Much of our fractional sales work targets North America organizations, but we also support international sales from Canada. There are many great opportunities worldwide for Canadian organizations, not just selling into the US. Here are a few of our top tips on international sales from Canada.
Path to Market
One thing I would look at is the path to market. Is it better to go directly to your customer or use a partner? A local partner may have existing connectionss you can sell to. They can also manage customer interaction. This will cost you some money or margin and it takes time. You need to support them with training, marketing materials, and maybe even support with the sales. This can be an excellent way to enter new markets.
Ideal Customer Profile
Have a tight Ideal Customer Profile (ICP). Your targets in the new geography may likely be more narrow than the ones in Canada. If you go the partner route, you should have an ICP for the partner as well. This should save you time and money by trying to be too many things to too many targets.
Language Issues, Not Just Sales
Language issues may not just impact your sales and marketing effort. Is your solution operational in the target geography language? What languages is your support offered in? This may shrink some of the initial targets and find you selling to english and/or french speaking targets. You may be able to sell your english or french based solution, but be aware of the market and the expectations.
Dealing with the Time Zones
Emails and social media can be scheduled, but meetings or calls will need to be live. Taking time zones into effect is no small matter. You will need to understand optimal selling hours in the target geography and think about the right times. It is not insurmountable, but a 12 hour time difference can be a challenge.
Trade Commissioners Services
The Trade Commissioners Services is an excellent program provided to Canadian companies by the federal government. It can help with research, provide market insight, help with friendly contacts, and even has some funding available. They have geography and industry knowledge. I would suggest connecting with your Canadian based Trade Commissioner and they can help navigate the services and local contacts for you.
Ideally in the medium and long term you would have localized sales resources or partners in your target countries. You may need to start with the initial efforts with your sales team. If you need some help with your international sales from Canada please connect with me.
