Networking American-style means mastering elevator pitches, strategic follow-ups and cultural nuances. Here’s how successful Australian entrepreneurs crack the US market.
What’s happening: Australian businesses are increasingly targeting the US market for expansion, but successful market entry requires mastering American networking styles that differ significantly from Australian business culture, according to international expansion expert Ben Nichol.
Why this matters: Without proper networking strategies adapted to American business culture, Australian expansion efforts may struggle to gain traction in America’s fast-paced, results-oriented environment where relationship-building operates differently than back home.
Your Australian business has made the leap. You’re ready to tackle the vast US market, armed with ambition and a solid business plan. But beyond the legalities and logistics lies a crucial element that can make or break your American dreams: networking, American style.
“While the spirit of mateship might feel universal, the nuances of professional networking in the US can be a little different from what you’re used to back home,” explains Nichol, founder of G’day Gateway, who has identified five essential strategies for Australian businesses looking to build meaningful connections across the Pacific.
Master the elevator pitch
In Australia, we value a good yarn and building rapport over time. America operates differently, according to the expert. People are busy – very busy – and initial networking interactions tend to be more concise and results-focused.
“In the land of opportunity and endless possibilities, people are busy. Very busy. While Australians often value a good yarn and building rapport over time, initial networking interactions in the US tend to be more concise,” he observes.
His advice: “Craft a compelling and concise ‘elevator pitch’ which is a 30-60 second summary of who you are, what your business does, and what unique value you bring to the US market. Practice it until it rolls off your tongue naturally and confidently.”
The nuance here matters, Nichol notes. “While brevity is key initially, don’t be afraid to let your genuine personality shine through. Authenticity resonates. Once you’ve piqued someone’s interest, be ready to delve deeper into your story.”
This strategic approach aligns with broader trends in Australian business expansion. The US and UK have emerged as the top destinations for expansion, surpassing neighbouring countries such as New Zealand and Asia, making effective networking skills essential for success in these competitive markets.
Show up in person
Despite our digital-first world, he emphasises that the US still places significant emphasis on face-to-face connections. “While online networking platforms like LinkedIn are valuable, the US still places significant emphasis on in-person connections. There’s nothing like an old-fashioned business card.”
“Actively seek out industry events, conferences, workshops, and even local business meetups relevant to your sector in the US,” he suggests. “Don’t underestimate the power of a face-to-face interaction in building trust and rapport.”
The key is genuine engagement, according to the founder. “Be genuinely present and engaged when you attend these events. Put away your phone (unless you’re exchanging contact info), actively listen to others, and ask thoughtful questions. Remember, it’s about building relationships, not just collecting business cards.”
This hands-on approach becomes even more critical given the competitive landscape. With the Australian dollar in the doldrums, it could be an opportune moment to try your luck in the North American market, but success requires more than just favourable exchange rates.
Follow up fast
In America’s fast-paced business environment, timing is everything, says Nichol. “In the fast-paced US business world, timely follow-up is crucial. A great conversation at an event can quickly fade if you don’t act on it.”
His recommendation: “Within 24-48 hours of meeting someone significant, send a personalised follow-up email. Reference something specific you discussed to jog their memory and reiterate your interest in connecting further.”
Generic emails won’t work, he warns. “Don’t just send a generic ‘nice to meet you’ email. Suggest a next step, whether it’s an online meeting, a connection on LinkedIn, or sending them relevant information about your business that you discussed when you met. Make it easy for them to continue the conversation.”
This strategic follow-up approach reflects the broader challenge Australian businesses face when entering international markets. Companies must balance maximising business opportunities with minimising risks, especially when testing new markets with limited resources.
Related: Aussie businesses prioritise US & UK expansion despite challenges
Give before you get
Successful networking isn’t about what others can do for you, according to the international expansion expert. “Networking isn’t solely about what others can do for you. It’s about building a network of mutually beneficial relationships.”
“Look for opportunities to offer value to your connections,” he explains. “This could be sharing relevant industry insights, making introductions to other people in your network, or offering assistance where you can.”
This philosophy of genuine generosity builds strong, lasting connections, Nichol believes. “Genuine generosity goes a long way in building strong, lasting connections. When you focus on helping others, they are more likely to reciprocate down the line. Think ‘give and grow,’ not just ‘take and go’.”
The approach becomes particularly important for Australian businesses entering established markets where trust and credibility must be earned through consistent actions rather than just promises.
Embrace cultural differences
While English is the common language, subtle cultural differences exist in business communication styles that can trip up unwary Australian entrepreneurs, he cautions.
“Be mindful of potential differences in communication styles,” the founder warns. “Americans can sometimes be more direct and upfront in business interactions. Be prepared for a slightly faster pace and a more results-oriented approach in some networking settings. Americans are also more open to being ‘sold to’ than Aussie counterparts.”
Certain Australian phrases simply don’t translate well, he notes. “While staying true to your Aussie charm is important, be adaptable. Pay attention to the communication cues of those around you and adjust your approach accordingly. Certain phrases don’t really translate the same and can sometimes result in confused faces, such as ‘no worries’ and ‘how’s it goin’?'”
For Australian businesses serious about American expansion, Nichol emphasises that networking isn’t a one-time activity. “Networking in the US as an Australian business owner is an ongoing process. It requires effort, authenticity, and a willingness to step outside your comfort zone. By embracing these essential tips, you’ll be well on your way to building a strong network that can significantly contribute to your success in the American market.”
Connect with Ben here.
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