How Personalization Helps To Sell Across Cultures

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors. There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

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

Today we will look at the first web tool for cross cultural communication to cultures with high individualism behavioral traits:

Personalization

Use this web tool for cultures with high individualism culture behavioral traits:

• Personalization

Cultures with high individualism traits, such as all of the major English speaking cultures, respond well to personalized communications.

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

Traits Of Cultures With High Individualism

Some cultures are described as being high on the scale of individualism. These cultures have strong beliefs in:

• Personal goals

This is opposed to the other end of this scale, cultures high on the scale of collectivism, which have strong beliefs in:

• Group goals

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

Highlight Use Of Personalization

In these cultures you will want to pay attention how you communicate your personalization with:

• Greetings and salutations by name
• Acknowledgments by name
• Web URL personalizations
• Personal recommendations

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. Learn how you can get more international sales