MANAGEMENT
early morning or late at night to ac- commodate their time and day, but it will be worth it. • Show you respect the region.
Your geographic teams are locals – born and bred where you’re sell- ing. Put time into learning about the region, and show your team you empathize and understand the unique needs of their country and that you’re willing to advocate on their behalf. Make sure you’re cultivating strong, trusting, and respectful relationships with your partners, too. As vital as your geographic teams are, it’s important to remember that your sales channel is a full ecosystem. While your team members play the biggest role in your efforts’ success, they’re not the only key cogs in the machine. You also have distributors, resellers, and other part- nerships that can make your strategies, sales, and regions a success – and they need your attention, too.
THINK HOLISTICALLY It’s easy to think entering a new mar- ket or even an established region is just a matter of translating your assets and hitting that launch but- ton; but, to be really effective, your approach should be much more holistic than that. Every inch from top to bottom should be assessed against your customers’ and mar- ket’s needs and preferences – not just one small facet. A recent initiative here at Adobe is a good example of this. For our German market, we’ve decided to completely revamp our Website in Germany. And that doesn’t mean just translating what’s already in English into German. Instead, we’re tak- ing into account cultural needs and dynamics, and tailoring the Website’s copy, structure, imagery and other details to fit those unique nuances. We want the Website to not just be accurate, but also culturally relevant, effective, and engaging – and simply translating our existing site just won’t accomplish that.
This is the same approach you should take with any global effort. Be
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local (don’t just localize the language). Adapt. Grow.
AN EVER-CHANGING JOURNEY As hard as it is for many leaders to accept, sometimes there are just no hard-and-fast solutions. When it comes to global sales efforts, that’s certainly the case. While there are some strategies that translate across borders, almost all require a certain amount of customization based on the local market and culture – and that doesn’t just mean translating languages for your assets. Fortunately, determining how to customize your strategies gets much easier the more you immerse yourself in the country, collaborate with your local teams, and study the market. It’s also important to test and measure constantly as you go; even the things that don’t work can tell you lots about what can – so pay close attention and never stop learning, growing, and adapting as you go. Also remember to have fun learning about different markets, your cus-
SELLING TIP Silence Can Be an Effective Selling Strategy
Some salespeople fear silence. They follow the old adage, “Silence is deadly,” by filling gaps in conversation with words – sometimes whatever pops into their heads; sometimes a rehearsed script. Such salespeople may feel that silence conveys a lack of preparation, knowledge of, or belief in the product. However, in many selling situations, silence can enhance your selling strategy. Here are four ways to use silence: 1. After you’ve asked a question, give the customer a chance to answer. 2. When a customer says something outrageous, give him or her time to reconsider what was said.
3. When you need a minute to think, simply pause. This pause will show your customer that you are thinking hard to come up with the best solution.
4. As a closing strategy for getting the order, follow this sales negotia- tion adage: “The first person to speak, after the closing question has been asked, loses.”
By viewing silence as an opportunity to enhance the sale, salespeople can see true selling wisdom in the adage, “Silence is golden.”
– SELLING POWER EDITORS ‘‘ We may
encounter many defeats but we must not be defeated. MAYA ANGELOU
tomers, your teams, and the unique dynamics at play. The hard part is managing the jet lag, unfamiliar lan- guages, and the corporate schedule all while in a completely different part of the world; but the benefits and op- portunities of working globally are so vital to your personal and professional growth. You will soon learn you have a unique capability and experience – one that very few will ever get to experience. Enjoy the journey!
Lisa Graham is senior director of world- wide channel sales at Adobe.
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