It’s always inspiring to see French companies bring their unique quality and innovation to the U.S. market. Oftentimes, we get asked the question of “what are the biggest hurdles for market entry and acceptance?”. It is rarely about product or service fit. It’s almost always about cultural agility.
The truth is, crossing the Atlantic often brings a moment of surprise. The strategies that built a reputation in the home market don’t always gain the same traction here. It’s not because the product isn’t right, it’s usually because the conversation is different.
Here are the top five strategic adjustments you should consider:
1. The “American Time” Paradox
One of the first friction points we see is in the meeting room itself. In France, a meeting is often a space for context, nuance, and comprehensive background. In the U.S., time is compressed.
– The Adjustment: We advise clients to “get to the point” immediately. You will often have less time to present than you planned. If you spend the first 20 minutes on the history of the company, you may lose the room before you get to the value proposition.
– Pro Tip: Account for small talk. It feels casual, but in the U.S., those first two minutes of “How are you?” are where credibility is actually built.
2. Preparation is Performance
The American pitch culture values direct and definitive answers over long and exploratory conversations.
– The Adjustment: Anticipate the key questions before you walk in. We often help clients role-play these scenarios. If you have to say “I will get back to you on that” too many times, the momentum dies. Rehearse your pitch until it feels natural, not memorized.
– Pro Tip: Answer the question as directly as possible in one sentence, then elaborate if need be.
3. Don’t Just Translate, Adapt
This is perhaps the most common complication. We see many brands take their French assets and simply translate the language.
– The Adjustment: Don’t just translate; adapt. Sometimes, this means auditing your key messaging elements and realizing they don’t land the same way here.
– The Reality: You may need to build for your audience from scratch rather than modifying what you have. What sounds sophisticated in Paris might sound passive in New York.
4. Strike While the Iron is Hot
Business moves at a different velocity here. Decision-makers are willing to make bold moves quickly, but they expect you to keep up.
– The Adjustment: Be proactive. If a meeting goes well, the follow-up shouldn’t take days. The “cooling off” period in American business is very short. If you wait too long to strike, the opportunity (or the enthusiasm) often evaporates.
5. Remove the Friction
Finally, we often see deals stall because of administrative friction.
– The Adjustment: Don’t be difficult to do business with. Have your U.S.-ready legal documents and contracts prepared before you need them. If a client says “Yes,” and you have to wait two weeks for a contract to be translated or localized, you are adding friction that allows them to second-guess the deal.
Conclusion
The U.S. market is rewarding, but it demands agility. The companies we see succeed are the ones that keep their French soul, their quality and heritage, but adopt an American “operating system” for their sales and marketing.”
About Marketing Movers
We help European companies succeed in the U.S. by improving their marketing and business development. We bridge the gap between global strategy and local U.S. execution. We’ve supported many clients through this transition. We’ve learned that success is less about changing who you are, and more about adjusting your business frequency to match the American receiver.
If you are looking to evaluate your readiness or just want to discuss the cultural nuances of your upcoming launch, we are here to help.
To dive deeper, we are releasing a 5 Common Mistakes series on LinkedIn that will explore these challenges and show you how to evolve them into valuable, actionable insights for your U.S. strategy.
Follow the Marketing Movers LinkedIn (https://www.linkedin.com/company/marketingmovers/?viewAsMember=true) page so you don’t miss our next article!
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