O Canada
Why it makes good sense to sell to the Great White North
Seeking a wider market for your product or service? You
don't have to look too far from home. "Any exporter should
consider Canada a first stop," says Linda Archer, Toronto
representative of the U.S. and Foreign Commercial Service in
Canada.
Many do. Canada is the United States' largest trading
partner, with $154.2 billion in 1998 exports and $175 billion in
imports. No doubt these figures were boosted by NAFTA's
phase-out of trade tariffs in 1998, eliminating customs duties for
U.S. entrepreneurs exporting to Canada.
While similarities between the countries are a natural
advantage, it's important not to overlook the differences.
"If your product sells well in the U.S., [that's no
guarantee] it'll sell well in Canada," says Archer.
"You have to know whether Canadians import widgets or
manufacture their own. And, if they do import widgets, are they
from the U.S. or somewhere else?"
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Another crucial step, says Archer, is determining "whether
[your target market] even exists in Canada."
Fortunately, there's no shortage of information on Canadian
businesses. The U.S. and Foreign Commercial Service in Canada works
primarily with small and midsized businesses, helping them find
contacts, attend trade shows, set up business meetings with
prospective buyers, learn the culture and understand the
regulations and paperwork involved in shipping products across the
border.
Moira Allen is a freelance writer in Mountain View,
California, and editor of Global Writers' Ink, an
electronic newsletter for international writers.
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