Find clients and sell your products in Canada

Finding clients abroad is always a challenge, and business development in Canada is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.

A lot of companies that want to enter the market in Canada do this with their general sales pitch. However, if you don’t know the local regulations, pricing levels and your competition’s product, sales meetings may be difficult to conclude successfully.

How to sell your product or service in Canada?

Canada, is the second-largest country in the world by land area, but also an interesting economy, and can be a trial market before going to the United States. As of 2023, it has an estimated population of about 38 million. Known for its vast landscapes, multicultural cities, and bilingual heritage (English and French), Canada is a symbol of diversity and environmental richness.

Economically, Canada has a high GDP per capita, standing at approximately $48,000 USD in 2023. The country’s economy is highly diversified, with key sectors including natural resources, manufacturing, and services. Natural resources like oil, natural gas, minerals, and timber are significant economic drivers, particularly in regions like Alberta and British Columbia. The service sector, including banking, insurance, and tourism, plays a central role in the national economy.

Canadian business culture and etiquette

Canadians are polite, easy going and informal. They like to engage in discussions on various topics as they are confident and aware. French and English are the two main languages used. If in Quebec, make sure you know French or keep a translator by your side. The Canadian communication style is pragmatic and based on common sense. Refrain from comparing Canada with the US during your interactions. Canadians are a highly individualistic lot, who like to keep their personal information to themselves.

Most of Canadian companies are focused on leaner and flatter structure of business rather than taking the conventional hierarchical approach. In Canada, it’s far better to do initial research before any embarking on new ventures. Canadians as managers, are not dictatorial, instead they settle issues producing definite result in a decisive manner. When meeting them, make sure that you are more formal than when you are dealing with Americans. While punctuality matters the most to Canadians, meetings usually start with small talk first.

Negotiations tactics in Canada

Due to Canada being a multi-cultural land, most Canadians are adept at conducting business with other nationalities. They are open-minded and have a genuine interest in the world. Toronto and Ottawa are the best business destinations.

Be punctual and direct
Be aware – Canadians appreciate you more when you are clear about all aspects of your business proposal such as budget, services, knowledge sharing or third party partnerships.
Be open and share information to build trust
Approach the negotiation as a relationship building exercise – Canadians prefer a win-win solution
Be positive
Avoid hard selling, hype or aggression
Wrap it up, don’t stall
Introduce written terms and conditions

Who actually decides?

Business development abroad fails more often on the wrong contact than on the wrong product. Decide first whether you sell to end users, to a procurement department or through a partner: each asks for a different pitch and a different price level.

Expect to adapt three things per market. The language of your materials, your proof — local references count for more than global ones — and your price positioning against the local alternatives.

Do you need help in Canada?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding your first clients in Canada in three steps

Step 1

Define the target group

Describe the companies or consumers you want to reach, the budget they have and the problem you solve for them. Skip this and every later step costs more time.

Step 2

Build a list and approach

Collect 50 to 100 relevant companies, find the person who decides, and reach out in the local language by email, LinkedIn or telephone.

Step 3

Follow up and localise

Track what you hear back and sharpen the pitch on it. Add local proof: translated pages, references from the region and a local number or partner.

Find clients and sell your products in Canada