Exporting to the United States – A Team Canada Inc Publication

3.3 Market entry for services versus market entry for goods

Unlike goods, service exports tend to be intangibles. Nevertheless, the major methods of delivering services fall into categories that are quite similar to those for delivering goods. For example, exporters of goods and exporters of services can both benefit from direct selling; in fact, if you're a service company with a unique skill or knowledge, you might consider contracting your service directly to American clients.

Alternatively, you might market your service indirectly through an intermediary who negotiates a service contract for you with the client. Or you might establish a partnership with a firm whose service dovetails with yours, to the advantage of both companies.

The method you choose will depend on the nature of your service, the resources available to you and the particular U.S. market you're entering. No matter which approach you select, however, you must focus on establishing an awareness of your firm in the target market and on demonstrating the credibility, competence and professionalism of the service it offers. And, as always, you'll have to ensure that your management and staff are sensitive to the culture, values and business practices of your American clients.