Clinical Psychologist, Renowned Author, and Motivational Speaker

Cross-Cultural Success in Sales and Customer Service​

One salesperson gives a gift of lilies to a Japanese client, not realizing that these are associated with funerals and bereavement in Japan. Another salesperson sends a gift basket filled with pork products to a client who observes the Kosher dietary laws.

What do both of these situations have in common? In each case, the salesperson has demonstrated a lack of cross-cultural knowledge and sensitivity that may cost them their client’s business.

We have evolved into a multicultural nation that conducts business across international borders. To be successful, we must learn to recognize and respect the cultural differences that can prevent us from forging strong and productive relationships with our clients, business partners and employees.

“Thank you for your thorough and informative…speaking presentations… Your research and application of information has been invaluable to us as we continue our focus on Western U.S. shopping centers… Any successful business needs to tap into companies such as yours to be certain that they use tools available to understand the different cultural make-up of their customers. I look forward to working with you again soon.”
Elizabeth R. Schreiber, CSM
Donahue Schriber

In this engagement, Dr. Andy Erlich helps professionals recognize how their cultural stereotypes may be causing them to act in ways that are perceived as offensive or to miss essential information that would enable them to build trust. Attendees are provided with key insights about the cultural norms and social expectations of the communities in which they do business along with practical strategies for applying this knowledge to secure a competitive marketplace advantage. 

Topics include:

  • Understanding the critical role culture plays in sales, marketing and customer service success
  • Learning how to inspire and motivate business colleagues across cultures
  • Tapping into the creativity and avoiding the conflicts that are inherent in diversity.

After participating in this session, attendees will be able to:

  • Navigate the demographics and dynamics of a rapidly changing marketplace
  • Avoid stereotypes while making valid assumptions about the values and expectations of individuals from key ethnic groups
  • Communicate and build lasting business relationships with clients from different cultural backgrounds
  • Attract, motivate and retain the most qualified and diverse workforce possible.

The keynote illustrates these principles with examples drawn from history, art, and business. 

The results and impact due to your training have been impressive. This training experience has demonstrated an impact on representatives’ abilities to access health care professionals and increasing our ability to communicate with these customers.”
Gregory A. Romanowski, Director, Marketing Development
GlaxoSmithKline

The training session expands on the keynote by incorporating role-play exercises that are customized and relevant to each audience. For additional insights, Andy can conduct the training sessions in concert with a psychologist from a specific cultural or ethnic group.

The Cross-Cultural Success engagement is available as a 60-minute keynote or as a half-day or full-day training session.