Cultural underpinnings in personal selling Author Gromova Zlata

Cultural underpinnings in personal selling Author: Gromova Zlata, group 344

Definitions Personal selling involves direct personal communications between a consumer and a salesperson, with the latter conveying the product or service benefits to the former and the intention of making a sale. Culture - the learned ways in which a society understands, decides and communicates; the sum total of learned beliefs, values and customs that are shared by a society. 2

What is appropriate or acceptable, what is important and what is desirable are determined by cultural values and attitudes and expressed differently by different cultures. The implementation of the marketing programme across countries and cultures requires an understanding of the cultural underpinnings. It is vital in personal selling, as this promotional element usually presupposes face-to-face communication. 3

Salespersons are an important promotion tool in communicating store image and persuading consumers to buy. Information Reliability Salesperson 4

Language peculiarities Ethical issues Cultural underpinnings Gesticulation 5 Clothing

Culture peculiarities America • Time is money 6 United Arab Emirates • Special clothing China • Special greeting

Rules for personal selling across cultures be prepared establish trust understand importance of language 7

Rules for personal selling across cultures (continuation) respect the culture be sensitive to different body language and different meaning s of gestures understand surface culture and deep culture 8

Conclusion A salesperson conveys the image of the company they represent to the prospect consumers, that’s why it is very important to know cultural peculiarities of a target country in order to create a better relationship with a consumer and convince them to make a sale. 9

Thank you for your attention! 10