Language and cultural barriers

Having a local sales representative smoothes out language and cultural barriers with local customers. The customer and the sales representative will not have any communication difficulties. But you can have communication difficulties with your sales representatives.

This varies with each sales representative and we cannot generalize this. Some sales representatives are bi-cultural, they know both your culture and the local culture. Some sales representatives are very flexible and easy to deal with. Others will have cultural differences, or will have difficulties communicating with you in a common language. A good relationship with a sales representative is very difficult to create, and it can be altered by daily comprehension problems. When choosing a sales representative, make sure you understand each other easily.

Choosing a sales representative

You found one or several sales representatives. But how can you determine if a sales representative is qualified to sell your products? How to make a choice between several sales representatives? Here are a few pieces of advice that can avoid you making the wrong choice:

• Visit your sales representative. Every time it is possible, a visit to your sales representative is the best solution. Visit the facilities of your sales representative, this will give you an idea of the size of the size of their company, how they operate, what type of employees they have, and you will gain many cultural pieces of advice to understand how business work in their country.

• Ask a potential sales representative to give you reference on their activity (other companies they represent, bank references, financial information, main customers, etc). Check these references thoroughly.

• A lot of information can also be collected from the chambers of commerce of your own country and of the sales representative's country. Local lawyers can also give you information on your potential sales representative.

Train your sales representatives

A sales representative is like a new employee. He does not know your company or the products. But as opposed to an employee, a sales representative does not have the opportunity to learn if you do not train him. Each new sales representative must be trained to your company's products. A basic training does not need to take long. It can be done directly or by sending products and presentations of your products. Once more, we cannot insist on the benefits of a face-to-face meeting with your sales representative.

Marketing tools

Each sales representative must receive from the manufacturer the means to sell their products. Do not wait for sales representatives to come up with a company and product presentation of their own. Some do it, very well. But how many? And how many will show it to you so you can approve it or correct it? I am ready to bet that the answer is "zero".

You have to give your sales representative all the tools and documentation you would need to make a good presentation of your company and products. A good sales representative will make the effort of translating these presentations if necessary.

It may be difficult at times to set a limit between giving good product information and getting into fabrication secrets. Your sales representative does not need to receive all the internal documentation that is available on your products. Whenever sales representatives receive specific questions that they cannot answer from their customers, they can always come back to you and ask for more details. It is a good test to get to know your sales representatives and their efficiency. No sales representative will be able to answer all of the customers' questions. But those sales representatives that redirect the questions to you and that open a channel of communication both with you and with the end user are the best sales representatives.

To a certain extent of course. A sales representative which you know for years must also learn about your products and be able to answer more customers' questions without your help.

Conflict between sales representatives

Conflits between sales representatives selling your products on the same territory are bound to happen. In case of a conflict between sales representatives, it is your responsibility to arbitrate. Make clear decisions that will be understood by all parties. The credibility of your company is at stake. And do not forget to communicate your decisions to the customers affected by the conflict.