Chinese and American salesmen fail in different ways, but the successful ones both operate almost identically.
Young Chinese go for the Relationship first
Chinese newcomers to the sales world believe in building relationships – with anyone, at any cost. It doesn’t matter if their target has the ability to buy, any use for the product of service, or even has money. Young Chinese sellers will spend hours developing relationships with anyone who will give them even the smallest opening. Often they seem to think that one relationship will lead to another until eventually they are introduced to the perfect prospect.
Young Western salesmen go for the Transaction first.
Raised on movies like “Boiler Room” and “Wall Street” (and maybe “Mission Impossible” as well), young American salesmen like to see themselves as tough, hard-hitting businessmen who can shake hands and pound tables to force open the doors to their first big deal. They want to sign that first deal and then build the relationship around that success.
Experienced Salesmen know it’s about BOTH the relationship and the transaction.
The problem with the first approach is that you end up with lots of acquaintances who are vaguely aware of your product offering but don’t really consider you a business contact. The second, more direct approach has merit in specific business circumstances – but you have to guess correctly about the client’s needs and priorities. He’s not opening up and telling you about his business.
Older, more successful salesmen from both China and the US understand that you need a combination. Chinese salesmen will begin with a cordial relationship – but learn how to turn the conversation towards business and transactions once the initial social niceties are out of the way. They present themselves as a good friend who can help solve work problems. The western salesman, with a history of several deals and a solid track-record, builds a strong, friendly relationship around those transactions. Once a salesman has completed a few deals with a buyer, there’s a good chance that future negotiations will take place on the golf course or over dinner & drinks.
Both Chinese and Western salesmen eventually end up in the same place – a friendly business relationship that results in mutually value-adding transactions. The biggest difference between China and the West is how young salesmen approach the process. Young Chinese start with the relationship and try to build towards transactions. Young westerners start with a transaction and use it to cement a relationship.
