There is no action without a decision to act. And no decision to act without considering the options to act. But options have to be presented. Present. Decide. Act. Ok, how do Americans persuade?


Americans link message and messenger. The message, its form, and most importantly its presenter create a unity. In the U.S. business context the presenter takes center stage. Americans believe that „you sell yourself first, then your product or service.“



Americans strive to see problems as opportunities. And opportunities are to be exploited. Competent in the U.S. business context is that person able to recognize opportunities in difficult situations and to maximize on the gains they offer.



Americans are particularistic in their thinking. They prefer to break down complexity into its component parts, in order to focus on the essential parts. Americans are skeptical of theory. Unless it is based on empirical evidence. Facts and experience are more persuasive.



For Americans to be realistic includes understanding what is possible. The possible is determined not only by present circumstances, but also by the ability to shape a new future. Forward movement often demands moving away from the past.


Inform vs. Sell

In the U.S. business world to persuade means to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is then asked to make a choice. The American presenter is expected to state the so-called closing question, to ask for the sale, directly and with self-confidence.