Chapter 2Chapter 2Culture and SalesCulture and SalesSales Management:Sales Management: A Global PerspectiveA Global PerspectiveBy:By:Adil AdnanAdil Adnan Culture and Sales Culture: All of the behavioral traits that we acquire from and share with the members of our society. Acculturation: What is learned and accepted by an outsider after eposure to those within a cultural !roup. Assimilation: When an outsider becomes completely absorbed into a new culture. Culture and Sales "evels of Cultural A!!re!ation# Global # $orces at wor% shapin! similar epectations of customers& but ris%y to treat all sales people the same way# Regional # 'e!ional similarities may offer opportunities for (rd country nationals# National # )he %ey level of a!!re!ation.)he most deep set and definin! characteristics imprinted on the individual.# Local # "ocal community has its own culture& but not as important in shapin! the individual. Culture and Sales *ofstede+s ,ational Cultural -imensions:# Power Distance # )he distinctions in the society between the individual and their immediate supervisor in terms of power and ran%in!.# Uncertainty avoidance # )he way in which the society deals with the concept of ris%.# Individalism!collectivism # )he importance of the !roup as opposed to the individual in the society. # Masclinity!"emininity # )he traits valued by society which are identified in terms of masculine .success& confidence& stren!th/ or feminine .nurturin!& compassion& quality of life/. Culture and Sales ,ational Cultural -imensions:)he importance of a short0term versus a lon!0term time orientation and commitment. Culture and Sales 1ana!erial Considerations:# )he chances for cultural conflict should be minimi2ed to enhance the probability of successful relationship buildin! between salesperson and customer.# 1a%in! the salesperson sensitive to cultural differences is important.# 3eriodic cultural trainin! for salespeople and sales mana!ers can be etremely beneficial. Culture and Sales Culture and Sales Components of Culture:# 4erbal Communication 0 )hree problem areas to consider: Simple carelessness # )he inappropriate or accidental use of a word. 1ultiple0meanin! words # 5sin! words with more than one meanin! where primary meanin! is other than was intended. 6dioms # 5sin! phrases with no literal translation..rainin! cats and do!s Culture and Sales Additional lan!ua!e concerns:# 5se the correct forms of the lan!ua!e when addressin! a superior as opposed to a peer.# -evelopin! countries often have many different dialects which are used.# )he lan!ua!e may be eperiencin! chan!es on a re!ular basis# *i!h contet versus low contet cultures have different lan!ua!e uses and needs for communications. Culture and Sales )ypes of ,onverbal Communication:# Appearance78roomin!# )one of 4oice7Speech 3attern# )imin! of 4erbal 'esponses# 3osture# 5se of Space in Communications# Sense of Smell# 5se of *and 8estures to Communicate# 3hysical Contact in Communication# 9ye Contact in Communication# Body An!les Culture and Sales Communication Considerations:# )he better prepared the salesperson is to understand verbal and non0verbal communication issues& the !reater the chances for buildin! successful relationships with potential customers.Some possibilities: 6dentify and prepare for specific customers. Cultural trainin!7sensiti2in! is a necessity. )he %ey is to avoid actions and words that could be considered to be offensive. Culture and Sales Components of Culture:# 'eli!ion # Watch out for: 'eli!ious holidays7celebrations7obli!ations may affect salesperson performance. )ime for prayer may be important. Consumption of certain foods may be prohibited. Consumption of alcohol may be forbidden. 8ender relationships may be controlled. Culture and Sales Components of Culture:# 9ducation # be sensitive to: -ifficulties for customer dealin! with someone less educated. Salespeople should have at least a university7colle!e education. Sales mana!ers must sell students in many countries on the value of a sales career. Salespeople may be concerned about educational opportunities for their children if they are sent overseas. Culture and Sales Components of Culture:# Aesthetics 0 'emember: Salesperson appearance must conform with epectations of customer .hair& :ewelry& smell& etc./. )he materials used by the salesperson should also conform to customer epectations .sales presentations& product7promotional literature& etc./. Culture and Sales Components of Culture:# Social ;r!ani2ations # Areas to consider: *ow well does the salesperson wor% in !roup settin!s& especially when the company uses sales teams< 3roblems arisin! from males in patriarchal societies wor%in! for female superiors. 3roblems arisin! from older individuals in hierarchical societies wor%in! for youn!er supervisors. 3roblems arisin! from affluent individuals wor%in! for supervisors from lower income bac%!rounds. Culture and Sales Components of Culture:# )echnolo!y 0 Watch out for: Customers who are more technolo!ically literate than sales people. Sales people sellin! products way too advanced technolo!ically for potential customers. )echnolo!ical literacy !aps between sales mana!er and sales people. Culture and Sales Components of Culture:# 4alues and ,orms 0 Consider: Conflicts between sales mana!er and salespeople reflectin! differences in value orientations .conservative vs. liberal& ethnocentric vs. polycentric& e!alitarian vs. male0dominated decision ma%in!& etc./ Conflicts between salespeople and customers reflectin! value differences. 9thnocentric vs. polycentric perspectives. Culture and Sales 9ssential s%ills and abilities for multi0cultural sales mana!er dealin! with a !lobal sales force:# 'espect for others# )olerance for ambi!uity# Ability to relate to people# Bein! non:ud!mental# Ability to personali2e one+s observations# 9mpathy# 3ersistence7patience Culture and Sales Su!!estions for the sales mana!er to enhance their chances of clear and meanin!ful communications with forei!n salespeople:# Spea% slowly and clearly # not loudly=# Avoid the use of idiomatic epressions# )ry not to appear impatient or irritated# 3eriodically stop and as% what the salesperson understood or whether clarification is needed Culture and Sales Culture shapes the behaviors and epectations of human bein!s. 6f sales mana!ers understand the nature of culture and how it is manifested& they can enhance the chances of success for the sales force in the followin! ways:# )hey can choose the appropriate individuals !iven the nature of their potential forei!n sales territories based upon cultural fit.# )hey can arm the salesperson with a cultural sensitivity that will enhance the chances of buildin! a meanin!ful lon!0term relationship with potential customers.# Culturally aware sales mana!ers can be better prepared to develop their own relationships with the various members of their sales force.