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One or more importers for the United States solve the problem of sale and customer service, but repetition of sales is not assured

Successfully using an importer in the United States is another myth for small businesses. The hope is to find an importer who falls madly in love with the product that we want to sell in the United States, have them order more and more containers and also see to everything: distribution, advertising, promotions, payments and the like, so that the manufacturing company only needs to ship the orders and be paid for the goods (the earlier the better).

Due to market size, a single importer cannot surely cover the entire United States- this is a very unrealistic view.

The importer may also place one or more orders in time, but you will run the (real) risk of losing touch with the market. Only the importer knows who he is selling to and especially why: because of the price, or model, or design, or material.

Virtually, you run the risk of making the importer appreciate the product and, as soon as he realizes that it can sell well in the United States, he buys it from another manufacturer at a lower price, or has someone manufacture it for him. In any case, selling to one or more importers in the United States means giving up the possibility to know the US market. You run the risk, as it often happens, of receiving good orders for a year or two, and then nothing at all.

Selling to independent retailers in the United States offers better guarantees of long-term success

A sales strategy that is more suited to small and medium companies wishing to export to the United States is to sell to independent retailers (i.e. retailers having at most three points of sale) through sales agents or representatives.

The work to coordinate the sales force on the US market will be harder, orders will be many and of small value, but at the same time you will decrease the risk of linking your sales to a single buyer, splitting sales and, what is more, you will learn to know the US market: distribution, tastes, trends, and so forth.