How to turn E3 into a success

We at esi Techtrans, Inc. have over the years observed Swedish companies participate at major US Trade shows like E3, now only 2 months away. Attendance may range from exhibiting at their own booth, sharing a space with others, or just sending people to observe and learn but also to make business contacts and have meetings. We have also worked with and for a number of Swedish companies and organizations at US trade shows. Even helped some to claim various "Best of Show" awards.

Results and experiences among Trade Show participants are often dramatically different. Some attendees return to Sweden overwhelmed by success, while others find that results fell far short of expectations, regardless of how high or low those expectations might have been set. Fundamentally we think the difference lies in how a company prepare and approach the events.

This article shares our observations of how and why some companies are successful at trade shows in the US. Yes it is long, but it is written expressly for Swedish companies hoping to successfully attend E3.

EXHIBITING OR ATTENDING IS NOT ENOUGH.
Successful attendees recognize that a US trade show is simply the functional platform and meeting place for doing business. The size of the event, and the huge crowds traveling there from the entire world are negative obstacles that have to be overcome. In order to successfully write a sales order, negotiate a deal or solidify a relationship, there has to be a firm appointment set up in advance. Key people you hope to meet arrive at the show fully booked and are rarely seen or even found in the booth. There are only sales people trying to sell something to you.

NEW EXCITING PRODUCTS ALWAYS GET PRESS COVERAGE, RIGHT?
Journalists and analysts arrive equally well prepared, bombarded months in advance by PR agents and companies hyping what they will debut at the show. The chances that they will "discover" a new hit as they rush to and from their pre-set meetings with people and products that had made their short list, are very slim.

IN THE US, YOUR AUDIENCE IS AMERICAN.
Of course you have had your marketing and sales material translated into English. But we suggest that the documents should be written like Americans write. Even the most professionally translated documents and brochures most often have Swedish communication style and logic. Swedes tend to write documents that build logical statements and rationale towards the delivery of the exciting closing pitch. Since Americans are used to seeing the pitch stated right up-front, followed by supporting points, they will stop reading already after page one, not enticed enough to find out what the story is about. Also, keep in mind that surprisingly few Americans have a true appreciation or even knowledge of Sweden and Swedish accomplishments and quality traditions. Thus any such reference or claim does not mean much to Americans.

BE BRIEF AND SHORT.
Americans also tend to be more focused and brief in their verbal and written communication. When Swedes pitch something verbally or in writing, we could learn from Hollywood, where writers of new scripts are forced to pitch their stories in a minute or less. Most often in the form of a short descriptive analogy, like "my movie is like Star Wars meets Pretty Woman". It would not be unfair to generalize about Swedes fondness for attributes, descriptions and long technical details.

AMERICANS EXAGGERATE A LOT, DON'T THEY?
This important cultural difference has to be handled very carefully. It is true that traditional Swedish demeanor require a certain understated tone and behavior. Americans will often interpret this as a lack of confidence and belief in what we sell. This is because Americans do tend to over-emphasize the positive (we Swedes may hear this as bragging), and therefore "discount" most claims a notch or two. Thus we have a very delicate calibration requirement when writing for Americans. They may not be well equipped to pick up on subtleties, but they do have very active sense of picking up on the BS factor.

FOLLOW UP BEGINS THE NEXT DAY.
Theoretically we know in Sweden that business moves very quickly in the US, faster typically than in Sweden. Therefore US Comdex managers for instance, have not done Swedes any favors by placing the big Las Vegas IT trade show at the very end of November. We have seen numerous times how interest generated there has cooled dramatically by late January or February when follow up inquiries are pursued. Swedes often follow Swedish business practice when returning from the trade show, checking mail and other to do's that accumulated while gone. Julbord and other events steal many productive days in December, as does the Christmas closure (Americans are off the 25th, possibly also 26th!) If you then recover from the New Year break (one day here) by taking a little vacation to Thailand, well then following up by late January seems just logical.

The parallel with E3 happening just before a bunch of "red" days, followed by the famous Swedish summer should not be lost on any serious E3 goers!

Americans will interpret a long period of quietness as a lack of interest, and will move on to other, presumably better business opportunities. Long periods of quietness are generally perceived as a deal gone south. Instead of thinking you have no news to report, use that fact as an excuse to connect, if just with that update. Business is after all a contact sport.

HOW WE AT esi CAN HELP.
We at esi Techtrans have over our 20 years in business in the US seen an astonishing array of Swedish ingenuity and of clever Swedish products aspiring to make splash in the US. The US is a difficult market, but not so impossible as the actual track record of all these companies suggests. The lack of success is partly cultural and business differences and misunderstandings, like some highlighted above.

But it is also too easy to underestimate of how hard it really is. An enthusiastic meeting and a good presentation is not a closed sale, not even a guarantee that the American counterpart will follow up. A left voice mail is no assurance of a call back. (Did you know that surprisingly many relatively senior people cannot call outside of the US from their desks?) Tracking down key people is a dogged pursuit that can leave you exhausted. (Did you know that with today's lean staffing and voice mail technology, statistically it takes 7 - 10 phone calls before two people actually connect?)

Finally, Sweden like most foreign countries is in actuality and perceptually very far away for most Americans, especially here in the Western states. Yes, as strange as it may sound, much more distant than Swedes see the US, so familiar from film, TV and culture.

It is not just the opposite working hours - on the West coast we come to work 17:30 or 18:00 Swedish time. For Americans generally not well traveled or engaged in international business, there is a natural tendency to want to do business with people, service departments, warehouses etc. that are located or represented by people and facilities much closer in contact. People they feel they can easily reach and they feel have an interest and a commitment to the US market by having a presence here.

At esi we pride ourselves in providing highly professional and tailored services to help Scandinavian business succeed in doing business in the US. We attend the E3 show annually and look forward to assisting you or representing you if you cannot be here.

Better yet, there is still time to address many of the issues highlighted in this article. Contact us with any questions you may have. Call us at +01 310-841-0481 extension 104, or ask for Olof. You can also send an e-mail to olof@esitechtrans.com.

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