CCIE – 27 novembre 2000 Part 1: (45 minutes) - Jean Rauscher

Présentation au sujet: "CCIE – 27 novembre 2000 Part 1: (45 minutes) - Jean Rauscher"— Transcription de la présentation:

1 CCIE – 27 novembre 2000 Part 1: (45 minutes) - Jean Rauscher
Les dix clés du succès ! Part 2: (1:45 hour) – Philippe Costes (modérateur) Bernard Malfroy – Jean Rauscher Table ronde : Vos opérations aux U.S. Le Marketing and Ventes Le Recrutement

2 Expanding your business into the USA
CCIE – 27 novembre 2000 Expanding your business into the USA “Give back to others”

3 Why is it so difficult?

4 Why is it so difficult? Cultural differences of doing business
Analysts and the stock market influence day-to-day decisions Difficulties in finding good people American personal goals are different Size of the country

5 Golden Rule # 1 Immediately start off selling an innovative product where customer’s ROI is obvious and can be evaluated in $$.

6 No competition = No market
Golden Rule # 2 Position your product offering against your competition to lead customers towards making their decision. No competition = No market

7 Golden Rule # 3 To quickly dominate a niche market, start off selling one single product.

8 Golden Rule # 4 Build a list of satisfied and well-known customer references. Don’t ask for $$; ask for a strong reference instead.

9 Golden Rule # 5 Set up your operations close to prospective customers and a deep labor pool.

10 Golden Rule # 6 Launch a RELIABLE version of your product. Check for adjustment to the foreign market before you begin selling.

11 Golden Rule # 7 Recruit a US Manager able to :
Understand the US market Suggest improvements to the European team Manage a budget tightly Build a motivated / faithful team Stick to your company through difficulties

12 Follow a project approach:
Golden Rule # 8 Follow a project approach: Don’t attempt to sell your product as an investment for the long term. Sell it as an operational benefit for the current project only.

13 Sign alliance agreements to reassure your future customers.
Golden Rule # 9 Sign alliance agreements to reassure your future customers.

14 Golden Rule # 10 Have enough $$ to start up your operation. Look for backup before launching a subsidiary.

15 This presentation can be downloaded at

16 Panel and audience discussions on:
Lancer vos opérations U.S.: Quelles différences culturelles sont des facteurs de risque dans les affaires Comment présenter votre offre de produits? Quels sont les premiers obstacles que vous allez rencontrer? Que devez-vous sous-traiter? Le Marketing and les ventes aux U.S.A.: Devez-vous vous concentrer sur le marketing ou sur les ventes en premier? Faut-il vendre en direct ou à travers des distributeurs? Quelles sont les actions marketing les plus efficaces aux U.S.? Peut-on vendre au téléphone? Le plus grand challenge: Recruter aux Etats-Unis Comment recruter aux U.S.? Faut-il engager un américain ou un Européen pour diriger la filiale? Comment payer et garder le patron de votre filiale? En cas de problèmes, quels sont les signaux d’alarme ?

17 Expanding your business into the USA
CCIE – 27 novembre 2000 Expanding your business into the USA