A Visitor’s Guide to the US Market

ON BALANCE

These days, vendors can’t afford not to have a presence in the US. After all, it’s the largest market in the world. But the US is also very tough to break into. Here are some tips that have been learned the hard way--from those who have tried to make it.

1. DO: Understand the culture

You’re not in Europe or Asia anymore. There are differences in everything from body language to social customs to business practices. Consider sales techniques.

"In Europe, selling is slightly apologetic. People tr

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