Complete Guide
US Market Entry
Field-tested guidance for European industrial companies building a US sales channel: distributors, reps, commission structures, and the costs nobody quotes up front.
European industrial tech companies routinely underestimate the cost of building a US channel by a factor of three to five. The number we hear is "we'll budget $200K for the first year." The number that actually clears the runway is closer to $700K once you add a US-based sales lead, partner recruitment, trade show presence, demo equipment in-country, technical support coverage across four time zones, and the legal work to write rep agreements that hold up under state-level distributor protection laws.
The other consistent mistake is treating manufacturer's reps and distributors as variants of the same model. They're different businesses with different commission economics. A rep carries dozens of lines and walks when yours stops paying for itself in 18 months. A distributor takes title, holds inventory, and locks you into termination clauses that get enforced in state court.
We've been running US channel partner searches for European manufacturers since 2015. The articles here distill that pattern recognition. If you're sizing a US entry, our channel partner search service is the operational version of this work.
Articles in This Series
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US Sales Rep Commissions: What Reps Actually Earn (2026)
US reps earn 5-20% commission. Industrial at 5-12%, SaaS at 10-20%. Full table by industry and deal size, plus what European companies typically negotiate.
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How to Find and Work with US Distributors: A Guide for European Tech Companies
A practical guide for European tech companies on finding, evaluating, contracting, and managing US distribution partners. Covers decision criteria, search channels, contract terms, and the most common mistakes.
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US Market Entry Checklist for Industrial Tech Companies
Phase-by-phase US market entry checklist with timelines, costs, and action items. Built for European industrial tech companies entering the American market.
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5 US Market Entry Mistakes European Companies Make (2026)
The five most expensive mistakes European companies make entering the US market. Wrong channel selection, underpricing, timeline assumptions, compliance gaps, and partner neglect.
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US vs EU Sales Channels: What Actually Differs in Practice
Commission-only vs retainer+commission. 12 principals vs 1-2. No EU Directive. Six structural differences European companies get wrong in the US channel.
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US Market Entry Costs: What International Companies Actually Spend
US market entry costs by model: channel partner ($30K–80K), direct export ($10K–30K), US entity ($150K+). Line-by-line breakdown plus the hidden costs that blow first budgets.
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How to Find a US Sales Agent: What Actually Works
7 sourcing methods ranked by what works: RepHunter, MANA, CommissionCrowd, and 4 more. Evaluation criteria, red flags, commission benchmarks (5-20%).
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How to Sell in the US Through Channel Partners
How European tech companies use manufacturers' reps, distributors, and VARs to sell in the US market without building local operations.
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Direct Exporting to the US: When It Works and When It Doesn't
Direct export to the US: full margin but full complexity. When it makes sense for European industrial tech companies, how to price it, and what to watch for.
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Steps for Exporting to the US: A Guide for European Businesses
Step-by-step guide for European businesses exporting to the US: readiness assessment, regulatory requirements, customs, logistics, and distribution strategy.