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: 2/26/2018

For first-time exporters to the market, it is important to note that distinct cultural differences between Serbia and the United States and local labeling regulations may in some cases, dictate changes in selling, advertising, and marketing.  Although many strategies used by firms in the United States can be equally effective in Serbia, U.S. companies are advised not to automatically assume that selling in Serbia is the same as selling in the domestic U.S. market.  Companies should carefully research the implications of promotional activities prior to their implementation in Serbia.

A tight credit policy in Serbian banks, exacerbated by the global financial crisis, means that the ability to provide financing is a key factor in selling both industrial and ‘high ticket value’ consumer goods.  Most Serbian buyers prefer to pay in monthly installments even for low-cost goods.  Sales techniques critical to success include close and frequent contact with buyers, motivated and trained partners, and aggressive market promotion.  U.S. firms interested in selling products to state-owned companies will need to establish the company’s creditability with Serbian government entities.  Internationally-financed public procurements offer the best opportunity for transparent purchasing decisions.

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.