If you plan to sell your product or service in Europe the problems I encounter can not be expected. It is easy to focus on perceived difficulties, such as the “language barrier”, while not realizing the real problems – until it is too late. I learned three lessons the hard way: appreciate the different cultures, understand the value of quality over speed, and knowing what the language is the key to your business.If you hope to compete with local companies in Europe, you must understand the cultures of European companies. Note the use of the word “culture” of the word – plural. When I started doing business in Europe three years ago, one of the first things I learned was that European companies are much more diverse than in the United States. Despite the introduction of the single currency, Europe is not an economic unit. Different countries retain different ways of doing things. Like many Americans doing business in Europe for the first time I learned the hard way. After a difficult series of meetings and agreements that mysteriously does not go through I began to understand that it was a bad idea to deal with the Europeans, as I have dealt with our people.The American business model prevails in northern Europe – the UK and possibly Germany representing the nearest approach of a European style. Companies in the former Easter Bloc countries that recently joined the EU in the U.S. are also very friendly. During the Soviet years America represented freedom, American companies can now take advantage of this iconic status.The rest of “Old Europe” is a bit different and you should be aware of the customs of each country. Italy, for example, has a way of doing things that might seem bureaucratic and patriarchal to Americans. Even Silvio Berlusconi – a good friend of U.S. companies – Berlusconi is known as “Papa” in certain circles in Italy. In France, a history of civil liberalism, combined with state control back to the revolution of 1789 has fostered a corporate culture that favors consensus rather than individual leadership. It is important to do your research – not only in business structures of a country, but also his general culture and history. It is even more important to get to know people. If you travel to Madrid to conclude an agreement that has never set foot in Spain is at a disadvantage.Business people in old Europe have slightly different perceptions of what constitutes good practice for their American counterparts. Although it is condescending to say that culture persists in tomorrow’s business in southern Europe, it is true that timeliness is not considered a virtue in the way it is in the U.S. . European businessmen, contributing to the quality of the product or service is much more important than slavish adherence to the conditions or the conduct of negotiations more difficult as possible. Because of this difference in values, Europeans often perceive Americans as “aggressive” – when Americans think they are just serious.When I arrived in Europe, I thought that was the most important language learning – I was wrong. Most European business people accept English as the lingua franca of international trade. However, do not want the risk of appearing ignorant. A reasonable level of conversational French or German, for example, be useful. I found that many Europeans have a prejudice of the ignorant American impression that the outside world. Showing a little linguistic skill – and, more importantly, the will – it will be to your advantage.My experience is that knowing the local language is particularly helpful in France. The French have always been very protective of their mother tongue. Today, many native speakers consider French in a state of crisis, attacked by all the international parties in English – so your French hosts will be hot for you quickly, if they seem willing to talk with them. Once again showing his willingness to deal is more important than being fluid.Yet the skills learned in language classes at home are useless unless basic cultural differences are understood. Again, do your research: time to talk with the locals or reading about the culture and history will be well spent. Flash Drives . Knowing a little history is especially important if you work in Greece or any of the satellite countries near the EU in the Balkans. Educated people tend to discuss events of the last millennium, as if they happened yesterday. There is a perception in Europe that Americans follow Henry Ford’s maxim “history is nonsense” – I made friends quickly denied when prejudice.The good news is that Europeans are more like us than we are different: the general culture of two continents aspects of the business and promotes honest dealing – but it is important not to let small differences in costs money.