The Americans saw their Wild West history, a house with picket fence, and Disney as faithful representations of America, while the foreigners saw the sense of freedom and the American “can do” attitude as representative of the US. Even though this was an unscientific exercise, it illustrates that making connections with your American customers requires you to ask the seemingly obvious questions and not overlook any subtle warning signs. Although Australians and Americans speak the same language it does not mean we think, feel or shop the same way. If you understand their firmly held beliefs then you can influence their perceptions and ultimately avoid having to use price as your competitive advantage when entering the US market.
My next blog entry will discuss the importance of closing your mouth and opening your ears in order to understand what Americans really want to buy.