Key takeaways
- The US public sector is thousands of separate buyers, and each one buys on its own budget calendar and rules.
- KSG's training shows your team how to stand up a US public sector sales and marketing program: target segments, registrations, messaging, outbound and pipeline.
- Live virtual workshops built around your products, followed by coaching while you launch. Sessions are delivered in English.
- Canada is a Trade Agreements Act designated country, so qualifying products can be offered on covered federal contracts.
Why companies from Canada need a plan for the US public sector
The US public sector can look like one big customer. It is thousands of separate ones. The U.S. Census Bureau counted 91,438 local governments in 2025: counties, cities, townships, school districts and special districts. Add 50 state governments, federal agencies, tribal governments, public universities and thousands of public utilities. Each has its own budget, procurement rules and decision makers.
Public buyers are also cautious about vendors they haven't heard of, and purchases follow fiscal years, board approvals and formal solicitations. Companies that enter without a plan often spend their first year talking to the wrong buyers at the wrong time. A clear program, built before you hire or spend heavily, avoids that.
Companies from Canada are known internationally for telematics, public safety technology, clean energy and software, categories that US agencies and utilities buy.
US trade agreement status for Canada
Canada is a designated country under the US Trade Agreements Act (TAA) through the World Trade Organization Government Procurement Agreement. In covered federal purchases, including GSA Schedule contracts, qualifying products made or substantially transformed in Canada can be offered like US products.
Separate rules apply when state and local governments or utilities use federal grant money for infrastructure: Build America, Buy America (BABA) requires US-made iron, steel, manufactured products and construction materials, with limited waivers. See the full list of TAA designated countries (in English).
What the training covers
The workshops follow the steps of building a US public sector program, using your own products and target markets as the examples.
- How the US public sector buys. Federal, state and local government, K-12 and higher education, healthcare, tribal governments, special districts and utilities: how each one budgets, which procurement methods they use and who decides.
- Choosing your first segments. Picking the buyer types and regions where your product fits best, sizing the market and building a target account list.
- Registrations and compliance. SAM.gov and NCAGE codes, state and local vendor registration, the Trade Agreements Act and Build America, Buy America, and the certifications your buyers will ask about.
- Marketing to government buyers. Positioning and messaging for public-sector buyers, and the trade publications, conferences, associations and content that agencies trust.
- Outbound sales development. Building a sales development function: call and email sequences, respectful outreach that follows procurement rules, and how to qualify meetings.
- Pipeline, buying paths and your US team. Direct sales, resellers, cooperative contracts and prime contractors; the pipeline metrics to track; and when and whom to hire in the US.
How it works: workshops plus coaching
The training starts with live virtual workshops for your team, built around your products and the US markets you want to enter. After the workshops, KSG coaches your team while you launch: reviewing your target lists, messaging and outreach, and helping you work through real conversations with US buyers.
The workshops and coaching are delivered in English, the language your team will use with US buyers. We agree the schedule and scope with you on a first call. Canada is in the same time zones as much of the US, or within a few hours, so we plan sessions at times that work for your team.
Who it's for
- Founders and executives responsible for growth in the US
- Sales and marketing leaders building a US public sector plan
- The people who will prospect, run marketing or manage partners in the US
- Companies that sell to government, schools or utilities at home and want to repeat that success in the US
What your team works on
Because the workshops use your own business, your team works on the pieces of your US program as it goes:
- Your first target segments and a target account list
- Positioning and messaging for US public-sector buyers
- A registration and compliance checklist for your products
- Outreach sequences and call guides
- A launch plan with the pipeline metrics you'll track
Why learn from KSG
Kensington Sales Group has run outbound sales development for companies selling to US government and utilities since 2016, booking more than 10,000 qualified meetings for clients. The training is built on what we do every day.
Would you rather have KSG build the pipeline for you? Our US market entry service runs market validation, embedded SDR outreach and a handoff to your own US team. See the US market entry service (in English).
The Trade Commissioner Service, the national trade promotion agency, can also help with export support and introductions.
General information, not legal advice. Confirm requirements for your products and contracts with qualified advisers.