Managing exports

Exporting (executing your plan) focuses on putting your market entry decisions into action. It requires close coordination across logistics, sales, marketing, and partner activities in real time. This chapter helps you manage the first phase of execution while monitoring results and solving issues as they arise.​ 

As you work through this chapter, remember that our Trade Commissioners are available to help with market-specific questions, introductions to buyers and partners, and problem-solving support. You can:

• sign up to MY TCS for free to receive personalized market reports, events and trade missions announcements, funding updates, and more
• contact our nearest regional TCS office for personalized advice at any stage of your export journey

Executing your market entry strategy means turning your chosen entry mode, channel mix and launch plan into concrete actions. These actions should have assigned responsibilities and timelines. 

If you are still refining how you will enter and grow in the market, revisit your chosen entry mode using the Market Entry Mode Decision Matrix before you finalize execution tasks. 

When working with agents, use basic performance measures, such as agreed sales targets for the first three years, activity expectations, and reporting routines, to keep the relationship focused and measurable. For distributors or importers, market entry via a partner may be particularly effective when stock must be held locally to ensure fast turnaround and delivery to customers.

• Use your launch checklist to confirm that products, export, and customs documentation (for example, commercial invoices, packing lists, certificates of origin, licences, or permits), pricing, logistics, and customer support are ready. 
• Coordinate internal teams and external partners around launch dates, roles, and communications.
• Assign dedicated resources to the export project and be prepared to provide prompt commercial and technical information, samples, and/or products in response to initial or trial orders.
• Respond quickly and precisely when addressing market feedback.
• Phase your market entry in gradual increments (for example, by region or customer segment) in line with your plan, resources, and capacity.

Our Trade Commissioners can help you connect with potential partners, validate market conditions, and troubleshoot issues during your first months in-market

Once you begin exporting, logistics and customs processes move from planning to day-to-day operations. Managing shipments effectively supports customer satisfaction and helps control cost and risk.​

• Carefully outline shipment requirements in terms of:
  • weight and dimensions
  • spoilage or perishability
  • product characteristics (for example, dangerous goods, regulated products, food safety inspection requirements)
• Review product compliance with the help of your foreign partner, a qualified customs broker, and any relevant certification bodies.
• Work with customs brokers and freight forwarders to interpret import rules, tariff classification options, and routing choices for each shipment.
• Ensure packaging is adequate for multimodal intercontinental transportation for a single shipment, which may include substantial handling between warehouses, road, rail, and ocean carriers.
• Ensure each shipment has complete, accurate, and consistent documentation.
• Contact multiple freight forwarders for transportation and logistics requirements to compare value and service levels.
• Work closely with freight forwarders and carriers to monitor shipments and address issues early.
• Use tariff and routing information from customs brokers, freight forwarders, and official tariff tools to keep your landed costs transparent and competitive.
• Coordinate in‑market distribution, warehousing, and returns where needed.​

Shipping options commonly include:

• trucking (especially within North America)
• rail (often to and from ports or nearby markets, especially for bulk or large‑volume shipments)
• air (faster, higher‑cost, typically for urgent or high‑value shipments) 
• ocean (typically the most economical for large volumes or non‑urgent shipments)

Freight forwarders can negotiate rates with carriers, arrange consolidation, and coordinate with customs brokers and insurers. Their support can reduce workload and improve delivery reliability. However, you should stay involved in key decisions on timing, service levels, and cost. 

As you gain experience, you may choose to handle more logistics tasks directly, such as negotiating rates, booking shipments, or coordinating with customs brokers. This can improve cost control and build internal capability. Start by learning from your forwarders and brokers before taking on additional responsibilities yourself.

Tariffs are taxes charged by a destination country on imported goods. They directly affect your landed cost – the total price of getting your product to a customer's door – and therefore your competitiveness and margins. Understanding how tariffs work helps you make better decisions about pricing, routing, and which markets to prioritize.

Tariff levels can change quickly in response to trade policy shifts, retaliatory measures, or new trade agreements. Canadian exporters should monitor tariff developments in their key markets and factor potential changes into pricing and market selection decisions. We publish updates on trade policy developments and can connect you with specialists who understand tariff and customs issues in specific markets.

• Confirm the correct HS code for each product you export. Your customs broker can help, and the Canada Border Services Agency (CBSA) provides tariff-classification tools.
• Check whether a preferential tariff rate is available under one of Canada's FTAs using the Canada Tariff Finder.
• Compare MFN and preferential rates to understand the cost advantage of using an FTA and documentation, such as a certification of origin, required to claim that preference.
• Include tariff costs in your landed-cost calculations alongside freight, insurance, customs brokerage fees, and any in-market taxes.
• Stay informed about tariff changes by subscribing to MyTCS and monitoring the WTO Tariff Data portal.

The Printable Interactive Export Documentation Checklist helps you avoid common errors and omissions that delay customs clearance or payment. 

Once you begin selling in-market, your sales, negotiations, and transaction processes must be strong enough to handle real orders and contracts, not just leads. Clear workflows help you close deals that are commercially attractive, operationally realistic, and legally sound. In practice, this means having a simple, shared sequence for how leads move from first contact through qualification, proposal, review, contract, delivery, and after‑sales follow‑up. This ensures everyone knows the steps and who is responsible at each stage.

• Structured qualification, proposal, and negotiation steps so deals match your capacity and risk tolerance.
• Alignment between sales commitments and what contracts, production, logistics, and compliance can deliver.
• Use of risk tools for higher‑value or higher‑risk transactions​.

The Risk Assessment Tool helps you evaluate counterparties, deal structures, and transaction risks systematically before committing to a deal. 

When selling to public-sector or large corporation buyers, the Guide to Selling to Governments and Large Multinationals explains procurement processes, qualification criteria, and compliance expectations. 

Implementing marketing campaigns in‑market turns your plans into action by generating awareness, leads, and sales. Effective execution requires coordination across channels and timely follow‑up.​

These steps should build on the market research and positioning work you completed in earlier chapters. This helps ensure campaigns reflect how buyers in your target market search, evaluate suppliers, and make decisions:

• prepare marketing materials in appropriate language(s) according to the marketing strategy and the targeted channels, with attention to cross-cultural messaging
• schedule and launch campaigns across chosen channels (for example, digital, events, partners)
• monitor performance and adjust content, targeting, or channels early
• ensure sales teams and partners are ready to respond to leads quickly

At the TCS, we support Canadian participation in international trade shows and virtual events. Consult our events calendar for opportunities aligned with your target markets.

Early execution provides valuable insight into customer response, operational performance, and commercial results. Systematic monitoring helps you separate one‑off issues from systemic problems.​ 

To avoid problems at scale, consider organizing sampling, sales pilots, and/or trial orders before scaling. 

• Customer satisfaction, complaints, returns, and informal feedback.
• Sales volumes, margins, conversion rates, and payment timing.
• Operational indicators such as on‑time delivery, damage rates, and stock‑outs.
• Feedback and observations from channel partners, agents, and distributors, who often hear concerns or questions before you do.​

Once shipments and service delivery are underway, logistics and operations must be actively managed rather than treated as background processes. Real-time management allows faster response to delays, disruptions, or demand changes.​

• Assign a named internal owner for each core process so that nothing is missed and escalation paths are clear (for example, shipment tracking, customs documentation, customer communication).  
• Add buffer time to estimated customer delivery dates, where possible, to manage expectations and ensure goods are delivered on time.
• Use carrier and forwarder tracking tools to monitor shipments and anticipate problems.
• Be aware of responsibilities during transit as outlined in Incoterms®, to ensure availability and the management of issues in real time.
• Monitor potential disruptions to your shipment en route, including severe weather, port/transportation labour disruptions, accidents, and socio-political issues/conflict.
• Maintain clear communication between operations, sales, and customers.
• Document communications and timelines in the event of delays which may result in a claim.
• Work closely with sales or distribution partners to plan inventory and replenishment schedules. Where appropriate, provide incentives that encourage buyers to order buffer inventory to ensure supply continuity during logistical challenges.
• Activate predefined contingency options when disruptions occur. 
• Check that packing, labelling, and handling instructions match route conditions and local rules. Many avoidable delays and damages stem from inadequate packaging or non‑compliant labels.

Partners and intermediaries such as agents, distributors, and logistics providers play a central role in execution. Effective coordination and governance help you maintain alignment and manage performance.​

Coordination should include:

• clear expectations and key performance indicators (KPIs), such as sales targets, activity levels, service standards, and reporting routines with partners (KPIs should be measurable and expectations communicated with freight forwarders and other partners early in the process)
• simple escalation paths, specifically a “who do we call next” sequence when something goes wrong)
• regular communication on pipeline, inventory levels, promotions, and issues
• periodic performance and relationship reviews​

Even well‑planned exports will face issues. Having structured ways to handle these situations protects relationships, limits losses, and supports learning.​ 

Where possible, align your export operations with a simple quality management system (for example, based on ISO‑style principles) so you have standard ways to identify issues, analyse root causes, and prevent repeat problems. In addition, ensure that Incoterms® are clearly used in your contracts and offers. Their use helps prevent disputes by defining who is responsible for transport, insurance, and customs clearance steps at each point in the journey.

Typical challenges include:

• shipment delays, losses, or damage
• disagreements over quality, quantities, delivery terms, or payments
• sudden regulatory, sanctions, or compliance changes​

If you encounter a business problem abroad, our Trade Commissioners may be able to help resolve it or connect you with local support. Contact us to discuss your situation.

The Regulatory Compliance Checklists help confirm whether issues stem from overlooked requirements and inform corrective actions. 

The following tools also provide essential reference points for specialized issues:

• Sanctions and Export Control Compliance Guide
• ESG and Sustainability Compliance Guide

The following training options can help you strengthen the day‑to‑day skills needed to run export operations, including sales execution, marketing, logistics, documentation, and risk management.​

Learning resources ideal for businesses considering exporting:​

• Selecting a Market Entry Strategy: Explains the strengths and weaknesses of different entry options and how to choose an approach that fits your goals, resources, and risk appetite.​
• Establishing Sales Channels to International Markets: Shows how to choose and manage international sales channels and relationships so you can reach customers effectively.​
• Marketing with Digital Technology: Covers practical digital tools to build awareness, drive traffic to your online presence, and influence purchase decisions.​
• Documents and the International Trade Transaction: Teaches how to complete and manage trade and logistics documents correctly to avoid delays, penalties, and customs issues.​
• Conducting Cost and Pricing Analysis for Exporting Products: Explains how to build a sustainable export pricing strategy, including the impact of Incoterms® and HS codes on your costs.​
• Crossing Borders and Managing Customs: Provides step‑by‑step guidance on customs processes, border agencies, and working with customs brokers.​
• Analyzing and Mitigating Currency/Foreign Exchange Risk: Helps you understand how exchange‑rate movements affect your business and how to manage related risks.​
• Analyzing and Mitigating Commercial Risk: Shows how to identify, measure, and mitigate risks arising from customers, suppliers, and other partners.​
• International Contracts and Partnership Agreements: Explains key elements of international contracts, the rules that govern them, and ways to prevent or resolve disputes.​
• Adapting Products and Services: Helps you decide how to adjust your products or services and value proposition to fit customer needs and market requirements.​

The resources are available through the EDC | FITT FITTskills Lite Learning Series. 

Access on‑demand courses that build directly on this chapter:​

• Preparing for In‑Market International Sales: Builds skills to understand customer needs, create localized value propositions, and prepare for effective sales meetings in foreign markets.​
• Preparing for International Trade Shows: Helps you plan, participate in, and follow up on trade shows so they contribute meaningfully to your export sales pipeline.​

These courses are available through the EDC | FITT International Trade Learning Centre.

Get structured, end‑to‑end training:​

• FITTskills – International Sales & Marketing : Develops practical skills to plan and implement international marketing strategies, manage sales processes, and use e‑commerce channels to attract and retain customers.​
• FITTskills – Global Value Chain: Helps you understand, design and manage cross‑border value chains, including sourcing, production, and distribution structures, that support resilient and efficient export operations.
• FITTskills – International Trade Finance: Builds deeper knowledge of payment methods, trade‑finance tools, and financial risk‑management techniques used in international transactions.

These courses are available through the EDC | FITT International Trade Learning Centre.

Visit the TCS Exporter Training Hub, where we bring together additional courses, webinars, and learning resources from partners such as Export Development Canada (EDC), Business Development Bank of Canada (BDC), and the Forum for International Trade Training (FITT), organized by topic and stage of your export journey.​

• Printable Interactive Export Documentation Checklist

The Business Benefits Finder is a Government of Canada tool that helps businesses quickly identify relevant funding, tax credits, expert advice, and other support programs across federal, provincial, and territorial governments.

• covers grants, loans, wage subsidies, tax incentives, advisory services, accelerator and incubator programs, and export‑oriented supports
• uses a short questionnaire (location, size, sector, goals) to generate a tailored list of programs rather than a generic directory
• includes support for activities such as R&D, commercialization, exporting, hiring and training, digital adoption, and green initiatives
• provides high‑level eligibility criteria and links you directly to each program page to confirm details and apply