Successful sales enablement on a global level is helped by the appreciation of people. Yes, I said “people.” People like you, me, and that person over there. (You looked didn’t you?)
In an evolving commercial world that is increasingly driven by data and information, it is important to think about what is at the core of business. Yes, that’s people—your people, your sales team, and your prospective customers.
During a conversation the other day with my better half, she reminded me of my observations from the first few days of being in the United States after being relocated from Panama. As the Florida sun beat down on our car while we were driving to the grocery store, I remember commenting on
- the roads—how open, quiet, and devoid of any gaping holes they were
- the radio—how clear the signal was, and how one of my favorite songs was playing.
I was happy. (I still am for the record!)
The point being, every country has some form of road system and broadcasting system. The difference is not in the fundamentals. (I could get anywhere I wanted in Panama by road; it was just a lot more effort and stress than it is in the United States.)
The difference is in the people—the people behind building and maintaining the infrastructure; the people on the roads; the people making the broadcast. The people and the decisions they make are based on the cultural influences behind them.
It’s the same in business. It’s the same in sales and how both you and your team acclimate and understand the role you can play. In business, it can be said that the fundamental of “having something of value and exchanging it for money” is unanimous. No matter where you are.
The difference is the people. Those people that represent these businesses and that are the paying customers. Whether you are mobilizing a team, already mobilized, or doing business remotely or physically in the countries you are targeting, there are four key areas to address both outwardly and inwardly:
- work ethic
- language and communication
- customs
- technology.
In Part One of this blog series, I want to address work ethic and how it pertains to successfully penetrating international markets.
Addressing the work ethic of the target market
The very essence of work ethic and what motivates people in their work changes from country to country. This can have a huge bearing on the sales cycle and the events that unfold through this process.
Often, target markets are prioritized by those that are perceived to be the most lucrative. The factors contributing to this perception vary greatly on a case by case basis. What is consistent is the work ethic of the people, at large, in a country or region.
For example, if people have limited motivation in their work, and, in an extreme case, are ‘”imply turning” up to collect a pay check, what impact do you think it will have on a sales cycle? Potentially it will elongate it more than you would like, right?
Motivation and work ethic does vary on an individual basis. However, it is also largely created by culture. It is largely determined by bigger picture “stuff” that is happening in a country. What I’m suggesting is not to rule out individual markets based on the perceived work ethic. What I am suggesting is to consider this in the research phase.
Consider the likelihood of the affected sales cycle and what measures can be implemented to compensate for this. It could, for example, be as simple as increasing the size of the target market by x percent to allow for elongated sales cycles.
Be aware and appreciate the work ethic of people in other countries to ensure maximum chances of success. Furthermore, ensure that your team understands the situation they are in and what impact that will have on the sales cycle.
Addressing the internal work ethic
Sure, if your team is physically in the countries or region being targeted, extra steps need to be taken in appreciating the internal work ethic to ensure success. Regardless of this, creating a positive work ethic for the international sales team is imperative.
But how?
- By sharing information with the people whom you are working.
- By helping them understand the possibilities that can result from their work.
- By helping them understand the benefits and good that will come from their hard work. Not just in terms of the internal growth, but also what it means to the customer. What it means to their business, and potentially to their country.
Creating excitement through transparency can lead to improved results. Handing a sales person a list of targets, a script, and a phone simply isn’t enough. Best-in-class companies would do more. Take the extra steps to ensure a positive work ethic through the department (and organization).
If you have an internal sense of purpose and understanding while appreciating the work ethic of those you are prospecting, you are taking great steps to successfully enabling your sales force on an international basis.
That’s everything for this time, next week I’ll look at language and communication. Until then, happy enabling!
