Expanding into the US market is an exciting milestone for many early-stage Indian SaaS and IT services companies. However, let’s be honest — it’s not always a smooth ride.
Many Indian founders encounter resistance or skepticism from US-based buyers. Why? The legacy of inconsistent service quality, aggressive pricing, and a flood of poorly personalized outbound pitches from the past have left a mark. This perception, unfortunately, casts a shadow even on credible, high-performing companies.
So how do you break through?
Step 1: Start With Familiar Trust – Indian-Origin Buyers in the US
If you’re building trust from scratch, start with people who are more likely to give you the benefit of the doubt: Indian-origin professionals in the US, especially those in leadership roles within your Ideal Customer Profile (ICP).
These professionals often understand the Indian tech ecosystem better and are more open to having a conversation. Once you prove value here, you can build strong case studies, testimonials, and logos that will help you go wider in the market.
How to Find Them:
Use LinkedIn Sales Navigator.
Set the geography to the US
Add filters for job titles (e.g., Head of Engineering, IT Director, CFO)
Use the “School” filter to target people who graduated from Indian universities (IITs, NITs, Anna University, University of Mumbai, etc.)
This gives you a filtered view of Indian-origin professionals working in relevant US companies.
Then:
Reach out via LinkedIn DMs with a warm, low-pitch message
Or, collect their emails and run a personalized cold email campaign
Test the waters. Validate your offer. Ask for feedback. You’ll get sharper insight and possibly your first US customers.
Step 2: Get a Case Study, Then Build Social Proof
Deliver a great experience to your early customers. Once you do:
Request a testimonial
Turn it into a short video or blog post
Ask for referrals within their network
Mention the company name (with permission) in future outreach
Social proof is the oil that smoothens outbound motion in the US market. With 2-3 case studies from Indian-origin leaders in the US, your credibility can dramatically improve.
Step 3: Go Wider — Native Americans, Larger Accounts
With proof in hand, expand your outreach to US-born decision-makers. You’ll now have:
Social proof
More confidence in your messaging
A better understanding of local buying behavior
At this stage, refine your outbound motion using:
ICP-specific messaging
Use of personalization at scale
Clarity in your value prop (e.g., “We help B2B SaaS startups generate 15–20 demos/month with outbound GTM powered by AI-driven insights.”)
Your early wins serve as a springboard.
Final Thoughts: Think Long-Term, But Act Tactically
Breaking into the US market as an Indian company isn’t just about hustle—it’s about understanding perception, psychology, and positioning. Start with easier trust bridges (Indian-origin leaders), validate your offer, and then expand. Outbound isn’t dead—it just needs to be smart.
If you’re looking to build this kind of motion and need help with execution, testing, or tooling — reach out. We at MailTact specialize in outbound GTM for early-stage companies and help you land your first 5–10 wins the smart way.