The quickest low-risk way for a US B2B company to start selling in Europe is to retain an experienced local sales rep, part-time, in each country you want to test, without setting up a European entity. Marketplaces such as Repserve match you with screened reps who already sell in markets like Germany, the Netherlands, the UK and France. Managed outsourced sales agencies, employer-of-record hires and distributors are the other main routes, and each suits a different stage.
This guide explains the options, what changes country by country, and how to start with one market before you commit to a team.
Why use local sales reps in Europe?
Europe is not one market. It has more than 20 business languages, different buying habits in each country and buyers who often expect to meet a supplier in person, in their own language, before signing. A rep who already lives and sells in the country brings three things a US-based team struggles to match:
- An existing network. They already know the buyers, distributors and trade bodies in your sector, so first meetings come in weeks rather than months.
- Language and business culture. German buyers expect detail and formality, Dutch buyers are direct and quick to say no, and French buyers often want a relationship before a proposal. A local rep adjusts without being told.
- Same time zone. They can take a meeting at 9am Frankfurt time, which is 3am in New York.
What are the options for US companies?
| Fractional local rep | Managed outsourced sales agency | Employer-of-record hire | Distributor | |
|---|---|---|---|---|
| What you get | One experienced rep per country, for part of their time | A team run by the agency, often from one hub | Your own full-time employee, employed on paper by a provider | A local company that buys and resells your product |
| Need a European entity? | No | No | No | No |
| Speed to first meetings | Weeks | Weeks to a few months | Three to six months to recruit and onboard | Months to find and sign the right partner |
| Who owns the customer | You | You, but the agency runs the process | You | Mostly the distributor |
| Best for | Testing one or several countries before committing | Companies that want a done-for-you pipeline in one region | Markets that already justify a full-time person | Products that need local stock, delivery or service |
For a fuller comparison of the cost and risk of each route, see fractional sales rep vs distributor vs full-time hire.
Germany, the Netherlands and the UK: what is different?
- Germany. Europe's largest economy and a demanding market for industrial, engineering and technology products. Buyers expect German-language materials, technical depth and patience; sales cycles are often longer than in the US. German law gives commercial agents a strong compensation claim when an agency contract ends, so take advice before signing a commission-based agency agreement.
- The Netherlands. Often the first stop for US companies because English is widely spoken in business, and Rotterdam and Amsterdam make it a logistics gateway to the rest of the EU. Dutch buyers move quickly and value straight answers.
- The UK. No language barrier and a familiar legal system, but since Brexit it is a separate market from the EU for customs, VAT and product rules. Treat it as its own country, not as a door into Europe.
- France, the Nordics and Southern Europe. Each has its own language and buying culture. A rep who is native to the market usually opens doors faster than a regional manager covering it from elsewhere.
Do I need a European company to sell there?
Not to start. You can sell to European businesses from your US company and work with a local rep on a services agreement. You will need advice on VAT, invoicing and product compliance for your sector, and you will want a local entity or an employer-of-record provider if you later hire full-time staff. Be careful with contracts: across the EU, self-employed commercial agents who negotiate sales on your behalf are protected by the Commercial Agents Directive, which can entitle them to compensation when the agreement ends.
How do you start with one market?
- Pick one or two countries where you already have inbound interest, existing customers or a strong reference.
- Define the job for the rep: the target accounts, the meetings you want each month and what a good first quarter looks like.
- Choose a rep who already sells to your buyers, not just someone in the right country.
- Start part-time, for example 25% or 50% of the rep's time, and review results after one or two quarters.
- Scale what works: move the rep to more time, add a second country, or hire full-time once the pipeline justifies it.
How does Repserve help US companies enter Europe?
Repserve is a free marketplace that matches B2B companies with screened sales professionals in virtually any country, including every major European market. Posting a request costs nothing, and you set your own monthly budget. Our talent acquisition team shows you anonymised profiles of reps who fit your sector and target country, and a Repserve manager attends your first meeting.
- Fractional business development managers for 25%, 50% or 100% of their time.
- Lead generators and appointment setters to fill a European pipeline before you commit to a bigger role.
- Distributor hunters who find and vet European distributors and channel partners.
- Trade show representatives for events such as Hannover Messe, MEDICA or the major Paris and Amsterdam trade fairs.
Each professional works for no more than three clients at a time, and never for two that compete. We have teams in Dubai, London, Miami, Singapore and Hong Kong, so US companies can speak to us in their own time zone.
Ready to test a European market? Post a free request, or book a consultation. You can also compare providers in our guide to the best fractional sales rep companies for international expansion.
Fractional Sales Rep vs Distributor vs Full-Time Hire: Which Is Right for a New Market?
Best Fractional Sales Rep Companies for International Expansion (2026)