When To Use Testimonials To Get More International Sales

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.

We have already reviewed three web tools for cross cultural communication to cultures with a high Uncertainty Avoidance behavioral trait:

• Customer Service
• Free offers
• Tradition Themes

Let’s continue with a fourth Uncertainty Avoidance web tool :

Testimonials

This week we will look at another high Uncertainty Avoidance cultural behavior web tool :

• Testimonials

Testimonials are great tools for cultures that are not open to taking risks. Testimonials given the right emphasis on your website will reassure your international visitors. A lack of testimonials creates cultural communication barriers.

Let’s review the cultural behavior of uncertainty avoidance:

Traits Of Cultures High In Uncertainty Avoidance

Some cultures are described as being high on a scale of uncertainty avoidance. These cultures are stimulated more with:

• Predictability
• Structure
• Order

They do not respond well when they are faced with:

• Ambiguity
• Less structure
• Taking risks

This explains why presenting a theme on tradition on your website can get you better results in these cultures.
Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of Testimonials

In these cultures you need to pay attention to how you communicate and emphasize:

• Testimonials from customers
• Testimonials from industry leaders
• Trust building seals, stamps, logos or certificates
• Industry awards

These testimonials should be clear and easy to verify. They must all be ethical in every way.

Remember, there will be other tools you will need to highlight as well.

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.

Tagged as: cross-cultural communication, cultural behaviors, culture customization, high uncertainty avoidance, order, structure, testimonials, uncertainty avoidance, web tools