The global marketplace is a maze of complexity. The recipe for success in one area can be a recipe for disaster in another. Even with the best of intentions, it’s possible to upset or even offend potential customers/clients and lose a major deal… unless you know the right formula:



The keys to success

Your global sales success depends on your ability to navigate 5 key areas successfully. Knowledge of what to expect in each area and how to adapt your sales approach accordingly is vital.

My complete, practical cross-cultural model has 15 dimensions – 3 in each of the 5 key areas. It offers you 15 key ways in which you can ensure that you can adapt your approach to win major deals across the world. Below is an example of one dimension from each area:

Who will take the decision?
France
Autocratic
Japan
Concensus



How much margin should we build in for bargaining?
Sweden
Less
Dubai
More



How direct will they be?
Netherlands
Direct
India
Indirect



What timescale will they be thinking about?
USA
Short Term
China
Long Term



Should we engage in small talk when we meet?
Germany
Minimal
Brazil
Significant



Thank you for the excellent sessions you ran for our senior people. Your knowledge of languages and different cultures was vital in the multicultural environment in which we operate.

Carole Roberts, Director
Alliance Unichem



The danger of one communication style

Even with the best of intentions, the scope for misunderstanding and confusion is massive. How formal you need to be, how you address someone, your body language, the questions you ask and the analogies you choose are just some of the areas where mistakes can be made. The following are typical examples of how misunderstandings can arise:

In each example, the icon represents the person speaking or thinking

Danish
Anyway, Ayo...
Nigerian
Actually, my name is Sir



Spanish
What do you think
we should do?
Thai
Silence is better than standing out or getting
it wrong



Italian
They just don't look happy
Russian
You have to earn a
smile here



Swiss German
The second criterion is...
Australian
Sounds a bit stuffy, mate?



American
If they throw you a
curved ball, make sure
you hit a home run
British
What?


The power of flexibility

It’s therefore essential to adapt your style to the country or region you’re in and the people in front of you. For example… using egalitarian language in Scandinavia, presenting detail in Germany, communicating with positive emotion in Southern Europe, the Middle East, Africa & Latam and maintaining harmony in Asia will enable you to build powerful relationships and increase your chances of winning major deals.



Thank you so much for your brilliant contribution,
which enabled us to present to our new acquisition partners in Brazil in such an effective way.

JJ Bowley, Support Services Division
Babcock International Group plc




Steve Minshull International Ltd
ECL House
Lake Street
Leighton Buzzard
Beds LU7 1RT
United Kingdom

Website design by
Steve Cripps Graphic Design

e-mail: steve@steveminshull.com