Closing the Sales Gap

How to become your customers’ emotional favourite

Tuesday, Nov 19, 2019
1:00 PM - 1:30 PM EDT

You’ve got an irresistible offer and a prospect that’s showing promise. You want to talk sales but they are not ready. They are early in the buying process and want to do their own research before engaging a sales rep.

How do you keep the customer engaged? Join ITWC President and CMO Fawn Annan in conversation with author and sales training guru Tibor Shanto on ways to become your customers’ emotional favourite and first choice when they are ready to close the sale.

In the discussion you’ll learn why you need to create insights for different stages of the selection and buying cycle to help the buyer complete the stage they are in. While our ultimate goal is a sale, that is the culmination of the journey and process. For content to deliver insight, traction with a buyer, it must speak to their view of where they are in their journey, not the ultimate deliverable, product. Learn how a strategic approach to leveraging content can help lead buyers to the decision you want, not the product you sell.

Closing the Sales Gap is a new 30-minute webinar series produced by ITWC for sales and marketing professionals interested driving business and capturing customer and prospect insights. Check in monthly as ITWC President and CMO Fawn Annan dissects sales and marketing challenges with speaker, author and trainer Tibor Shanto

Can’t join us live? Register anyways and we will send you the on-demand recording to view at your own convenience.


Fawn Annan

President, ITWC

Annan has more than 30-years experience in sales and content marketing experience in the Canadian tech industry. She provides the leadership that drives the success of the largest content house serving the IT industry.


Tibor Shanto

Principal, Renbor Sales Solutions Inc

Shanto is a recognized speaker, author, and CPSA accredited trainer. Called a brilliant sales tactician, helping sales teams and organizations translate strategy to results. He is coauthor of Shift!: Harness The Trigger Events That Turn Prospects Into Customers. In 2014 Tibor was ranked 8th on the list of the World’s Top Social Sellers, as presented on



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