Selling Across Cultures

Culture impacts every form of human interaction and selling is no exception.  Even the most experienced sales person may be stymied or frustrated by the unfamiliarity of a new cultural arena.  While selling is always about creating trust, comfort, and respect, these can be generated differently in different cultural environments.  For example, selling in the United States, Northern Europe, East Asia, and South America each require different knowledge and skills – a different selling style - for successful sales.

IOR’s programs on cross-cultural selling contrast different selling styles according to whether the primary sales focus is on product, price, and service or on the buyer/seller relationship, emphasizing long-term involvement and flexibility.  By employing a cultural assessment instrument prior to the program, we compare communication styles (verbal and non-verbal) in origin and destination cultures and work to create a sales strategy that will be effective in the new environment.

Selling Across Cultures is delivered in half-day and full-day sessions.  Programs are conducted by an experienced trainer accompanied by a business resource with a sales track record in both cultures.  No one responsible for sales in a new region should accept an assignment without participating in this program.