How to Improve Your Sales and Marketing Strategy with Government Advisors

How to Improve Your Sales and Marketing Strategy with Government Advisors

Many Canadian businesses have strong products but find it hard to keep sales growing. Government-backed advisors can help you build a better sales and marketing strategy. They use real market data and proven methods, and they often cost less than most private consultants. Programs like BDC Advisory Services — Growth, Marketing and Sales give you practical, hands-on help when your business growth slows down or when the market changes.

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How Government Advisors Help Your Sales and Marketing

Government advisors act as business coaches. They help you find problems and build solutions. One well-known choice is BDC Advisory Services — Growth, Marketing and Sales, offered by the Business Development Bank of Canada.

BDC Advisory Services — Growth, Marketing and Sales

This program gives you advice and coaching, not cash. You get help that fits your business, often through workshops, one-on-one coaching, and planned projects.

What the service can help with:

• Looking at your current sales process to find weak spots
• Building or improving your marketing strategy, including online marketing
• Getting more leads and finding the right customers
• Creating a sales plan that matches your growth goals
• Getting ready to grow in Canada or in other countries

Who can apply:

• Canadian entrepreneurs and incorporated businesses
• Companies that want to boost sales or reach new markets
• Businesses planning to grow in Canada or internationally

Cost and how it works:

• BDC advisory services usually have a fee
• How long you work with them depends on your business needs and the project

While this support is not a grant, many businesses use it along with grants or loans to get better results from their marketing. Tools like GrantHub’s eligibility matcher can help you quickly find programs by province and industry, so you can combine advisory help with funding when possible.

Other Skills-Based Programs

Some provinces also have training programs to help your team build sales skills. For example, Quebec entrepreneurs can join the “Selling can be learned” program from École des entrepreneurs du Québec. This program teaches basic sales and presentation skills. These programs are good if your team needs to build skills while you work on your strategy.

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When to Use Government Advisory Support

Government advisors are most helpful if:

• Your sales have stopped growing, even with more marketing
• You depend on referrals and want a system for steady sales
• You are starting in a new market or launching a new product
• Your team does not have senior sales or marketing leaders

Unlike general online courses, these advisors give advice that fits your industry, region, and business stage.

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How to Apply for Advisory Programs

Applying for government advisory programs is usually straightforward:

1. Check eligibility: Review the program’s website to see if your business meets the requirements for size, location, and industry.
2. Prepare your information: Gather basic details about your business, your sales challenges, and your growth goals.
3. Apply online: Most programs, like BDC’s, have an online application form. You may need to book a call with an advisor first.
4. Discuss your needs: After applying, you will usually meet with an advisor to talk about your business and decide what type of support fits best.
5. Agree on a plan: If accepted, you will get a proposal that covers the fees, the timeline, and the support you will receive.

Visit GrantHub to check which programs fit your business profile and get links to official application pages.

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Common Mistakes to Avoid

1. Expecting a cash grant instead of advice
   BDC Advisory Services offer coaching and expertise, not direct funding. Plan your budget for this.

2. Waiting until sales drop a lot
   It is better to get help early, before your business has cash flow problems.

3. Leaving out your sales team
   Your plan will not work if only managers see it. Involve the staff who will use the plan every day.

4. Not following through after the project
   Advisors give you a plan. You must keep working on it after they finish to see results.

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Comparing Advisory vs Grant Support

Advisory services and grants both help your business grow, but in different ways:

• Advisory programs give you expert advice, coaching, and a custom plan. They do not provide cash, but they help you build a stronger sales and marketing system.
• Grants provide money to cover costs like hiring, training, or marketing. You must apply separately and follow each program’s rules.

Many businesses use both types of support. For example, you might work with a BDC advisor to build your sales plan, then apply for a grant to hire a new salesperson or run a marketing campaign. GrantHub can help you find both advisory and grant programs that match your needs.

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Frequently Asked Questions

Q: Is BDC Advisory Services free?
No. BDC advisory services usually have fees based on the work needed. They are not grants or subsidies.

Q: Can startups use BDC sales and marketing advisory services?
Yes. BDC works with Canadian businesses at many stages, including early-stage companies.

Q: Does BDC help with digital marketing and online sales?
Yes. BDC advisors can help with online marketing, customer targeting, and improving your online sales process.

Q: Can advisory services be used with government grants or loans?
Often, yes. Many businesses use advisory services along with grants or loans, as long as each program’s rules are followed.

Q: How long does a typical advisory engagement last?
It depends. Some projects last a few weeks. Others, especially bigger growth projects, can last several months.

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Next Steps

Improving your sales and marketing strategy often starts with expert advice, not just more advertising. Government advisors like those at BDC can help you build a plan that matches your market and growth goals. Once you know what support you need, GrantHub can help you find grants, loans, and advisory programs that fit your business.

See also:

• What Skills and Support Do Canadian Business Accelerator Programs Provide?
• What Business Expenses Are Eligible Across Canadian Grants and Loans?
• Repayable vs Non-Repayable Business Funding in Canada: Program Examples Explained