selling successfully across’ cultures’ - lasso crm › wp-content › uploads › 2018 › 05...
TRANSCRIPT
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Selling Successfully
Across Cultures
GLOBAL LEARNING &
CONSULTING SOLUTIONS
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Selling Successfully Across Cultures Presented by:
Michael Landers
Facilitated by:
Angela McKay
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Housekeeping • Webinar is being recorded • Copies of the slides will be available • 45 minutes • Type your quesDons in the GoToWebinar box • Collapse the GTW box by clicking the orange arrow in the top right corner of screen.
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Why are we here…? • Examine your own cultural idenDty and determine the ways
you may be programmed to interpret and analyze behavior.
• Define 2 key cultural dimensions that play an integral part in sales & communicaDon.
• IdenDfy some of the potenDal challenges of selling, markeDng and providing effecDve customer service to a mulDcultural populaDon.
• Strategize some effecDve techniques to overcome the potenDal challenges.
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CURRENT CHALLENGES…?
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Current Challenges • Language – both understanding the prospect as well as being
understood.
• Understanding who impacts the buying process and why
• Different Home Design Philosophies and their impact on the decision making process
• CreaDng a sense of urgency • How to earn trust quicker • Different negoDaDon styles
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CULTURAL AWARENESS • Unconscious Incompetence
– You don’t know that you don’t know
• Conscious Incompetence – You know that you don’t know
• Conscious Competence – You try and understand what you don’t know
• Unconscious Competence – You know
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Visible, observable
Basic assumpHons Values Beliefs Norms
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Cultural Programming
• Close the door!!!
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Visible, observable
Basic assumpHons Values Beliefs Norms
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PERCEPTUAL BLINDNESS
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DIMENSIONS OF CULTURE
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Key Dimensions
CollecDvism Self Individualism
Indirect CommunicaHon Direct
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View of Self
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VIEW OF SELF: ME or WE?
Collectivism Individualism • The well-being of the group (company, family,
country, etc.) more important than personal well being
• Harmony should be maintained and direct confrontations avoided
• Standing out from the group is looked down upon and discouraged
• Loss of “face” for self and group; shame
• Being a member of a group is essential to one’s identity and / or survival
• Relationship prevails over task
• Personal well-being more important than the group’s well-being
• Speaking one’s mind is encouraged and expected
• Standing out from the group and being acknowledged is encouraged
• Personal freedom and individual rights are paramount
• Being a member of a group does not define who you are
• Task prevails over relationship
0 50 100
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FACE • A universal term for recognizing an individual or group’s dignity, honor
and reputaDon.
• A driving value in countries throughout Asia like Thailand, China, the Koreas, Japan, Malaysia, as well as most countries in the Arab World and LaDn America.
• If you show another person face they would most likely feel obligated to return the favor.
• A show could be something simple as a way of speaking, a gesture, an apology, or even someone’s overall aYtude.
• When the proper amount of face is given or allowed to be saved for others, posiDve benefits tend to occur.
• Causing someone to lose face oZen results in negaDve consequences.
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Dimensions of Cultures: Communicate
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DIRECT OR INDIRECT
Direct, Low Context Indirect, High Context • Say what you mean—very little need for
reading into things.
• The idea of saving face is not of major consequence in most situations.
• Silence in conversations is uncomfortable. Interruptions are common.
• No means No. Yes means Yes.
• Goal of communicating is getting or giving information. Little context surrounding communication.
• Truth is usually more important than feelings.
• Imply what you mean. Reading into things is the definitive way of communicating.
• Saving face and maintaining harmony is paramount.
• Silence in conversations is expected and appreciated. It is usually interpreted in a positive sense. Interruptions are to be avoided.
• People infer, suggest, rather than be direct. “Maybe” and “Yes” are preferable to a direct “No.” Avoid confrontations.
• Feeling and harmony outweigh telling someone the truth.
0 50 100
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INDIRECT / DIRECT / BLUNT
Country X
USA
I D B
I D B
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INDIRECT / DIRECT / BLUNT
Country X
USA
I D B
I D B
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COMMUNICATING ACROSS CULTURES
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TOP 3 GLOBAL ENGLISH CHALLENGES
1. IDIOMS 2. SLANG (social and organizaDonal) 3. SPEED
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WORDS PER MINUTE
• NaDve English Speakers: average 150–180 words per minute
• Recorded Audio Books: average 200–300 words per minute
• Majority of non-‐naDve English speakers understand no more than 100–120 words per minute
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SLANG
• Could’a–should’a–would’a
• Review OKR’s, send them to CPASS, update the GWIK and do it ASAP!
• Awesome! Just bring some booze but don’t open it in your Beemer ‘cuz you don’t want to get stopped by the Cops.
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SPORTS • Have two strikes against you • Jump the gun • Keep the ball rolling • Long shot • Name of the game • Running start • Set the pace • Ten-‐to-‐one • Across the board • Ahead of the game • At (this) stage (of the game) • Carry the ball • Get the ball rolling • Get to first base
MILITARY • All systems go • At stake • Back out • Gain ground • Head off • Hold the line • In the line of duty • Join forces • Line of fire • Lose ground • Quick on the trigger • Take charge • Under fire
Idioms
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Selling Across Cultures
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• Buyer/Seller PosiDon • NegoDaDon Style • View of Conflict • Accepted Techniques • Business vs. Personal • Sense of Urgency • Growing and Building Trust • Silences • Sacrifice
THINGS TO CONSIDER….
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Q&A
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Success Across Cultures
GLOBAL LEARNING &
CONSULTING SOLUTIONS