Sales Scripts that Sell, Second Edition

Controlling the Cost of Cultural Ignorance

Even the most experienced sales representatives can find a sale blocked because of the rep’s unfamiliarity with the cultural arena or context. Because of lack of knowledge, targets the salesperson wants as clients may perceive the agent as insensitive, ignorant, or culturally confused. Cultural confusion exacts a high price from the bottom line of sales professionals. The following examples demonstrate just how costly cultural ignorance can be:

• Showing the sole of a shoe means nothing to observers in the United States or Europe. As a result, when calling on a Saudi client, American and European reps might think nothing about crossing their legs and pointing their shoes toward their target while listening ...