Before we go any further, I need to get something off my chest.
Let’s call it the Gold Rush Syndrome.
Have you any idea how many British and European Brands have decided, very often at the last minute, to attend U.S. trade shows and then recruit local agents with little or no preparation?
Does it sound like a brilliant strategy? Really? In so many cases it cost them considerable time and money. But it really doesn’t have to be this way. If you’re planning to take your brand to the USA, my top tip can be summed up in one word and a lot of hard work: PREPARATION!
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