International Sales Best Practice – Use Testimonials Right

International Sales Best Practices

Selling is often easier when someone else does it for you.Everyone likes to hear that others like them were happy to make the same purchase.

International Sales Success

In international environments there are some differences to take into account.  People still like hearing testimonials, but we might need to hear it differently for it to be perceived as a credibility building element.

Quote From Jeffrey Gitomer’s Little Red Book Of Selling

Principle of Sales GreatnessWhen you say it about yourself, it’s bragging.  When someone else says it about you, it’s proof.

Last Month’s Cross-Cultural Communication Tip x

Assume there are differences until you have confirmation of similarities

Different Types Of Testimonials

There are different types of testimonials.  Here is a list from the shortest to the longest:

• Quotes
• Testimonials
• Success Stories
• Case Studies

Different Ways To Use Testimonials For Different Cultures

I have written before that American-style testimonials can provoke the opposite of the desired effect in a French audience.  Instead of creating credibility and trust they stimulate distrust.

We all like testimonials.  Different cultures might need to have:

• Different types of testimonials, as mentioned above
• Different styles of testimonials – group approval or high level CEO endorsement
• The testimonial placed or emphasized differently

Success stories and case studies are fairly easy to use across all cultures, although the best point of time to use them during the sales cycle may differ somewhat.

In any event, remember to deliver the testimonial in the most effective way for your international customers.

The most powerful person on your sales team is your customer – Jeffrey Gitomer

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