Why Culture Can Help—or Hurt—Your Sales
Selling across cultures opens doors. It expands your market and introduces you to opportunities you’d never find staying in your comfort zone.
But it also demands awareness.
“There’s so much opportunity if you open yourself up to different cultures.” —Meridith Elliott Powell
Every culture sells differently. Every buyer expects something different from the interaction. If you don’t understand those expectations, you risk losing trust before the conversation even gets started.
The First Two Rules: Listen and Hold Eye Contact
Listening is your superpower. And when you’re navigating accents, language barriers, or unfamiliar communication styles, it becomes essential.
Eye contact keeps you focused. It forces you to slow down. It signals respect.
“Your norms are not their norms. Respect their norms.” —Mark Hunter
When Your Process Doesn’t Translate
Meridith shared a great example from a workshop in China. Her relationship-based cross-selling approach landed flat. Why? Because the local culture preferred directness.
They expected you to tell them what they need—not ease into it over multiple steps. It wasn’t wrong. It was simply different. And those differences matter.
Understand Societal Norms—Everywhere
Culture isn’t only international. It’s local.
From region to region even inside the United States norms shift. What’s polite in South Carolina can feel slow in New York. What’s normal in California might feel casual in Minnesota.
“Don’t expect them to adapt to you. You adapt to them.” —Mark Hunter
One comment about sports, traditions, or local politics can derail trust if you haven’t taken the time to understand the people sitting across from you.
Why Research Changes Everything
Before you sell in another culture—or even another region—do your homework.
Look at local customs, local business etiquette, and cultural expectations.
And most importantly: remain humble.
“You don’t live in their world. You’ve done your homework, but it still may not be accurate.” —Meridith Elliott Powell
Buyers appreciate effort. They appreciate respect, and when you’re willing to meet them where they are.
Adapt Your Style Without Losing Yourself
Sometimes it’s about pace.
A fast-talking New Yorker in California can overwhelm people. A reserved communicator may seem disengaged in a high-energy culture.
Adaptation doesn’t mean changing who you are. It means changing how you communicate—so your buyer can hear you.
Accents: Hindrance or Advantage?
The listener’s brain works harder when processing an unfamiliar accent. That’s simply reality. Slowing down, enunciating, and avoiding slang can make a major difference.
“Don’t run from your accent. Just slow it down and articulate clearly.” —Mark Hunter
Your accent can even become an advantage—if you use it with confidence and clarity.
Match the Buyer’s Style
In some cultures, buyers want education and detail.
In others, they want relationship first—and lots of it.
Vietnam wants depth and information.
Spain wants conversation, connection, and long dinners—not quick business talk.
Germany wants precision, punctuality, and structure.
“Don’t bring your style onto them. It just won’t work.” —Mark Hunter
The best sellers don’t force their process.
They flex to their customer’s world.
Slang, Stories, and Symbols Matter
Words carry different meanings across cultures.
Examples don’t always translate.
Even small things—like whether to say soda or pop—signal where you’re from.
It’s not about perfection.
It’s about awareness.
When in doubt: simplify and clarify.
Recommended Reading
The Culture Map — Erin Meyer
A must-read for anyone selling, leading, or communicating across borders.
Wealthy and Well-Known — Rory Vaden
Offered free and full of powerful principles.
Lightning Round: 10 Ways to Build Trust with Customers
1. Listen
Trust begins when the buyer feels heard.
2. Use eye contact
It strengthens connection and improves understanding.
3. Do what you say you’ll do
And if you can’t—communicate immediately.
4. Respect time
Start on time. End on time.
5. Live your values
If you say it matters, show it.
6. Communicate proactively
Keep customers updated before they have to ask.
7. Own the problem
Take responsibility—even when it’s not “your fault.”
8. Personalize everything
Avoid generic outreach.
9. Make it about them
Their agenda. Their goals. Their success.
10. Compliment something unrelated to the sale
It signals genuine connection and attention.
Lightning Round: Top 10 Ways To Build Trust With Your Customers
Question: Panchal from Spotify asks, “I am from a different country. My English accent is a little different than the native. Will that delay building trust with the customer? If yes, what’s the solution?”
Book: The Culture Map by Erin Meyer