Chattanooga Chamber - Selling to Global Markets Seminar
The Chattanooga Area Chamber of Commerce will host a seminar exploring global market sales Sept. 5.
The event will take place from 9:30 – 11:30 a.m. at The INCubator, located at 100 Cherokee Blvd. Guests must register to attend. Space is limited.
As the fifth installment of the Chattanooga Chamber’s year-long “Developing a Global Mindset” series, this seminar will feature presentations and interactive exercises that encourage audiences to further develop a shared cultural awareness and culturally literate business practices.
Presenters will include Jenny Whitener, chief executive of Bridge Consulting International, LLC, and Christian Höferle, president and CEO of Höferle Consulting. The discussion, titled “Selling to a Global Market,” will cover the following points of interest:
· The complexities of selling cross-culturally
· The basics of building and managing strategic global relationships
· The role of global networks in business development
According to Whitener, this seminar will build on past discussions to encourage participants to employ greater self-awareness when engaging in international business.
“Selling in the global marketplace is complex and requires businesspeople to understand their clients in ways beyond product features and benefits,” said Whitener. “Professionals need to understand what their diverse clients value, how they do business and, of course, how their products or services may benefit the client’s organization. When you’re selling globally, relationship management takes on a completely new context.”
Höferle agreed, stressing cultural literacy as a defining advantage for companies competing in today’s fast-moving world of global commerce.
“Doing business across political and cultural borders requires an expanded skill set, which ideally includes more than having the required technical and legal knowledge of the target markets,” said Höferle. “Businesses need to be aware that all their behaviors in the deal-making process are impacted and guided by cultural values.”
Companies can make the most of those cross-cultural interactions, Höferle explained, by seeking a deeper understanding of both their own cultural biases and those potentially held by international clients, customers and partners.
“Knowing about one’s own cultural-behavioral preferences and those of the other negotiators at the table will give companies a competitive advantage,” he said. “When taking a business global, executives will have to develop an understanding of how to approach a new client, how to build trust, how to communicate and negotiate, how to close a deal and how to maintain the international business relationship.”
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Last Update on August 22, 2014 17:58 GMT
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