Selling Your Products in Europe

The strong euro makes Europe a draw for U.S. manufacturers, but the area's complexity means you may have to change how you deal with distributors

Q: My manufacturing company just did a successful trade show in Germany, where we were approached by several enthusiastic distributors and dealers. What concerns me is that they want to use our name as their business name with the addition of "-Europe" on the end. When I bring on U.S. distributors they have their own business names and market our brand as one product they carry. These European distributors also want our company to fund their attendance at all the European trade shows and provide them with display products gratis. Are they asking for the world, or is this a cultural difference I just have to accept? —M.S., Chicago

To continue reading this article you must be a Bloomberg Professional Service Subscriber.