Here's How to Make a Great First Impression With Your International Clients

By Cathy Wellings

They say that people buy from people they like–or from people who are like them. So when it comes to selling your products or services overseas it’s essential that you put yourself in the shoes of your international customers and understand how they like to operate.

If you consider how you come across and how their expectations might differ from those of your home grown customers, you can then adapt your approach. If you are not familiar with the cultural values and norms of your potential clients you might find you make basic mistakes such as using the wrong form of greeting or offering an inappropriate gift.

For example, in China clocks symbolize time running out, and so receiving one as a gift might suggest the relationship is ending. Or you might misinterpret more subtle elements of cross-cultural communication such as a long pause or a seemingly lack of a friendly smile.

So what can you do to make sure you make sure you succeed when selling across cultures?

1. Do your cross-cultural homework

Before your first contact with your prospective clients, find out more about their country and culture–not just areas such as history, religion and traditions, important as they are, but also do some research into their likely values, behaviours, and expectations of you.

However, always bear in mind the dangers of cultural stereotyping. And remember that doing cross-cultural homework also includes your own culture; think about how you come across and how you might be perceived by clients from other cultures.

2. Invest in the relationship

Relationship building should be part of any sales process, but when you are selling across cultures, it is vital that you understand the nuances of how relationships are built and maintained in each specific market. And this is particularly true in more relationship-focused parts of the world such as Asia or Latin America where it can be very hard to do business unless you have built a solid relationship on a personal as well as professional level.

In China it is important to demonstrate your wider network of relationships, and so references and introductions can show how well connected you are.

3. Time isn’t always money

In Western cultures we tend to see time as a scarce commodity, and this can give a negative impression in cultures where time is more plentiful. Who would want their prospective clients to think that they are always in a hurry and have no time for them? Decision-making can be a slower process in some cultures, and it might take a number of meetings before you "seal the deal."

4. Learn the lingo

You may not be a natural linguist, but learning at least a few words and expressions in your clients’ language will show that you have made an effort and are interested in their language and culture. If you work regularly with one specific market or region it might be worth investing in some intensive language training or hiring new team members who already have the right language skills.

If you don’t speak your client’s language make sure you adapt your use of English without sounding patronising. Avoid using jargon, acronyms, and idioms, pause a little bit more, and tune in to non-verbal signals that might indicate confusion or lack of understanding.

5. Localise your materials

Localising your materials goes beyond having them translated into the local language. Consider your key messaging: how do your messages fit with local values and how might they be interpreted. Make sure that any images you use are culturally appropriate. For example, an image of a woman at the wheel of a car would not go down well in Saudi Arabia. Be very wary of using humour or reference to events or celebrities from your culture. A Christmas or Easter promotion won’t work well everywhere.

Improving your cultural awareness can take time, but learning how to adapt your usual style and process, and demonstrating some cultural sensitivity during your interactions and meetings with clients from other cultures will prove invaluable in building long-term relationships with clients from other cultures.