addressed once and forgotten. By investing in long-term solutions, such as building a supportive and inclusive workplace culture and providing resources that evolve with the needs of your employees, you’ll ensure that both employees and leaders can thrive mentally, emotionally, and professionally.

By prioritizing mental health, businesses not only improve their employees' well-being but also foster a stronger, more engaged, and productive workforce.  Looking for assistance in developing your Psychological Health and Safety or Mental Well-Being programs?  

Share your information to connect and learn how we can support your organization's mental health initiatives.

Business-to-business (B2B) sales play a critical role in the economy, driving innovation, productivity, and value creation across various industries. Unlike business-to-consumer (B2C) sales, which involve direct sales to individual customers, B2B sales focus on transactions between businesses. 

These types of sales often involve more complex, high-value products or services that support the operations, growth, or competitive edge of the buying company.

Understanding the importance of B2B sales is essential for any company looking to thrive in today’s competitive business landscape which is why the Cambridge Chamber is holding an in-person learning opportunity on Oct. 24 entitled How to Sell B2B.

Part of our Business Growth Learning program, this session will be led by Sanj Rajput, Director of Digital Marketing at Kitchener-based REM Web Solutions, and will touch on a variety of topics including understanding your audience, building a stronger online presence, lead generation as well as the importance of analytics and reporting.

Relationships important

“One of the biggest misconceptions is B2B is all about the product. Actually, relationships and trust play a much larger role in B2B sales than the product or service does,” he says. “But B2B buyers prioritize value reliability and long-term partnerships over prices.”

Another misconception says Sanji is the notion that cold calling is a thing of the past when it comes to making a sale, adding that technology will not replace actual salespeople.

“In order to be a successful in cold calling campaigns, it requires more research and personalization,” he says. “You can’t just cold call without a message that hits home with people. Emotions still play a role in B2B sales and providing assurance and building strong personal relationships are key to closing deals.”

One of the key advantages of B2B sales is the potential for long-term, stable relationships between companies. Unlike individual consumers, businesses seek solutions that provide ongoing value, leading to recurring sales or long-term contracts. 

“The post sales experience, including upselling contract renewals and referrals are actually more important than the initial deal that you closed,” Sanji says, referring to the critical role customer retention plays and noting that sales and marketing should be separate functions.

 “Modern sales rely on marketing heavily. If your sales reps and your marketing team are not talking to each other, I guarantee you your BMP system is not functioning to the most efficient way.”

Digital transformation vital

When it comes to the latest trends in B2B sales, he says digital transformation is vital, along with an enhanced customer experience.

“Buyers are now expecting a personalized, seamless buying experience similar to what they get in B2C hybrid sales models,” says Sanji, adding customers have become increasingly more comfortable with digital engagement, even in high value transactions. “B2B buyers are also placing increased importance on sustainability and social responsibility with selecting partners and they’re looking for companies that align with their values.”

For participants attending the How to Sell B2B learning event, Sanj hopes one of the key takeaways will centre on a market and competitor analysis. 

“They should know and learn how to identify target market segments and understand the pain points and the importance of a competitor analysis,” he says.

How to Sell B2B will take place at our office (750 Hespeler Rd.) on Thursday, Oct. 24 from 9-11 a.m. Click here to learn more or to register.

Here are few tips to help you succeed in B2B sales

Know Your Target Audience

Spend time researching the pain points of your prospects, and tailor your approach to address these issues. Personalizing your pitch demonstrates that you are offering a solution rather than just pushing a product or service.

Build Relationships, Not Just Transactions

Businesses are more likely to purchase from vendors they trust and view as long-term partners. Invest time in nurturing relationships with key decision-makers. Be consistent in your follow-ups and offer value even when you're not making a sale. Demonstrating that you're genuinely invested in their success will make you a go-to resource when they're ready to buy.

Leverage Social Proof and Case Studies

Leverage testimonials, case studies, and referrals from other clients to provide social proof. This adds credibility and reassures potential clients that you’ve successfully solved similar challenges. Highlight measurable results—like increased revenue, cost savings, or process improvements—to demonstrate the tangible benefits of your product or service.

Focus on Consultative Selling

Ask thoughtful questions to uncover the challenges they’re facing and tailor your offerings accordingly. By positioning yourself as a consultant rather than a salesperson, you gain trust and become a strategic partner in their decision-making process.

Stay Patient and Persistent

Timing is everything in B2B sales, and sometimes the decision to buy is influenced by factors beyond your control, like budgeting or internal priorities. Regular check-ins that provide value can keep you top of mind for when the timing is right.

Use Technology to Your Advantage

CRM systems, automation tools, and data analytics can be game changers in B2B sales. Use these tools to track interactions, follow up with leads, and gain insights into your sales pipeline.