Selling in America: A Practitioner's
Guide for European Industrial Tech Companies

Market entry strategy, go-to-market playbooks, working with sales agents and distributors, and all the operational decisions that determine whether your product gains traction in the US.

Us Market EntryNew

How to Find and Work with US Distributors: A Guide for European Tech Companies

A practical guide for European tech companies on finding, evaluating, contracting, and managing US distribution partners. Covers decision criteria, search channels, contract terms, and the most common mistakes.

Dr Robert Lang16 min read

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Latest Articles

Us Market Entry

US Market Entry Checklist for Industrial Tech Companies

Phase-by-phase US market entry checklist with timelines, costs, and action items. Built for European industrial tech companies entering the American market.

11 min read

Us Market Entry

5 US Market Entry Mistakes European Companies Make (2026)

Wrong channel, wrong pricing, CE marking assumptions. 5 mistakes that cost six figures each. Real case dollar consequences and what to do instead.

16 min read

Us Market Entry

US vs EU Sales Channels: What Actually Differs in Practice

Commission-only vs retainer+commission. 12 principals vs 1-2. No EU Directive. Six structural differences European companies get wrong in the US channel.

15 min read

Us Market Entry

US Market Entry Costs: What International Companies Actually Spend

US market entry costs by model: channel partner ($30K–80K), direct export ($10K–30K), US entity ($150K+). Line-by-line breakdown plus the hidden costs that blow first budgets.

16 min read

Us Market Entry

How to Find a US Sales Agent as a European Company

Based in Europe, looking to hire a US sales agent? Here are the 7 sourcing methods that work, platforms ranked by effectiveness, and what to look for in a rep agreement.

24 min read

Us Market Entry

US Sales Rep Commission Rates: What to Pay Your Manufacturers' Rep (2026)

Setting up your first US rep agreement? Industrial manufacturers' reps typically earn 5-12% commission. SaaS reps 10-20%. Full rate table by industry and deal size, plus how to structure a program that keeps reps motivated.

12 min read

Us Market Entry

How to Sell in the US Through Channel Partners

How European tech companies use manufacturers' reps, distributors, and VARs to sell in the US market without building local operations.

11 min read

Us Market Entry

Direct Exporting to the US: When It Works and When It Doesn't

For industrial B2B companies with differentiated products, selling direct to US buyers keeps the 20–40% distributor margin. Here's the cost stack, legal setup, and where this model breaks down.

10 min read

Us Market Entry

Steps for Exporting to the US: A Guide for European Businesses

A practical guide to exporting products from Europe to the United States, from market analysis and regulatory compliance to distribution and logistics.

11 min read