Interview with Stefano Linares Esq. An Italian man in New York.

In various occasions, doing business means to approach the market by professional services marketing actions. It’s the case of experts and consultants who offer not products but services. Some months ago, I’ve had the great pleasure to meet Stefano Linares, an Italian professional who works in New York. He offers specialized legal consultancies and assistance to companies and entrepreneurs.
When he told me his working experience and how he succeeded to launch his services in USA, for me, it was so immediate to think that his story is a perfect case about marketing of professional

services topic.
I knew Stefano during one of my journalistic activities of last year, but that one is another story… now, it’s time to know his interesting experience, a real lesson of modern business life.

- Mister Linares, what does an Italian lawyer do in New York?

“First of all, if you let me, I would like to reformulate your question. I am not an Italian lawyer; instead, I am a New York attorney, who happens to be Italian. There is a big difference between the two. As a New York attorney, I am admitted to practice law in the United States, and, in particular, in the State of New York, where, after completing a one year master of laws in “International Business and Trade Law”, I took and passed the bar exam. On the contrary, Italian lawyers, meaning lawyers licensed to practice law in Italy, are not allowed to practice in the United States, where the legal system differs considerably from the one effective in Italy, and in many of the European countries.
Now, to go back to the original question, I provide Italian and American companies and entrepreneurs interested in doing business in the United States a wide range of legal services, allowing them to reach their commercial goals. In particular, I assist clients in all of the different aspects of international business law: from corporate to immigration, from trademark registration to business contracts, from debt collection to product liability”.

- Once arrived there, in the Big Apple, what type of marketing and communication actions did you plan and realize for approaching the local market?

“That was and, somehow, still is the hardest part of the whole project, especially considering that, when I moved to New York, I could not count on contacts or connection of any kind. So, after opening my office, I figured the best thing to do was to get in touch with the Italian agencies and institutions present in the city. So, I basically planned a road-show, by which I hoped to draw some attention to my project and the services I intended to offer. I was lucky enough to meet with very professional people, who showed sincere interest in my ideas and the potentials behind them”.

- Making marketing as for professional consultancy services: in your opinion, what does it really mean?

“Well, I am probably not the most suitable person to answer that question. As a matter of fact, I have never taken any marketing classes or attended any seminar on the topic. Although not an expert, I had pretty clear in my mind what needed to be done in order to promote my services and get some visibility. I started by sending out a profile of the firm along with a cover letter to all the people and firms that I knew were operating in the US market or were interested in doing so. While in Italy, I tried to personally meet with as many people as possible, including professionals, in order to establish a reliable network of correspondents. Being perfectly aware of the importance of legal publications, I devoted a relevant part of my time to write articles that could appeal to companies planning to expand their business to the United States. I also managed to cooperate, as the legal expert in the US market, with an Italian company, based in Rome, which offers online consulting services to companies and entrepreneurs, located in most of the Italian regions, interested in exporting their products to the United States. In addition to that, I made myself available, as speaker, for seminars or conferences promoting foreign investments in the United States. Last but not least, I focused on the firm website in an effort to create a communication tool available to clients and visitors that was effective, clean, and easy to navigate. Needless to say, the site has proven a very effective means for the firm to introduce its services and generate new business”.

- How does an Italian attorney (solicitor) live his professional life between Italy and USA?

“Well, you’ve got to love flying!!!! Just kidding. You have to be ready and willing to travel on a regular basis, and go back and forth from New York to Italy. I believe it is very important to establish not just a professional but also a friendly relationship with your clients. Especially when they trust their affairs abroad to you. You must be their confidante, their advisor, their reference point for whatever need they might have in the United States. This means that you have to schedule regular trips to Italy to meet with them in person, to take stock of the situation and keep them updated, listen and answer to their questions, discuss new business approaches to the market, and so on.
Not to mention the regular visits you have to pay to your key contacts, like local chambers of commerce or associations of entrepreneurs”.

- Is it necessary a mentality change when a professional goes abroad to develop new business?

“It is important to be familiar with the market where you intend to settle in and with its governing laws and rules. In the United States, the legal profession is organized under rules that differ considerably from those governing the legal profession in Italy. Lawyers, for instance, are allowed, within certain limitations, to promote their services in the newspapers, on the internet, and even on TV. The approach to the business market must, therefore, change accordingly. The key to success in developing new business abroad implies a first detailed analysis of the market, in order to make sure you have a perfect picture of how it works and what the trend is. The next step will be to suit the new market, to go with it, fitting in, without necessarily giving up to those elements and aspects peculiar to your own market and that might be transfused into the new one. Then, the ability would be to offer services that are not just consistent with the business environment you are dealing with, but also new and original enough to distinguish your firm and mark you out. The advantages that might follow from such a balanced combination can make the difference”.

- Doing business in Italy and in USA: what are the main differences?

“There are a number of factors to be considered by an Italian company or an Italian entrepreneur before launching a business operation in the United States. I will mention two, in particular:
(A) The size and the characteristics of the US market.
The United States of America is the third largest country in the world both in size and population. It is about two and half times the size of Western Europe. Including the non-continental states (Hawaii and Alaska), the United States covers the gamut in terms of environment and geography, from tropical to arctic, and from deserts and plains to rugged mountains and volcanoes. The US is often divided into geographic regions that also represent subcultures present in the US. The most common regional divisions are: the West Coast, the Midwest, the South, and the East Coast. Further divisions may also be made. There are a number of differences within these regions including cuisine, history, commodities, prevalent industries, political tendencies, and natural topography. Regional background should be taken into account when learning about American businesses. Individual factors including industry, business structure, management, and business mission also play a strong role in shaping an individual business culture. Those wishing to do extensive business within one region in the US are well-advised to spend some time researching that area in particular. Those wishing to do business with specific companies should invest additional time researching individual business culture through corporate literature, marketing, and websites. The United States is the world's largest economy and consumer market and the so-called 'land of opportunity' where anyone with the drive has the chance to succeed in business.
US firms are at or near the forefront in technological advances. In this market-oriented economy, private individuals and business firms make most of the decisions, and government buys needed goods and services predominantly in the private marketplace. Most industries are subject to few regulatory constraints, and investment incentives are often available, making the US a key market for investment. The US encourages foreign investment through the provision of assistance and incentives, with the majority of foreign investment incentives being provided by state or local governments. Though traditionally self-sufficient, many industries now use overseas manufacturing plants, and US export markets are increasingly international.
(B) The American attitude toward law and the legal process.
The American constitution itself is not merely a historical or social document; its language is the basis for actual litigation which results in damage awards of millions of dollars each year. In Italy, to be forced to resort to the courts for the resolution of a commercial or business dispute would be considered a disaster. This is not the case in the United States. American businesspeople expect routinely to be involved in court actions in every place where they transact business. They, too, consider it unfortunate, but it is so common that they do not consider it as a calamity. A cautious and conservative approach to the transaction of business requires that the possibility of litigation be planned for. Furthermore, the overlapping legal systems found in the United States present a special area of confusion for the foreign businessperson. For example, when a businessperson arrives in the City of New York, New York, to commence the transaction of business, he/she finds that not only must the government of the United States be dealt with, but also the State of New York, and the City of New York. Each of these governmental units has its own area of jurisdiction and in many instances these jurisdictions overlap. Under the American Constitution, the national government is supreme as to many matters of significance. However, if the national government has not acted in a given area by the adoption of legislation, then the matter is reserved to the states. Furthermore, in many cases, even if the national government has acted, the legislation itself provides for dual regulation by the states. Finally, as to many areas of law of commercial importance, the states, as sovereign jurisdictions, have the exclusive authority. Cities, although they are creatures of the states are frequently granted a degree of autonomy by the state legislatures. For example, the laws applicable to sales are generally the laws adopted by the various states. Note that difficult questions arise when a sales transaction crosses a state line. Which state's laws apply to it? However, national legislation and administrative regulations apply to many aspects of sales transactions. Thus, in the sale of consumer products, warranties given must comply with federal standards. If the sale involves the extension of consumer credit, federal consumer credit legislation will apply to it. If the goods are to be shipped in interstate commerce, federal regulation of interstate commerce will apply. If the sale transaction is found to be in restraint of trade, the federal antitrust laws may apply, and so on”.

- What do you think about this interview?...

“First of all, let me thank you for giving me the opportunity to share with E-Biz Journal readers my personal experience. It is been a pleasure as well as an honour to be interviewed by such a reputable review. I do hope our conversation could help other people to take the plunge and confront the stimulating challenges coming with working abroad, familiarizing with other cultures and interacting with different people. Unfortunately, recent surveys show that Italian small and medium-sized companies, which represent the primary source of our economy, are still reluctant to invest abroad and establish new business ventures. The lack of a strong and consolidated public system, able to support and provide them with the assistance they need abroad, might be one of the reasons behind their attitude. However, as the phenomenon of globalisation offers a great deal of opportunities, I strongly suggest Italian entrepreneurs to take all the necessary steps to get ready and benefit from them”.

Thank you, Stefano, for sharing your significant experience with us.
I’m sure that a growing number of international marketing and communication community members will find your words and considerations really interesting for understanding the actual trends of business.
Stefano Linares confirms to know how and what to communicate: don’t miss to visit his web site www.linareslaw.com

Marco Mancinelli
By E-BIZ Journal n. 3/June 2006