Selling at home is one thing. Selling internationally? That’s another level.
What works in New York might flop in Tokyo. A handshake deal in the U.S. could seem rushed in Saudi Arabia. Culture, language, and business etiquette shape every interaction. If you don’t adapt, you’ll lose deals before they even start.
Culture Shapes Every Sale
People don’t just buy products; they buy from people they trust. And trust looks different in every country.
Some cultures value small talk before getting to business. Others see that as a waste of time. In some places, negotiations are aggressive and fast. Elsewhere, they’re slow and deliberate.
If you don’t take the time to understand these differences, you’ll struggle.
Cultural insights that can make or break a sale:
- How decisions are made (individual vs. group consensus)
- The importance of personal relationships in business
- Attitudes toward time and urgency
- Expected negotiation styles
Regulations Can Sink You Before You Start
Making the sale is just step one. Getting your product into another country? That’s where things get tricky.
Customs, taxes, and compliance laws change from country to country. One mistake can mean delays, extra costs, or even losing access to the market.
It’s not the exciting part of sales, but it’s the part that quietly makes or breaks success.
Communication Must Be Crystal Clear
Even fluent English speakers interpret words differently. What sounds polite to you might seem passive elsewhere. What feels direct to you might come off as rude.
How to keep communication smooth?
- Skip slang and jargon
- Confirm understanding—don’t assume it
- Use visuals—sometimes a diagram says more than words
- Be patient—some markets move slower than others
Adaptability Wins Every Time
Global markets are unpredictable. Exchange rates shift. Policies change. Consumer habits evolve overnight.
Rigid strategies don’t last. The best international salespeople adjust their approach, tweak pricing, and rethink positioning when needed. They don’t resist change—they use it to their advantage.
Conclusion
International sales isn’t just about selling. It’s about understanding, adapting, and staying sharp.
The best in the game don’t just close deals. They build relationships, avoid costly mistakes, and thrive in markets where others fail.