A story that wins at home needs rebuilding before it works with a US buying committee.
A UK or European B2B company that moves into the US usually arrives with the story that built its home market. It names the right problem and carries the right proof, yet an American buying committee hears it as modest, slow to reach the point and hard to place against the vendors that buyer already knows.
The cost shows up as long first meetings that end politely, a pipeline full of interest that rarely reaches procurement and a US sales hire who starts rewriting the deck in their first month because they can feel buyers drifting.
Dan Ilett leads The Proposition and chairs the City CIO Club, an invitation-only peer network for senior technology leaders in the City of London. He was commercial transformation director at a FTSE technology business and, as a journalist, wrote for the Financial Times and the Daily Telegraph. The Proposition works with B2B companies in the UK, Europe, the US, the Middle East and Asia Pacific from its base in London, and customer interviews are held wherever your buyers are. If this reads like your business, start with a conversation about what is happening in your pipeline. You can book a meeting directly or use the contact page and Dan will come back to you.
Tell us what you sell, who you sell it to and what is coming up. We will come back within a working day.
You can also book a meeting directly or email hello@theproposition.co.