Find sales agents or sales representatives in the United States

For a lot of products working with a local sales agent or with a dedicated sales representative can be a good solution.

Especially if you have a customized product or service, or you want to work with a number of resellers in the country, an agent can be the one connecting these parties to your organization abroad.

Agents can be individuals, but I often recommend to work with established companies who already have a good network and where you are not dependent on just one person.

Set up your sales force in the United States

The United States of America has a population of 327 million. In 2022, 83% of the population lived in the cities, and this percentage is slowly rising. The average income per capita is almost 60,000 USD. This is promising to sell your goods, but you’ll have to know where to start.

The United States (the US) has 50 states, five territories, and a federal district. The country is governed by the federal government, having fifty states and a federal district. The US is one of the world’s first constitutional republic countries, with from January 2017 Mr. Donald Trump as the president.

Economic structure of the United States

Being one of the largest economies in the world, the US has a significant influence on the global market. With a big consumption market, diverse culture, and a developed economic system, the US is a tempting destination for many international businesses. Diversity is characteristic of the US market.

United States business culture and etiquette

The Americans have a strong emphasis on individuality. They value individual performance and personal competence. The work environment is open and informal; they welcome ideas and different opinions. However, the casualness of the work environment may appear to be rude and foreign to people from other cultures. Time is very important in the US. It is considered as a tangible asset which needs to be spent carefully. Wasting time will create a negative impression and Americans do not like any negativity in any form.

Agent, local office or distance selling?

An agent sells in your name for a commission and has limited room to negotiate. A local office gives you full control, but costs staff and facilities. Distance selling works when your product can be delivered and serviced from abroad.

Be careful with agent contracts. In many countries agents are well protected by law, and ending the relationship can mean compensating the income you take away. Agree territory, targets, commission and termination before you start.

Do you need help in the United States?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding a sales agent in the United States in three steps

Step 1

Describe the role

Decide what the agent does: generate leads only, or close deals and handle after-sales too. Set the territory, the type of customer and the commission.

Step 2

Find and screen

Prefer an established agency over a single individual. Check which brands they carry, whether those compete with you, and ask two of their clients for a reference.

Step 3

Contract and manage

Put targets, reporting, commission and termination in writing, and plan regular contact. An agent who hears nothing from you sells nothing for you.