Selling to Americans - How to do Business in the United States USA - Sales Training by Victor Antonio, Atlanta Georgia GA

Selling to Americans - How to Do Business in the Unites States (U.S.A.)

by Victor Antonio, BSEE, MBA

I've been fortunate enough to have done business all over the world. My business exploits have taken me to places which include: Latin America-South America, Caribbean, Central America, Mexico, Asia, Middle East, Europe, Australia and South Africa. I'm often asked the question, "How do you sell to Americans? How do you do business in the US (United States)?" The answer to that question is a bit complicated and would take a few hours to explain how to sell to Americans. Depending on where you're from, will determine the context of the conversation and how to address cultural differences.

Nonetheless, let me try to answer the question, "How do you sell to Americans?" in hopes of giving you, my international friends, some insight into how Americans think when it comes to doing business here in the US. Here are some general rules to following when 'selling to Americans':

Americans aren't social

Americans are very private people. If you come from a culture where people invite you to their home because you have some type of business relationship, forget it. The majority of American business people like to keep things separate, business versus personal life. When an American does invite you over to their house, that means you've cross over a threshold of confidence. Don't push the relationship or try to 'force' a friendship to develop. Time is the only answer. Be cautious of an American who invites you over to their house after just meeting you. I would be a little suspicious unless there's a special occasion to do so.

Find out what Americans like

Americans fall into two categories when it comes to activities outside the workplace: They like sports, Their involved with their community or they have a special hobby. When you meet an American, one of the things you should work to figure out is which activity they're involved in. Finding common ground is the surest way to build rapport with an American. If they love sports, ask which type (e.g., baseball, football, soccer, hockey,...etc) Baseball is considered America's past time but Basketball and American Football run a close second. If they're involved with community, find out how. Do they donate their time to some charity or cause? If they have a hobby (e.g., sailing, hunting, skiing,...etc) find out more. Even if you don't know anything about the activity, just asking them lots of questions will make them like you that much more.

Taking an American out to eat

The majority of Americans don't drink alcohol during lunch...not even a casual glass of wine. If you have to order first, never, never order alcohol. At dinner, take your cue from your American guest. If he orders a soft drink (Coca-Cola), then you follow with something similar. If he or she orders a alcoholic drink, then do so also if you're a consumer of alcohol. If you order a non-alcoholic beverage, you will make the American feel uncomfortable.

Talking business with Americans

Americans have often been accused of being in a hurry or rush to talk about business. For the American, time is money. The sooner you can get the business side out of the way, the better. Americans are not easily offended if you ask for a better price or delivery. Negotiation is part of the buying process.

The dumb American

It's estimated that 85% of Americans don't have a passport. This means that, aside from what the media shows them on television, Americans are ignorant of anything outside the U.S. If you're trying to sell to Americans, make sure you establish your credentials and credibility early on in the conversation. Let the American know you mean business and how you're positioned in your country..

Don't bullshit an American

Americans can spell bullshit (i.e., lies and deceit) a mile away. Whatever you do, don't exaggerate or over-inflate your importance or your ability to deliver. If you're caught exaggerating, you've just hurt your chances of doing business in the US with that company. For example, if you don't have the power or authority to make decisions, let them know.   This isn't viewed as a weakness, but as a strength. Americans respect honesty and straight talkers and will work with people who aren't afraid to say what they can and cannot do. This type of upfront trust establishes mutual understanding and expectations from both sides.

Titles mean little

If you're a top level executive of a company, people in the U.S. will be respectful. But, the real respect comes from your ability to do what you say you can do. It's a commonly accepted practice in business in the U.S. to look beyond title, and look at what the person can do or has the authority to do. Being a manager, general manager, director or in some case a vice president here in the U.S. doesn't carry a lot of weight unless you can deliver on what you promise. In short, actions speak louder than titles.

These are just a few things to look out for when trying to sell to Americans. In my upcoming book, "Selling to Americans" I get into much more detail on how to sell to Americans and doing business in the United States.

Victor Antonio, Sales Influence

Finding the Why in Buy

Copyright © 2009 by Victor Antonio. All rights reserved. This article MAY be reproduced in any form or by any means, electronic or mechanical, including photocopying, as long as the author’s name, website and email address are included as part of the article’s body. All inquiries, including information on electronic licensing, should be directed to Victor Antonio at info@victorantonio.com or info@salesinfluence.com