The Insider’s Guide to US Sales

If you’ve ever felt a little shaky about selling to the US market, you’re not alone.

I get it. You’ve got a list of prospects who seem interested, but the market feels…different. The culture, the communication style, even the way people do business—it’s unfamiliar territory. And if you’re not from the US, it can feel like you’re walking blindfolded into a room full of potential clients who speak a language just different enough to throw you off your game.

But here’s the thing: You can sell in the US. It’s not as mysterious as it seems. In fact, with the right approach, you’ll not only understand how to break into this market but thrive in it.

So, let’s break it down. I was lucky that i got to live in the US when I was 21 and spent 17 years selling to the US. I’m going to walk you through the entire framework.

Let’s start with the obvious question: Why focus on the US?

The US is one of the biggest, most lucrative markets in the world. The opportunities here are enormous. Venture capitalists bet big on companies that crack the US market for a reason—it’s got the highest potential for scale. And here’s the kicker: If you can sell to the US, you can sell anywhere. The skills and strategies you develop here will carry you into any market, anywhere.

The speed at which decisions are made in the US business world is also a huge advantage. People value time and efficiency. They want to make a decision quickly and move forward. If you’ve got a good pitch and can get to the point, you’ll often get a fast “yes” or “no.” No dancing around.

One of the biggest hurdles for non-US SDRs is the fear of cold calling. You’re staring at the number on your screen, hands a little sweaty, asking yourself, “What if they hang up on me? What if I don’t sound confident enough?”

Here’s a tip: Stop worrying about the worst-case scenario. What’s the worst that can happen? They hang up. Maybe they get a little irritated. So what?

Flip the script in your head. Approach every call with confidence. The person on the other end is just another human being. They have the same fears, dreams, and goals as you. Don’t approach them from a position of weakness. Don’t apologize for reaching out. You’re doing your job, and you’re there to offer them something of value.

The moment you see them as equals—not giants to be feared—you'll start owning those conversations.

Head over to learn.schoolofsdr.com to find a cold calling guide.

Culture shock is real, especially when you’re diving into a market as unique as the US.

First off, understand that Americans love their entertainment. Sports, movies, TV shows—these aren’t just leisure activities. They’re conversation starters, icebreakers, and trust builders. Mention the latest NFL game or a hit show like Silicon Valley, and you’ve instantly got common ground.

But it’s not all entertainment. The US is deeply driven by consumerism. People are always looking for the next best thing. There’s a constant desire to have more, to upgrade, to get the latest gadget. This plays into how Americans approach business. They’re always thinking about the next step, the next innovation, and how they can move forward.

So, use this to your advantage. Position your product as the “next step” for their business. Tap into that hunger for improvement and innovation.

Here’s a hack: Time zones matter. Calling someone on the East Coast during West Coast business hours won’t get you far. Make sure you understand when to reach out based on their time zone.

And, yes, the US phone system can be tricky. There’s a mix of landlines, mobile numbers, and VoIP lines. Get familiar with the area codes and what’s likely a mobile vs. a business line.

When you do get someone on the phone, objections will come fast. “Why are you calling this number?” “I’m busy.” “Not interested.” The key is not to freeze. Acknowledge their concern, diffuse the tension, and steer the conversation back on track.

Don’t underestimate the power of small talk in the US. Pop culture, sports, and even local events can be powerful tools in building rapport. You’d be surprised how much easier it is to connect with someone when you know a bit about what’s happening in their world.

Want to impress? Mention a local sports team or the latest Netflix show. These are the kinds of details that make you seem relatable. And the more relatable you are, the easier it is to build trust.

Every culture has its rules, and the US is no different.

Do:

Don’t:

Here’s something cool: Americans don’t use WhatsApp much. They prefer regular text messages. This might seem small, but it can make a big difference. Use the channels they’re familiar with.

And don’t be afraid to use emojis or GIFs, especially when communicating with younger generations. It’s not unprofessional anymore; it’s part of the culture.

If you’re talking to a Gen Z or Millennial, these visual elements can break the ice and make your communication feel less robotic.

This might be the most important part: You have to adjust your mindset.

Selling to the US means adapting to odd hours (thanks, time zones) and working in a faster-paced environment. It’s about embracing the speed of decision-making and not getting bogged down by cultural differences.

And always remember: You’ve got what it takes. This market isn’t some untouchable goal. It’s just another opportunity for you to dominate.

If you want to dive deeper into understanding US culture, here’s a quick list:

That’s the framework. Follow these steps, make these mindset shifts, and you’ll find that selling to the US isn’t as intimidating as it seems. In fact, you’ll start to see it as one of your biggest opportunities.

Let’s go dominate the US market. We’d be releasing the full course on how to sell the US soon. Stay Tuned to be the first one to find out when we do.

When you’re ready, we’re here to assist you in three ways:

Check out our free resources at learn.schoolofsdr.com

Bonus: Try Blue, Our AI powered Sales Coach to help you get instant feedback on Cold Emails and Cold Calls.