Before entering the U.S. market you should hire a contact person to help out with the introduction of prospective business plans or customers.
If you do not know an American, it is sometimes difficult to predict an outcome. It often happens that Swedes have difficulties dealing with their courtesy and enthusiasm.
An example might be that you are at a trade show, handing out 500 brochures and receive 300 business cards and take for granted that you will have lots of business contacts but this is not the case.
When we Swede might think that we are about to close a deal, Americans have a different opinion. They often think that nothing has been decided and that they do not have any obligations.
On the other hand, it is good to come from Sweden since Americans have a good perception of the Swedes. According to them, we are ambitious and trustworthy.
Some tips to reduce the risk of mistakes:- Do not emphasize the “Swedish” culture
- At receptions and dinners, avoid crayfish, fermented herring and stockfish. Always make sure there are many options and invite wives and husbands of the partner.
- Analyze each customer group, and adjust your behavior. American values are not the same in rural areas as in large cities.
- Sometimes it pays off to enlist the help of representatives from a trade union. In some parts of the United States this reinforces your credibility.
Cecilia Helland