The swearing in of Donald Trump as U.S. President has left many European business leaders feeling uncertain about the future. How will the shifting policies affect my company? Is the green transition over in the U.S.? While headlines may stoke fears, success in the U.S. market has always hinged on one thing: winning clients. By focusing on customers and embracing flexibility, your company can thrive regardless of the political climate.
Here are eight strategies to help European companies win clients and succeed in the U.S. while Trump is president.
- Focus on Winning Individual Clients, Not Deciphering Politics
It’s easy to let the headlines distract you, but your success in the U.S. won’t hinge on federal policies – it will depend on your ability to win clients. Many European companies spend too much time trying to evaluate political changes instead of being laser focused on their customers’ needs. The morning after the election a European CEO once asked me whether Trump’s presidency would mark the end of the green transition in the U.S. My response? Even if policy shifts, businesses will continue to prioritize cost savings, efficiency, and innovation.
Your company’s success does not hinge on your ability to predict political outcomes but rather on whether your company can identify and solve specific problems for individual clients and communicate these benefits effectively directly to your prospective clients. By tailoring your approach to their needs and listening intently, you’ll find opportunities where others see barriers.
- Lead with Economic Benefits, Support with Sustainability
While European companies often lead with sustainability, U.S. decision-makers prioritize economic benefits – even when you believe they do not. Show potential clients how your product or solution saves money, drives efficiency, or increases revenue. Sustainability should still be part of your story – but as a bonus, not the lead. Frame it as an enhancement to profitability rather than the primary reason to engage with your business.
Did you know that the top three states with the highest proportion of energy generated from wind turbines are Texas, Oklahoma, and Kansas? The common denominator is that all 3 states are profoundly Republican and not known for their focus on sustainability or green transition. Food for thought!
- Understand the “Where” and “How” of Winning Customers
The U.S. is not a monolithic market; it’s a collection of regions with distinct economic, cultural, and regulatory differences. Winning in the U.S. means asking the right questions:
– Where can we make the most significant impact?
– Which industries and sectors align best with our offering?
– How do we solve specific pain points better than competitors?
– Where is the essential industry cluster that we need to be close to?
A small manufacturer in Michigan has different priorities than a Silicon Valley tech firm. Tailoring your strategy to specific regions and sectors can significantly increase your chances of success.
It bears repeating, that the U.S. is not a single market. If you are “focused on the U.S.” that means you are not focused. If you remember just one thing from this post, let it be this: Don’t focus on the U.S., focus on winning with just one client.
- Know Your Decision-Makers
The U.S. market is vast, but decision-making dynamics vary by industry and company size. Some industries rely on CEOs for key decisions, while others defer to CFOs, procurement teams, or specialized committees. Understanding who makes the decisions with your target client is critical. Tailor your pitch to address their priorities – whether it’s cost savings for the CFO or operational efficiency for the COO.
- Refine Your Timing and Align with U.S. Sales Cycles
U.S. businesses often operate on rigid budget cycles, and procurement decisions are tied to specific fiscal windows. Understanding when your target clients make decisions can help you align your outreach and maximize your impact. For example, many companies finalize budgets in Q4 for the following fiscal year. If you engage too late, your solution might not even be considered until the next cycle.
Timing isn’t just about when you sell – it’s about understanding when your clients are ready to buy.
- Challenge the Myths Holding You Back
One common misconception is that the U.S. is too big, too competitive, or too costly for smaller companies to succeed. This myth often discourages European businesses from pursuing opportunities in the U.S. However, smaller companies can excel by focusing on niches, leveraging innovation, and building strong local partnerships. The U.S. rewards specialization and agility, often giving smaller players an edge over larger competitors.
- Build Resilience: Don’t Let Politics Derail You
While it’s tempting to let politics dominate your strategy, most U.S. regulations and incentives are determined at the state or local level. These local dynamics often matter more than federal policies. Focus on building relationships with customers and stakeholders who are less affected by political shifts. Your success depends on solving real problems for real people – not on navigating partisan debates.
- Embrace Strategic Optionality
If it’s a good idea for the CEO of Carlsberg, it’s probably worth considering for your company. Jaco Aarup Andersen emphasizes the importance of Strategic Optionality – the ability to plan for a range of outcomes and pivot, when necessary, when the target has moved. This approach is particularly relevant in a volatile market like the U.S. is likely to become. During Trump’s presidency, uncertainties about trade policies, taxes, and regulations will be plentiful. Companies that plan for multiple scenarios and remain flexible will have a distinct advantage.
Strategic Optionality isn’t just about reacting to change – it’s about preparing to seize opportunities. Whether it’s adjusting your pricing strategy or shifting focus to a new sector, agility is key to thriving in unpredictable environments.
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 or on LinkedIn or book an appointment here to discuss how Traksjon can help your company.
Best regards,
Thomas Riebs
Partner, Traksjon
