Cross Cultural  Marketing




At VOOU, our mission is to enable a better understanding of each other and the world around us, improve communication, and transform culture into competitive advantage. 

Human-centered sales and marketing put the customer experience at the center of all marketing and sales efforts. It begins with understanding customer's perspectives, desires, and motivations, relating to them as humans and not objects we’re trying to convert. But what if your customers and target audiences are comprised of multiple cultural backgrounds? 


At VOOU, we help you to understand your customers, PLUS we go a step further and unpack the cultural contexts and influences within the markets and audiences you are targeting to understand the experiences they are having through a cultural lens. Because if that doesn't align, there is no question about it - you will NOT perform (as well as you could). 

In the world of sales and marketing, nothing is more important than knowing your customer and building and maintaining a meaningful customer relationship. As the adage says: Trust is earned in drops and lost in buckets.


You may be thinking to yourself, "Duh! That's 101 type stuff." If that's the case, why aren't more companies better at it?

Reimagine Your Impact!

Why Should You Care?

Well, organizations taking a human-centric approach are deepening relationships and increasing trust to quantifiably

set themselves apart from the competition.


Where sales teams often misstep, especially in B2B selling, is in not fully understanding who is part of the buying process, what it looks like, and how they want to be supported.


What's more, what people of one culture or country expect in regards to behavior (as well as solution) may be quite different than those from another. Meeting the person at the level of communication that best fits their needs is super important.



It's About Them, Not You 

As a business, when you are marketing and selling to people, you’re trying to get them to do something or buy something that matters to you. That’s what's called object-based marketing. But when you’re marketing for people, you’re advocating for them and your focus then turns to helping them get the results they want or get rid of a problem they no longer want to have. That’s human-centered. And it's where strong customer relationships develop.


The problem is, for many businesses, their focus isn't on their customers, despite what they say. All too often assumptions are made and our own personal biases and preferences get in the way of understanding their customers - from who they really are to their personal needs, wants, desires, and motivations, etc. 

So, why don't we do more asking instead of telling?

Let VOOU help you!

At a time when organizations have been flipped upside-down, and the people within them are nauseous from all the disruption, it couldn't be a better or more important time to walk in your customer's shoes!

Customer Experience (CX)




If you were to walk in your customer's shoes today, what would you discover?  Are you brave enough to find out? And what part does culture play? 


 Being research-based, at VOOU, we like to start any project with getting all the information we can to be fully informed. As such, we encourage our customers / clients to do the same - to examine and assess the interactions and experiences and learn for them directly who they really are and what they are really about. And surprize, surprize, that differs depending on CULTURE!



Though there are many definitions pertaining to culture (no fewer than 164, in fact), according to Goodenough, (yes, that's his name) "culture is a set of beliefs or standards, shared by a group of people, which help the individual decide what is, what can be, how to feel, what to do, and how to go about doing it" (1971). 

With the increase in globalization and just about 250 million people living and working outside their birth country, culture plays an enormous part in how we interpret the world and interact. 

Using a Human-Centered approach, we will assist you in identifying customer and market insights that will enable your marketing and sales to meaningfully connect with your customers and create an experience that will keep them coming back for more. We help you navigate the unknown and listen to the unfiltered voices of your customers.

Cultural Impact


In some cultures, for example, Japanese, age or gender affect how you make eye contact and dictate when avoiding eye contact shows respect. 

Americans think that looking someone in the eye during negotiations shows honesty and sincerity, whereas the British think a direct look is a sign of rudeness, unless you have a close personal relationship.


Truly Human-centric Selling 


The world of selling has changed drastically. With globalization, the boundaries between countries and cultures blur more each day. One of the most common mistakes most experienced sales people or business developers make when venturing into different parts of the world (or their own backyard) is that they apply the same techniques that they'd use in their home country, and then wonder why they didn't win the business. This, of course, greatly impacts a seller's ability to connect, uncover opportunities, negotiate and close deals.



It's not a revolutionary idea to personalize or tailor your sales approach to your target audience to decision maker types or personality differences. Yet, it happens less often than you'd imagine. Now layer that with cultural differences, and the need becomes greater.


Understanding cultural differences helps sellers and business development teams adapt how they interact and communicate with their customers more effectively, from Meetings and Presentations to Negotiations.

Unlike etiquette training, our programs focus on cultural congruence and differentiation, uncovering cultural miscues and invisible and subtle differences between people and cultures that lead to misunderstandings, miscommunication, and ultimately decreased performance. 





When it comes to working with people across cultures, the idea is to combine a bit of art and science into how you adjust with the objective of reducing uncertainty and creating a more comfortable environment to do business. The sales reps who can adjust across cultures (and the U.S., for example, there are many) will rise to the top of any sales organization.

At VOOU, when working with sales and business development individuals and teams, our clients typically hire us to get help them understand the key issues and motivators that drive your international (and domestic) clients and develop the skills and strategies you need to communicate and sell to them more effectively. 


Cross-Cultural Selling Programs

Organizations today, are increasingly expanding their business through the development and penetration into international markets. Not to mention the fact that most countries are comprised of people from a variety of background. Whether you are launching a new product, meeting for the first time with prospective customers, delivering a sales presentation or representing your company at an overseas tradeshow event, how you are received, and ultimately, your success, will be based on you adapt your behavior and communication.

Topics Include:

  • Cross-Cultural Selling

  • Global Account Managment

  • Global Business Development (Country Specific)

  • Cross-cultural Communication

  • Global Selling for Non-Selling Individuals

  • Adaptive Selling

  • Developing Cultural Intelligence (CQ)

  • Domestic CQ

  • Global Meetings & Negotiations

  • Selling Into & Within the U.S. Market

  • Global Presentation Development & Delivery 

  • How to Interview in the U.S.

Enable your sales organization, or any client-facing person with the cultural understanding and communication skills they need to maximize engagement at every step of the client journey - every engagement and every interaction.

Boost productivity, effectiveness and win more projects!

Formats Available


Formats Available

At VOOU, we use a mix of approaches and tools to create a customized solution tailored to your organizational needs and personal motivations, from 1-on-1 training or coaching sessions (via Zoom) or via group seminars and workshops.

Everything we design can be delivered in any of these methods, giving you the flexibility to suit your needs. They can also be blended together to create a unique experience for your people.


Virtual Workshop


In-Person Workshop


Virtual 1-1 Coaching


Virtual Group Coaching



Cultural influences affect the way people process information, the value they place on different qualities and how they view the world. So it's a wonder why more organizations opt for a centralized verses localized approach and don't invest more in understanding the cultural differences. It would make them more successful (and more profitable). 


Why Research Is Key

Can you sell more products or service more customers if your company adopts a standardized approach for all markets, or should you develop a more regional approach? How do you take product and marketing differentiation into account to appeal to diverse customers groups where attitudes, behaviors, values, protocols, rituals, traditions, communication, etc.?


Global marketing strategies, campaigns and iniatives succeed or fail for many reasons. Globalization and the internet have pushed the trend toward product (and service) commoditization, but it's our view that successful cross-cultural marketing uses messages, colors, symbols, behaviours, etc, that the local market can embrace. And that starts with understanding what they are.

Using a Human-Centered approach, we will assist you in identifying customer and market insights that will enable your marketing and sales to meaningfully connect with your customers and create an experience that will keep them coming back for more. We help you navigate the unknown and listen to the unfiltered voices of your customers.


The IMPACT OF Cultural Differences.


Lego, a Danish toy company. When they decided years back to expand into Germany, they invested in research such as videotapping German kids playing with new boxes of Legos. They would carefully open the box, sort and group by shape and color. They read and followed the instructions. Then Lego filmed American kids playing. Not the same experience at all! They ripped into the boxes, scattered the blocks across the floor and began assembling, completely disregarding the instruction book.


As a result of these differences (discovered through research), Lego expanded into both markets but with different products - one focus on instruction, and the other on creativity. 

Adapted from Fons Trompenaars & Peter Woolliams "Marketing Across Cultures"

Contact Voou

If you have unique requirements or would like to talk to us about our services, workshops, or speaking opportunities, please contact us through the form or book a call.