You’ve identified your American ideal client persona, but now comes the next challenge: How do you pitch to them effectively?
For many European entrepreneurs, the way you present your value can make or break your success in the US market.
Americans expect confidence, clarity, and quick results.
The key is understanding their cultural expectations and adapting your pitch to meet them.
Based on my experience, I want to share the common mistakes European entrepreneurs make and how to refine your pitch to resonate with American clients.
Along the way, you’ll build trust and credibility with your clients so you can break down those barriers you face today.
Before we dive deep into how to pitch American clients, save your spot at my next free Transatlantic Entrepreneur workshop!
For dates and details, visit this page.
Why Your Pitch Isn’t Resonating with American Clients
Many European entrepreneurs face the frustrating reality of seeing their pitches fall flat with American clients. I have seen this time and time again.
The problem? Cultural misalignment.
In Europe, modesty and a more reserved approach are often appreciated.
But in the US, this can come across as a lack of confidence or even uncertainty about your own value.
US clients want to feel that they’re working with someone who knows their worth. Underselling yourself immediately erodes that trust.
This doesn’t mean screaming “I’m the best, look at how good I am.”
It means showing it through your confidence when you speak.
Showing your numbers and results.
And communicating in a way that shows YOU believe in your ability to get results for your client.
Another key difference is that American clients expect results, fast.
They don’t want to spend time on lengthy discussions before they see the proof.
In fact, US clients are laser-focused on ROI (return on investment) and tangible outcomes from the start.
If you’re saving the numbers and results for later in your pitch, you might already be losing them.
Instead, they want to know upfront: What’s in it for me? How can you help me achieve my goals? Concretely, what kind of ROI can I expect? What’s the opportunity here?
Finally, there are a few common mistakes that will kill your pitch entirely.
Overcomplicating your offer—by providing too many details, options, or abstract concepts—can overwhelm American clients.
They value simplicity and clarity.
Another problem I often see: underpricing your services. You want to get that US client, so you may be tempted to lower your price. Or you base your US prices on the European market.
In your attempt to be “competitive”, you send the wrong message.
In the US, a lower price often signals lower quality.
Clients are willing to pay more for expertise, for quality service, for speedy results… but they need to believe they’re getting value in return.
Understanding these cultural nuances is the first step to refining your pitch for success in the US market. By aligning with their expectations and adjusting how you communicate your value, you’ll increase your chances of winning over American clients.
Adapting Your Pitch to the American Market
To win over American clients, it’s not enough to have a great product or service—you need to present it in a way that speaks directly to their expectations and desires.
The first step? Lead with the numbers.
In the US, clients want to see results from the start. We like numbers.
(Just an anecdote, when my family visits France, they ALWAYS ask number questions: How old is this building? How many people live in this city? What’s the temperature in Paris now? How much does your apartment cost? We LOVE numbers!!)
Don’t wait until the end of your pitch to talk about outcomes or success stories. And support those stories with numbers.
A good way to start strong? Demonstrate the ROI you can deliver. That will get their attention!
Throughout your pitch, showcase case studies, key metrics, and concrete examples of how your service solves their problem.
If you’re pitching investors, give them market figures, potential growth, potential ROI.
We touched on it above, but I can’t insist enough on this one, because there’s such a big gap between Europe and the US on this point: Confidence.
In the US, confidence is synonymous with competence.
When you undersell yourself, or tone down your pitch with language like “maybe” or “I think” or “it could”…
…American clients question whether you truly believe in what you’re offering.
You need to project certainty in your abilities and the results you can provide.
Again, this doesn’t mean being boastful—it means being clear and direct about your expertise and how you can help them.
Next, simplify your offer and the way you talk about it.
I remember one time I was at a tech trade fair. I go up to a stand and ask the guy “So what does your company do?”
His response: “We use embedded systems based on the blockchain to create conditions for auto-sufficiency with micro solar panels.” (Or something like that… it was so mumbo-jumbo I don’t remember exactly what he said.. But I do remember that I had no clue what he was talking about!)
After 15 minutes (!) of trying to clarify what they did, finally, I understood that they make curtains that act as solar panels, so you can create your own electricity and reduce your electricity bill!
If he had said that at the start, I would have screamed “Wow, tell me more!!”
In an effort to sound sophisticated, high-tech, smart, or whatever, this sales person would have lost the client after 3 minutes.
American clients prefer pitches that are clear, concise, and easy to understand.
They don’t want to dig through layers of details, jargon, and context to figure out what you’re offering.
Focus on one core solution to their problem and communicate it in a straightforward manner. Like you’re speaking to a 7-year old.
Too many options, explanations or details = overwhelm.
Simplicity is key.
By adapting your pitch to align with American expectations—leading with numbers, showing confidence, and keeping it simple—you’ll come across as an expert they can trust, as someone who understands their needs.
These adjustments might seem small, but they make a HUGE difference in how your American clients perceive your pitch, and ultimately, how they perceive you.
Quick little interruption here, but if you’ve made it this far, it’s because you’re determined to make your mark in the US market!
I’m cheering you on, but even better, I can help you do that.
Your best next step is to come to one of my free Transatlantic Entrepreneur workshops!
For details and to save your (free) spot, visit this page.
Now, back to the article…
Building Trust and Credibility Quickly
When pitching to American clients, building trust fast is essential.
American business culture moves quickly, and clients need to feel confident in your ability to help them from the very first conversation.
One of the most effective ways to do this is by offering quick wins.
As you get into a conversation with your future client, share actionable insights or provide small, valuable tips that demonstrate your expertise immediately.
Things that are quick and simple to put in place immediately, not a process that requires hours of work. You want to create “ah-ha moments” in their brain, because that creates dopamine, and we like people who give us dopamine hits! (That’s why we’re all addicted to social media! 😉
When you do this, you also prove that you understand their challenges and can deliver results quickly—even before you close a deal with them.
We touched on pricing earlier, but let’s revisit it again here in the context of building trust and credibility.
As I said before, many European entrepreneurs make the mistake of underpricing their services to appear competitive in the US market.
But in the US, low prices can actually raise red flags about the quality of your work.
American clients are used to paying for value, and they expect higher prices to reflect a higher level of expertise and service.
Instead of lowering your rates, focus on clearly communicating the value you provide.
Explain how your services will save time, improve efficiency, or deliver strong ROI—this helps justify your price and establishes your worth.
Then of course, you must deliver on those promises. Americans are quick to say “yes” to working with you, but they can also be quick to say “I’m going to look for someone else now.”
Finally, remember that credibility is the foundation of trust.
US clients expect you to support your promises with proof.
We don’t care so much about what school you studied at or how many diplomas you have. We want proof that you can do what you say you do and get results.
This means being prepared with case studies, testimonials, or specific examples of how you’ve helped others in similar situations. (Again, supported by numbers!)
Don’t be shy about highlighting your successes.
American clients appreciate transparency and like to see clear evidence of your track record.
If you can show that others have trusted you and seen results, you’re already halfway to winning them over.
Do some work on these trust-building tactics—quick wins, pricing for value, and backing up your claims—and you can much more easily establish credibility from the start.
And you’ll already start positioning yourself as the go-to expert for American clients.
Closing Thoughts
Pitching to American clients requires more than just knowing your value—it demands adapting to their cultural expectations.
By leading with results, projecting confidence, and building trust through clear communication and pricing, you can connect with American clients on their terms.
Remember, success in the US market is about more than offering great services—it’s about how you present yourself and your expertise.
Make these adjustments, and you’ll see the difference in how your pitches are received, building stronger client relationships and closing more deals across the Atlantic.
Need some help refining your pitch to get American clients?
Join me for my next intimate, interactive Transatlantic Entrepreneur workshop!
Click here to find out when the next one is, and save your (free) spot!
