I attended the CleanTech North event on Friday, November 13th where a series of speakers discussed the state of the CleanTech industry for Canadian companies, the challenges Canadian companies face and recommendations as to what Canadian CleanTech firms should be looking to do going forward. The event was excellent and informative.
Rather than review the content of the presenters and my opinion on the challenges and opportunities Canadian CleanTech companies face in the future; I have instead focussed my attention on two important sales messages that the presenters discussed at the conference.
Start Selling Proactively Now
Canadian companies are world renowned for their engineering and R&D expertise, however we are not the best at selling our products on the global stage. We tend to focus on the product and its technical merits versus focussing on the benefits it provides and knocking on the doors of prospective clients.
The Canadian Market is OK, but the Global Market is Where True Success Will be Achieved
Start looking outside of Canada. This can include the U.S., Europe and Asia, to start. Go where the money is being spent and where there is the greatest level of incentives and government determination to fight climate change.
If Canada is to successfully harness possibly one of the largest economic growth generators of our lifetimes, we need to not only build it but sell it.
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