Many Canadian companies run one outbound playbook for the whole country, written in English. In Québec, that's often the first reason sequences go quiet.
Start the conversation in French
Québec's Charter of the French Language gives consumers the right to be informed and served in French, and most business buyers simply prefer it. A first email or call in French signals that you understand the market — and that your team can support them after the sale.
- Write French sequences from scratch rather than translating English ones word for word
- Use Québec vocabulary: courriel, rencontre, soumission
- Let the prospect switch to English if they prefer — never the other way around
Adapt the call, not just the script
A good SDR in Québec reads the conversation. Some decision-makers switch between French and English mid-call; others stay in French throughout. Bilingual reps can follow without breaking the rhythm, which keeps the conversation on value instead of logistics.
Respect the calendar
Summer construction holidays, the Fête nationale and the end of the fiscal year all affect response rates. Plan your campaigns around them rather than pushing harder in quiet weeks.
Measure by language
Track reply and meeting rates separately for French and English contacts. It's the fastest way to see whether your messaging lands — and where a rewrite will pay off.
Speaking your buyer's language isn't a courtesy. It's the first proof that you'll be easy to work with.
Want help launching a French-first program? Talk to our team.
Written by
Pratura team
Our SDR, customer experience and RevOps teams share what works on the floor — in Canada, France, Belgium and beyond.
Want help putting this into practice?
Book a strategy call
