Attract American Clients: 3 Steps for European Businesses

Attract American Clients

Attract American Clients

Imagine that you’re pretty good at getting clients in Europe for your business. But you hit a brick wall when trying to attract American clients. 

Frustrating, right? 

The truth is, many European entrepreneurs fall into this trap. I’ve seen it happen more than I would like.

Unfortunately, a “one size fits all” approach rarely works when it comes to international business. Trying to cut and paste what you do in your home market almost never works when you try to get US clients. 

Why? Here are a few reasons:

  • Cultural Differences: American business culture emphasizes directness, efficiency, and results. Nuances in communication style, humor, and even work-life balance can create challenges you didn’t expect… and might not even be able to identify without an outside perspective.

  • Market Specificity: What resonates with European audiences may not translate to the American market. Understanding specific customer needs, preferences, and buying behaviors in the US is crucial. (I can help you with that)

  • Unfamiliarity with Regulations: Legal and regulatory frameworks can differ significantly between Europe and the US. Entrepreneurs need to be aware of these differences to avoid compliance issues. Investigate this BEFORE going into the US market?

  • Underestimating Competition: The US market is vast and extremely competitive. A successful European strategy might not be enough to make you stand out in the US.

The good news? You can overcome these challenges with the right approach!

Step 1: Conduct Thorough Market Research

Understanding the American market is like having a roadmap to success, because there are so many opportunities. 

It’s worth taking time to dive deep into customer demographics, buying habits, and industry trends in your field in the US. 

Generally, we say that the US is 5 years ahead of Europe in terms of trends, so what works in your home market may be has-been in the US. 

Explore popular marketing channels and competitor strategies in the US by following industry peers in the US. 

An example:
A Slovenian business coach discovered that while his clients in the EU like to have lots of live sessions with him, his American clients wanted more asynchronous solutions to fit their busy lifestyle. 

His packages were based mostly on weekly live coaching sessions, which his local EU clients loved. But in the US, they weren’t selling so well, especially due to the time zone difference. 

So we analyzed what his American peers were doing. 

We re-worked his offer and added a lot more asynchronous elements (an online course, WhatApp messaging, Loom video feedback) and reduced the 1:1 sessions.

And his U.S. sales increased. In fact, now most of his clients are in the US!

Step 2: Tailor Your Communication Style

Americans appreciate clear, concise, and results-oriented communication. 

Avoid overly complex language or business jargon, especially if it doesn’t mean anything to someone outside the European system.

Focus on highlighting the value proposition and benefits your product or service offers to American clients. American clients want to know how you will help them, not just what kind of work you do.

An example:
A French graphic designer’s home page talked about the work he did:  “I specialize in clean interface design that integrates well with your WordPress theme”.

OK, great. But what’s the benefit for me, the client?

We worked on his value proposition for his home page, and changed it to “Let me make your site clearer and more practical, so you convert more clients faster.” 

(This was just last week, so we’re still measuring the results!)

Step 3: Build Trust and Relationships

Business goes at a fast pace in the US, but Americans still value business relationships based on trust and mutual respect. 

Remember, the American business scene is very competitive. There are hundreds, even thousands of entrepreneurs doing the same thing you do, and trying to get your clients’ attention. 

Taking the time to build rapport with potential clients, understand their specific needs, and demonstrate expertise in the US market is still one of the best ways to stand out in a crowded market.

An example:
A French deeptech expert wanted to get more American contacts in her LinkedIn network, for more visibility on the US market. 

So we worked on her LinkedIn posting strategy, personal branding, and prospecting routine, always keeping in mind the target audience he wanted to attract to his profile.

And in just 6 weeks, she grew his LinkedIn following by more than 500 contacts, thanks to changing the content she shared, and the messages she sent.

Cracking the American market requires a strategic shift.

By understanding cultural differences, conducting thorough research, and tailoring your approach, you can turn this perceived obstacle into a springboard for success.

What challenges do you face when trying to reach and convert American clients for your business? 

Share them in the comments,l and let’s talk about it. 

All the best,


Do you have a prospection problem when it comes to getting American clients for your business?

Book an audit with me and I’m sure that in just one hour, we can make big changes to your business strategy, just like with the examples in today’s newsletter.

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