Different Cultures and Selling

Is the success of your sales career limited because you lack the specialized skills of selling to prospects from different cultures? That loss of business can be very costly for you.

Today’s multicultural market is a very large market segment. This market is too large a sales opportunity for sales professionals to not take seriously as a source of prospects.

To be become significantly successful in the multicultural market, sales professionals need to receive training on how prospects from different cultures want to do business including how they want a sales person to relate and sell to them.

To successfully sell to a culturally-different prospect, you need to understand their culture. Prospects from different cultures feel most comfortable buying from a sales person who knows the “Do’s” and “Don’ts” of their culture.

Unfortunately most sales people do not understand the culture of a prospect from a different culture since they have never received cultural competency training.

As a result, sales people in cross-cultural selling situations are often selling “culturally blind”.  They understand little, if anything, about a culturally-different prospect’s culture and their culture’s established ways of doing business.

Whatever the cultural background of the sales person, the only culture a sales person usually really understands is their own culture. As a result, they try to sell to prospects from different cultures pretty much like they sell to prospects from their own culture. After all, they have usually only been trained on selling skills that are successful when selling to people from their own culture.

Because the sales person is  “culturally blind” and has no/little cultural competency skills on the prospect’s cultural ways of doing business,  the prospects from a different culture can “drift away” from the sales person since they do not feel the sales person understands them and can relate to them.

Cultural competency training focused on cross-cultural selling changes that lack of success in the multicultural market. 

Examples of cultural competency that are very important for sales professionals to learn include areas such as how to adapt to different cultures; how to connect with people from different cultures; how to earn their trust; how to successful cross-culturally communicate; a step-by-step cross-cultural selling process, and how to haggle. 

Few sales people have received cultural competency training focus on selling. I provide that specialized cultural competency training. I can ensure you that you will stand out as a cross-cultural sales professional. You will learn a number of “competitive edges” in selling to different cultures that will contribute to your financial success. 

For a complimentary discussion on how I might assist you, please go to the Contact Bill tab of this website; or send me an e-mail at bill@culturalselling.com; or call me at 905-599-6365 (if unavailable, please leave a voice mail message).

I’ll do my best to respond to you before the end of the business day.

Thank you,


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The Oakville, Milton and District Real Estate Board highly recommends Bill Dennis’ seminar “Negotiating & Selling to Different Cultures & Generations” because of the very enthusiastic and positive feedback from our members.
Cyndi Amodeo, Manager of Professional Development and EventsThe Oakville, Miton and District Real Estate Board