These practices transcend culture barriers and will help the U.S. company conduct business overseas. The biggest complaint from foreign importers about U.S. suppliers is failure to ship as promised. A first order is particularly important because it shapes the customer's image of a firm as a dependable or an undependable supplier. Be polite, courteous, and friendly. However, it is important to avoid undue familiarity or slang.
Some overseas firms feel that the usual brief U.S. business letter is lacking in courtesy.
Personally sign all letters. Form letters are not satisfactory. Once a relationship has been established with an overseas customer, representative, or distributor, it is important that the exporter work on building and maintaining that relationship. Common courtesy should dictate business activity. By following the points outlined in this chapter, a U.S. firm can present itself well.