How Assumptions Kill International Sales

Cindy King — Thu, 30 Apr 2009 23:00:45 +0000

Most people have heard of the obvious cultural differences involved in international business.

Different “weekends” in some Middle Eastern countries
Extended price negotiations

In addition to these cultural differences that effect international business, there are also a multitude of differences that can go under the radar. If you are in international business, you will probably not have the time to become thoroughly adjusted to all of the different cultures you do business with. Instead of focusing on what you do not know, why not focus on something closer to home.

Your Own Cultural Assumptions

Cultural differences are one thing. How you react to them is another thing. There is one common reaction that kills international sales.

We make too many assumptions based on our own cultural background

This can lead to multiple communication barriers.

Assumptions Lead To Misunderstandings

The most common barrier created by wrong cultural assumptions is misunderstandings. This can be a simple error or a totally disconnected communication.

Assumptions Make You Lose Credibility

When you do not show the other person that you are interested in them, this does not leave a good impression. It leads you to the slippery slope of losing credibility. Once you arrive here it is very hard to get back on more solid ground.

Assumptions Destroy Trust

And once you lose the slightest bit of credibility you almost always lose trust. In cross-cultural selling you must constantly build and maintain trust. Mistrust of people you do not know and who are obviously different from you is a very common human trait.

Marketing Tactics For Different Countries

Cindy King — Mon, 05 Jan 2009 23:00:50 +0000

Improve Your International Marketing

Do you want to find the best marketing tactics to develop your international markets?

Before jumping into international marketing, you first did to be aware of why there are different marketing tactics.

It is easy to think that:

Everyone shares your definitions of marketing terms everywhere else
Marketing tactics that work well in your environment will work and definitely not harm your company in another environment
A good marketing practice that works well in your environment can halt all business possibilities in another country

These assumptions can be wrong. When you start off with an error in the foundation of your international marketing strategy, you will not get optimum results.

Let’s look at some assumptions that lead to confusion…

Different Definitions

People from other countries do not always have the same definition of marketing terms.

Even if you think your have the right translation, this marketing term might mean something different in two different countries.
There might be other cultural influences that affect the scope or meaning of your marketing term. You might need to rethink your marketing strategy.

Some of the terms where I notice differences in definitions are:

Brand marketing
Cross-cultural marketing
Global marketing
Interactive marketing
Intercultural marketing
International marketing
Multicultural marketing

These differences can be small. But when you are establishing your marketing strategy, it helps to acknowledge these differences. This enables you to find the best international marketing tactics for your business.

When coordinating with different cultures you always need to clarify definitions.

Marketing Sophistication

Another source of confusion I see is the difference in sophistication of marketing tactics used in different countries.

It is much easier to start at the very bottom of the basics.

No matter what marketing tactics you set up do not forget adapt the basics to your new foreign market:

Your offer
The positioning of your offer
The positioning of your company

When you get these right you will usually know how to choose the best marketing tactics to open your international markets.

Different Marketing Environments

Different countries have different marketing environments.

One marketing tactic may work well in one country and may not work in other cultures.

It is easy for marketing professionals to make assumptions. But they also quickly learn to verify assumptions before approaching new international markets.

Awareness Leads To The Right Questions

Yes, some assumptions can lead to confusion.

Most marketing professionals notice when a wrong assumption is made and start asking questions to correct it almost immediately.

We also need time to notice problems. And, in practice, we do not always have this time.

Awareness is the key.

Simply being aware of the danger of wrong assumptions usually gets you to spend an extra minute or two to question the right tactic to use. Questions help cross cultural barriers.

Knowing when to ask the right questions at the right time is one of the first international skills you acquire through experience.

More To Improve Your International Marketing

Branding And Building An International Business
Marketing Maturity At Different Stages
Marketing Tactics For Different Countries

Cindy King's International Business Blog » wrong assumptions