A Big International Marketing Mistake

It's been my privilege to work with many international marketing companies seeking to gain entrance to the US market. Over the years, industries have included textiles, OTC medications, hospital supplies, food, building materials, and agricultural products. These are not typically big multinationals, but rather entrepreneurial organizations with a keen awareness of the opportunity that the US market affords them.

Through us, they invest in the marketing tools they'll need to present their products to potential business partners here in the US. The big mistake that we see time and again, is a reluctance to engage competent and experienced sales representation in the market. Companies will invest in literature, public relations activities, advertising and even trade shows exhibits and promotion, but will not take the crucial step to hire an in-country sales champion to carry them the 'rest of the way' into the market.

If you and your company are considering entering the US market, avoid this fatal pitfall and use your marketing activities to uncover and engage a sales professional who knows the ins-and-outs of your particular industry. It is the difference between success and failure.