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Selling Across Nations – Relationships and communication styles in international sales

Part of Global Business Skills Seires - the Hofstede Model

Dates: April 17th and 18th, 2018
Duration: two days, 9:00-17:00
Place: Sofia, German-Bulgarian Chamber of Industry and Commerce, Seminar Hall
Language: English




Most professional salespersons are incredibly successful in their own country, or culture of origin. They have developed skills and approaches which have consistently brought them success in recruiting and maintaining clients. However, when they go into international negotiations glitches may happen.

You may speak the same language as your counterparts, yet it is a mistake to assume that you think in the same way. People put into the same English or German words different meanings - based on the different mental programming that happens since birth through their culture of origin.

This workshop trains participants to understand what persuades people of different nationalities to reach a deal and how to achieve the best results for their business goals.

Selling Across Nations is a two-day workshop which delivers:

  • Insights about how different cultural values translate into real-life business practices
  • Skills and approaches which ensure success when negotiating with people of different origin
  • Basics of the sales process across nations and how to master it in order to get results

In the first part participants leave with the understanding of how to build Buyer-Seller relationships with different others, and how to adjust their communication style in order to achieve results in international sales and negotiations.

Note: The second day of this workshop can be attended by people who have already taken the Framework of Global Effectiveness modules - the foundations of the Hofstede model. Please do not hesitate to contact us about the conditions.

Workshop program

Target Group:

This Program is designed for experienced sales professionals operating in intercultural / international settings:

  • Salespersons transitioning from a career on a national level into a career in international sales
  • International sales managers who want to elevate their skills on a higher level of achievement


Daniela Kaneva - In the course of her 25+ career in international sales and marketing Daniela worked and lived among more than 20 countries around the world in Europe, Russia, Western Balkans, Central Asia, Middle East, United States and Mexico.

She is lead consultant at Hofstede Insights Inc. for California USA where she works with corporate clients to solve tasks related to global workforce diversity, cross-cultural marketing, management of global (multicultural) teams, organizational culture for strategy and agility for CEOs.



Participation fee:

1 participant: 990 BGN excl. VAT

2 participants from one organization: 1490 BGN excl. VAT

3 participants from one organization: 1690 BGN excl. VAT

Members of the German-Bulgarian Chamber of Industry and Commerce can benefit from a 10% discount on all participation fees!

Deadline for registration: April 13th, 2018