Selling Outside Your Culture Zone: A Guide for Sales Success in Today's Cross-Cultural Marketplace Review

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Selling Outside Your Culture Zone: A Guide for Sales Success in Today's Cross-Cultural Marketplace ReviewDid you know that 12 percent of the people living in the United States were born elsewhere? Of native-born people, many others retain substantial ties to cultures outside of the American mainstream. Yet many salespeople learn just one approach to selling, and many organizations encourage a basic script . . . which fits a hypothetical "average" American.
If the United States is diverse now, it's about to become even more diverse. How should a salesperson respond to the diversity? Selling Outside Your Culture Zone makes it clear that salespeople also need to beware of stereotypes about people from other nations and cultures.
Through lists of cultural preferences, a survey of your cultural knowledge and many "hypothetical" examples that employ scripts and analyses, you get a sense of what can go wrong. The authors do a good job of preparing you to avoid expressions that don't translate into other languages, avoiding "humor" that may not play universally and being alert to signs that a prospect or customer is puzzled by what's being said.
Selling Outside Your Comfort Zone is a quick read . . . a quality that will endear it to salespeople with quotas to meet. It's also engrossing through its exposure of cultural preferences that will surprise any reader who is not an etiquette officer for the United Nations. For instance, did you realize that your business card should be presented at the end of a business meeting with a Filipino? Do you know why some Japanese may laugh inappropriately (as a sign that they are being confronted with something strange or unexpected)?
I was particularly pleased to see that the authors break cultural differences into a number of categories. This method of analyzing culture can help any salesperson think through and adapt to an unexpected turn in a conversation. The elements are communication, religion, education, aesthetics, social organizations, technology, time, values and norms.
The book goes on to take these cultural perspectives and show how to apply these perspectives to the never-ending tasks of finding customers, preparing for meetings, building relationships, offering a product or service, clarifying your offer, getting the order, and maintaining the relationship.
For those who don't like to take notes, the major chapters also have summaries at the end labeled as "Take-Away Points". Appendix 3 is worth the price of the book in terms of summarizing key cultural points to keep in mind for those from various cultural backgrounds.
Obviously, you can overdo a point like cultural flexibility. Do the authors do so? I didn't think so. I've worked with people from most of the cultures described in the books, and one or more of the points made about those cultures rang loud and clear with me. I wish I had had this resource before I met my first new acquaintance from the various cultures described here. I'm sure I would have made a better impression . . . and might have developed better relationships.Selling Outside Your Culture Zone: A Guide for Sales Success in Today's Cross-Cultural Marketplace Overview

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