“By failing to prepare, you are preparing to fail.”

This quote, attributed to Benjamin Franklin, is particularly relevant when thinking about cross-cultural and international sales.

Do cultural differences matter in sales?

Well, if you’re looking for the answer to this question, then chances are you already know. It's a yes!

Do you want to sell your products or services internationally?

Global sales are important for businesses looking to expand their client base, increase revenues or attract investment.