Has rarely been as succinctly and well-stated as Drew Maloney did in his article, “Lessons in Navigating US Economic Rapids”.  The essence of the Teleos business model is reflected in his article:

As foreign firms attempt to make inroads into the US market, there are four steps that firms can take to lessen the impact of the current economic environment.

Demonstrate that you are a global company, not a foreign one. Be able to point out the amount of US jobs created, sales made and taxes paid. As an example, the fact that Lenovo employs several hundred people in the United States and assembles its products in North Carolina and Mexico makes it a truly global company with an important US connection. It is these types of stories that companies need to tell when entering the US market.

Manage your political risks. Obtain the most up-to-date information on the political landscape in Washington. Develop a proactive strategy to leverage your US presence by building ties with key decision-makers. The recipe for success is to establish a presence and strategy before a crisis, rather than reacting to one.

Build your brand and reputation in the United States. Proactive corporate social responsibility and philanthropic projects help generate goodwill (and sales) and help show you are a responsible global company.

Be committed for the long term. Relationship building and communications cannot be a one-off project. It needs to be an ongoing part of your business plan in the United States.

Many of the problems that foreign firms face in the United States are out of their control. But rather than viewing the current situation as an obstacle to investment, it should be viewed as an opportunity to take the necessary steps to build the firm’s brand at both national and local levels. By taking a few basic steps now, foreign firms will be in much better shape the next time these problems re-emerge.