Page 45 - Horizon Han22

Create a powerful international business development approach that attracts your ideal overseas clients and partners each and every day.
.....and sets you apart in a wildly-crowded global market.
Norma helps budding and experienced exporters uncover their advantage, get visibility and create results.
For more insights into how we can work together and whether this is a good fit for you, book a free 15-minute Discovery Call with Norma.
Free 15-minute Discovery Call with Norma Connect with Norma on LinkedIn
Tel: +44(0) 1434 674 820
Mob: +44 (0) 7771 664041 norma@normafoster.com
Norma Foster, International Growth Specialist, Therapeutic Coach, Trainer, Speaker, Business By Heart Advocate.
Top Tips from Trans-Atlantic Traders
Name: Ian Crosby
Role: Sales & Marketing Director Company: Zytronic - The Touch Technology Specialists
Website: www.zytronic.co.uk
Be direct. Business people in the US tend to be very frank. Meetings will usually be short and ‘punchy’, so don’t “beat about the bush”
Be prepared. Ensure presentations and brochures or flyers are concise, visual and word scarce. Cite any other US customers and similar applications you can
Be sensitive. Avoid discussions or voicing opinions on politics, gun and abortion laws (whatever your personal views)
Be aware. Trump and now Biden have a
“Made in America” policy, so work through local partners if you can, so you seem more local yourself
Be relaxed. The West Coast smart (sometimes!) casual look has quickly spread Eastwards. Unless you work in Banking or Law, you’ll probably not need to pack a tie.
Name: Alan Pickering
Role: Managing Director
Company: Unison Limited - Intelligent Tube Technology
Website: www.unisonltd.com
It’s very expensive, technical and sales salaries are extremely high compared to the UK and they have the same types of skills shortages we have. Paying big
money doesn't guarantee talent
Since UK business don’t like to upset the apple cart back home, it’s hard to build a USA team as staff loyalty is fragile when money is quite often a driving force and a restriction for us
The USA is still the land of opportunity, consider a market 10 times the size of the UK, speaking our language, liking the UK as a nation and you have a good start
The USA is vast, and companies are typically 10 times the size of the UK, but often 10 times as far apart. Geography needs to come into your thinking when you consider where to start, so pick a state that tends to specialise in your sectors
Winter is brutal up north, Summer is hot, especially down south so plan your sales trips carefully
When we started in the USA we went with an agent who had experience in our sector, based in an area where the majority of our customers might be. Don’t try and conquer the USA in one go With the USA being so vast, when you consider a high proportion of American’s haven’t been outside their state let alone their country, they are largely unaware of what goes on in the rest of the world. This means you are likely to find specialist exhibitions to exhibit at annually, so visit one, see what the competition is like, and perhaps seek your first agent there.
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