Awkward Reality #204

Customer interviews require cultural sensitivity… applied to universal human needs.


In Asia, for instance, people are especially mindful of the feelings of peers and bosses. And if customers are accustomed to a trading culture—not “consultative selling”—they’ll expect visiting suppliers to “sell us something.” Patience is needed, but thankfully the desire to be understood is universal.

More in e-book, Reinventing VOC for B2B (page 27).


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