Exporting Your Services

Identifying Potential Customers

Similar to your domestic market, it is important to identify the types of customers most likely to need your services. The following questions and answers provide tips on how to identify different types of customers in export markets:

How do I identify who my customers could be?
How do I get potential customers to notice my new service?
How do we locate business customers?
How do we identify general public customers?
How do we locate other government customers?
What role can the Canadian Commercial Corporation (CCC) play?

How do I identify who my customers could be?

It is likely you will use the same strategies in an export market as you do in Canada. Here are some ideas:

  • Practice active listening through your networking efforts to uncover complaints, identify unmet needs, etc., and determine who might be willing to pay you to meet those needs.
  • Ask your contacts who know the target market well.
  • Focus on developing a local strategic partner and tap into their network.
  • Request assistance from your Virtual Trade Commissioner in helping to identify potential partners or customers in your target market.

How do I get potential customers to notice my new service?

Again, you will probably find most of the strategies you use in Canada also work in your target market. Here are some ideas:

  • Give talks about the issues your service addresses.
  • Develop a small service you can provide so customers can “test” your service delivery.
  • Develop a demonstration project.
  • Develop a positive media profile through articles about your service.

With the advent of e-trade, you also have the following options:

  • Participate in reverse bid sites where potential customers post requests for service.
  • List your firm in relevant online directories of service suppliers.
  • Create links between your website and e-markets where potential customers might look for a service supplier like your firm.
  • Promote your online presence.

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How do we locate business customers?

If you do not have business contacts already in the market, obtain dates of conferences or other trade events, as well as the names of selected publications (directories or periodicals) potential customers refer to. Your Canadian service industry association may be able to help you with this task.

How do we identify general public customers?

If your service firm provides services to the general public, you may need to identify potential foreign customers or partner with a foreign company that is already providing the service. An example is the export of education services, which may develop by having foreign students or executives come to Canada or by you traveling abroad to deliver training. Many Canadian educational institutions and professional organizations establish courses overseas through partnership with existing institutions in the target market. There are also a number of resources exporters can use to identify potential customers, including industry associations, liaisons within local educational institutions, and the Canadian Trade Commissioner Service.

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How do we locate other government customers?

If foreign government departments are your potential customers, visiting the government web site of the target country will likely provide initial contact names. For government customers in any country, contact the Trade Commissioner in the Canadian Embassy or High Commission for advice on the correct approach. In almost any country, a government introduction to a government customer is a good starting point.

What role can the Canadian Commercial Corporation (CCC) play?

When working with any government customer, consider asking the Canadian Commercial Corporation for advice and assistance in obtaining a government-to-government contract.