Session du 24/01/2017 "Doing Business in the U.S.A. ... The American Way"

Doing Business in the U.S.A. … The American Way
January 24th, 2017 Presentation to
By Sophie Lechner

Today
2Global Commerce Education Inc.©

 found that over 50% of all projects broke down
because of culture and communication
 Other studies found when everything in a deal is right, still
over 70% break down because of culture and
communication.
 In an study, over 50% of executives admit that
misunderstandings rooted in culture have stood in the way
of major cross-border transactions…RESULTING IN LOSSES!
3 Global Commerce Education Inc.©
Why do I need to learn about cultures?

Literature, dance, visual arts, music
Food, dress, language,
celebrations
Religion, humor, politics
Surface Culture:
Easily seen
Emotional level - low
Culture as an Iceberg
Deep Culture:
Assumptions
Subconscious
Emotional level - high
Personal space, eye contact, modesty, beauty
Family values, work ethic, decision making
Concept of time, of good and bad, fears
Global Commerce Education Inc.©
10% Above
90% Below
4

Lewis model
Three Types of Culture
• Task-oriented, highly organized, do one thing at a time
• Direct, stick to facts, like written sources
• Status is gained through achievement
• People-oriented, relationships, do many things at once
• Talkative, emphasize feelings, get info from people
• Flexible, change plans to accommodate other changes
• Listen first, then use silence to show respect, then react
• Do not interrupt, avoid confrontation
• Non-verbal communication, struggle with small talk

The Three Culture Types Around the World

Close Up on Europe

Lewis Model

Power Distance
ChinaIndia
Japan
Norway USA
Denmark
Finland
UK
HierarchicalEgalitarian
Israel
Power distance is the extent to which the less powerful
members of an organization within a country expect and
accept that power is distributed unequally.
Geert Hofstede, Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across
Nations. Second Edition, Thousand Oaks CA: Sage Publications, 2001
Global Commerce Education Inc.© 9

Uncertainly Avoidance
Uncomfortable with risk/uncertainty Comfortable with ambiguity
China
IndiaJapan France Norway USA Denmark
Finland UK
Brazil
Ireland
Israel
Germany
Uncertainly avoidance is the extent to which the members of a
culture feel threatened by ambiguous or unknown situations,
often expressed through nervous stress (anxiety) and in a need
for predictability.

Long-term / Short-term orientation
China India
Japan
USA
Denmark
Finland
UK
France
Long-term orientation
Focus on future rewards.
Perseverance and save for
the long term.
Short-term orientation
Focus more on past and
present. Respect for
tradition and fulfilling social
obligations
Germany Israel

Individualism
Ties between individuals
are loose. Everyone looks
after themselves
Collectivism
Strong cohesive
groups/family from birth
through life
Protection for loyalty
Individual / collective
Pakistan
ChinaIndia
Japan
USA France
FinlandUK Israel

Competitive
Achievement, assertiveness
Material rewards for success
Work prevails over family
Disdain for the weak
Competition/Cooperation
China
India
Japan
France NorwayUSA
Denmark
Finland
UK
Cooperative
Cooperation, modesty
Work-life balance
Consensus oriented
Sympathy for the weak
Impacts:
• Rewards/Incentives
• Negotiations
• Meetings

5 Mistakes That Will Kill Your Deal

1. No Time for Market Research
Philippines: Rice Cakes
Japan: Shrimp
France: Macarons!

1. No Time for Market Research

2. Too Intellectual
• No memos, no dissertations, no long explanations, no long sentences.
• Start with problem/solution then why it’s credible
Leave Descartes at home!
These/antithese/synthese NO!

MARATHON PLAN 4H00 First-Time Marathoner
M T W Th F Sat Sun Total
Week 1 3 3 8 3 17
Week 2 4 4 6 4 18
Week 3 3 4 10 3 20
Week 4 5 4 8 4 21
Week 5 4 3 13 3 23
Week 6 4 4 4 8 4 24
Week 7 4 4 4 15 27
Week 8 4 4 4 10 3 25
Week 9 3 4 4 16 3 30
Week 10 5 5 5 12 3 30
Week 11 4 4 4 18 3 33
Week 12 5 6 5 3 12 4 35
Week 13 4 4 4 20 3 35
Week 14 5 6 5 12 4 32
Week 15 4 4 4 20 3 35
Week 16 4 4 4 3 15 3 33
Week 17 4 4 4 6 5 23
Week 18 4 4 3 2 26.2 13+race
2. Too Intellectual

Americans’ Behaviors/Attitudes
 Outgoing, optimistic,
encouraging
 Smile a lot, very enthusiastic
 Very self-assured
3. Self-deprecation/Humility/Negativity
Americans’ Perceptions
 Quiet = uninterested, not
engaged
 No smile = cold, disapproving
 Self-deprecation = doesn’t
believe in themselves and/or the
product, weak
FAILURE IS A BADGE OF HONOR

3. Self-deprecation/Humility/Negativity
Put yourself and your accomplishments forward (without overdoing it)
• Passive vs. Active Words
• Indicate objective
• Show results
• Use numbers

4. Too Emotional
 Do not react too emotionally
 Disagree as needed but word it
diplomatically – do not be
confrontational
 You may be asked a lot of questions –
don’t feel attacked, use it as learning
 Do not interrupt, even to agree

4. Too Emotional
Feedback
• Thank the person – it is hard to give feedback
• Listen with open mind – this is precious information
• Ask questions if need clarification
• DO NOT justify yourself or explain your reasoning (unless asked)
• Share your improved product, along with your thank you note

 Questions to consider
• Do people care?
• Relevant comparison is not between products but
perceived customer value
• It’s not about what the product does but how it makes the
customer feel
5. Think Superior Product = Success

5 Best Practices That Will Give You
a Competitive Advantage

Behaviors
 Eye contact
• Not enough = not trustworthy
• Too much = invasive
 Body language
 Be engaged
 Establish relationship
Tips for You
 Frequent eye contact, not too
prolonged – follow the cues
 Lean forward, smile, nod
 LISTEN, ask questions
 Connect at a personal level
1. Connect With People

 Just doing it will set you apart
 Must be done ASAP (no more than 48hrs)
 Summarize key points and actions agreed
 Update introducers on connections made/outcome
2. Follow-Up

2. Follow-Up
 Stay in touch – every 3 months
• A note on LinkedIn
• Forward an article
 Check birthdays, job changes
 Check the press
 Send a Newsletter

 Appropriate email address
 LinkedIn
• Complete profile
• Professional photo
• Recommendations (give and ask)
• Connect, connect, connect…
• Join groups and participate
 Website
• In English
• Not JUST translated
3. Be Prepared

For a meeting:
 Know who you are meeting
• Their company
• Their position and department
• Their career
• Even their hobbies
 Know your objectives
• Stick to the agenda
• If none, make your own
• BUT, stay flexible and adjust
 Have business cards!
3. Be Prepared

Pitch Presentation
5 to 15 minutes
3 to 5 minute
Pitch
Elevator Pitch
30 seconds
Pitch for the Pitch:
2 seconds!
Situation Purpose
When asked or
planned
Prepare for questions,
exercise, critique
Networking
conversation, intro
at event
Lay foundation for a
conversation
Elevator,
networking intro
Elaborate upon the 2s.
Give clear idea of what
you do
Any First Contact Intrigue: force a “Tell
me more” question
Be ready to pitch in a pinch
3. Be Prepared

It’s alright It’s good
It’s good It’s great
It’s great I just blew their mind
It’s alright It’s terrible
It’s good It’s barely acceptable
It blows my mind Looks like they like it
4. Be Enthusiastic
If this person says… This person should hear…

 Not just events
 Connect with everyone you know
 Reach out
 Always be connecting the dots
5. Network
 Networking is the development and maintenance of mutually
valuable relationships
• Key words :
Development – Takes time
Maintenance – ‘Not a one-time occurrence’ – Needs follow up
Mutually valuable relationships – Focus is not ‘me’ – always give first

Networking is more about listening to what people
say than saying the right things
5. Network

 No time for market research
 Too Intellectual
 Self-deprecation / Humility
 Too Emotional
 Think Superior Product =
Success
To Recap
 Connect with People
 Follow Up
 Be Prepared
 Be Enthusiastic
 Network

Sophie Lechner
Slechner@GCEemail.com
+1 917 859 5268
LinkedIn Profile: Sophie (Ghani) Lechner
www.G2Experience.org
LinkedIn Group: The G2 Experience
Twitter: @G2Exp

Blogs
 Christian Hӧferle
http://theculturemastery.com/blog/
 Dean Foster
https://medium.com/@Dean_Foster
 Cultural Detective
https://blog.culturaldetective.com/
 Cross-culture (Lewis site)
http://www.crossculture.com/category/blog/
Resources
36
Practical information on many countries
 CIA world factbook
https://www.cia.gov/library/publications/the-
world-factbook/
 Living Abroad
http://www.livingabroad.com/
 www.geert-hofstede.com/countries.html
Global Commerce Education Inc.©

Session du 24/01/2017 "Doing Business in the U.S.A. ... The American Way"

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Session du 24/01/2017 "Doing Business in the U.S.A. ... The American Way"

Ähnlich wie Session du 24/01/2017 "Doing Business in the U.S.A. ... The American Way" (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Session du 24/01/2017 "Doing Business in the U.S.A. ... The American Way"