Author
Dr. Robert Lang
Managing Partner, Inmotion
Dr. Robert Lang is a co-founder of Inmotion, a technology distribution group that connects European tech companies with US sales channel partners. He has spent over a decade helping industrial and technology companies build go-to-market strategies for the US market, from partner identification and vetting to channel development and ongoing management. He writes about what actually works in US market entry, based on real engagements with European scale-ups and SMEs.
Articles by Dr. Robert Lang
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.
16 min readUS 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 read5 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 readUS 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 readUS 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 readHow 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 readUS 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 readHow 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 readDirect 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 readSteps 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