The SelectUSA Investment Summit, held annually in May, offers unparalleled opportunities for businesses looking to expand into the U.S. market. To help participants make the most of this high-profile event, Wendy Pease, President of Rapport International, shared her expertise in a recent interview. Wendy brings years of experience in high-quality language services, including written translations and spoken interpretations, to companies navigating cross-border expansion.
Why SelectUSA Matters
Wendy highlights the unique value of the SelectUSA Investment Summit as a “one-stop landing place” for businesses exploring opportunities in the U.S. Instead of traversing the country, participants can connect with representatives from various states, learn about regulatory and cultural nuances, and access vital resources to streamline their entry into the U.S. market.
“Companies that engage in cross-border business often outperform others,” Wendy notes. “SelectUSA is the World Cup of U.S. expansion, bringing all the essential resources under one roof.”
Preparing for Success
Preparation is critical for making the most of your time at the Summit. Wendy offers these practical tips:
- Pre-Schedule Meetings: Identify key contacts, including state representatives and service providers, and arrange meetings in advance. If time or skills are a constraint, consider hiring experts like Bill Kenney to assist with scheduling.
- Create a Culturally Adapted Capabilities Brief: Your marketing materials should resonate with U.S. audiences. Wendy emphasizes the importance of tailoring these materials to reflect American self-promotion norms without overstepping into boastfulness. QR codes linking to your website can further enhance engagement.
- Leverage Delegation Hosts: Many companies attend as part of a delegation. Delegation hosts often have extensive networks and can connect you with valuable resources and contacts. Clearly defining your goals and sharing this information with your host can amplify your efforts.
- Follow Up Promptly: In the U.S., business decisions move quickly. Timely and thorough follow-up after the Summit can make a significant difference in securing opportunities.
The Role of Language and Culture
At the Summit, Wendy will speak on a panel about U.S. culture and its implications for international business. She stresses the importance of cultural adaptation in marketing and communications to build trust with U.S. audiences. From localizing websites to fine-tuning marketing strategies, Rapport International’s services help companies establish a strong presence in the U.S.
Wendy also warns against over-reliance on AI translation tools, which often lack the nuance and accuracy needed for professional communication. “Pick out the important materials and get them done right by professionals,” she advises.
Why Wendy Pease and Rapport International?
Wendy’s passion for cross-border trade stems from her international upbringing and love for languages and cultures. “I’m passionate about helping companies perform better through global expansion,” she says.
Rapport International’s expertise extends beyond translation to helping businesses craft culturally appropriate strategies, ensuring their success in diverse markets.
See You at SelectUSA!
For attendees preparing for SelectUSA, Wendy’s insights are invaluable. Her guidance ensures participants arrive equipped to maximize their experience and build meaningful connections.
Want to connect with Wendy? Find her on LinkedIn or visit her Linktree for free resources and contact information. Don’t miss her session on U.S. culture on Sunday at the Summit. We’ll see you there!
Additional Resources
For more on this topic, we suggest reading Making the Room Small: A Strategic Approach to B2B Trade Shows and Events.
About
MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.
