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A presentation about how to do and not do business in Silicon Valley by Peter Laanen, International Trade Expert at the Netherlands Consulate in San Francisco.
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Do’s and Don’ts
“So you think you’re so smart” Peter Laanen
“The business of America is business” – Calvin Coolidge
Calvin Coolidge
30th President of the United States
In officeAugust 2, 1923 – March 4, 1929
Navigating Cultural Differences
“I’m going to get you, Manhattan! I’m going to be one of the biggest things that ever hit this place! You just watch, Manhattan! You just watch!” (Man on crew of Dutch trading vessel as captain negotiates with Indians.)
American Values in BusinessTime is Money
Get to the pointThe elevator pitchInvestor vs sales meetings
Results count What is the “Bottom Line”What’s in it for me?
Networking – a necessityMeet a wide variety of contacts
American Values in Business
• Business attire: casual vs formal• Be assertive: being modest doesn’t do well• Be persistent: somewhat aggressive follow up• Business gifts: usually only after closing deal• Do not: discuss politics or religion, unless….• Avoid confrontations: use diplomacy to get your
point across, be polite – people shy away from conflict
American Values in Business
“Sell yourself and your company; active selling is not considered excessive
Quality doesn’t speak for itself – promote the benefits of your solution
Long hours are the norm
When negotiating, US executives expect you to “work with them”, i.e. show flexibility to explore options
American Idioms in Business
“Touch base” – to casually follow up
“Slam dunk” – to be fully successful at a venture
“Throw a curveball” – something unexpected
“Ballpark figure” – estimated price/cost
“Jump the gun” – an activity before the appropriate time
“Test the waters” – to evaluate a situation
Misconceptions and Assumptions
Our firm is well known in the Netherlands, our name will carry weight in the USA
“This is the way it is” – our way is the right way entitlement
We will launch easily in the USA (scalability, range, infrastructure)
Do’s when doing business in the US
• Prepare carefully• Develop a marketing plan• Conduct a feasibility study before launching• Enlist help from local partners like business development,
legal and media coaching• Attend network events• Sell yourself and your company• Follow-up on any opportunity
The Pitch
• Useful to quickly explain what your company does• Serves to capture your audience’s attention• Mention a problem your service/product solves• Show competitive advantage• Maximum 60 seconds!
The Elevator Pitch
Art of Networking
Networking is:
About establishing a mutually beneficial relationship
“what can I do for you”, not “what can you do for me”
Not limited to events; can be done during business gatherings and certain social events
Are you ready to do the USA?
• Financial requirements for a USA market entry• Identified an appropriate niche?• Do you understand your US competition?• Can you clearly and concisely present your competitive
advantage?• Committed to maintaining a long term presence?• Do you understand US tax laws?
We believe!
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