iko system cross-border prospecting webinar september 2016

CROSS-BORDERPROSPECTING:

A C R A S H C O U R S E F O R T H E G L O B A L S A L E S P E R S O N .

Tuesday, Sept. 20 at 10:30am UK Time

Presented by: Robin Nichols - Head of EMEA Marketing Content

F R A N C E - G E R M A N Y - I T A L Y - U . S . - U . K .

www.iko-system.com

For inbound or outbound leads, engagement automation helps sales reps achieve 5x more meetings.

Helping over 200 international clients automate their prospecting.

Why this webinar?

Source: http://www.forbes.com/sites/rawnshah/2014/10/06/the-culture-map-shows-us-how-we-work-worldwide/#61805e236e4f

Like it or not, cultural awareness across nations is becoming a must for all, managers and employees alike.” - Rawn Shah, Forbes.com, 2014

…it’s all too common to rely on clichés, stereotyping people from different cultures…This can lead to oversimplified and erroneous assumptions….” - Erin Meyer, Harvard Business Review, May 2014

Thank you:

Sources: https://hbr.org/2014/05/navigating-the-cultural-minefield/ar/1?referral=00134

France

Italy

U.S.

U.K.

Germany

How should you pitch?

Time between follow ups

Length of sales cycle

Decision-making process

Formality?

Cold calling

Etc…

FRANCE

F R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .

FRANCE

Start off formal (Dear Mr./Mrs….)

Avoid overly salesy words, i.e. value, great, best, !!!

Bottom-up approach less effective?

Nadia Crobeddu, Global Account Manager

TIP: Put boss in copy

Depends on industry

French “no” is often invitation to debate

France

Chris Stock, President & CEO

France

“As salespeople, we have been taught to ask impactful business questions and listen. When selling in France, it is important to spend even more time listening to the client because of the cultural difference. We must encourage the customer to talk more, with an aim to have them relax and feel comfortable. French customers do not like to be pushed into making a decision.”

France

Source: The Culture Map, Erin Meyer, 2014 These 8 Scales Reveal Everything You Should Know About Different Cultures, Business Insider 2015

France

IKO System Automated Engagement Analytics

France

Jean-Baptiste Roux, VP Sales

Try calling between 1:30 and 2:00pm, Friday afternoon

In big cities, work starts later (9am – 10am) & ends later

May has many long weekends

Check vacation zones

France

GERMANY


Be direct and data-driven (ROI, case studies…)

“Germans tend to measure a lot of numbers and KPIs (we come from an engineering and production history) and therefore I recommend to show clear ROIs.” - Uwe Goethert, Founder and CEO

Germany

“Cold emailing laws in Germany are strict and complex - double opt-in with an easy unsubscribe button is certainly recommended, if not required. Given these restrictions, prospectors tend to reach out first using cold calling instead of cold emailing to new prospects.” - Erin McBrayer, Social Media and Marketing Manager

Very regulated (cold emailing/calling): The Legal Situation for Email Marketing in Germany, Austria and Switzerland, CSA

Best Practice: Prepare! Target appropriately. High MAP threshold.

“In Germany, preparation is key. Get straight to the point, and make sure you are targeting appropriately, whether by phone, email etc. We set our MAP thresholds higher for the German market than say, for the U.S., to make sure we talk to the right person at the right time instead of making them feel bombarded by emails.” -  Jean-Baptiste Roux, VP Sales

“For the Dutch market, build relationships with conference or event organizers, for example, who have access to opt-in lists. You need to know a group that has authorization to be in touch.” - Jordy Brazier, Senior Director of Sales Operations

Germany

Germany

Calling after 5pm not recommended

Probably unreachable after working hours

Germany

Be punctual


ITALY


Interdependent: many involved in decision-making process

Build relationships: Check LinkedIn, name drop…

If using IKO: 1 hour to personalize 1st email

ITALY

Use proper titles (Dr., Mr/Mrs…)

Formal tone

Italy

IKO System Automated Engagement Analytics

Subject: mee+ng request

Italy

Try calling at around 10am or 7pm

Lunch break between noon and 3pm (depends on region)

Off period: August, 2 weeks for Christmas, week off for Easter

Italy

UNITEDSTATES


United States

“In the U.S. you can be very conversa+onal, like “ Hey, I just thought I’d drop you a line.” In Germany, the UK and especially France, it’s much more formal. In the U.S. you can take more liber+es, grab someone’s aGen+on by being fun or playful.” - Jordy Brazier, Senior Director of Sales Operations

U.S.


U.S.

“American business culture is very pragmatic and value-minded. It’s all about how relevant your message is. If you have a good elevator pitch for the first 10 or 20 seconds, an American will listen to you no matter if they’re commuting, at work or at home. But if you’re not clear, nothing will happen. But in Europe, you need to introduce yourself, make small talk, warm people up – and the first 30 seconds are spent doing this.” - Jean Baptiste Roux, VP Sales

Risk oriented = Prefer rapid decision-making and quick results

Easier to make a deal without physical meeting

U.S.

Bottom-up approach could be useful

“Be ready to deal with more rejection and non-answers than usual if you try to cold call in the U.S. The U.S. is incredibly oversaturated and overexposed to cold calling tactics, so getting sent to voicemail is much more common. Targeted emails, in my experience, are a more effective tactic.”

Roel Jansen, Chief Commercial Officer

U.S.

UNITED KINGDOMF R A N C E - I T A L Y - G E R M A N Y - U . S . - U . K .

United Kingdom

United Kingdom

Source: NewVoiceMedia blog, The real cost of poor prospecting to US & UK businesses (GIFOGRAPHIC), 2015

41

65

68

50

79

11

34

54

86

64

86

24

0 20 40 60 80 100

Would open emails from a sender they don’t recognize (%)

Would answer a call with a local area code (%)

Say calls with relevant informa+on make the difference (%)

Frustrated by sales reps that doesn’t recall info previously offered (%)

More likely to make a purchase if the caller showed evidence of 5 minutes of

research (%)

% Respondents completely dissa+sfied with sales approaches they’ve received

(%)

U.S.

U.K.

Cross-Border Prospecting

Be prepared to build relationships in France and Italy Be especially aware of cold emailing regulations in Germany The American market is saturated with cold outreach – try being fun, direct and attempting many touches Think about investing in native speakers (sales reps) – train in English first

Source: www.fla+con.com

www.iko-system.com

Let’s be in touch!

[email protected] [email protected]

Helping over 200 international clients automate their prospecting.