Selling  Successfully    

Across  Cultures  

GLOBAL LEARNING &

CONSULTING SOLUTIONS

Selling  Successfully    Across  Cultures   Presented  by:  

Michael  Landers  

Facilitated  by:  

Angela  McKay  

Housekeeping  •  Webinar  is  being  recorded  •  Copies  of  the  slides  will  be  available  •  45  minutes  •  Type  your  quesDons  in  the  GoToWebinar  box  •  Collapse  the  GTW  box  by  clicking  the  orange  arrow  in  the  top  right  corner  of  screen.  

   

Why  are  we  here…?  •  Examine  your  own  cultural  idenDty  and  determine  the  ways  

you  may  be  programmed  to  interpret  and  analyze  behavior.  

•  Define  2  key  cultural  dimensions  that  play  an  integral  part  in  sales  &  communicaDon.  

•  IdenDfy  some  of  the  potenDal  challenges  of  selling,  markeDng  and  providing  effecDve  customer  service  to  a  mulDcultural  populaDon.  

•  Strategize  some  effecDve  techniques  to  overcome  the  potenDal  challenges.  

   

CURRENT  CHALLENGES…?  

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Current  Challenges  •  Language  –  both  understanding  the  prospect  as  well  as  being  

understood.  

•  Understanding  who  impacts  the  buying  process  and  why  

•  Different  Home  Design  Philosophies  and  their  impact  on  the  decision  making  process  

•  CreaDng  a  sense  of  urgency  •  How  to  earn  trust  quicker  •  Different  negoDaDon  styles      

CULTURAL  AWARENESS  •  Unconscious  Incompetence    

–  You  don’t  know  that  you  don’t  know    

•  Conscious  Incompetence    –  You  know  that  you  don’t  know    

•  Conscious  Competence    –  You  try  and  understand  what  you  don’t  know  

•    Unconscious  Competence    –  You  know  

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Visible,  observable  

Basic  assumpHons  Values  Beliefs  Norms    

Cultural  Programming  

•  Close  the  door!!!  

 

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Visible,  observable  

Basic  assumpHons  Values  Beliefs  Norms    

PERCEPTUAL  BLINDNESS  

DIMENSIONS  OF  CULTURE  

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Key  Dimensions  

CollecDvism   Self   Individualism  

Indirect        CommunicaHon   Direct  

View  of  Self  

VIEW  OF  SELF:  ME  or  WE?  

Collectivism Individualism •  The well-being of the group (company, family,

country, etc.) more important than personal well being

•  Harmony should be maintained and direct confrontations avoided

•  Standing out from the group is looked down upon and discouraged

•  Loss of “face” for self and group; shame

•  Being a member of a group is essential to one’s identity and / or survival

•  Relationship prevails over task

•  Personal well-being more important than the group’s well-being

•  Speaking one’s mind is encouraged and expected

•  Standing out from the group and being acknowledged is encouraged

•  Personal freedom and individual rights are paramount

•  Being a member of a group does not define who you are

•  Task prevails over relationship

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FACE  •  A  universal  term  for  recognizing  an  individual  or  group’s  dignity,  honor  

and  reputaDon.      

•  A  driving  value  in  countries  throughout  Asia  like  Thailand,  China,  the  Koreas,  Japan,  Malaysia,  as  well  as  most  countries  in  the  Arab  World  and  LaDn  America.        

•  If  you  show  another  person  face  they  would  most  likely  feel  obligated  to  return  the  favor.      

•  A  show  could  be  something  simple  as  a  way  of  speaking,  a  gesture,  an  apology,  or  even  someone’s  overall  aYtude.  

•  When  the  proper  amount  of  face  is  given  or  allowed  to  be  saved  for  others,  posiDve  benefits  tend  to  occur.  

•  Causing  someone  to  lose  face  oZen  results  in  negaDve  consequences.  

Dimensions  of  Cultures:  Communicate  

DIRECT  OR  INDIRECT  

Direct, Low Context Indirect, High Context •  Say what you mean—very little need for

reading into things.

•  The idea of saving face is not of major consequence in most situations.

•  Silence in conversations is uncomfortable. Interruptions are common.

•  No means No. Yes means Yes.

•  Goal of communicating is getting or giving information. Little context surrounding communication.

•  Truth is usually more important than feelings.

•  Imply what you mean. Reading into things is the definitive way of communicating.

•  Saving face and maintaining harmony is paramount.

•  Silence in conversations is expected and appreciated. It is usually interpreted in a positive sense. Interruptions are to be avoided.

•  People infer, suggest, rather than be direct. “Maybe” and “Yes” are preferable to a direct “No.” Avoid confrontations.

•  Feeling and harmony outweigh telling someone the truth.

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INDIRECT  /  DIRECT  /  BLUNT  

Country  X  

USA  

I   D   B  

I   D   B  

INDIRECT  /  DIRECT  /  BLUNT  

Country  X  

USA  

I   D   B  

I   D   B  

COMMUNICATING  ACROSS  CULTURES  

TOP  3  GLOBAL  ENGLISH  CHALLENGES  

 1.  IDIOMS      2.  SLANG  (social  and  organizaDonal)      3.  SPEED  

WORDS  PER  MINUTE  

•  NaDve  English  Speakers:    average  150–180  words  per  minute    

•  Recorded  Audio  Books:    average  200–300  words    per  minute  

•  Majority  of  non-­‐naDve  English    speakers  understand  no  more  than    100–120  words  per  minute  

 

SLANG  

•  Could’a–should’a–would’a  

•  Review  OKR’s,  send  them  to  CPASS,  update  the  GWIK  and  do  it  ASAP!  

•  Awesome!  Just  bring  some  booze  but  don’t  open  it    in  your  Beemer  ‘cuz  you  don’t  want  to  get  stopped    by  the  Cops.  

   

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SPORTS                                                                                                              • Have  two  strikes  against  you                                                  • Jump  the  gun  • Keep  the  ball  rolling  • Long  shot  • Name  of  the  game  • Running  start  • Set  the  pace  • Ten-­‐to-­‐one  • Across  the  board  • Ahead  of  the  game  • At  (this)  stage  (of    the  game)  • Carry  the  ball  • Get  the  ball  rolling  • Get  to  first  base  

MILITARY  • All  systems  go  • At  stake  • Back  out  • Gain  ground  • Head  off  • Hold  the  line  • In  the  line  of  duty  • Join  forces  • Line  of  fire  • Lose  ground  • Quick  on  the  trigger  • Take  charge  • Under  fire  

Idioms  

Selling  Across  Cultures  

•  Buyer/Seller  PosiDon  •  NegoDaDon  Style  •  View  of  Conflict  •  Accepted  Techniques  •  Business  vs.  Personal  •  Sense  of  Urgency  •  Growing  and  Building  Trust  •  Silences  •  Sacrifice  

THINGS  TO  CONSIDER….  

Q&A  

Success  Across  Cultures  

GLOBAL LEARNING &

CONSULTING SOLUTIONS