How to charm Donald Trump

“Do not retaliate and you will be rewarded.” That was the message from the White House on April 9th after Donald Trump announced a pause on tariffs for most trading partners. The president, who touts his dealmaking prowess, had earlier said that he was open to talks. Most countries, China aside, accepted his claims, allowing Mr Trump to argue that the art of the deal was alive and well.

In the past week 70-odd countries have contacted the White House in the hope of winning tariff relief. Some, such as the eu, have struck a firm tone. But most have offered flattery or concessions tailored to appeal to Mr Trump. “These countries are calling us up, kissing my ass,” he said on April 8th. “They are dying to make a deal.” Over the next three months the efforts will intensify. What is the route to success?

One strategy has been to take Mr Trump at his word and offer reciprocal tariff reductions. Ursula von der Leyen, the European Commission’s president, proposed zero-for-zero tariffs on all industrial goods, including cars, chemicals and machinery; Taiwan offered a package including zero duties, non-retaliation pledges and additional investment in America. Yet the White House appeared unimpressed with such offers. Mr Trump declared the EU’s proposal insufficient, repeating his line that the bloc “was formed to really do damage to the United States in trade”.

Mr Trump demands more, and his demands vary by country. He has at times called for reductions in bilateral trade deficits, lower tariffs, fewer non-tariff barriers and currency stability. He has attacked food-safety standards, defence budgets and digital rules. Australia has been criticised over beef imports, Japan over military spending, India over agricultural restrictions and the EU over its taxes. Tariffs, in Mr Trump’s hands, are a way to pursue an endless array of political goals.

A handful of countries are making headway by appealing directly to Mr Trump with offers that are both bespoke and sweeping. Scott Bessent, America’s treasury secretary, has said that Japan is at the front of the queue for talks, and suggested that India, South Korea and Vietnam are not far behind. Japan vaulted to its position after Ishiba Shigeru, its prime minister, spoke to Mr Trump on April 7th. Japanese officials are now preparing an offer that spans defence, investment and trade. It is expected to include more purchases of natural gas, investment in an Alaskan pipeline favoured by Mr Trump, additional arms imports and looser restrictions on American farm goods and cars—many of which were addressed in a deal signed during Mr Trump’s first term.

Similar negotiations are unfolding with others. On April 8th Mr Trump took a call with Han Duck-soo, South Korea’s acting president, which the American president described as “one-stop shopping”, covering everything from the trade deficit to defence cost-sharing. Vietnam’s leader, To Lam, spoke with Mr Trump on April 4th and offered zero tariffs, increased imports from America and better terms for American firms. India, meanwhile, began talks in February, when Mr Trump and Narendra Modi agreed to pursue what India’s prime minister called a “mega partnership”. Mr Modi’s proposal is expected to include tariff cuts on products including walnuts and pistachios, as well as switching oil purchases from Russia to America. India has also slashed duties on bourbon and Harley-Davidsons; Vietnam, for its part, signed a deal with Starlink, Elon Musk’s satellite-internet service, and approved a Trump golf resort and hotel complex.

Serious obstacles remain. Mr Trump’s endgame is still unclear; he has given no indication of what tariff levels will apply if countries comply with his demands. He has also positioned himself as America’s sole decisionmaker, sidelining even his own advisers. Maros Sefcovic, the EU trade commissioner, spent hours negotiating with Jamieson Greer and Howard Lutnick—only to be told that they lacked the authority to make a deal. “It’s all up to POTUS,” says an EU official. Another problem is that many of Mr Trump’s claims are dubious. Japan’s prime minister dismissed his assertion of a 700% rice tariff as outdated nonsense. South Korean officials were equally baffled when Mr Trump accused them of maintaining tariffs four times higher than America’s. “It’s based in fiction,” says Yeo Han-koo, a former trade minister. Both countries already have free-trade agreements with America.

The biggest challenge may be what now appears to be Mr Trump’s long-term goal: rallying allies into a united front against China. “We can probably reach a deal with our allies…then we can approach China as a group,” said Mr Bessent on April 9th. The countries that are lined up for early talks all neighbour China. But for lots of them, closer ties with America will be a hard sell. Vietnam, for instance, practises “bamboo diplomacy”, balancing both powers. At the same time as offering America generous trade packages, many are deepening relations with its geopolitical rival. In the end, therefore, it may be Mr Trump who needs to sweeten the deal. ■