ABSTRACT
This book is written for the sales manager who will lead a global sales force. Much of the material presented in Chapter 2 details cultural sensitivity and training activities to enhance the sales force’s chances of success in the field. This chapter, and the next, build upon this cultural background by explaining three processes that significantly affect cross-cultural selling. In order for a salesperson to achieve success in sales, it is imperative that he or she understands: (1) how interpersonal communication occurs, (2) the nature of the negotiations process, and (3) the steps involved in the selling process. The smooth functioning of these three processes is complicated by differing cultural backgrounds of the two main players – the prospective buyer and seller. Armed with the cultural knowledge that serves as a fundamental component of this book, proper strategic preparations can be undertaken by the sales manager to ensure their sales force has the necessary knowledge to close the sale. This chapter presents the first two processes and the initial steps of the selling process. The remainder of the selling process is discussed in Chapter 5.
