There are several ways of entering the American market

• Sale points (for example, through a web-site, setting up of shops or of a sales office).
• Settlement of a dealers network.
• Formation of direct sales system (direct marketing system)
• Through partners (for example, through consultancy companies)

You can focus on one type of sales or on several ones simultaneously (the main thing is not to compete with yourself).

But in any case, the promotion to the American market shall be prepared in advance. Before investing any funds into sales or advertising it is necessary to have reliable information about what will be purchased from your American company and at which rates. Marketing research will save you dozens of thousands of dollars.

Now, about the issues of tactics.

Any product, starting from software and ending up with clothes, has to be adapted to American consumer. The matter is not only in the difference of mentalities, the reasons are more pragmatic. The matter is that goods or service perception by an American is subjected to the experience, that is, to comparison with competing goods or services. When a typical Russian businessman is trying to set the sales in the USA, he is followed by disappointment during the first several months. He starts sighing and moaning about high competition in the USA, about “underdeveloped” Americans and other nonsense. While seeing into the situation, it appears that preferences and expectations of American consumers were not taken into account. All that had to be done was to gather one or two focus-groups and to make polls in two department stores – maximum, one week’s job of a competent marketer. But for a generous Russian nature, it is easier to forcedly waste 70,000 dollars than to spend 7,000 dollars of their own free will. Businessmen, as they say.

We also help our clients create a program of preparation and certification of goods for American market.

For example, in case of sale of clothes it is necessary to obtain all the relevant Certificates confirming that the goods comply with American standards (no harmful or prohibited substances are used), to prepare the required “labels” with American sizes and in English, which will have clear indication of material composition.

Besides, it is necessary to think of the system of delivery, additional ordering of goods and exchange of goods rejected or returned to the store.

If it is software it has to be translated into English (it is desirable to prevent Russian accent), prepare documents, make a site, think over the software uploading system, and technical support (someone might loose the key, someone is unable to load, with someone an error occurs) etc.

In any case some contact phone numbers, which can be dialed, an address in the USA, where one can write to, etc. are required.

The issues of support and servicing in the USA are vitally important. Poor servicing – is not just a week point, that is an extreme disrespect of the consumer. The worse the servicing, which you provide to the clients and partners selling your goods is, the lower are the chances that someone will purchase or sell your goods at all.

Promotion to American market – is a big and serious job, requiring good knowledge of American market. Otherwise, your promotion will not appeal you to the American market but keep you out of it.

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