SELLING TO A DIVERSE MARKET
During a podcast recording with Jon Fox, APJ Channel and Alliances Vice President at CrowdStrike, we discussed the importance of understanding cultural nuances, especially when working across diverse markets like APJ (Australia, China, India, Japan, South Korea, and Taiwan).
Each region has its unique approach to sales, and adapting to these differences is crucial for success.
So, how do you adapt to selling in different markets?
Here are four key areas for success in new regions, cultures, and countries:
Understand Their Preferred Communication Styles: For example, in Kuala Lumpur, WhatsApp is the primary communication tool.
Adapt Your Processes and Communication to Suit: Tailor your methods and messaging to align with local customs and preferences.
Don’t Be Offended by Different Styles: Recognise that hard negotiation is customary in some cultures; it's simply how they do business.
Be Open, Ask Questions, and Learn: Engage with your counterparts to understand their ways and continuously improve your approach.
Working with our global clients requires us to adapt our training and enablement programs to fit each market.
One of the most rewarding aspects is seeing teams collaborate and share information, intel, and processes for mutual benefit.
For instance, LinkedIn isn't as widely used in Asia as it is in Australia; this presents a significant opportunity for those in the region to leverage the platform and make improvements.
Another fascinating cultural difference is that in some Asian cultures, salespeople will wait in a prospect’s office to get a response; while this might not be feasible in Western cultures, the takeaway is not to accept a lack of response as a definitive 'no'. I’m not suggesting you camp out at your prospect’s office, especially with remote working being common, but rather, try different approaches and remain top of mind.
WhatsApp is becoming a significant sales tool, particularly in consumer sales in Western cultures, it could potentially replace traditional tools like email and phone for quick responses, much like Teams however I don't see this being adopted broadly.
Understanding and embracing these cultural differences can dramatically improve your sales effectiveness across diverse markets.
