Abstract
Developing global cultural sales competencies is one of the most challenging aspects of work globally. What is effective in one culture may be ineffective, or even inappropriate in another. In todays global market, being culturally savvy is no longer just 'nice to have', but a key ingredient in building and maintaining a competitive global advantage. Many successful exporters first start selling internationally by responding to an inquiry from a foreign firm. Thousands of US firms receive such requests annually, but most firms do not become successful exporters. There are some important things to keep in mind during the sales process; generally, successful firms: properly respond to inquiries; conduct research on foreign customers; differentiate between domestic and international sales; build positive relationships with partners. In a world, where cross-border sales are expanding at an exponential rate, the impact of culture in any sale setting is not only subtle, it is a dangerous thing to ignore, particularly if you have sales goals to meet or beat a competitor. Regardless of the target market, the presence of cultural differences can make or break a deal.
