Have you thought through the many considerations before entering the multi-cultural selling environment, or like most, all of a sudden found yourself in it? The key is not only to understand the company you're selling to, but also the culture of the decision makers and their target markets. Understanding how decision makers prefer to do business and being prepared to be an expert in how the process works will make you a success. Armed with this knowledge, you'll be protected from going blindly into a new selling environment — you'll be protected from making missteps and mistakes, and offending a prospect. Language Barriers If you are not fluent in the first language of the prospect, don't attempt to impress by learning a few key phrases and thinking that's everything needed. Handled incorrectly, this can result in the prospect opening up further discussion or introduction in their native tongue and you will not be able to understand or respond. If it is necessary to go through the sale in the prospect's first language, hire a translator, perhaps as a permanent member of your sales team. A professional trained in sales who also knows additional languages corresponding to your target market, is ideal in helping the organization reach its marketing goals. Take advantage of the time that you work with this expert by learning as much as possible about the culture of the clients they serve. Learning Cultures An important step to take before you begin selling in the multi-cultural market is to learn as much as possible about the cultures in which you will be selling. There are plenty of books, online resources, and even training classes to get you off and running on the best track.

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These days most people know someone from a different cultural background, perhaps relatives, friends, colleagues, or business contacts. Take the time to embrace the traditions of the people around you and learn from them about their customs. Think about questions you'd like to ask and how to best ask them, so that your inquiries don't enter the realm of stereotypes.

Cultural Behaviors

By understanding that business is done differently throughout the world, you can adjust the sales process to meet differing prospect needs. The sales process may be extensive and formal, or brief and relaxed compared to what you may be accustomed. Doing your homework will help you learn what to expect. You wouldn't want to be embarrassed by taking inappropriate actions such as dressing unacceptably, going through the incorrect level in the hierarchy, or improperly exchanging business cards. Not knowing the differences in cultural behaviors can sever relationships. However, taking the time to adjust to these differences can open your organization up to a whole new and exciting world of sales.

Becoming more open minded to cultural differences and experiences will not only earn your company more respect, but also more sales. In taking this path, your ability to reach new untapped markets within the industry will improve significantly.

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