Breaking Into New Markets with Harris Fogel

Mark McGraw sits down with Harris Fogel, founder of TechCPG—a company that helps organizations break into the U.S. market and work with consumer packaged goods (CPG) companies.

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You’ll learn how to enter new markets, define your ideal client profile, and build a go-to-market strategy that actually gets results. Tune in to hear Harris break down what it really takes to succeed in the U.S. market, the benefits of having a local guide in a new market, and how to win over your first customers in a brand-new region.

• Harris starts by sharing how companies can break into the U.S. market.
• Harris explains why an educated buyer is your best customer. They already know the market and can see through hype, which means less convincing. If your product is genuinely great, they’ll recognize that faster than anyone. 
• How to qualify leads before spending time on them. According to Harris, you need to ask: Do they have a budget? Do they have a real pain point? And will the benefit of your solution clearly outweigh the cost—so much so that it helps their business grow?
• Once you know the profile, build your hit list of companies that match your criteria. Then dig into who the right people are inside those organizations, and align your demand-gen strategy to reach them directly.
• Harris reminds us to be smart with your resources. If you’ve got the budget to spare, sure, you can cast a wider net, but precision is what drives ROI early on.
• Harris and Mark agree that the key decision maker is not always the person with the title—it’s whoever benefits from your product. That might be a Director of AR, a Controller, or someone deep in operations. The key is to find the person who cares about solving the problem you’re trying to fix. 
• How to target both users and influencers in the sales process. You need to find the people who'll actually use your product and the ones who can influence the purchase. These aren’t always the same, but both matter. 
• According to Harris, conferences and podcasts are goldmines for buyer persona research. People who care about solving specific problems show up in these spaces. They’re often your ideal buyer or at least close to them. 
• How to think about demand generation the right way. It’s about educating the market and creating awareness. People need to understand who you are, the pain you solve, and why your solution matters. Without that, you're just noise.
• Harris explains why amazing demos don’t always win. If you focus only on product features, you'll lose to someone who connects emotionally and speaks the customer’s language. 
• Harris talks about the benefits of bringing insights, reports, white papers, and resources that make the buyer smarter. 
• Mark and Harris cover the best strategies for getting the right people talking about you inside your target account.
• Learn how to build smart demand-gen strategies. Use partners, get active on social media, and show up where your buyers are already gathering. Whether it’s events, podcasts, or industry forums— your presence matters. And it’s not just about showing up, but showing up with value.
• Mark explains why social proof lowers buyer resistance. Most people don’t want to be the first to try a product. But when others have already taken the leap and benefited, it makes the risk feel smaller. References and case studies are your secret weapons in a new market.
• Why understanding culture is non-negotiable in new markets. Harris says you can’t just copy-paste your strategy from one region to another. You need to understand how people buy, how they build relationships, and what matters to them locally. 
• If you’re serious about breaking into a new market, invest in people who know it intimately. They speak the language, understand the customers, and can build the credibility you need. 
• Mark highlights how partnerships speed up market entry. Alliances, resellers, and local agencies already have trust and relationships. Instead of building from scratch, tap into their existing momentum. It’s faster, cheaper, and often more effective.
• Harris outlines a smart short-term strategy for new markets: Don’t blow your whole budget on launch day. The first six months should be focused on building a pipeline, learning the terrain, and getting early traction. Everything else can wait.
• According to Harris, once you land your first customer, make sure they’re not just satisfied—they’re successful, because then their results become your marketing.
• Understand the value of the "upfront contract" in sales--and why it’s one of the most powerful tools in your sales toolkit.
• Why adding value builds long-term trust. Whether someone buys today or not, become a source of insight and help. Harris believes that value is the foundation of every strong relationship. And relationships are how sales get done.
• Mark explains why long-term thinking beats quick wins. New markets take time. If you treat it like a sprint, you'll burn out—or worse, miss the real opportunities. Provide value daily, and trust that consistency compounds.
• Learn why listening is a superpower in sales. Your customers and prospects will tell you everything you need to succeed. Their feedback is gold. Treat it like a gift.

Mentioned in This Episode:

BuildingYourSalesEngine.com/follow

Sandler.com

BuildingYourSalesEngine.com/sandler

The Book on Partnerships: How Startups Work With Partners To Sell More, Add Features, And Get Acquired by Franz-Josef Schrepf

Harris Fogel on LinkedIn

BuildingYourSalesEngine.com/26

Building Your Sales Engine on Linktree