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Why cultural fluency in sales and marketing is paramount

Do global marketers and sales people need cultural fluency or do generic marketing and sales concepts supersede any differences in approach and attitude found in differing countries around the world?

That is a question I am asked a lot during the learning and development programmes we run for a number of large multi-national clients around the world. I suppose the answer might seem obvious – of course people need cultural fluency and knowledge – but it is a question that generates a lot of debate so I thought it would be good to put down a few of my ideas in a post.

So when clients ask me if global marketers and sales people need cultural fluency, my answer is always an unequivocal ‘yes they do’. But they also need help along the way – you can’t expect people just to pick this stuff up by osmosis. Give them the opportunity to be trained in these areas by people who know what they are talking about. Cultural fluency is a ‘need to have’ not a ‘nice to have’.

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