Generalizes on the best strategy to enter the market, e.g., visiting the country; importance of relationships to finding a good partner; use of agents.
Last Published: 7/31/2017
Best practices for market entry strategies encompass the following:
  • Secure an agent, representative, or distributor in Colombia, which requires a contract that meets the provisions of the Colombian Commercial Code. Focus on formality, personal relationships, and trust when negotiating agreements and contracts.
  • Communicate with the U.S. Commercial Service and the Economic section of the U.S. Embassy in Bogotá regarding specific concerns.
  • Offer excellent after sales service arrangements and maintain the sales relationship. Warranties or guarantees on imports are critical for supporting after sales service in Colombia.
  • Provide high quality products and/or services, affordable financing and competitive pricing.
  • Support your local partner’s marketing efforts with advertising campaigns or by participating in trade shows. Do not be hands off and visit often.
  • Translate sales collateral and service manuals into Spanish as this may be required in certain sectors like medical products. A U.S.-based staff with Spanish language skills is very useful.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Colombia Trade Development and Promotion