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Author name: Bill Kenney

Exhibitor Tips, Participant Tips

U.S. Expansion with Bob Fucci, GrowthXceleration

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Bill Kenney: Hi, and welcome to the next episode of Belly2Belly. We’re here today with a great friend, Bob Fuchi from Growth Acceleration. Welcome, Bob. Bob: Bill, thanks for having me. Good morning. Bill Kenney: Great to see you! So today, we’re diving into U.S. expansion—specifically, helping companies drive revenue and acquire customers. Before we jump into that, would you mind giving us a quick overview of what Growth Acceleration does for some context? Background of Growth Acceleration Bob: Absolutely. We’re a sales and business development company, first and foremost. I started Growth Acceleration in 2014 to address a need I noticed: companies with compelling, tech-driven solutions—often overseas—wanted to expand and grow effectively in the U.S. So, if you’re in Finland, Sweden, Denmark, or the UK, for instance, and you’ve established a solid customer base, the next logical step may be U.S. expansion. The question is, how do you invest in a way that delivers real results? Our goal is to represent our clients’ solutions and brands effectively, helping them create real, funded demand, which I can elaborate on. Focus on Enterprise Sales Bill Kenney: So, it sounds like your focus is primarily on enterprise sales? Bob: Yes, though this year we did take on our first B2B-to-consumer client, a company from Canada. But traditionally, our expertise is B2B. Challenges in U.S. Market Expansion Bill Kenney: Fantastic. So, let’s jump into our topic. You’ve been doing this a while, not just as a consultant but also hands-on within companies. When European companies come to the U.S., where do they typically struggle with revenue generation? Bob: Good question. They usually struggle with the top of the funnel. They see a huge opportunity but fail to convert it into revenue. Many rely on demo-based selling, but people in the sales process tend to be polite, giving encouraging feedback without actual commitment. That’s why we focus on driving “funded demand.” It’s about getting beyond polite interest to real buying intent. Improving Prospect Quality Bill Kenney: That makes sense. And thinking about hiring, the quality of candidates ties back to the quality of prospects in your funnel, right? Can you talk us through how you improve prospect quality? Bob: Definitely. One approach we emphasize is the “challenger model,” where we exchange value with prospects to build an equal relationship. But it’s hard to do that remotely without building trust or a face-to-face relationship. So, we start by showing that we’ve solved similar problems for other clients. This is key because, whether it’s an analytics issue in Finland or New York, those challenges are often similar. The question is whether they’ll give us the time to show them the value we can bring. The Importance of Being Candid Bill Kenney: Right. That initial buy-in is crucial. It sounds like being clear-eyed and candid is also essential to help clients see the true level of interest from customers, not just assumed interest. Bob: Exactly. For example, we work with a client in the fleet and transportation space, which is a low-margin business. They’re not going to invest in backend systems but are very interested in solutions that improve asset optimization. We’re always honest about where the win is—for both them and us. Structured Sales Processes Bill Kenney: That’s a great insight. So, it seems like you add quite a bit of structure to the sales process, even down to the first and second meetings, discovery, needs assessment, and proposal. Bob: Yes, we do. Many companies—especially international ones—lean heavily into product-driven pitches, essentially listing features before understanding the customer’s needs. It’s like a doctor diagnosing pneumonia without running tests. We do “day-in-the-life” demos, showing how the solution will benefit the client daily. Discovery takes time, but it’s worth it to make the demo more effective. Traits of Successful Founders in U.S. Expansion Bill Kenney: It’s clear that discovery is vital to your approach. So, reflecting on founders you’ve worked with, what common traits do successful ones have that set them apart? Bob: Successful founders are fantastic listeners. They don’t rush to pitch their product; they listen carefully, then respond by explaining how the product addresses the challenges raised. They even point out challenges the client may not have thought of. This sounds simple, but they’re also genuinely good people—committed to helping clients succeed. They’re creative in offering flexible options and not afraid to admit they’re still learning about the U.S. market, which builds trust and even affection. Balancing Confidence with Empathy Bill Kenney: That humility, balanced with the confidence needed to cross an ocean, really seems like a powerful combination. Bob: Absolutely. Balancing confidence with empathy creates the best foundation for meaningful, sustainable relationships. Conclusion Bill Kenney: This has been amazing, Bob. Thank you so much for your time and insights today. We’ll have to do this again soon. Bob: Thanks for having me, Bill. I’d be happy to come back. Bill Kenney: Perfect. We’ll put your contact info in the description. Thanks again, Bob! You’ll also enjoy reading, 12 Essentials You Need to Know for US Expansion. — About MEET MEET helps international B2B & B2G companies scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney to discuss your U.S. expansion goals bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Participant Tips

Business Cards Revisited: 5 Reasons You Need to Start Carrying Business Cards Today!

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The good news? We’re seeing a return to business cards at trade shows and events. In 2024, approximately 70% of professionals are using them—up from only 20% the year after COVID-19. If you’re part of the remaining 30% still holding out, what’s stopping you? Not having a card in hand may be limiting your event outcomes. It’s time to change course! Consider this recent experience: At a trade show, I met several professionals who opted for QR codes instead of traditional business cards. Each code is linked to a different platform—LinkedIn, a website, an email, WhatsApp, or a trade show app profile. While these digital solutions saved paper, they also created confusion. The variety of platforms made it challenging to keep track of contacts, as none of them allowed for easy note-taking, event association, or prioritization. By scattering their contact details across multiple channels, these professionals inadvertently reduced their chances of reconnecting. With no universal platform for seamless contact sharing at events, business cards remain the most reliable way to make lasting connections. Make it easy for the people you meet to follow-up with you. Top 5 Reasons to Carry and Share Business Cards Reduce friction in your networking by having a business card ready to hand out. Every time someone accepts it, you’re reinforcing your brand. Take advantage of these moments—give out two cards, or even ten! The more accessible you are, the stronger and more impactful your connections will be. Additional Resources If you liked this article you might try, Who Wants a 50% Solution? About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Participant Tips

Improving B2B Prospect Quality at the Top of the Funnel

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In B2B marketing, lead volume is important, but quality matters more than quantity. Better prospects early in the funnel translate to more successful sales down the line, so enhancing the quality of these leads can significantly impact the overall success of the sales process. Here’s how to improve B2B prospect quality at the top of the funnel by refining your approach to prospect profiling, messaging, valid business reasons (VBRs), and iterative improvement. 1. Develop a Specific Prospect Profile and Buyer Persona The cornerstone of any B2B lead generation strategy is a well-defined prospect profile and buyer persona. While a prospect profile is generally focused on firmographics—characteristics like industry, company size, and location—a buyer persona dives into the demographics, pain points, and motivations of the individuals within these companies. Steps to Create a Prospect Profile and Buyer Persona: Having a clear and accurate picture of your ideal prospects ensures that your lead generation efforts attract quality prospects aligned with your solution, improving conversion rates from the outset. 2. Develop Messaging that Speaks to Your Target’s Pain Points Once you understand your audience, it’s time to develop targeted messaging that addresses their specific challenges. Good messaging is empathetic, speaks to the core issues that your target faces, and demonstrates how your solution resolves them. Rather than talking only about your product’s features, focus on the outcomes it can deliver. Creating Targeted Messaging: Effective messaging not only resonates more with your audience but also attracts higher-quality prospects who are genuinely interested in solving their specific problems. 3. Create a Valid Business Reason (VBR) for the Prospect to Take Action A Valid Business Reason (VBR) is an impactful way to communicate why a prospect should engage with your company. A VBR should go beyond basic value propositions and connect directly with a prospect’s business needs or immediate challenges, making it clear why they should act now rather than later. Developing an Effective VBR: A strong VBR can substantially increase the chances that your messaging will resonate and that the prospect will respond, leading to higher-quality engagements. 4. Measure and Iterate to Optimize Results Even with a well-developed approach, improving prospect quality requires ongoing optimization. By measuring the effectiveness of each stage in the top-of-the-funnel process, you can make data-driven adjustments to maximize success. Steps to Measure and Improve: By treating the top of the funnel as an evolving process, you can continuously improve the quality of your prospects. As a result, the sales team spends more time with leads who have a genuine interest in your solutions and are more likely to convert. B2B Prospect Quality Improving B2B prospect quality at the top of the funnel requires a thoughtful, targeted approach. By developing a specific prospect profile and buyer persona, crafting messaging that resonates, presenting a compelling VBR, and measuring and refining your strategies, you can build a robust lead generation process that attracts high-quality leads. With time, these optimizations can help drive higher conversion rates, greater efficiency, and ultimately more profitable business outcomes. Additional Resources For more on this topic, we suggest reading Prospects Have Their Own Language. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Market-Entry

Who Wants a 50% Solution?

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In the world of problem-solving, innovation, and startups, there’s a common notion that a 50% solution just isn’t good enough. But ask someone facing a life-or-death situation, like pancreatic cancer, if they’d want a 50% solution, and the answer would likely be an enthusiastic yes. This analogy points to the real value of creating solutions that provide immediate, albeit partial, relief—especially in business. The Value of Partial Solutions When facing a pressing, painful problem, people generally don’t care if the solution is only halfway there. They want immediate relief, something to mitigate their issue today rather than waiting years for an ideal, but elusive, solution. For someone diagnosed with a life-threatening illness, even a 50% improvement could mean extended time, better quality of life, or more peace of mind. So why, when it comes to business, do we shy away from launching a minimally viable product (MVP) or an imperfect solution? Many entrepreneurs hesitate to bring an MVP—a simpler, partial solution—to market because they believe it needs to be “perfect” or close to complete before it’s worthy of their customers. They resist releasing a product that might only solve half of the customer’s problem, fearing it won’t sell or will receive negative feedback. But what they fail to see is that often, those customers are desperate for any meaningful relief, no matter how partial it might be. Why Waiting for Perfection Wastes Time and Money Instead of embracing the MVP mindset, too many entrepreneurs waste time, energy, and resources on crafting a fully comprehensive solution. They keep building and refining, convinced that they’re getting closer to the “right” product. But in reality, they’re often moving further away from what their market truly needs because they haven’t engaged with their customers soon enough. The assumptions driving their development are just that—assumptions. Without customer feedback, they’re building blindfolded. Take the medical analogy further: what if a doctor kept researching and testing, hoping for the perfect cure while a patient with pancreatic cancer waited in pain? That delay could cost the patient their life. In business, this lag can have similar consequences. Markets change, customer needs shift, and competitors race to fill the void. By the time an entrepreneur perfects their product, the problem might have changed or, worse, a competitor may have stepped in with a simpler solution that meets enough of the need to win the customer’s loyalty. Find Your “Pancreatic Cancer” Problem The key to creating a valuable MVP is finding a market that has a “pancreatic cancer” problem—a critical pain point that demands a solution immediately, even if it’s partial. Look for customers who are experiencing pain or frustration so great that they’ll take any meaningful relief, even if it’s not a complete cure. Once you’ve found this market, you’ll know that a 50% solution is not only acceptable but might be all they need to get started. For instance, a business dealing with high employee turnover might desperately need a tool to streamline onboarding and improve retention. While an all-encompassing HR solution with modules for payroll, scheduling, and performance reviews could take years to develop, a simple onboarding tool could alleviate their primary pain point now. This MVP would bring immediate relief, and with feedback, you can later expand it to cover other HR areas as your understanding of the market’s needs deepens. Build with Your Customers Launching an MVP isn’t the end of the journey; it’s the start. As you put your initial solution into the hands of customers, take their feedback seriously. This feedback will guide you in refining and expanding your product in ways that actually meet your market’s needs. Customers who are already experiencing the benefits of your 50% solution will be more likely to provide valuable insights and remain loyal as you improve. By working with your customers, you’re not only building a product; you’re building a relationship and a reputation as a company that understands and prioritizes real needs. This approach transforms your MVP into a solution that’s not only market-ready but also customer-approved. Start Simple, Aim for Real Impact In a world that often prizes complexity and perfection, remember that the greatest value lies in addressing real problems right now. Don’t be afraid to put a 50% solution into the hands of your customers if it provides meaningful relief. Your business will grow not by chasing an unattainable ideal but by solving urgent needs one step at a time, with an MVP that does what your customers need most. As they say in the medical world, “A partial cure is better than no cure at all.” The same holds true in business. Start by solving real problems, however imperfectly, and you’ll find that a 50% solution is often more valuable than you ever imagined. Additional Resources For more on this topic, we suggest reading Prospects Have Their Own Language. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Market-Entry, Participant Tips

Going Global London 2024

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Going Global Live is back for 2024, returning to the ExCeL in London on the 13th & 14th of November! This year Going Global Live will be providing businesses with everything they need to growinternationally and trade overseas. From globally recognized brands to world-class seminars hosted by leading professionals, this event will be the one-stop shop for all brands moving into the global arena. Running alongside Going Global this year we have The Business Show and Retrain Expooffering everything you or your business needs to successfully adapt to the ever-changingindustry advances. The Business Show focuses on helping small businesses grow and developby revealing the secrets of business adaptation, innovation, and survival in the business world.Retrain Expo helps you re-skill and retrain for the future by investing in professionaldevelopment. With industry-leading exhibitors, inspiring seminars from business experts, and unmissablemasterclasses, Going Global will provide unparalleled education and information on tradeagreements, international strategy, and cultural and economic differences and it will connect youwith an abundance of business owners, under one roof, who are looking to invest abroad.So what are you waiting for? To register for your FREE ticket, simply click HERE. Additional Planning Resources For more on this topic, we suggest reading Key Elements of an Effective Trade Show Booth. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Participant Tips

Prospects Have Their Own Language: How to Connect with Your Audience

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In the world of prospect attraction, one golden rule reigns supreme: know your target customer. But knowing your target customer isn’t just about understanding their needs and desires—it’s about speaking their language. B2B prospects, come from diverse backgrounds, industries, stages of growth, and experiences. Each prospect communicates in a way that reflects their values, pain points, and aspirations. To connect effectively, sales professionals must develop the ability to not only understand this “language” but also respond in kind. Have you ever been to a restaurant in a foreign country where you don’t speak the language? If you’re like me when you’re ordering food ask for what you want in a language you know. Then when the person trying to help you doesn’t understand you say it again but this time louder. Unfortunately, this is what most marketing is like today. When we don’t know the language of the prospect, we just speak louder. Here’s how concepts like empathy, active listening, learning, and adjusting communication are essential to speaking the prospect’s language. Empathy: The Foundation of Connection Empathy is the ability to put yourself in someone else’s shoes, to see the world through their eyes. When dealing with prospects, empathy allows you to understand their challenges, needs, frustrations, and their language. It’s not about assuming you know what they need but listening and observing carefully. Empathy helps you go beyond the surface. Rather than focusing on selling a product, you focus on understanding why your prospect needs that product. What pain points are they experiencing? What are their goals? What is their current condition costing them? By using empathy, you tap into the emotional and logical drivers that guide their decision-making process. Empathy enables you to speak your prospect’s language by aligning your solutions with their needs. It creates a connection that goes beyond transactional relationships and establishes trust—critical for closing deals. Active Listening: The Gateway to Understanding You can’t speak a prospect’s language unless you truly listen to what they’re saying. This is where active listening comes into play. Too often, sales conversations become one-sided, with the salesperson doing most of the talking. But successful communication isn’t about pushing information at prospects; it’s about creating a dialogue. Active listening involves fully focusing on what the prospect is saying, both verbally and non-verbally. It means picking up on the tone, body language, and subtle cues that give deeper insight into their concerns. By listening carefully, you can ask better follow-up questions, uncover hidden objections, and identify what the prospect really values. Moreover, active listening demonstrates respect. It shows the prospect that you’re not just waiting for your turn to speak but genuinely interested in understanding their situation. This practice makes it easier to tailor your responses and, ultimately, speak their language effectively. Learning: Continuously Sharpening Your Skills Speaking your prospect’s language is not a static skill—it requires continuous learning. Each interaction with a prospect provides an opportunity to refine your communication approach. What resonates with one individual may not work for another. That’s why staying adaptable and open to learning is essential. Learning also extends to educating yourself about the industries within which your prospects operate. Understanding industry-specific jargon, trends, and challenges shows your prospects that you are not just another salesperson but someone who understands their world. You can tailor your pitch to highlight the aspects of your product or service that matter most to their specific needs. Additionally, learning about each individual prospect’s personality and communication style is important. Some may appreciate a detailed, data-driven approach, while others prefer a casual, high-level conversation. By constantly learning and evolving, you increase your ability to speak the prospect’s language. Adjusting Communication: Flexibility Is Key No two prospects are alike, and neither should your approach to communicating with them be. Once you’ve developed a deeper understanding of the prospect’s needs, goals, and communication style, it’s time to adjust your communication accordingly. This might mean simplifying technical language for a prospect unfamiliar with certain terms or diving into more complex discussions with someone who’s well-versed in industry jargon. Sometimes it’s about finding the right balance between offering solutions and asking thoughtful questions to keep the conversation focused on the prospect. Adjusting your communication style also means paying attention to the medium of communication. Some prospects prefer email, while others might respond better to a phone call or in-person meeting. Matching their preferred communication method helps build rapport and makes them feel more comfortable in the sales process. Speaking the Prospect’s Language: The Key to Closing Deals Ultimately, speaking the prospect’s language means communicating in a way that resonates with them on both a practical and emotional level. It’s about blending empathy, active listening, learning, and flexibility to form meaningful connections. When you speak the prospect’s language, you move beyond generic sales pitches and enter the realm of personalized, value-driven conversations. You demonstrate that you understand not only their problems but also how your solution can help in a way that matters to them. This is the key to building lasting relationships and closing deals. By cultivating the ability to adjust your communication and speak each prospect’s unique language, you set yourself apart as a trusted advisor, rather than just another salesperson. In a world where personalization is increasingly expected, this skill will make all the difference in your success. Additional Planning Resources For more on this topic, we suggest reading Key Success Drivers for U.S. Sales Traction. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Participant Tips

Creating Your 2025 Target-Centered Trade Show Participation Plan

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As 2025 approaches, it’s the perfect time to solidify your company’s trade show strategy for the year. Trade shows offer a unique opportunity to network, showcase your products, generate leads, and gather market insights. However, without a strategic plan tailored to your business goals and target audience, it’s easy to waste time and resources. Here’s how to develop a target-centered trade show participation plan that delivers measurable results in 2025. 1. Define Clear Objectives The first step in crafting a trade show strategy is determining what you want to achieve. Your goals should go beyond simply “attending” or “getting visibility.” Consider what outcomes will provide the most value for your business. Here are a few examples: Once you establish your objectives, you can tailor your trade show efforts toward achieving those specific results, making every decision about participation more focused. 2. Research and Select the Right Trade Shows Not all trade shows are created equal. Some cater to a broad audience, while others are highly specialized. Start by researching events that align with your industry, target audience, and business goals. When considering potential trade shows, evaluate: A mix of large industry events and smaller, niche-focused shows often provides the best coverage, allowing you to engage with both broad and specialized audiences. 3. Create a Budget and Resource Plan Trade show participation can be costly, so careful budgeting is critical. Factors to consider include: You also need to plan for resources. How many staff members are required to manage the booth, conduct follow-ups, and engage with prospects? Ensure your team is well-trained to maximize every interaction. 4. Develop a Pre-Show Marketing Strategy Don’t wait for the trade show to start making an impact—begin marketing your participation early. A comprehensive pre-show marketing strategy will help drive traffic to your booth and build anticipation. Here’s how you can get started: 5. Maximize Your Onsite Engagement Once the event begins, your team’s execution on the ground is vital to success. Focus on driving engagement at the booth with strategies such as: 6. Post-Show Follow-Up and Analysis The work doesn’t stop when the show ends. Follow-up is where trade show efforts pay off, converting leads into business. Within 48 hours of the event: Summary Crafting a successful 2025 trade show plan requires a focused approach. By setting clear objectives, selecting the right events, budgeting effectively, and creating a strong pre-show and follow-up strategy, you can maximize the impact of your trade show participation. The key is to remain targeted in your efforts—every decision should align with your overall business goals. Additional Planning Resources For more on this topic, we suggest reading Key Success Drivers for U.S. Sales Traction. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Market-Entry

If No One Is Doing It, How Can It Be Good?

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In today’s crowded marketplace, standing out is crucial for success. With countless businesses vying for attention, differentiation becomes the key. Yet, many companies play it safe, sticking to conventional methods because they believe that if no one else is doing something, it must not be a good idea. This fear of stepping out of the norm can hinder creativity and limit the effectiveness of marketing strategies. But as Seth Godin famously outlines in his book The Purple Cow, “In a crowded marketplace, fitting in is failing.” The Fear of Being Different There is a sense of security in mimicking what others are doing. If competitors are running specific types of ads, it feels safer to follow suit. The thinking is: “If it’s working for them, it will work for us.” But this herd mentality can be dangerous because fitting in only ensures that you’ll be lost in the crowd. Seth Godin emphasizes this in The Purple Cow, saying, “Safe is risky.” When everyone is using the same marketing strategies, blending in means your brand becomes just another voice in the noise. Instead of standing out, you’re ignored. Godin argues that the only way to succeed in a saturated market is by being remarkable—like a purple cow in a field of ordinary cows. Why Being the First Mover Matters Throughout history, we see companies that broke free from the traditional approaches and reaped the rewards of being different. Apple didn’t simply make personal computers—it created a lifestyle brand around creativity and innovation. Tesla disrupted the auto industry by championing electric vehicles at a time when others weren’t. These brands thrived by doing what no one else was willing to do. Seth Godin argues that being remarkable is the only path to success: “The reason it’s so hard to be remarkable is that there’s no map. No one else has done it, so there’s nothing to copy.” The key is to understand that while being a pioneer comes with risks, it also comes with enormous rewards. First movers set trends, shape industries, and often become synonymous with innovation. How Do You Know It Will Work? A common hesitation among marketers is, “If no one else is doing it, how can we be sure it will succeed?” According to Godin, it’s precisely this fear of uncertainty that keeps companies stuck in mediocrity. Remarkable marketing doesn’t come with guarantees, but it offers an opportunity to break through the noise. Here are a few ways to determine if your standout marketing idea is worth pursuing: Authenticity Drives Remarkability Godin also stresses the importance of authenticity in creating a remarkable brand. Too often, businesses try to manufacture uniqueness, but customers can see through this. Authenticity allows a brand to genuinely connect with its audience, and this connection drives loyalty. As Godin writes, “Authenticity, for a brand, is more than just ‘keeping it real.’ It’s also about making a meaningful promise and keeping it.” When your marketing reflects your brand’s true identity, it doesn’t just stand out—it resonates. This authenticity, combined with a remarkable message, is what grabs attention and keeps customers coming back. The Risk of Playing It Safe Many companies believe that avoiding risks by following the same well-trodden path is the best way to ensure stability. However, in The Purple Cow, Godin warns that playing it safe can actually be the most dangerous move. “Playing it safe is the riskiest choice,” he writes because in a world that rewards innovation, sticking to the status quo leads to stagnation. By relying on conventional strategies, businesses limit their ability to grow and innovate. Safe marketing simply maintains the status quo, while bold marketing disrupts the market and propels your brand forward. Embrace the Power of Difference The message of The Purple Cow is clear: if no one else is doing it, that’s exactly why you should consider it. Standout marketing isn’t about being different for the sake of it—it’s about creating something remarkable that captures attention and makes your brand unforgettable. As Seth Godin wisely notes, “Remarkable marketing is the art of building things worth noticing right into your product or service.” In today’s crowded marketplace, you need to be bold, authentic, and unafraid to lead rather than follow. If no one else is doing it, that might just be the best reason to try. Additional “Standing Out” Resources For more on this topic, we suggest reading Key Success Drivers for U.S. Sales Traction. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, Return on Investment

Key Success Drivers for U.S. Sales Traction

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Expanding into the U.S. market is a significant undertaking that demands careful planning, strategic focus, and a willingness to learn and adapt. This process is far from simple, but with the right approach, it can be extremely rewarding for a business. For companies looking to tap into one of the largest and most competitive markets in the world, it’s important to not only understand the key drivers of success but also to develop strategies that are tailored to the unique dynamics of the U.S. landscape. A successful market entry requires embracing a few core principles: understanding customer density, leveraging founder-driven sales, and adopting agile marketing communications. These concepts, though straightforward, provide essential guidance for any business aiming to establish itself in the U.S. Customer Density and Its Importance Customer density is crucial to building momentum in a new market. In the U.S., regions vary greatly in terms of population concentration, purchasing power, and consumer behavior. Focusing on areas with high customer density allows businesses to establish a stronger foothold quickly and to optimize their resources. For example, instead of spreading thinly across the entire country, companies can concentrate efforts on key metropolitan areas where their target audience is highly concentrated. New York, Los Angeles, Chicago, and other major cities present opportunities to capture substantial market share in a relatively small geographic area. By understanding customer density and focusing on specific regions, businesses can benefit from a more efficient use of resources. They can refine their operations, sales strategies, and customer support in areas that will provide the greatest return on investment. Additionally, establishing a strong presence in a concentrated market makes it easier to build brand awareness and customer loyalty, two essential elements for long-term success. The Power of Founder-Driven Sales In the early stages of market entry, founder-driven sales play an instrumental role. This approach involves the company’s founders or top executives actively engaging in the sales process. Why? Because no one understands the company’s vision, value proposition, and potential better than the founders themselves. This hands-on approach also fosters trust and credibility with new customers and partners, which can be particularly important in a new market where brand recognition may be limited. Founder-driven sales also allow the leadership team to gather firsthand insights into customer preferences, feedback, and the competitive landscape. This direct connection with the market enables the company to make informed decisions about product adaptations, pricing strategies, and customer needs. Furthermore, this involvement allows the leadership team to build relationships with key stakeholders, which can create opportunities for strategic partnerships and long-term growth. Agile Marketing Communications Marketing communications need to be agile and responsive to the dynamics of the U.S. market. Consumer preferences and media landscapes can shift rapidly, and businesses need to be prepared to adapt their messaging and campaigns accordingly. By adopting an agile approach to marketing, companies can test different strategies, measure their effectiveness, and quickly pivot when necessary. Agile marketing communications also foster experimentation, which is vital in a competitive market like the U.S. By testing various channels, formats, and messages, businesses can discover what resonates most with their target audience. For instance, social media platforms, digital advertising, and content marketing may provide cost-effective ways to reach a broad audience, while traditional methods like print advertising and events might offer value in certain industries. The ability to adjust and refine marketing efforts in real-time is essential for sustained success. Building a Strong Foundation for Success The principles of customer density, founder-driven sales, and agile marketing communications provide a roadmap for navigating the complexities of market entry and scaling your business. By embracing these lessons, your company can create a strong foundation for success in the U.S. market. These principles offer a framework for building a sustainable presence, ensuring that your company can adapt, grow, and thrive in the face of challenges and opportunities. Entering the U.S. market is not just about launching products and services. It is a journey that demands dedication, resilience, and strategic insight. The competition is fierce, and consumer expectations are high, but with the right approach, your company can achieve lasting success and establish a meaningful presence in the marketplace. The lessons learned from past experiences serve as a guide for future endeavors. By carefully analyzing customer behavior, focusing on the strengths of the leadership team, and maintaining flexibility in marketing communications, your business can navigate the complexities of market entry with confidence. The U.S. market offers tremendous opportunities for growth, but success requires a comprehensive, well-executed plan. When done right, expanding into the U.S. can be a transformative step that propels your business to new heights. How to Get US Sales Traction Resources For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, Return on Investment

Building a Sustainable Growth Strategy

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Beyond the initial stages of market entry, “The 3 Truths of Gaining U.S. Sales Traction” continues to play a vital role in sustaining and scaling your business. As your company grows, maintaining a focus on customer density can help in expanding your market share and deepening your relationships within your target industries. It also streamlines and simplifies all aspects of training, operations, and sales. This ongoing commitment to building a strong customer base ensures that your company remains competitive and relevant. Similarly, the principles of founder-driven sales can evolve into a leadership-driven sales culture. As the company scales, the values and practices established by the founders can be instilled in the sales team, creating a cohesive and motivated workforce. This culture of leadership and ownership drives performance and fosters a sense of accountability and dedication. Agile marketing communications also continue to be essential as the company grows. As market conditions change and new opportunities arise, maintaining an agile approach allows your company to stay ahead of the curve. This continuous innovation in marketing strategies ensures that your company can effectively reach new audiences and retain existing customers. Navigating Challenges and Opportunities The journey of market entry and expansion is fraught with challenges and opportunities. By adhering to the principles of customer density, founder-driven sales, and agile marketing communications, your company can navigate these complexities with greater ease and success. Customer density helps mitigate the risk of spreading resources too thin and ensures that your sales efforts are concentrated and effective. This strategic focus allows your company to build a strong reputation and leverage existing successes to attract new customers. Founder-driven sales address the challenges of establishing credibility and trust in a new market. By leading the sales effort, founders can directly engage with customers, understand their needs, and tailor solutions to meet those needs. This hands-on approach not only drives initial sales but also creates a strong foundation for long-term relationships. Agile marketing communications enable your company to respond quickly to market changes and customer feedback. This flexibility allows for continuous improvement in marketing strategies. This ensures that your company can effectively engage with its target audience and stay ahead of competitors. How to Get US Sales Traction Resources For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation:  bill@meetroi.com or +1 (860) 573-4821.

bill@meetroi.com

+1 (860) 573-4821

+1 (860) 573-4821

bill@meetroi.com

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The 3 Truths of Gaining U.S. Sales Traction

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