Expanding your business to or growing it in the United States is a bold, challenging, and laborious process. It’s an enormous market of unparalleled opportunity but also unmatched complexity. The key to success isn’t flashy headlines or a “big bang” entry—it’s consistent, strategic progress.
Here’s how to get started and move closer to achieving your goals:
1. Go for Base Hits, Not Home Runs
In baseball – a sport Americans love – a “base hit” is a small but meaningful step toward scoring a run. While a home run may seem more exciting, it’s only worth one point, the same as four base hits. The real value of base hits lies in building momentum and demonstrating progress, not just to potential customers, but to your leadership back home. It can help unlock value in both places.
Every small win you achieve in the U.S. – a first sale, a new partnership, or a pilot project – helps validate your hypothesis that your approach and focus within the U.S. market holds potential. These successes provide evidence to secure additional resources, refine your strategy, and expand your efforts.
Focus on creating a solid foundation with small, achievable wins. These will pave the way for bigger opportunities and sustained growth.
2. Define What Success Looks Like
The U.S. market is vast, both in opportunity and scale. Establishing an office in Silicon Valley when your clients are in Wichita, Kansas, is the functional equivalent of setting up in Oslo while your customers are in Madrid. It’s a recipe for failure. Success begins with knowing who your customers are, where they are, and how to connect with them.
Many industries in the U.S. have regional clusters that might not be immediately obvious. For example, tech innovation thrives in Austin, Texas, not just Silicon Valley. Similarly, aerospace giants cluster around Seattle and Wichita. Take the time to map out where your ideal customers are likely to be and build your engagement accordingly.
3. Listen More Than You Talk
Building relationships in the U.S. requires humility and adaptability. Rather than relying on a standard pitch that worked elsewhere, focus on understanding your potential clients’ specific needs and problems.
For example, while European buyers often prioritize environmental sustainability, U.S. buyers typically lead with economic sustainability. Show how your solution saves money, increases efficiency, or drives profitability. This approach not only resonates more but can often unlock additional value, allowing you to sell at a higher price and margin.
Misunderstanding abounds. Do you speak English? Nice! In the U.S. we speak American, which is different enough to derail conversations with prospective clients. It is also worth paying attention to how you characterize your solution compared to how an American might characterize it. You may need to be more liberal with adjectives like amazing and fantastic.
By listening deeply and tailoring your message, you can show clients that you understand their world and are uniquely positioned to solve their problems.
4. Zoom in on the Individual Customer
It’s tempting to think of the U.S. as a monolithic market or to worry about national politics. But remember, you’re not selling to the White House, Congress, or even a State. You’re selling to individual companies.
Recently, a European executive asked me if the election of Trump meant the Green Transition was over in the U.S. My response was simple: “First, your company isn’t selling the Green Transition. Second, you’re not selling it to the White House.” Instead, focus on your likely customers and their specific pain points. For example, if you’re targeting a utility company, learn their operational challenges and propose solutions that align with their goals.
The more you focus on the individual customer level, the clearer your path to success becomes.
5. Don’t Get Distracted by Headlines
In the U.S., it’s easy to get caught up in the latest political statements or media coverage. But here’s the truth: not everything will happen as promised. Some policies will take years to materialize, others will change dramatically before implementation, and many are simply negotiating tactics.
Your customers face wildly different realities depending on their location, industry, and regulatory environment. A utility company in Texas operates in a completely different regulatory and political context than one in California. Focus on understanding these local dynamics and delivering value directly to your customers.
6. Make Small Mistakes and Learn
Success in the U.S. often comes from iterative learning. Instead of striving for perfection, be willing to make small mistakes that don’t derail your venture. These missteps are invaluable opportunities to learn, adjust, and refine your approach.
For example, one company initially underestimated the importance of localizing their marketing but pivoted quickly and saw their sales double. Another struggled with pricing strategy before realizing that U.S. buyers valued premium solutions more than discounts.
By experimenting and learning from these early experiences, you can avoid bigger, costlier mistakes down the road.
The First Step to Traction with Traksjon
Getting started or growing in the U.S. is about progress, not perfection. Whether your company has been engaged in the U.S. market for 50 years or since last week, progress towards success or more success happens one step at a time.
Take small steps, learn from every interaction, and stay focused on your goals. Success won’t happen overnight, but with persistence, humility, and strategy, you’ll build the traction needed for long-term growth.
At Traksjon, we specialize in helping European businesses navigate the complexities of the U.S. market. If you’re ready to make your first “base hit” in America, let’s talk.
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Feel free to reach out to me here on LinkedIn or book an appointment here to discuss how Traksjon can help your company.
Thomas Riebs, JD
Partner
Traksjon
Actions Speak Louder Than Words
Los Angeles, California, USA
Website: Traksjon
Email: thomasr@traksjon.com
Phone: +1 310 210 7090
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