Following up on our tongue-in-cheek tips for working
with the British in the last CXO News, here are some equally
entertaining guidelines for working in the U.S.A. from Allyson
Stewart-Allen, an American living in Britian and a member of
the Board of Distinguished Judges & Advisors of The
International Business Awards.
Don’t be fussy about deadlines and keeping
appointments. Americans like free spirits who are not
in thrall to the clock. If you are late for a meeting with
Americans do not apologize, but describe the roses you stopped
to smell on the way.
Americans hate false optimism. When things
start to go wrong, always assume the worst. When an
American suggests any risky procedure, whether it is investing
billions in a new product or jumping into a swimming pool, he
or she will expect you to point out all of the
possible bad outcomes before you proceed.
When managing American staff, remember that they
like precise instructions and procedures. They react
very badly to being asked to do anything new. They will be
very uncomfortable if you ask their views or feelings on
anything at work: they expect you, the manager, to
tell them what to do.
On meeting Americans for the first time, make a point of
finding out their title or status, and use it to address them
or refer to them in conversation, as in “Vice-President of
Marketing Jones” or “Associate Professor of Sports Science
Robinson.” Don’t rush into first names.
Americans hate memos and business letters.
They far prefer to develop exchanges in face-to-face
conversation, where they can pick up subtext, irony, and
non-verbal clues. If you must send a memo or letter, do not be
dry and factual but share with your American counterpart any
historic, literary, or cultural thoughts that flow from the
subject, however improbable.
Although American businesses spend a great deal on lawyers,
accountants, and consultants of every kind, their advice is
rarely taken seriously. If an American takes a highly
priced lawyer or accountant into a meeting, make a point of
teasing this individual and making jokes about him or
her. Make it clear that you have not read any
paper that he or she has prepared. This will show the American
that you are a “regular guy (or gal),” not a geek.
Americans detest political correctness. Show that you have risen above it. At a business meeting, take an early opportunity to tell an ethnic, gender, or body-related joke.
Americans hate short, terse emails, unless there’s a risqué, politically incorrect joke at the start that they can circulate around the office. For an American, an email is much more than a business communication: it is an opportunity to enjoy some “quality time” in a hectic routine. You can add to the pleasure by including lots of exotic attachments, rather than copying stuff boringly into the text. Multicoloured illustrations are good, as is anything in a special language.
Americans appreciate the class of “the Queen’s English.” If you are commenting on any draft piece of writing by an American, make a point of correcting any American spelling or usage, and substituting English style.
Always make sure your American female colleagues are made to feel like “one of the boys” with some ”nudge nudge, wink wink” jokes. It’s very important that when refreshments arrive during your meeting she is asked to pour the drinks for all attendees, as she knows this role proffers great status and inclusion amongst her male colleagues.
If you are British, it is important to refer to your American business colleagues as “our colonial cousins” as often as possible, since they love historical references. Make a joke of offering to have them back in the British Empire and tell them King George is no longer mad at them. Offering advice on best business practices for the Fortune 100 and tips on managing the US economy are not only expected but greatly welcomed.
Americans pride themselves on their geographic knowledge. If you have to mention an out-of-the-way country or location it is very insulting to explain where it is. For the same reason, never send Americans a map of how to get to your place. Americans will also feel patronized if you do not think them familiar with European languages and culture.
But seriously folks…here are the most important things to remember when working with Americans:
The Clock is King: Be on time for meetings. Expect them to end when scheduled. Respect the Americans need to maintain a schedule. Deadlines are serious. Meet delivery and completion times or risk losing business.
First Impressions are Important: Neatness and attention to detail are as important for people as for products and presentations. Are your shoes polished? Avoid wearing casual clothes to a company with formal dress. Do as the Americans: before you go, ask “What’s the dress code today?”
What’s the Bottom Line?Be prepared to quickly provide specific information about your products including pricing. Arrange your material, your story, and facts in simple formats. Can you distill your presentation into a one page Executive Summary?
Business Before Pleasure… Be willing to do business first, build the relationship second. Americans develop relationships through doing business. If they don’t take time to get to know you, no insult is intended—they just are keeping to a schedule.
We Are Family: Treat everyone as if they will be the person to sign your contract. Everyone, whatever the rank or age, should be treated as an equal. Don’t be insulted if addressed by your given name after the first, brief introduction…it’s the American style.
A Little Respect: Americans want choices and to have their opinions recognized. Be sure to involve people in a decision. This is important both in managing people and in marketing products. Provide choices in your product so consumers believe you recognize their needs.
Guides Are Good: Americans use outside advisers as a regular part of their business lives. If lawyers or consultants are included in meetings do not be offended or anxious. They routinely act as advisors to be sure that issues are addressed to avoid future problems.
Plan, Plan, Plan … Don’t be surprised when you’re asked to describe your market entry plan, your training plan, or your plan to increase revenue. The assumption is always that you will have a plan because without one you might not reach your goals.
About Allyson Stewart-Allen
Allyson Stewart-Allen is a recognised international marketing and intercultural expert advising European and US organizations growing their presence on either side of the Atlantic. A Californian based in Europe for over 20 years, Allyson is a citizen of both the US and the UK. She applies her fluency in French and German and several years' consulting experience to the company she founded, International Marketing Partners, through her employment with blue-chip consulting firms Price Waterhouse, PA Consulting Group, and Hay Management Consultants.
Allyson is the co-author of Working with Americans (© 2002 Prentice Hall), the first business manual exclusively about the US business culture, aimed at helping foreign professionals improve their relationships with and profit from American business partners, bosses, and colleagues. Allyson is also a contributing author in the latest edition of The FT Handbook of Management (Crainer, Dearlove © Pearson Education 2004), and Win New Business (Croft, © Thorogood 2002).She is the author of Marketing in the USA (© UK Trade & Investment 2000) for the British Government's Department of Trade & Industry.
Allyson appears as a regular marketing expert on CNN's World Business and Business International programs, and is interviewed frequently in the Financial Times, The Wall Street Journal Europe, Business Week, Newsweek, and Fortune. For the past two years she has been a member of the Distinguished Board of Judges of the International Business Awards.
Allyson holds a Bachelor of Science degree in International Business from the Marshall School at the University of Southern California, as well as an MBA from Claremont Graduate University under the direct tutelage of Dr. Peter Drucker. |