Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.
Last Published: 7/15/2019

As in most markets, relationships are key to success in Morocco.  Business relationships are built over time and strengthened with cultural awareness and sensitivity.  A key component to successful selling is finding a local partner with an excellent reputation and market experience. 

It is also important to be sensitive to market concerns about U.S. products regarding perceived barriers including language difficulties for
service, access to parts, metric/standard measurement, and electrical adaptability, among others.   

Local distribution partners expect substantial advertising and promotional support, particularly when introducing a new product or brand name. Promotional material and technical documentation should include French or Arabic translations.  U.S. firms should sufficiently train their local partner.  The more knowledgeable the partner is about the products, the more competitive these products will be.  U.S. machine and equipment sales must be backed up by strong in-country after-sales service, support and spare parts supply.

A small investment in a high-quality online  presence dedicated to  Moroccan business can deliver a substantial return by raising the profile of U.S. products over rivals. Making manuals, parts ordering, and contact information easily available online will help increase business success.

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.