Numerous studies have been accomplished about the purchasing behavior in North America. As different as the recommendations included in all these studies may be, there's at least one result, almost all of these studies have in common:

The key selling factors involved in a typical purchasing decision are more or less identical, while the particular ranking of these factors tends to be dramatically different: Whereas the typical European purchasing decision is mostly focused onto quality and performance, American customers look mostly at price, reliability, maintenance requirements, cost of operation, and ease of use.

If your key selling point outside of North America is price, and price only, you probaly won't have a point here. After adding import cost and duties, factoring in the currently ridiculous exchange rate, and after looking at the elevated cost of sales in North America (see cost of sales ), chances are you won't be the price leader on this continent.

Your products need to be better instead, and you'll better be able to explain to your customers how they'll get their money back quickly. Providing an impressive Return on Investment to your customers is the key to success for any type of technology leading capital investment goods.

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