Rasmussen MA CEC PCC Let’s be honest—2025 is not business as usual. For many Canadian small business owners, things feel uncertain. Costs are rising, U.S. tariffs are adding pressure, and the future can feel unclear. Unapologetically Made in Canada, this is our time to rally. It’s easy to want to wait and see how things play out.
But here’s the truth: Now is not the time to wait. Now is the time to act.
The good news? If you are a Canadian business owner with a product or service to offer, you are sitting on an incredible opportunity. Businesses across the country are looking to strengthen their local supply chains and work with reliable Canadian suppliers. Even if you’ve never sold to other businesses before, that door is wide open right now.
This is your chance to get noticed and grow.
Ask Yourself These Two Questions:
- Who in Canada can you sell to?
- Think beyond your current customer list. Are there businesses in your community, your province, or across the country that need what you offer?
- You don’t need to be perfect to land a big contract—you just need to show up and start the conversation.
- Who do you need to talk to?
- Social media is great, but it only goes so far. Right now, people need real connections.
- Phone calls are welcome. Emails followed by a friendly follow-up call can open doors.
- Who could you take to coffee or lunch this week? Where do your potential customers spend their time? Show up there. Build relationships.
Next Steps: Building a Strong Lead Generation Plan While showing up and taking action is vital, your efforts will be far more effective with a clear strategy. This means understanding your market, refining your message, and choosing the right channels to reach your audience. Let’s break it down:
Your Market You could craft the perfect message, but without understanding who you are talking to, your promotional efforts won’t get you very far.
Think target market! Who are your ideal clients? What problem can your product/service solve for them? Promoting to the right people will result in higher lead generation, and ultimately more sales and profit.
There is more to a consumer’s decision to buy from you than seeing your marketing. Stronger influences include sociocultural, psychological, and situational factors. Knowing these can help you refine your approach.
Your Channel The way you promote your business depends on how your target market prefers to communicate, connect, and take in information. To reach them, you will need a mix of channels and techniques. This is what is called a Promotional Mix.
Your small business lead-generating activities fall into five categories: advertising, personal selling, sales promotion, public relations, and direct marketing.
When designing your marketing systems, a strategic evaluation of your product and consumers will determine where you focus your marketing efforts. An informed decision will yield a high return on investment.
Lead Generation for Small Business Have you considered your message, market, and channels when planning your lead generation for your small business?
A Note to Our Non-Canadian Friends While this message highlights opportunities for Canadian business owners, we want you to know—we are open for business! The world may seem upside down at times, but the entrepreneurial spirit in all of us will bring peace. Supporting each other is key. Small business owners employ over 50% of the world’s workers. We face the same challenges and share the same heart for our customers.
Reach out across the miles. Share opportunities. Now, more than ever, it’s time to have each other’s backs.
This is not the time to sit back. It’s the time to get a little uncomfortable.
Pick up the phone. Introduce yourself. Ask how you can help. Show up even when you feel like you aren’t ready. That one conversation could lead to your next big contract.
What Will You Do This Week?
Talk to your team. Brainstorm together. Make a list of potential clients. Divide up the calls. Set small goals. Celebrate the wins.
I’d love to hear from you. What action will you take to generate new business this week? Hit reply and let me know!
We’re in this together.
Until next time, enjoy your Entrepreneurial Journey!
Cheering you on, Beverlee
#BeverleeRasmussen #SystemsBusinessCoach
