Too often in international sales, deals are delayed considerably due to cultural differences, misunderstandings or weak trust as the result of the prospect customer being approached by an ‘outsider’, an international sales manager.
While most of us seek for help in books or papers about local customs, they are quite frequently written by the same outsiders, especially when there is a language difference. It means not only that they might be far from scientific and a lot more related to personal experiences, which are very linked to your social circumstances but also that they are normally seen through ‘outsider’s’ eyes. As an English gentlemen put it: on the night of the 5th of January, when Spanish children get their Christmas presents, there are parades all over the country with the three magic kings. To his eyes, the tradition was to open an umbrella upside down so that you can catch as many sweets thrown by the kings from their carriages as possible. As Spanish, the tradition is to see the three magic kings before eating some cake and waiting for them while sleeping and the whole ‘umbrella’ thing is kind of an impolite gesture not to be imitated.
Even if you can find a good book from a good and local source you might not have the time to read it or might not know if all things are applicable all the times. You might even have business in too many countries to learn all the customs at the required speed.
How can you build trust in international sales quickly and effectively? Here are some tips:
v Find some common ground. Rather than establishing conversation through speaking of both countries and the differences, research your contacts (the Internet is full of precious and free information) and get something you share with them: university, degree, hobbies, having a family or not having one… Have you realise how quickly to become the new ‘best friend’ with someone you have just met because you have in common your taste in music? Practice that in business too!
v Ask questions about their circumstances as a country and as a company. People love talking about themselves and see how people listen with attention. How many times you have felt close to someone just because you felt listened? Ask also personal questions (not too personal though) when possible. Just keep in mind that as well as business objectives, personal objectives need to be contemplated in every single sale. How many times someone advocated for you just because your value proposition suited their personal targets? Many!!
v Listen, listen and listen. I have been in tons of meetings which start by ‘you don’t understand, we are different’. If you come from overseas, the objection will be even stronger. The ‘we are different’ is not related to the company but to a whole country and as a foreigner you ‘just don’t understand’ or so they think. Listening will give you some hints about how to show you actually understand and are willing to provide innovative solutions. It will strengthen your relationship with your new business partners and also will give you key information to build your value proposition. At the end of the day, your value proposition only adds value if positioned against competition and it is related to relevant facts to your prospects. Let them talk, listen and take notes!
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| International Sales require not only travelling! |
v Offer some local references if possible or at least as close as possible. Saying things like ‘we did this in Sweden’ when you are Greece won’t help. However, if you did the same in Italy, it might be a completely different story to them. Don’t forget lots of multinational have structures in which some countries report to others.
v Be happy to show that even though you are not very familiar with local customs, as an international mind you are curious and happy to learn. Most people are happy to teach!
Following these tips to build trust in international sales will take you no more than 30 minutes research before the meeting and will save you not only time but very likely sweat and tears!
Nel Rivero
International Corporate & Executive Coach
@ Sky Ladder Coaching
The Sky is the limit, getting there is up to you!
P.S. Please, feel free to email me for some International Business Coaching information @ nel.rivero@skyladdercoaching.com and also check my website (www.skyladdercoaching.com) for further details on the coaching package ‘My Best Sale’.
