Printable Version Think global, act local: tips for starting up your business in the U.S.

Most failed negotiations are due to a lack of mutual understanding between Europeans and Americans. Be cautious, and prepared.

Even though there are no major cultural differences between Europeans and Americans, it is advisable to follow a number of rules in order to succeed in the U.S.

• Start with a niche business, or a given area. The U.S. is a vast and diversified market. To succeed there, it is better build up your business step by step.
• Always hire a lawyer when prospecting or negotiating contracts. This is the general procedure in the United States. Whether you set up a distribution contract to import your products or a partnership, trade legislation in the U.S. differs from that in Europe. If your American counterpart works with a typical U.S. contract, even as a basis for starting business, it is better to be able to analyze it with a good knowledge of local, federal, national rules and case law.
• In negotiations, rule number one is transparency. It is always better not to hide any information that could have an impact on your partner’s decisions. Otherwise you could face legal proceedings.
• Once the rules have been agreed, they must be adhered to. Even if they seem to be unsuitable in practice, they will nevertheless apply until such time as they may be renegotiated. In America, you don’t change the rules in the middle of the game.
• Personal relationships are important to Americans. On first encounter, contacts are less formal, and first names are frequently used. But be careful, this does not mean that the deal is assured. Your partner will still forcefully defend his interests.
• Be responsive, punctual, and unassuming. Even if Americans like go-ahead, pragmatic people, it is important not to be arrogant, and to know what you may or may not ask for.