What You May Get Wrong About American Directness (And Why It Could Be Costing You Deals)

European founders and sales professionals often struggle to connect with US buyers, not because their product isn’t right but because their communication misses the mark.

Phrases like “cut to the chase” and “tell it like it is” suggest that Americans say what they mean. But US directness is more nuanced than it appears. In the sales situations that matter most — handling objections, giving feedback, discussing roadblocks and solutions — Americans aren't direct at all, at least not in the way Europeans understand directness.

Why You (Rightfully) Think Americans Are Direct

American communication is direct in six foundational ways. I wrote about this in an earlier blog post.

1. Clarity: 

   Whether it’s a cold call, email, or pitch, clear and straightforward information about who you are, why you’re there, and what you’re offering is a must.

2. Conciseness: 

   Value propositions must be to the point. People disengage quickly if you ramble and don’t state your value clearly – and briefly.

3. Transparency: 

   Americans expect openness about timelines, scope, limitations, and pricing. Both, dodging questions and overpromising damage trust.

4. Purpose: 

   Every email, call, or presentation needs a clear intent and call to action.    

5. Assertiveness: 

   Confidence is crucial but must be paired with respect. There’s a fine line between assertive and arrogant, and non-native speakers can easily cross it.

6. Linearity: 

   American business culture tends to be less hierarchical than many European cultures. Rather than using an intermediary to pass on your message, find the decision-maker and reach out to them directly.

But here's the disconnect: This directness doesn’t extend to everything.

What You May Miss (And Why Deals Fall Apart)

When it comes to how you discuss problems, deliver feedback, or frame challenges, American expectations flip.

In these trust-building, deal-critical moments, Americans often filter, soften, and stay relentlessly positive. To Europeans, this may seem disingenuous or “fake”. But it’s simply different communication norms.

If you don’t understand and apply these three additional features, you’ll come across as blunt, negative, or even aggressive, no matter how clear and concise you are. You'll alienate buyers and close doors.

1. Filtered Directness

Most Americans practice what I call filtered directness.

In client- or partner-facing conversations, that shows up in various critical moments, such as handling objections, disagreeing with a prospect, or providing feedback or pushback. You opt for more indirect messaging to remain polite, respectful, and considerate, especially when delivering difficult messages.

For example, when a prospect has incorrect information about your product, you wouldn’t say, “No, that's not how it works” or “You're wrong about that.” Instead you might phrase it this way, “I can see why you might think that. Let me clarify...” or “That's a common misconception. Here's what actually happens...”

It’s the same correction delivered differently.

2. Problem-Solving Orientation

The second way American directness is different: Americans usually don’t dwell on mistakes, on why things went wrong, and on who’s to blame. They quickly move on to: “Okay, what can we do better? How can we solve the problem?”

Many European sales professionals think a thorough analysis of the problem demonstrates expertise. So, they spend significant time explaining everything that's wrong with the prospect's current situation, why their previous vendor failed, or what mistakes led to their current challenges.

American buyers often find this exhausting. They may even interpret it as negative and lacking confidence. That doesn’t close deals. American sales communication is forward-looking. This is not avoiding open talk about a situation. It’s a mindset that is directed to the future.

3. Positive Assumptions

The third feature that makes American directness different: even when being direct, Americans frame everything positively. Negative assumptions — even honest, realistic ones —are deal-killers.

In US sales culture, positive assumptions are the default, especially in how you frame challenges, capabilities, and outcomes. You choose the optimistic interpretation when multiple interpretations are possible.

Let me give you a real example. A little while back, I attended a large European hospitality trade fair. One of the products I looked at was a juicer. I asked the French exhibitor: “It seems like it might be hard to clean. Is it hard to clean?” His response was honest and direct: “Yes, it is difficult to clean, but I can show you how.” This response is not effective in the US. An American would frame it differently: “The cleaning process has a few steps, but once you see how it works, customers tell us it's straightforward.”

Same facts. Positive framing. In US sales culture, the framing often determines whether you win or lose the deal.

How I Can Help You

Most sales communication training teaches you the six features I described at the beginning. But it's the three advanced features—filtered directness, problem-solving orientation, and positive assumptions—that determine how conversations develop. Strengthening these skills requires practice, feedback, and cultural coaching. I can help you with that. If this sounds relevant for you and your team, reach out to me to schedule a free 20-minute discovery call.

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