US tariffs: 5 strategies to protect (and grow) your business
September 2026
For over a year and a half, Canada has been at the mercy of American tariffs. For Canadian SMEs that depended on this market, uncertainty has taken hold. Yet, this uncertainty also presents a rare opportunity: to rethink their business model and emerge stronger.
Here are 5 concrete strategies to get through this period and position your business for a more resilient Q4.
Reactivate your secondary markets
If the United States was your primary customer, the best course of action is not to panic, but to analyze. Thoroughly review your sales to identify your most promising secondary markets.
Once targeted:
- Identify the most popular products or services in these markets and focus your communications there.
- Diversify your partnerships with local collaborators, and offer them real incentives to actively promote your business.
- Highlight your competitive advantage and competitive prices given the weakness of the Canadian dollar.
Increase your presence in the local market
Since the start of the trade war, we have seen a rise in Canadian nationalism. Far from being a question of superiority, it is an assertion of identity in the face of the American market. Canadians actively want to support local businesses and, above all, they wish to establish our country's economic independence on the international stage.
Now is the time to:
- Maximize your local marketing budget during Q4 to ride this wave of enthusiasm.
- Highlight your social impact and your proudly Canadian story in your messages.
- Form partnerships with local businesses and organizations to demonstrate resilience and collaboration.
Take advantage of government assistance
The federal and provincial governments have implemented several programs to support the survival of local businesses. From payroll and acquiring new markets to operational automation, there are programs to meet your needs. Here are a few examples:
- Work-Sharing Program: Employees temporarily reduce their hours and receive employment insurance benefits, allowing the company to avoid layoffs. Agreements can last up to 76 weeks.
- CanExport SME: for SMEs that want to reduce their dependence on the United States and export to Europe, Asia or other markets.
- Agri-marketing program: intended for companies, associations and organizations in the agricultural and agri-food sectors.
Revisit your operational structure
Uncertainty calls for strategic choices. Review your structure by focusing on what actually generates revenue: reducing hours where possible, prioritizing the services or products most in demand by your current markets, and diversifying your partnerships.
Don't despair
A company's success is measured by its longevity, not by a single difficult quarter. Periods of uncertainty also present opportunities to review your processes and structure your organization for the future.
Stay positive, and above all, surround yourself with business partners who understand your realities and can provide concrete support.
Want to get a clearer picture of your Q4?
Book a diagnostic meeting with our team. We'll help you turn uncertainty into an action plan.
Comments