The issues of conducting business in the us: cultural aspect

US is a large country. Therefore, it is difficult to make any generalizations about the business practices and cultural traits in different regions. However, there are some common features that are worth paying attention to, regardless of where an entrepreneur is planning to start a business [4].

Any business meeting requires careful preparation, all the necessary information about the partner and their companies should be collected, their traditions and mentality explored. What is more, the preparation of one’s appearance is also important. There is a rule in the US: "The higher the position, the more official the costume". In business life, only dark suits are accepted. Trouser suits of restrained colors are preferred for women, as well as shoes with heels not higher than 4 cm.

In many countries business women are not taken seriously, so they cannot achieve high positions in business. However, in American business culture women are considered to be equal to men, and quite often they take leading positions. In general, there are more women in the US business world than in any other country. A businesswoman considers herself to be a full-fledged business partner, so you should not express excessive attention to her; personal questions are considered inappropriate.

For the first meeting with one’s future employers, colleagues or business contacts, it is obvious that an introduction should be made. A firm handshake and a friendly smile are appropriate in a corporate environment, regardless of gender, age or length of your partners’ working [5]. It is not customary to exchange kisses or kiss a woman's hand in the United States. One should not be surprised if partners try to establish informal atmosphere at the first meeting, referring to people by name regardless of their age and position.

Americans tend to be very direct in the way they communicate. They value logical thinking. Those able to express their opinions clearly and in a straightforward manner will find themselves able to command greater respect in American business circles. Most of their business culture is based on the notion that "time is money", so meetings and talks are often limited to one hour. Business partners may be annoyed if their opponent is avoiding being direct. Punctuality is appreciated in the United States, which is why foreign partners must ensure that they are never late for a business meeting. Being late to a meeting is considered to be a sign of disrespect [4].

The US business etiquette is not much different from the European, but still has its own peculiarities. For example, American people do not hesitate to ask an unfamiliar person about the level of their salary, but it is considered to be improper in Germany. It is much easier to get acquainted and make friendships in the US than, for example, in Japan. The main thing is to present oneself in a proper manner. You can go directly to business and talk openly with new friends. Such an expression as: «Let's get down to business» is very popular among Americans.

Before starting business negotiations Americans collect complete information about the participants of the upcoming meeting. One dealing with them may be asked to send a list of the delegation members, requested for information about their education, works published, etc. American business partners prefer to start negotiations with a discussion of general question of the meeting: what to do, and then go to the details: how to do it. During the business meeting it is not accepted to digress from the topic. However, jokes, inserted into conversation on the subject, are considered to be signs of a good taste. Americans negotiate at a fast pace, because speed is one of the elements of a successful US business. Everything is happening at a rapid pace, so everything is done on the spot and cannot not postponed. Thus, one should be prepared for the fact that they will have to hurry, as Americans are energetic, straightforward businessmen always pressed for time. The main thing for them is success, and success is a prerequisite for new victories [3].

Americans try to avoid formalities. It is common for an American partner to cross one’s legs or to put their feet on a nearby chair or table during business negotiations. In American culture, this is a normal thing although it is impermissible in other countries.

Another feature of these people is that they say what they think; perceive any phrase seriously and literally. Therefore, Americans have little understanding of irony and hints. These things can confuse them.

American English is spoken in the country. People claim that London English is an arrogant version of their language. Therefore, if one wishes to translate some materials for their future partners in the US, they should take into account the peculiarities of this language.

The best thing in informal conversation is to avoid political and religious topics. It is better to discuss family, hobbies, recreation and sports.

Americans are very law-abiding citizens. Even a minor kind of illegal business operation may cause imprisonment in this country. The law enforcement is so strong in the country that most people are imprisoned because of evading taxes. That is why bad reputation of a company can make it impossible to cooperate with by a US firm. Trust in America can only be earned by long-term, flawless work, not by friendship or connections. Therefore, there are no "special" conditions of transactions "for our people". All transactions with partners are absolutely transparent and open in this country. The main thing for Americans is that partners should be strong and stable, both in financial and professional relations.

The US citizens have strong sense of independence and autonomy, they like competing; they can do it and win everywhere. This is due to the US citizens’ perception of the dominant position of this country in the world, which they learn with mother’s milk and which is the core of their educational system. Therefore, when conducting business with Americans, one must be sure of a really strong positions in negotiations. The citizens of this country will never complain and talk about their failures. Americans prefer to look healthy and confident in any case.

For conducting business successfully with US partners it is sufficient to understand the structure of their lives, habits and traditions. It is necessary to have an honest business and respect healthy competition. Above all is the individuality of each participant in the business process, which must be respected, as well as the laws of the country. Americans differ from people of any other countries. First, it is connected with the pace of their lives and a strong thirst for success. They are always in a hurry, afraid to miss good opportunities and they are always pressed for time. Americans respect only winners and consider the second one to be a loser. Therefore, one needs to be prepared to struggle if they wish to succeed in cooperation with American partners. The formula of a successful business in the US is “hard work” plus the belief that “everything can be worked out” plus entrepreneurial spirit and the desire not to miss one’s chance.