CHAPTER 10Selling to Customers from Other Cultures
PHONE SALES CHALLENGE – Brenda, an experienced saleswoman, has recently moved into international passenger truck and van sales, and is facing this problem: “I know some French and some Spanish, but it’s not just the language thing. It’s hard enough figuring out how some of these Europeans think, let alone how to strategize the accounts in India I’ve just been given, and my customers there speak English!”
Just as we look at selling to different personality types, when we look at selling to customers in other cultures we must first consider our own culture, because that is the basis of our interpretation of others. Assertive and submissive behavior, as well as agreement and disagreement speaking ...
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