We generally advise companies to sell their products
directly when they launch U.S. operations. It may sound easier to look
for distributors, but we believe that's generally a mistake.
If the price starts above a few thousand dollars, selling your software
directly to final customers will increase your understanding of why they
buy (or don't buy) your products. You will fine-tune your marketing message
and make the proper decisions for future releases of your products.
If you give this task to your distributors, you will never know the truth,
because resellers have different challenges: They want to avoid competition
from other distributors, they want to use your product as a marketing
tool to sell other products, and they look for a short-term return on
their investment. They seldom try to build your brand equity.
However, the distributor channel is probably the best solution to penetrate
Central and South American markets.
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