In our previous post on the topic, we covered some important things to remember when setting up your company in the U.S. market. Beyond operations, sales, and marketing, a manager would be remiss not to focus on how cultural differences might impact the success of a subsidiary.

The U.S. is not homogenous

Unlike several other countries, the U.S. is vast – not just in its size. Americans tend to break up the country into its East and West coasts and the Midwest. But there are even more segments, like the South, Pacific Northwest, the Northeast, Florida, and Texas – all of which differ greatly. There are several big cities, countless medium-sized markets, and even more rural or suburban areas. Interacting with people living in big cities will vary significantly from interacting with people in smaller towns. While it would be unwise to generalize, it is best to understand the culture of the part of the U.S. where you are doing business before having expectations.

Patience is not always a strength among Americans

When negotiating or conducting business, Americans want to get the deal done. While many other cultures take their time, get to know everyone involved, and move along comfortably, those in the U.S. only sometimes see a need to drag things out. Get ready for what looks like impatience, when in reality, it is just a desire to be efficient and effective.

Don’t plan on in-person meetings 

At least not all the time. The tendency for Europeans and Asians to conduct most business in person is not the same in the U.S. Phone calls, emails, and even video conference calls are the norm. Businesspeople like to work efficiently and don’t gather in person unless necessary. First meetings, larger negotiations, and important topics are generally discussed in person. Otherwise, don’t be offended or surprised if many of your interactions occur remotely.

Open-minded over traditions

A positive aspect of Americans is their ability to have an open mind. Many other cultures rely heavily on traditions and act in certain ways because history dictates that they should. That is not the case in the U.S. Americans welcome new ideas and concepts more freely than their foreign counterparts.

That being said, Europeans tend to prioritize strongly forged bonds where trust holds paramount importance. Loyalty is key. Americans tend to be looser and more pragmatic when doing business. They don’t necessarily need to have known someone for years to begin working with them. At the end of the day, it’s about getting the deal done.