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Sales teams entering developing markets hurt their chances for success when they stay at Western brand hotels, eat familiar food and shield themselves from the local language and culture. “Unless your clients see you as locals — unless they see you interacting and making the effort — they will not think you are interested in what they are doing,” Thunderbird Professor Sundaresan Ram, Ph.D., said April 1, 2011, during a conversation about market entry strategy. Ram said the key is to assemble a team with local mindset. This means embracing local customs, stepping outside your comfort zone and withholding judgment about customer behavior and preferences. He said expatriates who take overseas assignments merely as a way to boost their careers at home give themselves away by the way they bide their time. “You can tell,” Ram said. “Do they go lock themselves up in a hotel room, do they stay within five square miles of where their Western hotel is, do they make a conscious effort to speak the language, do they stay after hours to see how the culture works? All of these are tell-tale signs.” | Podcast: Go local for global sales success (15:00)
April 25th, 2013 at 7:35 am
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