In the last article, I suggested the importance of cultural sensitivity in international sales, adding that high-performer international sales managers are those who show essential characteristics of cultural skills and cultural sensitivity. (Read the full article here).
Today I will cover a few key elements of a country’s culture that I consider fundamentals in international sales, so keep reading to find out more.
Some elements of a country’s culture and their impact
Language
I found that language is probably the most important factor of a culture when selling in a market. Speaking the customer’s language is a clear advantage and helps to reduce common barriers.
A key skill in international sales is the command of foreign languages and not only English Language.
“If I am selling to you, I will speak English, but if you are selling to me dann müssen Sie Deutsch sprechen!”
Willy Brandt
The above quote is from a former German chancellor, and I think about it every time I see a website, a document, an email, etc. which has been translated by a translating website with few mistakes.
Another moment that reminds me of Willy Brandt’s quote is when I see an English mother tongue speaker making no effort to connect with customers by speaking their language or at least facilitating the communication in English using simple words, reducing the speed of speaking and avoiding idioms.
Although it is not possible to speak all the languages of the countries managed by an international sales manager, it is very helpful to at least know some basic expressions.
Moreover, knowing how to correctly pronounce the name, family name, etc. of our interlocutor is a basic form of respect. There is no better sound for our ears than our name.
Let’s talk about translating websites
Regarding translating websites, they aren’t a bad idea if you want to know something from a foreign website. Sometimes they translate well, sometimes they don’t.
Normally, they give you enough information to understand the general meaning of a text.
However, if you want to sell abroad, please don’t assume that everybody speaks your language or English, and make sure your translated documents, emails brochures, website, etc. are understandable to your foreign customers and partners.
Remember, your prospective client may say “If I’m selling to you, I speak English. If I’m buying, then you need to speak my language!”
With this in mind, international sales managers need to understand both the nuances of the foreign language and the silent language. For example, the Japanese “yes” often means “no”, but a Chinese “no” often means “yes”!
Still addressing the issue of language
The last element regarding language that I think is important to note is the products’ names.
There are several examples of cars that were rebranded due to embarrassing names in some languages. For example, Honda “Fitta” was rebranded the “Jazz” after Honda discovered that “Fitta” is a colloquial term for a woman’s private parts in no less than 3 Nordic languages.
Ford discovered that in Brazil “Pinto” is the Brazilian Portuguese slang for small male genitals so changed the name of the “Pinto” in that market.
And finally, Mitsubishi “Pajero” was renamed “Montero” in Spanish-speaking countries (not a small part of the world!) when they discovered that the name is a colloquialism denoting masturbation in Spanish.
Therefore, if even big car manufacturers could make these mistakes, small MedTech companies, with smaller budgets should pay attention to these traps, checking the meaning, sound, and pronounceability as much as possible before going internationally.
Religion
The firm selling internationally needs an understanding of why customers and partners behave in a defined way.
The religion practiced in a country can give insights into its members’ behavior.
For example, Hinduism is followed by the majority of Indians and is as much a way of life as a religion.
An understanding of the tenets and principles of Hinduism is necessary for an understanding of Indian culture. And important doctrines of Hinduism include the caste system, the veneration of the cow, the joint family, and the restriction of women.
Any practice and behavior that is in contrast with the tenets of Hinduism would have little chance of success because such views are deep-rooted in Indian culture.
Similarly, Muslims take the Koran as a guide. Therefore, any international sales manager must bear in mind these principles when entering a new Islamic market and this is the essence of cultural sensitivity.
Customer’s Education
Knowing the educational pathway that medical doctors, or other relevant healthcare professionals, must follow to practice in the country, gives the international sales manager an insight into the nature and sophistication of the users.
For example, in some countries, many potential customers could not be formally educated in the area of interest of the medical device company. Meanwhile, in other countries, different doctor specialties treat the same patient category, thereby creating different target customers.
Therefore, in marketing a medical device in a new country, often the company is itself trying to train the customer in the use and benefits of the product.
However, the success of this training and communication activities will be constrained by the general level of education of the targeted population. If customers need basic training, then the company’s training program will need to be adaptive.
Social organization
Social organization differs greatly between cultures. The primary kind of social organization is based on kinship and in many countries, this takes the form of a large extended family.
Hierarchy level, for example, in hospital departments could be different from country to country.
An international sales manager must realize that the country’s social organization has an impact on who, why, when, and how buying decisions are taken.
And sometimes it is difficult to determine all the relevant stakeholders and their relevant power in an organization.
General cultural mindsets and values
Different cultures have different perceptions of time and its value.
In Latin cultures, it is common for sales representatives to wait for a long time for a business appointment. In Western culture, this would be seen as not well-mannered.
Similarly, a delay in answering an email could be interpreted as a low priority whereas it could mean a different perception of time for a reaction.
Our common Western business deadlines are now more easily accepted but in some Middle Eastern cultures a deadline was taken as a kind of insult and such behavior was not welcome.
The concept of space also has a different meaning to different cultures. In the Middle East and Latin countries, business discussions are carried out in close proximity, involving physical contact, which some Western people find uncomfortable.
In addition, in our Western culture, we rely on the law of contract for all business agreements, but in other cultures, a man’s word is just as binding.
Therefore, it is important when asking for a written contract not to violate the sensitivity of the interlocutor, thereby challenging his honor.
Conclusions
The objective of this post has not been to provide a comprehensive guide about cultural sensitivity to international sales managers working in the MedTech business. Rather, a brief overview of some cultural aspects to be considered when dealing with many different markets.
To capitalize on the market opportunities, the company, and the international sales manager should adapt the sales approach for different cultures, especially concerning issues such as language, religion, education, social organization, and cultural mindsets.
Developing a clear understanding and empathy with the foreign market culture is a key asset for an international sales manager. Moreover, to reduce the difficulty of the task for international sales managers there are also interpersonal differences to be considered.
What is your experience with cultural differences and cultural sensitivity? Share your thoughts in the section below and if you found value in the content of this blog, let the next person know, and don’t forget to subscribe.