The Speed of Business in America

America is the land of fast food, fast cars, and fast business.  The title of a popular movie a few years ago was "The Quick and the Dead"...  That about sums up the business culture here -- In America your business can be quick or you can be dead.

• YouTube is fast -- in just 5 years they've grown to serve 2 Billion customers a day.
• Apple is fast -- just 4 weeks after launching the iPad, the company announced the second generation

This is not just a cultural phenomenon, it is an established economic reality.  The market is changing faster than ever and opportunities do not last long.  How does this translate into your business?  Good question.  Here's 5 ways to speed up your business and satisfy your American customers....

(1) 24-hour Communication Cycles:  Your American Audience expects action -- or at least answers -- in no more than 24 hours.  If an American customer places an order on Monday, the product should be in the mail by Tuesday.  If your distributor asks a question on Friday, he expects an answer waiting on his desk on Monday (and if you can call him at home on Saturday, even better!).

(2) Always Hit "Reply".   Even when an answer is not possible, confirmation is key.  Let your American customer know that you hear them.  Let them know that they matter.  Confirm that you are working on the issue, and provide a timeline for resolution.

(3) Plan the Logistics.  Have inventory ready to ship.  In most cases, this means inventory in the USA that has already passed through customs.  USA customers will not wait for you to figure out shipping problems.  And provide clear expectations for delivery at the time of order.

(4) Strike while the iron is hot.  When you've got a customers' interest (online, in person, over the phone) be ready to provide details, send samples, and take an order.  American's attention span is short, and being fast means being ready to provide exactly what the customer wants, when they want it.  Which, by the way, is almost always "NOW"!

(5) Speak the Language.  A sure way to speed up your sales and growth is to have a local presence.  No matter what your business, American customers will appreciate the chance to work with another American.  This is true for sales, customer support, and even billing issues.  Providing staff on American business hours, who understand the nuances of American business and communication will speed up 

In other blogs, I've described why succeeding in America can be a slow process.  And urged you to be patient.  That is still important.  Generating awareness and sales in this giant market can often seem like an endless battle.  But just as in battle, survival depends on being agile and quick.  

So be Quick.  Respond to customers.  Give them what they want, when they want it.  Be Quick... and keep on fighting!