The U.S. defense market offers significant opportunity, but the effort required to get involved is often underestimated. While demand is anchored in long-lived platforms and sustained aftermarket needs, foreign companies must overcome procurement preferences, regulatory requirements, and customer expectations that naturally favor U.S.-based suppliers, including policies such as the Buy American Act. Companies that succeed do not simply export to the U.S., they integrate into it
- Localize into the market
A strong product is rarely enough. Successful companies team up with expert partners; finding and selecting a knowledgeable U.S. company to simplify and ‘translate’ the U.S. government procurement and contracting process is key to winning.
As AMS Group Chairman Tim Gale puts it, “You have to make yourself American, whatever that means for your business.” The objective is simple: remove friction from the customer’s buying decision. Build a team of experts to help you win.
- Presence matters more than persuasion
The U.S. defense market is not a purely transactional market, but rather a long-cycle, relationship-driven, and highly institutional ecosystem. For international companies, success requires a long-term commitment to understanding customer needs, navigating complex procurement processes, and establishing credibility over time. While contract awards are governed by formal requirements and competitive processes, companies that succeed tend to build relationships early and consistently, positioning themselves to support customers long before opportunities emerge. In this market, bridges are more valuable than pipelines. Burn one, and it may take years to rebuild.
- The Aftermarket Drives Value
While new equipment sales grab attention, sustainment contracts (spares, repairs, and ongoing support) represent a disproportionately large share of lifecycle value by an order of magnitude. To capitalize on this, winning companies are physically or operationally close to the customer, often by partnering with a US-based distributor.
- Culture Matters
Even when regulatory hurdles are cleared, cultural differences can slow progress inadvertently. Successful companies adapt their communication style, decision-making approach, and business practices to align with U.S. market expectations and “become American” through building a team to help them do so.
About AMS Group
For 40+ years, AMS Group has helped international partners enter and scale in the U.S. defense market, facilitating over $1.2B in UK exports. We’re happy to share what we’ve learned.
Contact AMS Group to start the conversation.
