The American Way
Some Tips on Doing Business in the US

Allyson Stewart-Allen is a world authority on international marketing and an expert on American business culture. She is a regular broadcaster on American issues and has co-written a best-selling book about US business culture entitled Working with Americans: How to Build Profitable Business Relationships, published by Prentice Hall. Originally from California, Allyson has lived in England for the last 19 years. In partnership with the British-American Business Council she recently led UKTI’s Passport to Export USA Masterclass. Here, she talks to Elizabeth Ogborn, Editor of Trade Yorkshire.

The optimism and energy that propelled successive waves of people to seek a new life in the New World form the bedrock of modern America. And many of the attitudes and values this fostered influence the way modern Americans do business today. To the European visitor, elements of this culture will seem quite alien and disconcerting but with a little prior knowledge, cultural misunderstandings that could lead to a potentially deal-breaking fauxpas can be averted.

We may think we share a common language – but, Stewart-Allen argues, US business culture is quite different to ours. Here she identifies some key aspects of the American mind-set:

Money Matters. Cash is the great leveller and this is apparent in many American attitudes and beliefs. Great value is placed on the importance of wealth achieved through individual ability and hard work rather than on background or social status. For example, Americans tend to define themselves by their job or vocation – they are what they do.

Time is money. So time is, of course, crucial. Unlike other cultures – especially in Asia and the Far East - time is perceived as a limited commodity that has to be controlled and tamed. Great value is placed on punctuality. When doing business, Americans tend to be very action-focused and task-oriented. This brusque approach may sometimes conflict uncomfortably with the informal and friendly manner that had previously charmed you. They do not mean to give offence. Do not be surprised that if you impress them, they will want to follow through immediately with doing business or placing an order. Always assume success and make sure you are in a position to deliver.

Big is Better. The influence of space and size on the American way of life cannot be underestimated. Big is definitely better. From portion sizes to houses, cars and offices, everything in America is on a bigger scale than Europeans are used to. Americans also equate size with infinite abundance. (The environmental – and medical – consequences of this belief are quickly apparent to the non- American visitor.)

Optimism. In life, anything is possible. Americans see change, innovation and competition as forces for good. Constant improvement is praiseworthy: in business emphasis on unchanging tradition for its own sake will probably be treated with scepticism.

Win-Win. Transactions take place on the winwin model. Always emphasise the ‘What’s in it for Me’ element of the deal. This is perfectly genuine. American business people will reason that a win-lose situation is not good for ongoing money-making opportunities. After all, no one wants to be a loser, do they?

United Kingdom of...where? Americans are incredibly insular, and this has deepened since 9/11. Only 23% of Americans have passports and geography is no longer a compulsory school subject. Annual holidays are much shorter, (at 10 to 15 days) than in Europe. So Americans have little time (and perhaps as proud citizens of a large and varied country feel little incentive) to travel abroad, converse in foreign languages and get used to a foreign currency. On news programmes, an average of 24 minutes will be domestic items with only three minutes devoted to overseas news. On the whole do not assume much detailed geographical understanding or knowledge of other cultures from your American colleagues. It will go down well with your hosts if you can demonstrate some knowledge of their local networks, sporting events or heroes and celebrities.

Information is Free: You will discover that Americans will be enthusiastic and helpful in offering contacts and data. Information is seen as a commodity to be traded (the win-win attitude again). Americans therefore expect transparency and openness in return. They will ask for numbers and quantification. It is a good idea when giving a presentation to start with the detail and conclude with the Big Idea. The other way round and they may interrupt with requests for more detail and disrupt the flow of your thoughts.

I’ll Do it Myself: Americans value independence, individuality and selfactualisation. Everyone’s opinion is treated as equally valuable. When it comes to group decision-making, everyone’s input will be solicited. Generally the higher the value of the contract, the more people will be involved in the decision-making process. Conference calls can become very lengthy because of this.

Two Nations Divided by a Common Language. It may be a cliché, but it’s true. Wear different ears when listening to Americans speaking! In a country that has successfully absorbed generations of immigrants, language is necessarily simple, direct and highly literal. American speech lacks the context, subtlety and multiple layers of meaning that is often found in the UK and Northern Europe. Irony does not work in American English for this reason – Americans mean exactly what they say. In conversation avoid discussion of sex, politics or religion, and be aware that standard English words and phrases can be unknown - or have a different meaning - in America. (See box opposite.)

Appearances Matter: Dress codes vary from industry to industry and between regions. If in doubt, ask for guidance. Packaging, appearances and marketing count in the States – including your own.

TOP TIPS...

• Always be on time. Punctuality is greatly valued. If you are unavoidably delayed even by five or ten minutes, phone ahead to explain why.
• Be prepared to provide specific information. Start with the detail and reveal the big concept at the end of a presentation, not the other way round.
• Treat everyone with equal respect. Americans in business work to create a team spirit and in most businesses everyone is addressed by their given name whatever their age, gender or status.
• Involve everyone in the decision-making process, providing choices so that people feel their needs are being taken into account. If in doubt about who to include, ask for guidance.
• Make use of outside advisers – Americans regularly use them.
• Always appear slick and professional. Be aware that different parts of the country and different industries have varied rules for appropriate attire. As the rules of business dress are changing daily, shifting between casual and traditional, it's wise to ask what to wear.
• Americans tend to embrace novelty and innovation in everything. Experimentation is welcomed. Be cautious before dismissing anew idea, product or process.
• American businesses have a very insular view of the world. Be prepared to bring a map of your region and show your colleagues where your offices are based.
• Consider getting an American freephone number – much easier than the pesky vagaries of international direct dialing.
• Have a detailed plan. Especially since 9/11 Americans like to plan to predict all eventualities so they are well placed to exploit an opportunity or avoid a risk.
• Business before pleasure. Do not be startled if the pleasantries are skipped when you start to get down to business. They will focus on doing business first, and relationship building second.

Troublesome Words: UK To US

Bespoke
Fortnight
Damp squib
Sticky wicket
Dog’s breakfast
Dog’s dinner
Teach grandmother to suck eggs
Pear-shaped
Get the sack

Troublesome Words: US To UK

401k: Pension scheme
Scheme: An illicit and underhand plan
Dog and Pony show: a presentation
Fink: Grass on someone
Facetime: Meeting
Hazing: undue punishment
Slam dunk: Quick and easy
Pink slip: Get the sack
Choke: Get nervous

Allyson Stewart-Allen can be contacted at allyson@intermarketingonline.com
Or visit www.workingwithamericans.com

Editor, Trade Yorkshire magazine