When I build a new program, I always start the same way: Talking to potential clients for that program.
If you want to sell your services more easily, you must get inside your clients’ heads.
No amount of online research, brainstorming with entrepreneur friends, or ChatGPT conversations can replace actually TALKING to your potential clients.
This is even more true when you’re targeting American clients, because the mindset and buying behavior is so different from what you’re used to in Europe.
The mistake I see too many times: European entrepreneurs who assume they know their ideal American client because they know who their client is in Europe.
Or because they had one American client before.
Or because they have several clients already.
Often, these assumptions can lead to missed opportunities.
Why?
Because American clients often have different expectations, especially around speed, directness, and budget.
Let’s give into some of the challenges, differences, and methods to understand your American ideal client persona.
The Challenges of Targeting American Clients
If you’re a European entrepreneur, you might assume that you know your target client well.
After all, you’ve already nailed down your Ideal Client Persona for your home market, right?
But American clients often have different priorities and expectations. Assuming that what worked at home will work in the U.S. can lead to misalignment—and missed opportunities.
One of the biggest challenges is understanding what truly matters to American clients.
For example, Europeans might spend time building rapport before discussing specifics. But Americans often want you to get straight to the point.
They expect direct answers, clear ROI, and results-oriented discussions. Well-intentioned efforts to build relationships may actually backfire, making you appear vague or unfocused.
Another challenge?
Decision-making speed.
Many European entrepreneurs are used to slower, more cautious decision-making processes, where clients take their time weighing all options. Sales calls often end with “I’ll think about it and get back to you.”
But American clients often make decisions quickly, especially if they sense a direct benefit.
If you’re not prepared to pitch your services in a concise, impactful way, you risk losing their interest to a faster competitor.
And if you’re not prepared to sign them up or sign the deal on the spot, they might forget and move on to something else.
Then there’s the challenge of pricing (I could write an entire article on this topic!).
While European companies might be conservative with their budgets, even small American businesses typically invest heavily in services, sometimes allocating 6-10% of their revenue.
Understanding this difference can help you position your services as essential investments rather than optional extras. And get your pricing right so you’re not seen as the “bargain” option.
Key Cultural Differences that Shape American Client Expectations
Understanding American clients isn’t just about knowing their job titles or industries.
It’s about recognizing the unique cultural factors that shape their expectations and drive their decisions.
One major difference is the American focus on immediate results.
In the U.S., clients want to know how your solution will benefit them right now.
While European clients might appreciate a more holistic, long-term view, Americans are often looking for quick wins and clear returns on investment (ROI).
Another key difference? Americans are direct.
They don’t shy away from straightforward communication (except when giving criticism… but again, I could write an entire article on that topic!).
They expect the same from you. If your messaging is filled with subtlety or overly formal language, you may come across as unsure of yourself. Americans aren’t good at understanding subtleties. You really have to spell it out for us!
This is why it’s so important that American clients see confidence and clarity in your pitch.
They want to know, specifically and quickly, what you can do for them and why it matters.
So, don’t be afraid to be bold and specific.
Decision-making speed is also a cultural factor that you should not overlook. But you might prefer this difference! You just need to be prepared for it.
In the U.S., people make decisions faster and with less deliberation. “Let’s try and see” is a more common attitude than “Let me think about it first.”
Americans value efficiency, and if you’re not prepared to communicate your value quickly, you could lose out to someone who is.
This emphasis on speed extends to every part of the process—from the initial meeting to closing the deal.
Being responsive and concise can go a long way in earning their trust because they see that they can count on you to get the job done quickly and efficiently.
Finally, remember that American clients are used to a competitive, noisy market. To them, standing out isn’t just a bonus—it’s a necessity.
If you blend in or come across as overly cautious, they will overlook you.
Instead, align your messaging with their need for quick results, direct communication, and confident positioning.
By embracing these cultural nuances, you position yourself much better to connect with American clients on their terms, not yours.
Shifting Your Perspective: How to Get Inside the American Client’s Mindset
If you really want to connect with American clients, you have to think like them… are at least understand how they think. It’s not just about knowing what they want—it’s about understanding why they want it.
Empathy is your best tool here. Put yourself in their shoes and consider what drives their priorities.
Are they under pressure to deliver fast results? (Probably)
Do they value innovation and quick wins? (Probably)
Are they willing to pay more for speed and convenience? (Probably)
Understanding these drivers can help you tailor your approach in a way that truly resonates.
One way to get inside the American mindset is to adapt your messaging.
American clients are looking for solutions that solve their problems now, not later.
So, when you communicate, focus on immediate benefits and tangible results.
Instead of talking about the long-term potential, emphasize what you can deliver right away.
For example, highlight how your service can increase efficiency, boost revenue, or save time—whatever aligns best with their goals. And gives them quick wins.
It’s also important to mirror the American style of confident, direct communication. Be specific about what you offer and avoid vague language.
Instead of saying, “We help companies improve their processes,” try something more assertive like, “We streamline your administrative operations, cutting costs by 20% within three months.”
Show them you know EXACTLY how to meet their needs, and back it up with real results.
Lastly, don’t underestimate the power of listening.
While American clients expect you to take the lead, they also appreciate when you take the time to understand their unique situation.
Ask questions that dig deeper into their specific challenges and pay attention to the words they use.
These insights are gold when it comes to refining your messaging. Personally, I often note down phrases and words I hear from clients when they describe their problems. And then I use that in my marketing messages!
By showing that you truly understand their concerns, you’re not just selling a service—you’re building trust across borders and cultures.
And trust is the foundation of every successful client relationship in the American market.
Conclusion
Targeting American clients isn’t just about selling a product—it’s about connecting with a culture that values directness, quick results, and confidence.
By understanding and adapting to these differences, you can position yourself as the go-to expert in the U.S. market.
Embrace this opportunity to dig deeper, refine your messaging, and build meaningful connections.
Your reward? A thriving business that crosses borders.
I invite you to do some more hands-on research into your American client persona. TALK to them!
Make notes.
Adapt your messaging
Watch your influence (and your revenue) grow.
Hi, I’m Christina, founder of American Market Alchemist. We help European entrepreneurs position themselves as a go-to reference in their industry, in the American market.
I’ll teach you the 5 actions to make more revenue with American clients in my next Transatlantic Entrepreneur workshop.
For dates and sign-up, go to https://www.christinarebuffetcourses.fr/transatlantic-entrepreneur-workshop
