Expanding into Europe: Key Lessons from U.S. Companies' Successes

Expanding from the United States into the European market presents a major growth opportunity but also a range of complex challenges.

In this article, we share practical insights from CJ McBride, who at the time of the interview (2020) was Vice President of Sales at Corry Micronics. His experience highlights what it really takes for U.S. companies to enter and grow within Europe successfully.

This article has been updated to reflect today’s market context and best practices.

About the expert

At the time of this interview, CJ McBride was Vice President of Sales at Corry Micronics, a U.S.-based manufacturer of RF and Microwave components.

Since then, he has taken on new leadership roles and currently serves as Chief Revenue Officer at Ramsey Electronics.

Why local presence is critical in Europe

One of the key lessons for companies entering Europe is the importance of having a strong local presence.

While expanding internationally offers access to more than 500 million potential customers, navigating the European market remotely can be extremely difficult.

For Corry Micronics, success in Europe became possible only after they established local support capable of handling introductions, communication, and logistics.

A local presence helps:

• Build trust faster
• Manage cultural differences
• Improve speed in sales cycles
  
  
  

The challenge of market entry — representation matters

Despite decades of experience in the U.S., Corry Micronics faced a critical barrier when entering Europe: finding the right representation.

Their products were highly specialised, and identifying partners who understood both the technical side and the market proved difficult.

This highlights a common issue for B2B companies: entering Europe is not just about demand; it’s about the right go-to-market structure.

Strong demand, low awareness - a common gap

Once active in Europe, the company discovered something important:

There was already demand for their products — but potential customers had never heard of them.

This “demand vs. awareness” gap is a key challenge for many U.S. companies entering Europe.

Key takeaway:

• Market opportunity alone is not enough
• Brand visibility and local credibility are essential
  
  

Cultural differences in B2B sales

Doing business in Europe requires adjusting to a different sales culture.

Compared to the U.S., European buyers often take more time during meetings and place greater emphasis on relationship building.

Rather than focusing only on speed and efficiency, European business culture values:

• Trust and long-term relationships
• Detailed conversations
• A more collaborative sales process
  
  

Understanding these nuances becomes easier over time, but companies that adapt faster gain a clear advantage.

Keys to success in the European market

Based on their experience, three core qualities stand out as critical for success:

1. Persistence

Breaking into a new market takes time. Consistent effort is required to build a pipeline and close deals.

2. Flexibility

Market conditions, customer needs, and priorities can shift quickly. Companies must be ready to adjust their approach.

3. Determination

Whether dealing with pricing pressure or complex requirements, successful companies remain proactive and solution-oriented.

What has changed since 2020

While these insights remain relevant, the European business landscape has evolved significantly.

Today, companies entering Europe must also consider:

• Digital-first sales processes
• Increased competition
• More complex regulatory environments
• Greater emphasis on local expertise
  
  

As a result, having the right local partner is more important than ever.

Key takeaways

If you're planning to expand into Europe, keep the following in mind:

• Local presence is essential for building trust and credibility.
• Demand does not guarantee visibility or success.
• Cultural understanding directly impacts sales performance.
• Flexibility and persistence are critical for long-term growth.