International Sales Best Practice – Cultural Focus

International Sales Best Practices

This is the last post about how to improve clarity in cross-cultural communication through explanations. Today we look at the cultural differences others see in you and what you do.

CCCC Tip #25 -Tell others why you do certain things differently so they can understand your cultural environment.

This month’s series takes last month’s tips to get extreme clarity in cross-cultural communication and brings them into an international sales perspective. Remember to download the free calender for an easy reference to all of the 30 Cross-Cultural Communication Challenge Tips on clarity. Get the complete International Sales Best Practices series here.

This is a very common technique used in international encounters.  It is a good one to “break the ice” and open discussions. “Ice”?  This is when people do not interact because there is a barrier made with cultural differences.

When cultural differences are obvious some people will bring them up, and others will not. This is why it is always a good idea to be forthcoming and give the reasons behind any obvious differences others may not understand. When people do things differently there is usually a good reason behind it.  When you can find out what this reason is, this also usually helps you in moving along the path that separates the two cultures.

Remember that cultural differences usually:

• Stimulate and create negative reactions in people
• Are part of the reason why you need to work harder to build credibility and trust

When people do not understand cultural differences, these differences become trust and credibility barriers. Cultural differences can even become barriers to international business. People like to do business with people they like.

Cross-Cultural Communication Skills & Sales Best Practices

Here is today’s quote from Jeffrey Gitomer’s Little Red Book Of Sales Answers.

Similarities

Because international salespeople have to focus on answering questions about cultural differences, it is easy to forget that we also have things in common. In international business, this common ground is usually the desire to do business together. The basics rules of business apply across all cultures, if there is a need and desire for your product.

Two Sides

Remember to look at both sides of your cross-cultural encounter.

1. Pay attention to the cultural differences to take actions needed to maintain and improve trust and credibility
2. Identify the cultural similarities to find a common ground to take your sales negotiations forward. 

We get so focused on the differences, we forget to look at the similarities. And you can often identify similarities in most cross-cultural encounters.  For example, there are often similarities in key values in different cultures.

Do not focus your sales strategy on combating cultural differences. Although you will need to address issues brought up by these cultural differences remember to keep your business focus.

• Why your international clients like your product and want to buy it.
• How to communicate with your international clients in a way that gets them interested in buying
• Integrate cultural similarities into your sales strategy

This is where the similarities can help your international sales.  Many international businesses also locate the intersection, or sweet spot, between cultures and use this to their advantage.

Keep both the cultural differences and similarities in mind when explaining for clarity.  The right cultural focus impacts your international sales.

What Is Your Experience Of This In International Sales?

• What do you focus on when selling to international clients, cultural differences or similarities?
• What techniques do you use to connect with international clients?
• How do you adjust the cultural focus of your international sales strategy?

Please share your comments below. I’d love to hear your stories!

Want To Get The Cross-Cultural Communication Tips?

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• Expand Your Mindset
• Get Extreme With Clarity

Get all of the tips from these 30 & 31 day challenges, and learn more about the other planned later this year:

• 2009 Cross-Cultural Communication Challenges

All International Sales Best Practices

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Tagged as: best practice, best practices, clarity, cross-cultural sales, cross-cultural selling, explain, global sales, international competence, international negotiation, International Sales, international sales skills, international selling, international skills