Challenge to Get to Market
To get into U.S. distribution you need to have your products and program accepted by decison makers. Consumer products need to be shelf-ready and demonstrate their saleability. Commercial / industrial products need to be evaluated / approved by qualified buyers. You need a well defined program for this to happen. The CBEX Process addresses these challenges.
There are no shortcuts.
How Does the U.S. Market Fit Into Your Growth Strategy? Why Have You Chosen the U.S.?
The U.S. Consumer Market is the largest and most diverse in the world. To access this market your company must dedicate resources. You must commit time and money to the project. U.S. distribution is complicated and unlike distribution in markets of other countries. To be in the U.S. requires cautious steps and careful financial management. Misconceptions about the U.S. must be overcome by the realities of the marketplace
Are you prepared for your U.S. product launch?
There are two ways to implement a product launch; 1) through a dedicated U.S. sales force or 2) through commission-only sales agents or distributors. Having a dedicated sales force is a high fixed cost but offers commitment to your product. Commission-only agents reduce fixed costs but will not guarantee dedicated effort to your products.
You must make an informed choice between these two implementation options
Misconceptions About the U.S. Market
- Distributors are the answer - Distributors do not sell. Contact with distributors has a 98% failure rate.
- The quality of your product assures your success – quality is only relative to your product’s position in the market. If it’s too good it may not sell.
- Contacting distributors and sending samples is an efficient way to break into the market – distributors hardly ever discourage sampling. Their motivation is not to sell your product. They are in the logistics business. Distributors don’t typically market products.
- Sales reps & trade shows are necessary to launch your U.S. program – never exhibit at a trade show until you have distribution
Ready for the U.S. challenge? ...
