As I mentioned in the first installment of this series, it’s very important that we learn how our potential clients expect us to communicate with them. This week we take a brief look at cultural differences when initiating contact with potential customers. And, once again, we cannot assume that others do it the same way we do it in our home culture.
Cold calling or cold e-mailing may work well in the US and other Anglo-Saxon cultures, however, these tactics have next to zero chance of succeeding in, for example, China and many Eastern European countries.
There are several factors at work here. In western cultures trust is assumed until proven otherwise. The focus is on the product/service or the “deal”. Because close personal relationships aren’t essential or even expected in business relationships in western cultures, the focus is on the product/service or the “deal”. People are willing to learn about a new product or service relatively quickly and judge you by your knowledge, how the product can benefit the buyer, level of transparency in communications and access to information.
Buyers will research the seller company’s reputation and other factors, but rarely the salesperson herself. Business and personal lives remain separate. It’s all about the transaction rather than the relationship. That comes later, after the customer has made the purchase.
Conversely “meal” cultures rely heavily on personal relationships. Relationship-oriented salespeople tend to ask for referrals from their personal networks or introductions to potential buyers from existing business contacts. They’ll also take the time to build personal relationships at trade shows and other events, but time must be taken to get to know and trust one another long before pitching any services. Introductions and relationship development will many times take place over coffee, lunch or dinners. Hence the term “meal” sales.
Deal-oriented selling practices in a meal culture could be viewed as extremely pushy and downright disrespectful, while relationship-oriented selling practices might be seen as prying into the buyer’s personal life or influencing the buyer through “excessive” wining and dining.
Once again, a little research or coaching when selling outside your home market can shed light on business practices that differ from your own and mitigate misunderstandings or worse. Your success rate is bound to improve!
FluentSales