Why is the US market such a challenge?

US_vs_EU.jpgOver the past two decades, we've succesfully helped a number of European and Asian companies come to the US market.  At the same time, we've seen dozens of companies spend hundreds of thousands of dollars without achieving success.  Historically, it has been a challenge to help this second group understand why selling here is so different from their home countries. After much searching we found an illuminating map and statistics.

The first challenge is one of size:  US covers over 9.6 million km2 of territory.  How does that compare to Europe,Japan or other key overseas sales territories?  As the map shown at the left indicates, Europe, from Madrid to Moscow, covers about one-third of that geograhy.  Japan is about the size of the state of California (not shown on this map). 

The second challenge centers on population density*:  the US averages only 31 people/ km2.  In comparison, Europe countries range between 193 people/ km2 (Italy) to about 250 people/ km2 (UK: 246, Germany 232).  And Japan?  339 people/km2. 

Seen from this dual perspective of size and population density, the situation is clear: Companies which normally succeed in territories such as Europe or the Pacific Rim enjoy very high population densities in small geographic areas.  A sales program, often built on personal relationships, succeeds very well under those conditions.  However, the playing field and the rules of game are very different in the US: the territory is many times larger, the population much sparser, and reliance on the Internet much stronger. 

*http://en.wikipedia.org/wiki/List_of_countries_by_population_density

Why the "Sales force only" is not a successful model for the U. S.

Sales_Door_is_stuck_stockxpertcom_id411182_size0.jpgCompanies with a "sales-force only" philosophy find it difficult to open doors in this large country with customers widely distributed.  Sales come slowly until the buying public begins to recognize who they are.

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When they finally get the door open, they encounter resistance from a customer who, again, does not know their company or their products.

 

 

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We can help you create a Voice...
Building relationships is still important in this market, but historically, the companies which succeed are those which have a strong marketing component that works in conjunction with sales. In other words, successful companies balance the relationship building of their sales force with programs that create a voice for their product.  That voice can reach out over the vast expanse of the US, creating awareness and credibility for their product and their company, making thousands of potential customers aware of their technology, multiplying the effectiveness of their sales force many times over, and opening the door to more profitable sales.

The MIP has an extremely successful track record for creating visibility and credibility for our clients. On the more traditional front, we can help you create a strong tradeshow presence, write and place articles and press releases, generate collateral to support both your customer and your sales team...  all tools that will help magnify awareness and give you a voice that will be heard in key locations for YOUR technology around the USA, a voice that will open the door to sales. On the cutting edge, we can rev up your website, working with you to build stronger analytical tools that not only profile your audience but strengthen lead scoring, exposing hidden interest that might otherwise cause you to pass over a very active customer. 

...or Build a Team

Build_team_stockxpertcom_id972511_size0.jpgNeed more than marketing support?  We have the experience to construct a full company for you, from sales and marketing to technical support and administration.  Our staff is familiar with incorporating here in the US, with US tax structure, and US regulations.  We also know what it takes to provide excellent technical support and can interview candidates then present the top few for your consideration. 

We've helped companies from all over the world  

Many_countries_stockxpertcom_id15916851_size0.jpgOur list of international clients is extensive, including Japan, China, Canada, The United Kingdom, Italy, the Netherlands, Sweden, Denmark, Austria, and Russia. 

Call us today at (972)924-5310.  Tell us where you are in your plans to sell here in the US.  We can discuss new ways for you to generate leads, sales, and revenue sooner.

 
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