A step-by-step guide for B2B companies and foreign manufacturers
How to start selling your product in the U.S.
The short answer: Start small and specific. Confirm there are U.S. buyers for your product, pick one region and one type of customer, and sell through the route that fits your product: an independent sales rep, a distributor, or your own salesperson. Set up U.S. operations, warehouse or plant only when customers and volume justify it. That is what we call a Soft Landing.
Seven steps
Confirm demand before you spend
Talk to potential U.S. customers before you build anything. Ask what they buy today, from whom, at what price, and what would make them switch. Look at U.S. competitors, their prices and how they sell. You will learn whether the product needs changes, and you will have your first leads.
Choose one region and one type of customer
The U.S. is many markets, not one. Buying habits, competitors and distances differ by region and industry. Start where your best-fit customers are concentrated, prove it works there, then expand.
Find out early which requirements apply to your product
U.S. customers often ask about certifications, labeling and standards before they buy. Which requirements apply to your product is a question for a qualified regulatory consultant or testing lab. Get the answers early and build them into the plan and the timeline.
Choose how you will sell
- Independent sales reps who sell on commission: a common, low-cost first step in industrial markets.
- Distributors who buy and resell: wide reach, but less control over price and customer.
- Your own salesperson, hired directly or through an Employer of Record: more control, more cost.
- Retail chains: large volume, with strict vendor requirements and penalties for mistakes.
- Pilots and partnerships with a U.S. customer or partner: a fast way to a first reference.
Set prices and terms the American way
Quote in dollars, with clear payment terms, freight terms and lead times. Check what customers in your industry expect. Customers often ask about insurance too; an insurance broker can tell you what coverage fits.
Get the product here
Work with a freight forwarder and a customs broker, who handles the customs side, and decide whether to ship directly to customers or hold stock in a U.S. warehouse (a 3PL). Local stock shortens lead times, which many U.S. buyers expect.
Decide when to set up in the U.S.
A U.S. company, an office, a first full-time hire or local production make sense once you have customers, volume or customer requirements that call for them. Plan the order: what you need now, what can wait, and what each step costs.
Common myths
- Myth: We need a U.S. company to start selling. Not always. Many companies start selling from their home company. Whether and when you need a U.S. company is a decision to make with your lawyer and accountant.
- Myth: A great product sells itself. U.S. buyers want local references, materials written for them, and quick answers in their time zone. The product is only part of the decision.
- Myth: Hire a senior sales leader and they will figure out the market. A first hire needs a defined target customer, message, pricing and support from headquarters. Without them, even a strong hire struggles.
- Myth: Choose the state with the biggest incentive. For a plant or warehouse, start from your requirements: workforce, customers, logistics and costs. Incentives come last.
Questions we hear
How long does it take to get the first U.S. customers?
It depends on the product and the sales cycle. B2B and industrial sales often take months from first meeting to first order, so plan the budget and timeline for it rather than expecting results in the first quarter.
Do we need to move someone to the U.S.?
Not necessarily, and not at first. Focused business trips, a sales rep or distributor, or a local hire are often better first steps. Relocating a manager is one of the most important decisions in a U.S. expansion, and it is not right for everyone.
How does Kay Group help?
We work hands-on with your team at each step: market validation and go-to-market planning, finding reps, distributors and first customers, U.S. setup, hiring, logistics and, for manufacturers, site selection, incentives and launching a U.S. site.
More guides: How to find a U.S. distributor or sales rep · Already operating in the U.S.? How to expand, relocate or improve your operation
More detail for your situation: technology companies · manufacturers
Kay Group does not provide legal, tax, immigration or regulatory advice. This is general information; make decisions in those areas with a qualified lawyer, accountant or advisor. We work alongside them. Updated November 13, 2026.