Date post: | 12-Jan-2017 |
Category: |
Sales |
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CROSS-BORDERPROSPECTING:
A C R A S H C O U R S E F O R T H E G L O B A L S A L E S P E R S O N .
Tuesday, Sept. 20 at 10:30am UK Time
Presented by: Robin Nichols - Head of EMEA Marketing Content
F R A N C E - G E R M A N Y - I T A L Y - U . S . - U . K .
www.iko-system.com
For inbound or outbound leads, engagement automation helps sales reps achieve 5x more meetings.
Helping over 200 international clients automate their prospecting.
Why this webinar?
Source: http://www.forbes.com/sites/rawnshah/2014/10/06/the-culture-map-shows-us-how-we-work-worldwide/#61805e236e4f
Like it or not, cultural awareness across nations is becoming a must for all, managers and employees alike.” - Rawn Shah, Forbes.com, 2014
…it’s all too common to rely on clichés, stereotyping people from different cultures…This can lead to oversimplified and erroneous assumptions….” - Erin Meyer, Harvard Business Review, May 2014
Thank you:
Sources: https://hbr.org/2014/05/navigating-the-cultural-minefield/ar/1?referral=00134
France
Italy
U.S.
U.K.
Germany
How should you pitch?
Time between follow ups
Length of sales cycle
Decision-making process
Formality?
Cold calling
Etc…
FRANCE
F R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .
FRANCE
Start off formal (Dear Mr./Mrs….)
Avoid overly salesy words, i.e. value, great, best, !!!
Bottom-up approach less effective?
Nadia Crobeddu, Global Account Manager
TIP: Put boss in copy
Depends on industry
French “no” is often invitation to debate
France
Chris Stock, President & CEO
France
“As salespeople, we have been taught to ask impactful business questions and listen. When selling in France, it is important to spend even more time listening to the client because of the cultural difference. We must encourage the customer to talk more, with an aim to have them relax and feel comfortable. French customers do not like to be pushed into making a decision.”
France
Source: The Culture Map, Erin Meyer, 2014 These 8 Scales Reveal Everything You Should Know About Different Cultures, Business Insider 2015
France
IKO System Automated Engagement Analytics
France
Jean-Baptiste Roux, VP Sales
Try calling between 1:30 and 2:00pm, Friday afternoon
In big cities, work starts later (9am – 10am) & ends later
May has many long weekends
Check vacation zones
France
GERMANY
F R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .
GERMANY
Be direct and data-driven (ROI, case studies…)
“Germans tend to measure a lot of numbers and KPIs (we come from an engineering and production history) and therefore I recommend to show clear ROIs.” - Uwe Goethert, Founder and CEO
Germany
“Cold emailing laws in Germany are strict and complex - double opt-in with an easy unsubscribe button is certainly recommended, if not required. Given these restrictions, prospectors tend to reach out first using cold calling instead of cold emailing to new prospects.” - Erin McBrayer, Social Media and Marketing Manager
Very regulated (cold emailing/calling): The Legal Situation for Email Marketing in Germany, Austria and Switzerland, CSA
Best Practice: Prepare! Target appropriately. High MAP threshold.
“In Germany, preparation is key. Get straight to the point, and make sure you are targeting appropriately, whether by phone, email etc. We set our MAP thresholds higher for the German market than say, for the U.S., to make sure we talk to the right person at the right time instead of making them feel bombarded by emails.” - Jean-Baptiste Roux, VP Sales
“For the Dutch market, build relationships with conference or event organizers, for example, who have access to opt-in lists. You need to know a group that has authorization to be in touch.” - Jordy Brazier, Senior Director of Sales Operations
Germany
Germany
Calling after 5pm not recommended
Probably unreachable after working hours
Germany
Be punctual
Source: The Culture Map, Erin Meyer, 2014 These 8 Scales Reveal Everything You Should Know About Different Cultures, Business Insider 2015
ITALY
F R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .
Interdependent: many involved in decision-making process
Build relationships: Check LinkedIn, name drop…
If using IKO: 1 hour to personalize 1st email
ITALY
Use proper titles (Dr., Mr/Mrs…)
Formal tone
Italy
IKO System Automated Engagement Analytics
Subject: mee+ng request
Italy
Try calling at around 10am or 7pm
Lunch break between noon and 3pm (depends on region)
Off period: August, 2 weeks for Christmas, week off for Easter
Italy
UNITEDSTATES
F R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .
United States
“In the U.S. you can be very conversa+onal, like “ Hey, I just thought I’d drop you a line.” In Germany, the UK and especially France, it’s much more formal. In the U.S. you can take more liber+es, grab someone’s aGen+on by being fun or playful.” - Jordy Brazier, Senior Director of Sales Operations
U.S.
Source: The Culture Map, Erin Meyer, 2014 These 8 Scales Reveal Everything You Should Know About Different Cultures, Business Insider 2015
U.S.
“American business culture is very pragmatic and value-minded. It’s all about how relevant your message is. If you have a good elevator pitch for the first 10 or 20 seconds, an American will listen to you no matter if they’re commuting, at work or at home. But if you’re not clear, nothing will happen. But in Europe, you need to introduce yourself, make small talk, warm people up – and the first 30 seconds are spent doing this.” - Jean Baptiste Roux, VP Sales
Risk oriented = Prefer rapid decision-making and quick results
Easier to make a deal without physical meeting
U.S.
Bottom-up approach could be useful
“Be ready to deal with more rejection and non-answers than usual if you try to cold call in the U.S. The U.S. is incredibly oversaturated and overexposed to cold calling tactics, so getting sent to voicemail is much more common. Targeted emails, in my experience, are a more effective tactic.”
Roel Jansen, Chief Commercial Officer
U.S.
UNITED KINGDOMF R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .
United Kingdom
United Kingdom
Source: NewVoiceMedia blog, The real cost of poor prospecting to US & UK businesses (GIFOGRAPHIC), 2015
41
65
68
50
79
11
34
54
86
64
86
24
0 20 40 60 80 100
Would open emails from a sender they don’t recognize (%)
Would answer a call with a local area code (%)
Say calls with relevant informa+on make the difference (%)
Frustrated by sales reps that doesn’t recall info previously offered (%)
More likely to make a purchase if the caller showed evidence of 5 minutes of
research (%)
% Respondents completely dissa+sfied with sales approaches they’ve received
(%)
U.S.
U.K.
Cross-Border Prospecting
Be prepared to build relationships in France and Italy Be especially aware of cold emailing regulations in Germany The American market is saturated with cold outreach – try being fun, direct and attempting many touches Think about investing in native speakers (sales reps) – train in English first
Source: www.fla+con.com
www.iko-system.com
Let’s be in touch!
[email protected] [email protected]
Helping over 200 international clients automate their prospecting.