Awkward Reality #204

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

204-Cultural-Sensitivity

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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