Now that you are ready for expansion, get practical advice and ask lots of questions before making a risky and expensive investment that may or may not payback. Time and time again we see Asian, and other international, companies make the same mistakes as they come to the U.S. market. It’s usually one or more among these:
- They jump in with both feet, bringing all products and practices that worked in their own market with them, only to find out that they missed critical market research and learning opportunities.
- Start by hiring a U.S. VP of Sales & Marketing or a country manager who needs time to create a team, further delaying results. Oftentimes, these VPs are so focused on managing vs. execution that the engagement does not end up working out for the VP or the company.
- Hire a team of local sales reps with little oversight or local support, managing them from Asia or outside the target market.