Cultural differences influence buying behaviour

I do not have the pretension to teach about cultural difference, ... but I see that organisation sometimes seem to forget the existence of cultural difference in buying behaviour. I know that, "we are different" is a too often misused excuse. But on the other hand it is important to recognize that difference in sales cycles are a reality. Especially when benchmarking/comparing local organisations.

An obvious example of the difference can be found in the way an American and a Belgian citizen buy a car (yes, I have to admit that I am using "cars" once more to make my point). Here is the difference (a bit black and white to make the point)



The American wakes up in the morning and feels that it is about time for a new car. He enthusiastically says to his wife that it is "beautiful day for buying a new car". He drives to one of these big car dealer in the neighbourhood. After listening to the convincing arguments of the sales person and his sales pitch in which he repeats 3 times "This is a great choice and I am sure this is the right car for you sir", ... the buyer decides and gets his new car.



The Belgian buying process starts about 6 months earlier. Buying a car is something you should prepare thoroughly and informed. There for the potential buyer first start a detailed study of "auto magazines" and reads about the tests of the latest car models of interest. Armed with a shortlist of 3 models, the buyer starts his fieldwork and visits dealers. Preferably after "test drives", the shortlist is reduced to the "one and only car". But before buying, the potential buyer will visit other dealers and compare the prices (and sometimes also the service offering). Finally after another round of bargaining, the car is bought.



I don't think Belgian will ever buy like Americans when it comes to cars. Without value statement, it is important to recognize these cultural difference influence the way sales process should be managed. And be careful with benchmarking ...