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Market-Entry

Exhibitor Tips, Market-Entry

Effective Marketing for US Expansion

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Expanding into the U.S. market is a thrilling opportunity for companies worldwide, but it comes with unique challenges that demand careful navigation. In this insightful conversation, Bill Kenney of Belly2Belly sits down with Bill Schick, founder of Mesh Interactive, to discuss the critical strategies for overcoming these hurdles. Drawing from nearly two decades of experience helping life science companies accelerate product adoption, Bill shares practical advice on breaking through market saturation, addressing regional nuances, and standing out in a sea of noise. Whether you’re planning your first steps into the U.S. or looking to refine your approach, this discussion is packed with actionable wisdom to set you on the path to success. Bill Kenney: Hi, and welcome to the next episode of Belly2Belly. I’m thrilled to be joined by my great friend Bill Schick from Mesh Interactive. Welcome, Bill!Bill Schick: Hey, Bill. Thanks for having me on. About Mesh Interactive Bill Kenney: It’s so great to have you here! Today, we’ll dive into a high-impact discussion about marketing in the U.S., particularly for companies looking to expand into this market. To set the stage, could you share a bit about Mesh Interactive and what you do?Bill Schick: Absolutely. I started Mesh Interactive about 18 years ago. Our mission is to help life science companies accelerate product adoption. This involves strategic market planning, tactical execution, and, importantly, building bridges between a company’s vision and its ability to bring in new customers. U.S. Expansion Challenges Bill Kenney: That’s such a clear and compelling mission. Let’s dive in. You’ve worked extensively with companies entering the U.S. market. From your experience, what are some of the biggest challenges these companies face?Bill Schick: Great question. If I were to distill the challenges into three core areas: Overcoming the Challenges Bill Kenney: That’s a fantastic breakdown. So, how do you advise companies to overcome these challenges? Bill Schick: The key is to treat the U.S. as a completely new market. Here’s what we recommend: Bill Kenney: It sounds like a “go slow to go fast” approach—starting small, iterating, and building momentum for broader success. Bill Schick: Exactly. It’s about focusing on what works and scaling from there. Bill Kenney: Bill, this has been an insightful conversation. Thank you for sharing your expertise. Can I include your contact details in the episode description?Bill Schick: Absolutely! Thanks for having me, Bill. Key Takeaways: 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, Pavilions

Booth Review Pop Quiz #1

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Trade Show Booth Review As of this recording, 92% of you selected too much text as the top issue. However, we actually believe the biggest problem is the presence of multiple headlines. Here’s why: unless you’re an enterprise company, your booth’s primary goal should focus on prospect identification. A prospect at an event is someone with a need, a budget, and urgency. The key question is: How do we attract these people to the booth? The most effective way is by having a provocative and targeted headline designed to grab the attention of your target audience. Supporting elements follow in this order: Multiple Headlines When there are multiple headlines or too much text, it distracts from the core message. It’s critical to focus attention on one clear, compelling headline supported by strong imagery. The more distractions—be it excessive text, competing visuals, or additional headlines—the less likely attendees will understand what you’re trying to communicate. Remember, the main objective is to get prospects to stop. Once they’ve stopped, you can engage them with other marketing materials and conversations. At most events, true prospects—those who fit your ideal customer profile—make up a small percentage of attendees. That’s why it’s so important to differentiate them from the rest by compelling them to voluntarily engage with your booth. One Compelling Headline A well-crafted headline that resonates will not only draw more prospects but also ensure they are higher quality because they’ve chosen to engage on their own terms, rather than being dragged in. We welcome your thoughts, questions, or challenges to these ideas! We test these strategies extensively, and our recommendations are rooted in validated insights. Thank you again for participating, and stay tuned for our next quiz coming soon. Talk to you then!” Additional Resources For more on this topic, we suggest reading “Why an Effective Trade Show Booth is Essential for B2B Sales“. 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

Going Small to Grow Big: The Power of Focused Growth Strategies

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In the rush to scale a business, it’s easy to fall into the trap of trying to serve everyone everywhere. While diversification can be a long-term goal, the early stages of growth demand a different approach: going small to grow big. Focusing on a specific market, building customer density, and adopting iterative and agile marketing can help businesses develop a repeatable, scalable sales system that drives sustainable growth. Why Focus Matters Focusing on a niche market allows businesses to deeply understand their target audience’s needs, challenges, and desires. When you try to appeal to too broad an audience, you dilute your efforts and often miss the mark with key messaging. By narrowing your focus, you can create products, services, and marketing campaigns that resonate strongly with a specific group of people. This resonance builds trust and loyalty, two essential components of long-term success. A well-defined niche market also simplifies decision-making. It becomes easier to determine which opportunities to pursue and which to set aside. Every effort is aligned with the goal of serving the target audience more effectively and efficiently, streamlining operations and maximizing resources. The Importance of Customer Density Customer density refers to the concentration of your target customers within a specific geographic or demographic area. By building density in a focused market, you achieve several benefits: For example, a small tech startup might focus on serving accounting firms in a single city. As they perfect their offering and establish themselves as a trusted partner, they can replicate this success in neighboring cities or expand to adjacent professional services. Iterative and Agile Marketing: Building a Repeatable System An iterative and agile marketing approach involves constantly testing, learning, and refining strategies. This mindset is essential when developing a repeatable and scalable sales system. Here’s how to put it into practice: Agile marketing not only enhances your sales system but also keeps you nimble in the face of market changes. By focusing on incremental improvements, you can pivot quickly when needed without losing momentum. The Path to Sustainable Growth The principle of going small to grow big is not about limiting your vision—it’s about laying a strong foundation for sustainable growth. By focusing on a specific market, building customer density, and embracing iterative marketing, you can develop a repeatable and scalable sales system. This approach minimizes waste, maximizes impact, and positions your business for long-term success. As you grow, remember that expansion doesn’t mean abandoning focus. Instead, it’s about strategically applying what you’ve learned in one market to new opportunities. Whether you’re serving your first 100 customers or your first million, the lessons of focus, density, and agility remain invaluable. Start small, think big, and watch your business thrive. 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, 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.

Market-Entry, Return on Investment

Establishing a Strong Foothold

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If your aim is to expand in the U.S., hopefully, you will not need to relearn the significance of customer density, founder-driven sales, and agile marketing communications. By strategically approaching the challenges of market entry, your company can enhance its chance of success by streamlining processes and ultimately establishing a strong foothold in the competitive U.S. business landscape. Customer density, founder-driven sales, and agile marketing communications form the core pillars of a successful market entry strategy. Each of these elements addresses specific challenges and opportunities inherent in expanding into a new market. By focusing on these areas, your company can create a robust foundation for growth and sustainability. Customer density ensures that your sales efforts are efficient. Each new customer builds on the success of the previous ones. Founder-driven sales leverage the unique strengths and authority of the company’s leadership to establish a strong initial presence. Agile marketing communications allow for the flexibility and responsiveness needed to adapt to the dynamic U.S. market. By integrating these lessons into your market entry strategy, you can navigate the complexities of the U.S. market with greater confidence and competence. These insights serve as a guide for adapting, growing, and thriving as you pursue establishing a meaningful presence in the United States. 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

Where Does Sales Fit in a B2B US Market Expansion Strategy?

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Bill Kenney: Hi, and welcome to the next episode of Belly2Belly. Today, we’re diving into where sales fits into a US market entry expansion. I’m thrilled to be joined by Lars Asbjornsen and Thomas Riebs from Traksjon. Welcome to both of you. Lars Asbjornsen: Thanks. Great to be here. Thomas Riebs: Thank you. About Traksjon Bill Kenney: Before we get into today’s topic, could one of you briefly explain what Traksjon does for our audience? Bill Kenney: Fantastic! With your company’s name being Traksjon, today’s discussion seems particularly relevant. Our audience consists primarily of B2B and B2G companies expanding into the US. From what I’ve seen, many guides for entering the US market, whether from agencies or service providers, often overlook the importance of sales or treat it as secondary. What are your thoughts on that? Lars Asbjornsen: I think there are a couple of reasons for that. One is that people offering advice assume companies already have a go-to-market strategy and know how to enter the market. These guides are tools to help with scaling, legal matters, and so on. But, many companies get caught up in setting up accounting services, incorporation, and everything else, while forgetting the most critical element—sales. Without sales, none of the rest matters. You need a clear strategy for generating revenue because, as the saying goes, “Revenue cures all else.” Thomas Riebs: Exactly. And to build on what Lars said, companies often forget that you don’t have to capture the entire US market right away. Start with one customer. Focus on converting that first lead rather than getting overwhelmed by big numbers. Be Careful Not to Get Distracted Bill Kenney: You mentioned during prep that the items on checklists—like legal formation and regulatory compliance—are easier to check off than the actual process of making sales. Could you elaborate? Thomas Riebs: Absolutely. Tasks like setting up your company in Delaware are straightforward. No one’s rejecting you when you file paperwork. But going out to a trade show, meeting prospects, and trying to make a sale—that’s tough. Rejection is part of sales, and it’s much harder than administrative tasks. The hard part is turning all the framework you’ve built into actual revenue. Lars Asbjornsen: Exactly. It’s easy to buy services like accounting or office space. But sales aren’t something you can purchase; you have to go out, meet customers, and build relationships. You need to have a sales strategy in place alongside everything else. Do the Priorities Change Based on Industry? Bill Kenney: I agree, sales have to be earned. But, I’d imagine that the priority might change depending on the industry, right? For example, in sectors like life sciences or energy, where product development takes years, wouldn’t the strategy differ? Lars Asbjornsen: Yes, in those industries, it’s a different game. Larger companies with substantial resources can afford long-term strategies. But for small to medium-sized companies with limited budgets, they need to focus on driving cash flow and generating revenue sooner. Thomas Riebs: Even in life sciences, companies still engage with customers during product development through trials and feedback. So, sales and customer engagement remain important, even if the timeline is different. So, Where Should Sales Fit? Bill Kenney: So, where should sales fit in the priority list for an early-stage market entry company? Lars Asbjornsen: Sales should be front and center. One approach we use is working backwards—writing a press release 18 months into the future to outline the company’s goals. Then, we work backward to figure out the steps needed to achieve those goals, prioritizing tasks based on impact and cost. Thomas Riebs: This process forces companies to focus on the practical steps they need to take to generate revenue, rather than getting distracted by less critical tasks. Lars Asbjornsen: Exactly. It also helps companies articulate how they’re different from competitors in a way that resonates with customers. If you can’t do that, you might need to rethink your market entry strategy. Bill Kenney: That makes a lot of sense. Stephen Covey’s Seven Habits of Highly Effective People has a similar approach—begin with the end in mind. Well, thank you both for the fantastic conversation. We’ll include your contact info in the description, and I encourage anyone with questions to reach out. Thanks again for joining us. Lars Asbjornsen: Thank you for having us. Thomas Riebs: Thanks, Bill. Summary: 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

Latest Free Resources

How to Choose the Right Trade Shows for Your Business

Key Elements of an Effective Trade Show Booth

MEET Trade Show Exhibitor Readiness Assessment

The 3 Truths of Gaining U.S. Sales Traction

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