In today’s global market, success isn’t just about offering a great product or service it’s about connecting with people from different cultures in a meaningful way.
The latest Community Learning Session with Julien Goncalves (Head of Growth at Cyntegrity) shared valuable insights during his presentation, “Selling Across Cultures: Adapting the Pitch to Global Clients”, on how to make your message resonate across borders.
Why Cross-Cultural Sales Skills Matter
Selling to international clients means facing a wide variety of cultural expectations and communication styles. A sales approach that works in one country might completely miss the mark in another. That’s why cultural awareness is no longer optional it’s a key sales skill.
Cultural Norms Shape Buyer Expectations
From decision-making timelines to how trust is built, cultural norms strongly influence the buying process. For example, while clients in Germany may prioritize detailed documentation and structure, clients in Latin America might value relationship-building and flexibility more. Ignoring these differences can lead to misunderstandings or lost deals.
Emotional Intelligence is Key
Cultural awareness goes hand in hand with emotional intelligence. Reading the room virtually or in person becomes more nuanced across cultures. Knowing when to pause, when to push, and when to listen can make or break an international sales conversation.
Key Takeaways from Julien’s Talk
Communication goes beyond words
Julien highlighted how things like tone of voice, body language, and negotiation habits vary widely across regions. In some cultures, being direct is appreciated. In others, indirectness is seen as more respectful.
Structure your pitch with cultural expectations in mind
Some audiences expect relationship-building first, then product talk. Others want you to jump straight into numbers and features. Understanding this can shape your entire pitch structure.
Actionable Tips for Culturally-Aware Sales
✅ Do your homework on the target country’s business etiquette
✅ Make space for rapport-building before diving into business
✅ Use a balanced mix of clarity, visuals, and storytelling
✅ Be flexible and responsive to feedback during the meeting
✅ Consider using a local consultant or interpreter if needed
Final Thoughts
Selling globally isn’t just about translation it’s about cultural adaptation. Julien’s talk shed light on how deeply cultural awareness can impact your sales results. For any business aiming to grow internationally, cultural intelligence is no longer a “nice to have” it’s a must.
