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business in Europe tips
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business in Europe tips
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Selling in Europe Is Not Like Selling in the U.S.
Many companies make the mistake of assuming that the different countries that make up Europe are comparable to the different states of the U.S. They believe that if a product sells well in France, for example, it will surely and naturally catch on in Great Britain and Italy. Unfortunately, that’s not the case. Besides having their own national languages, the countries also have their own cultures and buying habits.
The reality is that most member countries of the European Union need to be treated as different, complete markets. Products must be uniquely targeted to each individual country. Whether selling directly or through a distribution channel, doing business in Europe is usually a local, country-by-country affair. This means making important, informed decisions before attempting a general European or international expansion effort.
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