Where Soft Selling Gets You More

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors.

• High Individualism versus High Collectivism Behavior
• Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
• High Power Distance versus Low Power Distance Behavior
• High Masculinity versus High Femininity Behavior
• High Context versus Low Context Behavior

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

This is the first web tool for cross cultural communication to cultures with the Context behavioral trait:

Soft Sale

This week we will look at a web tool for cultures with a high Context culture behavioral trait:

• Soft Selling

Some cultures have a communication style where much of the communication happens in the context. These cultures do not have a straight forward communication. They respond better to a soft sale.

You can create cultural barriers if you use a hard sell approach.

As you get to know your foreign markets, pay attention to obvious trends in successful online companies in these cultures.

Let’s review the cultural behavior of high context behavior traits:

Traits Of Cultures High In Context

Some cultures are described as being high on the context scale. These cultures communicate in a style where:

• Key communication is relayed in the context, not only in the words.
• Communication is internalized

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of A Soft Sales Approach

In these cultures you will want to find the right way to:

• Communicate the intangible aspects of your product and your sales message
• Use emotions to convey your message
• Give subjective impressions

This is not an easy exercise for most English speaking cultures. You will appreciate expert advice to communicate with high context cultures.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development. Find out about how Cindy can help you get international clients