This document provides cultural tips for doing business in America. It outlines that Americans value individualism, self-reliance, and success through hard work. Punctuality is expected and lateness is unacceptable. Business meetings require sticking to agendas and exchanging business cards casually. Tipping 20% is customary in bars and restaurants.

1. CULTURAL TIPS FOR
DOING BUSINESS IN
AMERICA
1
© Bevology Inc. 2015

2. Steve Raye
 President of Bevology, Inc.
 Marketing consulting company specializing in
helping export brands enter and grow in the U.S.
market.
Steve Raye
Bevology Inc.
401 Park Ave. So, 9th Floor
New York, NY 10016
860-833-6272
Steve@BevologyInc.com

3. What Defines Americans?
 Individualism, self-reliance and the drive to be successful
 Anything is possible if you work hard enough
 Get things done, on time, done well
 Do not waste time: time is money, kept, filled, saved, used,
spent, lost, gained, planned, given and even killed
 Patience is a waste of time
 Competition: we love it! It brings out the best in us.
 Change is good
 Appreciate persistence
 There is a difference between
confidence and cockiness.

4. What Defines Americans?
 Patience is a waste of time
 Competition: we love it! It brings out the best in us.
 Change is good
 Appreciate persistence
 There is a difference between confidence and cockiness:
what you’ve done matters more than what you say you’re
going to do.

5. What Defines Americans?
 Generally ignorant of other countries and languages
 Are perceived by others as: pushy, abrupt,
inconsiderate and loud
 In New York, we consider this an art form

6. The American Work Ethic
 The future is more important than
the present. Success is the highest
value. The American Dream:
 Money, big house, status,
possessions, fame, respect
 Action is the key to success. To not
be busy can be considered lazy.
 We like to say “rules are meant to
be broken,” but we never say “laws
are meant to be broken.”

7. Interpersonal Behavior
 Punctuality is expected:
 15 mins. early is on time
 On time is late
 Late is unacceptable
 Don’t ask someone’s age,
income or weight
 Don’t talk about race, gender
or sexual orientation
 Personal space: ½ meter
minimum.

8. Interpersonal Behavior
 Don’t be insulted when called by your
given name (if your surname is not
“Smith or Jones” it’s too hard for us to
pronounce).
 Don’t expect to be addressed as “Mr. or
Mrs.” – this formality is rarely used outside
of the American South.
 Don’t smoke. If you must, ask (and
expect to hear “No”).
 Work-withs: Don’t ask the rep to take
you shopping.

9. Greetings
 Greetings: Air kiss as a greeting
only if you already know someone
 Hand Shake: firm grip, pump 1-3
times, grab elbow to communicate
sincerity and closeness of
relationship

10. Meals and Events
 The person who extended the invitation is
expected to pay for the meal. It is common that
Americans will expect to pay when you are in our
country, and expect you to pay when we’re in
yours.
 RSVP means you MUST respond…gain respect.
 It’s ok to say “No” to an invitation. But don’t say “Yes”
and then not show up.
 Start and end time of events is important. Don’t
show up too early, don’t leave too late.

11. Tipping
 Tipping: 20% in bars/restaurants, Doormen $1-$2 for
a cab, Bellman $1-2 per bag
 In a cab 15%
 Sit in back
 Fasten your seatbelt!

12. Business Meetings
 Americans will assume you
understand something if you do
not tell them otherwise.
 Do not be afraid to ask
questions if you do not
understand something.
 If we are speaking too fast,
it’s ok interrupt and ask us to
slow down.

13. Business Meetings
 Agendas are critical, stick to them.
 Exchanging business cards is casual, it goes
right into a pocket often without a look at it.
 “Yes” means yes, “No” means no and
“Maybe” means “maybe…more info or time
needed.”
 Handlon’s Razor: “Never attribute to malice
that which is adequately explained by
ignorance.”

14. Business Meetings and Emails
 Get it in writing: even an email is better than a verbal
“yes.”
 Hire a lawyer for contracts.
 We commonly begin negotiations with unacceptable
conditions or demands…it’s just a starting point, not
an insult.
 Pace of negotiations is fast, but it’s ok if you want to
slow it down.
 Answer emails within 24 hours: short, specific clear
 DO NOT WRITE EMAILS IN ALL CAPITALS…IT READS
LIKE YOU ARE SHOUTING

15. Wine Industry
 Talk in our terms: degrees F not C; 9L
cases, not bottles; 12 hour clock, not 24
 Buy the book: “How to Import Wine”
 Come prepared
 Have all your materials in print, in
emailable form or on a thumb drive (and
don’t expect the thumb drive back)
 Be ready for questions you expect
and…expect the unexpected
“How to Import
Wine” by Deb Gray

16. Tips and Suggestions
 “May I take notes?”, “So help me understand,”
“What I’m hearing you say is…”
 Deadlines are commitments…meet them
 Do not get involved in pricing conversation with a
retailer in a store…it might be illegal.
 Your brand is more important than the liquid in the
bottle…it’s assumed you have great wine. What’s
your STORY?
 Americans eat lunch between 12-2 and Dinner
between 6:30-8:30

17. Tips and Suggestions
 Informality in dress and interactions…do not
mistake it for impoliteness or lack of seriousness
 Do not mistake kindness for weakness
 Lack of deference for age or authority is not
disrespect, it’s rooted in our tradition of equality
 Try not to be insulted by our directness, we consider
it a virtue
 To signal the end of a conversation, we say “Well, I
don’t want to take up any more of your time.”

18. Tips and Suggestions
 Small talk is important before getting to the point,
but get to the point.
 Weather, traffic, movies, music, hobbies, food,
restaurants, sports and work
 English is rich with conditional verbs: would, could, may,
might. They’re great to soften a conversation.
 “How are you” is not a real question, just say, “Fine”
 “We’ll have to get together” is not an invitation or
commitment, just a friendly gesture.
 We don’t like silence, but it’s a great negotiating
tool

19. Tips and Suggestions
 Meetings usually end with a summary of action
plans and assignments by person. Follow-up is
mandatory.
 xThere are many people in any
given meeting who can say
“no,” but there is only one
person who can say “yes.”
When negotiating make sure
you know who that person is
and determine if they are in the
room or not.

20. Steve Raye
Bevology Inc.
401 Park Ave. South, 9th Floor
New York, NY 10016
+1 860-833-6272
Steve@bevologyinc.com
Skype: Steveraye
Thank You!