If you’re a sales professional, you already know the challenges and the importance of building– and maintaining – a good rapport with clients and prospects. Charisma and likeability are often named as the keys to being a successful salesperson, but for those who sell across cultures, knowing how to interact with prospects can be more difficult.
If your job requires you to do business with clients from different cultural backgrounds than your own, you’ll want to remember that each country has its own cultural protocols to which you’ll need to adhere. While it’s nearly impossible to know the nuances of every global culture as an outsider, these tips will help you improve your awareness and communication skills when selling across cultures.
- Watch your language. It’s likely you’ll be selling to people for whom your native language is not a first language— or perhaps don’t speak it at all. In the latter case, you are best advised to make use of local interpreter and translation services to help smooth the communication process and ensure both parties understand the transaction. If you are speaking the same language as your client or potential client, remember to slow down a little when you speak and avoid any confusing slang, idioms, or lingo. An intercultural sales meeting is not the time or place to wax eloquent à la Mad Men’s Don Draper. Keep your language simple enough that the other party can easily understand your message.
- Look for nonverbal cues. Paying attention to body language is very important – especially when facing the verbal language barriers mentioned above. For example, standing very close to someone is inappropriate in some cultures, while it is commonly a sign of friendship and trust in others. Be sure to do your research before a prospect meeting to learn what behavior is acceptable in the culture and how to interpret the behavior of others. A little preparedness can go a long way in helping you adapt your presentation and interpersonal style into a culturally appropriate vector. If you’re a CultureWizard subscriber, you can use the Country Profiles tool to learn more about your global clients and prospects.
- Be patient. Building relationships is a time-intensive process and very often not an entirely smooth one. Many cultures are hierarchical and have strict protocols of decorum, which you must learn and follow accordingly. Westerners, in particular, may struggle with the slower speed Asian buyers form relationships. It is important to give yourself more time up front for this lengthy process while remaining calm and gracious.
While selling across cultures is a complicated process, global business professionals accomplish it every day. Invest time in learning about the cultural preferences of your target demographic and make sure your words (and your behavior) translate from one culture to another.
