Selling Across Cultures in the US: Debunking the Myths

Understand how cultural differences influence your sales process and the benefits of diversifying your sales team.
People & Culture / Sales & Business Development

Format          60 Minute Lesson
Chapters       7
Skill Level     New to Topic
Audience      C-Suite
Includes       Access for 1 year. Stream on all devices.

Course Description

In this lesson, ExecSense examines the complex makeup of America and why sales “best practices” need to change. Take the 60 minutes to learn how to develop a sales approach that suits an evolving, intricate culture.

This 7-chapter lesson is led by global business expert, Stuart Friedman (CEO – Global Context LLC), and focuses on every facet of the sales process and how being cultural responsive can improve business.

In this 60-minute session, you will learn:

  • A comprehensive breakdown of the six primary sales areas that cultural differences impact: discovery, advocacy, presentations, negotiations, relationships, and trust
  • How discovery impacts the bottom line and what role cultural understanding plays in successful discovery phases; knowing what questions to ask and how to ask them in order to get the information you need during a sales opening with an ambiguous party
  • An in-depth overview of the impact of culture on advocacy techniques, and how to adjust product positioning, sales strategies and meetings, and management reinforcement circumstantially
  • Why culturally diverse sales teams—when properly managed—are actually the highest performing units in the United States and how ensure you’re getting the most out of your teams with proper communication and leadership techniques
  • A list of the most common missteps American sales professionals make and the reasons why intercultural skills are sometimes neglected to the detriment of good business

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ExecSense Speaker


Stuart Friedman
CEO, Global Context LLC

Expertise: Business Communications

Stuart Friedman is the CEO of Global Context, an international coaching, consulting and training firm, specializing in high-impact business communications that brings unsurpassed breakthroughs for bottom-line results.

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A former high-tech industry executive, Stuart gained extensive experience doing business across world cultures. His clients have included Genentech, Apple, Oracle, Nissan, SAP, Microsoft, and Lockheed Martin.

He is a licensed partner with Richard Lewis Communications, has guest lectured at San Francisco State University, and has produced videos for The Travel Channel. Stuart has a B.S. in Electrical Engineering from Southern Methodist University.

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What Customers Are Saying

Well organized, well articulated, and easy to follow...the lesson I attended was the best virtual learning experience I've had in quite some time.

Brian K. MooreInternal Communications Director, Houghton Mifflin Harcourt

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...convenient and on-point. A notification in my inbox one day, the next day I am listening to an intelligent discussion on a very relevant subject.

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