Consumer behavior is not constant across cultures, and before we can successfully market anything to the people of a particular culture, we must make a concerted effort to understand them.
The prevalent ideas of motivation in executive coaching need some remapping, and cultural drivers should be tapped into.
Within the context of an intercultural environment, nearly everything tends to look different—teaming, communication, goal-setting, conflict resolution—you name it. Sales is no exception. Selling in a monocultural environment is one thing. In an intercultural environment, selling can look like something else entirely. And it should!