Customer orientation, intercultural communication competency and cultural factors influence on sales negotiations and relationship building - The Asian market at nowaco A/S

Abstract

Title: Customer orientation, intercultural communication competency and cultural factors influence on sales negotiation and relationship building - the Asian market at Nowaco A/S Reason for writing: This research explores sales negotiations and relationship management in B2B selling, focusing on customer orientation, intercultural communication competency, and cultural factors. It aims to enhance sales strategies in multicultural contexts, crucial for businesses in diverse markets. Problem: The research addresses gaps in understanding how customer orientation, intercultural communication skills, and cultural factors influence sales negotiations and relationship-building. Although there is substantial research on each aspect individually, limited studies integrate all these aspects together. The goal is a comprehensive analysis to inform better sales practices in B2B settings. Methods: Qualitative research using thematic analysis was conducted through semistructured interviews with sales professionals. The study combined literature review and qualitative data analysis to identify key themes related to customer orientation, intercultural communication competency, and cultural influences on sales negotiations. Results: Findings revealed that understanding customer needs, providing valueadded services, building trust, and adapting to feedback are critical for successful sales. Cultural awareness, communication styles, adaptability, and conflict resolution are essential competencies. Supportive organizational cultures positively impact intercultural communication, sales negotiations, and client relationships. Conclusion: The research suggests investing in cross-cultural training programs, fostering supportive company cultures, and continuously reviewing best practices to improve sales strategies. These findings have practical applications for enhancing sales performance and theoretical implications for further research.