When Selling in Rome, Sell as the Romans do
It was 3 AM in New York, but Maria was wide awake, staring at her laptop. Her SaaS company had crushed the last quarter in Latin America, but cracking the Asian market felt like trying to solve a Rubik's cube blindfolded. "What works in Bogotá doesn't necessarily work in Bangkok," she muttered.
She wasn't wrong.
Get ready — this article is going to be a bit different from what you’re used to. We’re launching into a cultural deep-dive, but don’t worry, if you’re aiming to take your startup global, this is content you’ll want to remember!
THE TRUTH ABOUT GLOBAL SALES
Here's what most "international sales guides" won't tell you: There's no one-size-fits-all approach. That perfectly crafted sequence that got you 45% response rates in North America? It might fall completely flat in Japan.
It’s surprising how not only the GDP of every country but also religion, culture, politics, etc. affect business behavior around the world. These are elements to consider, as you can either take advantage of them or see a decrease in engagement and numbers. They can even be the reason why many founders and business owners leave their homes - not just to seek more opportunities, but to expand their service or product in the right place.
Keep in mind that sometimes your roots must be uprooted to yield a harvest in another land.
Let's see what works, region by region from speaking with founders and decision makers in countries across the globe. Mind you this isn’t something that is guaranteed to work in a specific region, just data we’ve collected from countless conversations and sit downs.
Latin America: The Relationship Economy
As a Latina, I’ve followed businesses that are born out of sheer necessity—whether it’s due to bankruptcy, poverty, or tragedy. Yet, as these entrepreneurs begin with a small product and work their way up to success, they are always driven by the desire to provide a better life for their families. They are deeply grateful for the faith and support they received—not just financially, but in many other ways—that allowed their businesses to flourish. This is why negotiations and communication within our culture are often filled with warmth and personal connection. Approaching Latino clients or investors with a "cold" demeanor can hinder the process. This is where the saying holds true: it’s not just about metrics, but about the stories that create meaningful connections.
Building genuine connections matters more than immediate ROI discussions.
WhatsApp is often more effective than LinkedIn for follow-ups.
Decision-making involves multiple stakeholders and family connections.
Key tip: Share your origin story - Latin American buyers connect deeply with entrepreneurial journeys.
Asia Pacific: The Trust Protocol
The Patience Game Remember how in Latin America we build trust through shared stories and family connections? In Asia, trust is built through time and careful attention to detail.
The Hierarchy Ballet There's this fascinating dance of respect that happens in every interaction. Business cards are exchanged like precious documents. (trust me, use both hands), and titles matter more than you'd think.
The Silent Signals You know how in Colombia, we might debate energetically during a meeting? In many parts of Asia, silence is golden. I've sat in meetings in Tokyo where the most important decisions were communicated through subtle nods and carefully chosen words.
Hierarchy and respect drive business relationships.
WeChat dominates in China, while LINE rules in Japan and Thailand.
Group consensus is crucial - never rush individual decision-makers.
Key tip: Your first meeting might just be about getting to know each other. Embrace it.
Europe: The Cultural Mosaic
European business culture - it's not one culture at all.
In Finland, every email is a masterclass in efficiency. No fluff, no small talk - just clear, data-driven points.
Northern Europeans teach you that:
Time really is currency.
Data speaks louder than promises.
Direct communication isn't rude - it's respected.
Decisions follow a clear, logical path.
The Mediterranean Wave
Now, shift south to Spain or Italy, and everything changes. The real deals happen over long lunches and late-night dinners. Business isn't just business - it's personal.
Relationships precede transactions
Lunch meetings can last hours (and should).
Emotional intelligence matters as much as business intelligence.
Family references build stronger bridges than corporate credentials.
To summarize a little bit
Northern Europe: Direct communication, data-driven decisions
Southern Europe: Relationship-first, longer sales cycles
UK: Humor works, but keep it professional
The Middle East: The Honor Code
Face-to-face meetings carry more weight than digital connections.
Relationship building often happens outside office hours.
Respect for local customs is non-negotiable.
Key tip: Learn about Ramadan's impact on business timing.
You got the point here it’s not about memorizing facts—it’s about identifying the first or next country you want to do business with and understanding how your behavior and gestures can impact cooperation.
THE GAME-CHANGING FRAMEWORK
THE GAME-CHANGING FRAMEWORK
Prepare yourself beforehand:
The Cultural Deep Dive Before sending that first message, understand:
Local business etiquette.
Preferred communication channels.
Decision-making patterns.
Industry-specific nuances.
2. The Channel Mix
North America: LinkedIn + Email.
LATAM: WhatsApp + LinkedIn.
APAC: WeChat/LINE + Email.
Europe: Email + LinkedIn/XING.
Middle East: LinkedIn + Personal Introduction.
3. Create a "Global Communication Calendar" that respects:
Local business hours.
Cultural holidays.
Regional work patterns.
Industry-specific timing.
YOUR ACTION PLAN
Start with one region - master it before expanding.
Build a local network of advisors.
Invest in cultural training for your team.
Create region-specific content and case studies.
Track and adapt based on regional feedback.
Market Entry Strategy:
Focus on local market regulations.
Adapt to regional payment preferences.
Consider cultural nuances in business communications.
These insights are based on current business practices and cultural norms, not stereotypes or assumptions. Problems that consumers face in a certain region might not be relevant to those in a different market. This goes for how you price your solutions and how they’re delivered as well.
Practice the phrase, “Start Small, Learn Deep”. Instead of trying to conquer multiple regions at once, focus on one market that aligns with your product and culture. Test your assumptions, adjust your approach, and build a solid foundation before expanding further.
