Written by Thomas Norris
References in International Sales: Cultural Considerations and Strategies
References can be invaluable when conducting sales in international markets. They can provide a competitive edge through providing a level of trust and credibility that customers may be looking for. However, navigating the nuances of international references can be tricky, as there are cultural considerations to take into account. It is important that salespeople understand the different strategies available in order to maximize the impact of references in international sales.
When it comes to international sales, customers may be looking for some assurance that the product or service being offered is reliable and of a certain quality. While businesses can provide marketing materials and other assurances, customers may still have reservations. This is where references come in. References can provide customers with the independent confirmation they are looking for, which in turn can help to close the deal.
References come in various forms. They may be a customer testimonial, a list of customers, or a list of industry awards and recognitions. In international sales, the most effective references are those that are local to the customer’s country. This is because customers are more likely to trust a reference from a source they are familiar with. For example, if a business is selling to customers in the United States, then a customer testimonial from a customer in the US will be more effective than a customer testimonial from a customer in another country.
When it comes to selecting references, it is important to ensure that they are culturally relevant. This means taking into account the values and customs of the customer’s country. For example, if a business is selling to customers in Japan, then it may be more effective to use a reference from a Japanese customer. This helps to build trust and credibility with the customer.
Salespeople should also consider the language of the reference. If the customer is not a native English speaker, then a reference in their native language is more likely to be effective. This helps to bridge the language barrier and shows that the business is respectful of the customer’s culture.
In addition to selecting references that are culturally relevant, salespeople should also consider the most effective way to present them. For example, in some cultures, it is more effective to present the reference in a more personal way, such as through a customer testimonial. In other cultures, it may be more effective to present the reference in a more formal way, such as through a list of awards and recognitions.
When it comes to international sales, references can be a powerful tool for salespeople. They can provide customers with the assurance they are looking for and help to close the deal. However, it is important that salespeople understand the cultural considerations and strategies involved in selecting and presenting references in order to maximize their impact. By doing this, salespeople can gain a competitive edge and increase their success in international sales.