This document provides an introduction to international relationship selling. It emphasizes that human beings are at the center of business relationships and success or failure depends on understanding people. Building trust and rapport is essential in international business relationships. The sales cycle involves understanding value propositions, engaging different audiences, and nurturing relationships over time despite risks. Being professional, respecting cultural differences, and delivering as promised are important. Adapting communication style to different thinking preferences and taking a long term view of partnerships are also recommended for international relationship selling.

1. Introduction to International
Relationship Selling
Trade Accelerator Program – Edmonton, Alberta
Geovane Beltrao
February, 2019

2. Human Beings: the Center of Everything
• Human beings will make you successful
• Human beings will make you fail
• Human beings will create equipment and machines
• Human beings will make decisions
• Human beings are different, think differently, see the world differently
• First understand who you are, then seek to be understood

3. Culture
Values
Beliefs/Social
Traditions
Attitudes/
Behavior
Language(s)/
Nonverbal
Communication
Food Costumes Religion Ethnicity
Modus
Operandi

4. Source: HSBC Holdings plc

5. Business Relationships
• Objective: to sell yourself, your products, your services, your company
(Not necessarily in this order)
• Coffee
• Lunch
• Dinner
• Party
• Business etiquette: various levels – from CEOs to mid management to shop floor
• Networking, trade shows, conferences, sports…
• Being Professional

6. Being Professional
• Respect diversity
• Follow the rules
• Respect other people’s time, be on time
• Provide accurate quotes/proposals
• Don’t promise something you cannot deliver
• Deliver on time, on budget, with quality
• Deliver what was purchased by your customer

7. Building a Relationship of Trust
To build a relationship of trust and comfort you must answer some questions:
• Who are you? Who is your company?
• Can you/your company offer insights to my business?
• What do you know about my business?
• Do you care about my business?
• Can I trust you/your company?
• What is in it for me to buy from you/your company?

8. Reading People/Buyers Profile – Important Aspect of any
Sales Process
1. Political Buyer: Wants to take care of his buddies. You cant win price, quality, or service,
because he/she is turned into another station. You will have to build an ongoing relationship
with this guy before you will get a contract/sale.
2. Send me the Literature Buyer: The most common dodge of them all. No amount of slick
brochures ever generates a call. You must follow up and qualify again and again…
3. Circle the Wagon’s Buyer: he/she doesn’t want to hear about it. You cant teach this “old dog”
new tricks. New items, price, service. He/she isn’t immune to change, he/she is afraid of it.
Provide money back guarantee, free training, and free samples. Find out what he/she needs
to close the sale.

9. Reading People/Buyers Profile – Important Aspect of any
Sales Process
4. The Turtle in the Shell Buyer: he/she is afraid to see a salesperson at all. He/she thinks
everyone is a high-pressure type. You must be non-threatening, introductory specials, demos,
studies, proof. Anything to stick his/her head out.
5. The Lay down Buyer: this is the one who walks in asks you how much it costs and gives you
a PO. Unfortunately there is only 1 Lay down for every 1,000 Turtles…

10. Speech Styles
• Person 1 speaks, person 2 listens and wait person 1 finish
1 -----------------
2-------------------------
• Person 1 speaks, person 2 start speaking w/o waiting person 1 finish
1 ----------------------
2-----------------------------
• Person 1 speaks, person 2 only listens and take longer to respond or do not respond
1-------------------
2-------------------??

11. Sales Cycle
Understand it from
a realistic
perspective
Value proposition:
clear, concise,
objective, solution
+ insights
Speak with and
engage different
audiences
Business
relationships might
not last forever
Build rapport and
support from
influencers
Water business
relationships

12. Taking Risks
• Travel
• Leave comfort zone – can be stressful to some people
• “Waste time” vs. “Time wasted”?
• Qualify, select business relationships
• Invest to build capacity

13. Suggested Ideas/Projects: Letter
• From CEO to CEO -- (business letter)
• AIDA Technique
o A: Attention
o I: Interest
o D: Desire
o A: Action

14. Suggested Ideas/Projects: Email
• Social Thinkers: use inclusive language – you, we, our team, many of us
• Conceptual Thinkers: make a straightforward, definitive point and/or conclusion
• Analytical Thinkers: provide data, evidence, proof, facts, numbers
• Structural Thinkers: bulleted lists, explicit formatting, stay concise, next steps
Source: Jeffrey Strategic Inc., adapted.

15. Business Alliances
Canadian
Embassies
Trade
Commissioners
EDC
Local Governments/
Industry Associations
Local Distributor/
Agent/
Representative

16. Takeaway
• Think human beings/people, they are the center of everything
• Think mid-term, long-term
• Tool box has to have adaptability
• Customers buy from you and/or from your company
• Business relationships are situational, might not last forever, water them
• Customers pay for value
• Your product has value only if/when it gets to the market
• You can build success on failure: take calculated risks, understand your risk-reward
trade-off, don’t be discouraged
• Think exporting: it can be rewarding, financially and culturally

17. Suggested Reading:

18. Adapt! Quick!

19. Introduction to International
Relationship Selling
Thank you!
Questions?
Geovane Beltrao
(780) 968-9105
geovanebeltrao2020@gmail.com