Lena Grenat
Executive Director
SAM – League of Finnish American Association
Finland
- To sell or not to sell, that is the question.
Two Finnish engineers, Jussi and Antti, had a meeting with their American counterpart, Joe, with the aim of establishing a partnership in which Finnish technology would be integrated into American hardware. They had previously attempted to establish this connection on their own but were unsuccessful. Due to their limited language skills, they requested that I join the meeting as their backup interpreter.
During the meeting, halfway through, Joe began tapping his fingers on the table silently and consistently. He appeared somewhat disinterested, but he maintained a polite focus on the presentation. As we left the meeting, Joe thanked us for the excellent presentation and encouraged us to stay in touch.
As we walked to the car, the Finnish engineers wore smiles and remarked, "That went well, didn't it?" I replied honestly, "There will not be a deal."
The world of business is full of diverse cultures and practices, each with its own unique characteristics and norms. Understanding the nuances of different business cultures is crucial for successful international business ventures. In America, it’s all about attitude and state of mind. If you want to do business in America, choose the right kind of attitude, where people can sense that you are serious about what you do, and you will do what it takes. Just that is a good start.
American business culture
American business culture is known for its dynamism, optimism, entrepreneurship, and emphasis on individualism. It is characterized by a fast-paced work environment, high competitiveness, and a focus on achieving results. Time is highly valued, and efficiency is paramount. Americans are generally direct communicators, preferring to get to the point quickly and speak their mind openly. Building relationships (read networking!) is critical, and one should invest time and commitment in developing strong relationships. This might sound counter intuitive as building relationships takes time, but in the long run, strong relationships save time, and the right introductions can save you a lot of time and money!
Preparing for the American market
To effectively navigate the expansive American market, it is crucial to familiarize yourself with and align with American business culture. Beyond merely concentrating on your product, consider these practical strategies:
1. Respect time as a valuable asset: Punctuality is highly esteemed in American business culture. Ensure you arrive promptly for meetings, appointments, and events. Organize your schedule efficiently, demonstrating consideration for others' time. Following up is equally essential; within 24 hours of a meeting, send a concise recap and outline next steps. Failing to do so may lead to your potential business partner forgetting about your engagement.
2. Cultivate a robust network: Building a strong professional network is of paramount importance in the United States. Attend industry-specific events, conferences, and social gatherings to forge relationships and expand your professional connections. Prepare to actively engage in discussions, confidently present your ideas, and seize opportunities to demonstrate your expertise during meetings.
3. Master the art of storytelling: Effective storytelling is instrumental in sales. Remember, products alone don't sell; stories do. Craft narratives that emphasize the future, not the past. Highlight the solutions you offer and concentrate on addressing your clients' problems. In essence, convey where you are heading and how you can lead others there, rather than dwelling on your origin.
4. Embrace flexibility and adaptability: American business culture is characterized by its dynamic and ever-evolving nature. Embrace change and welcome new ideas. Demonstrate flexibility in your approach and be prepared to adapt swiftly to the fast-paced American business environment.
5. Seek assistance when needed: Don't hesitate to seek help when necessary. Each interaction represents an opportunity to request recommendations, leads, connections, and suggestions for improvement. Abandon the notion of doing everything independently (yksin läpi vaikka harmaan kiven) and adopt a more collaborative mindset. In general, people are inclined to assist when approached for guidance or support.
By integrating these strategies into your approach, you'll be better prepared to succeed in the American market and establish fruitful business relationships.
So why Jussi and Antti didn’t get the business deal they were seeking to have? Based on the story, which steps they failed to adapt in their preparation and during the meeting? I will let you answer that question.
All skills can be learned. This is why we at SAM are so passionate about sending young Finnish students to the best American universities to learn best practices, build their networks. And when they return to Finland, the whole business community benefits from their knowledge, experience, and networks.
In conclusion, understanding American business culture is crucial for Finns looking to enter the American market. By recognizing the differences between these cultures and implementing the practical tips provided, you can enhance your chances of success in the dynamic and competitive American business environment. Embrace the cultural diversity, adapt your approach, and build strong relationships will help you to thrive in the American market.
Good luck and don’t try to do everything on your own. Ask for help!