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
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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
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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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{ 2 comments… read them below or add one }
I always felt like testimonials are kinda dishonest. It’s better to have some testimonials/reviews on 3rd party websites (depending on what you’re selling there are surely sites just about that) and then just link to them. It gives them a lot more credibility.
Gry dla Dziecis last blog post..Karaoke – Ubieranka
Hi Jack,
Yes, it is interesting to see the importance of “in-your-face” testimonials to North Americans and how this kind of testimonial can have such a strong reverse effect in other cultures.
I live in France where people generally distrust this type of testimonial. It is very hard for North Americans to comprehend that the same testimonial that creates strong credibility for them at home, can make French people lose credibility so fast that they chuck the offer in the trash immediately. Of course there is usually some tolerance when buying American products, in English, online – depends on the product, the offer and a few other factors.
Testimonials in a broad sense do still work in different cultures… just not in the same format, with the same timing, and in the same context.
- An in-person recommendation probably works in all cultures.
- Success stories and case studies also work very well across cultures.
- After that you need to proceed with cultural enlightenment.