International sales is a challenging and rewarding career path that requires a unique set of skills, knowledge, and mindset. If you want to build a successful international sales team, you need to recruit, train, and retain the best talent for your market and goals. Here are some tips on how to do that.
Finding the right people for your international sales team is not easy. You need to look for candidates who have the language, cultural, and business skills to communicate effectively with your target customers. You also need to consider their motivation, adaptability, and resilience to deal with different time zones, travel, and competition. You can use various sources to recruit international sales talent, such as referrals, online platforms, agencies, or your own network. However, you should also conduct a thorough screening and assessment process to verify their qualifications, fit, and potential.
In my experience it is essential to spend time with the candidate and make sure they are comfortable and understand the cultures and people whom they will be interacting with!
To effectively recruit, train, and retain international sales talent, adopting a strategic approach that considers cultural differences, language barriers, and personal preferences is just a small part of the task. Organizations can attract and retain high-performing sales professionals from diverse backgrounds, expanding their global reach by developing a relationship with potential candidates to assess not only their cultural fit for the task but also their compatibility with the organization.
In my experience, 3 key elements support a successful international sales talent recruitment - 1. Candidate can deliver - Sales is the most difficult role. It is mandatory to match the candidate skills, experience, location, culture, values etc. to the role and expected results. Align REALITY and EXPECTATIONS from the recruiter and the candidate vision, plans and promise. 2. Candidate wants to deliver - looking for a job and wanting to do the job are two different things. People who genuinely WANT to sell for your company, in your market, with your team etc will stay longer and provide high value 3. Once hired, the candidate will "run" fast, effectively and efficiently - Agility, focus and consciousness of time deliver sales goals
Recruiting international sales talent involves targeted job postings on global platforms, leveraging professional networks, and utilizing recruitment agencies specialized in international placements. Training entails cultural competency workshops, language proficiency courses, and comprehensive product and sales training. Retention strategies include offering competitive compensation packages, opportunities for career advancement, ongoing mentorship and support, and fostering a positive company culture that values diversity and inclusion. Regular feedback sessions and performance reviews can also help in maintaining engagement and motivation.
Such a broad headline, 750 characters are not enough to cover everything Are we talking about talent for the head office or the local office? In both cases you need somebody with industry and market knowledge aware of unconscious bias and fluent in the language Headhunting, jobs platforms, Linkedin and your own website Are you talking about hiring somebody for a specific international market. Are you already present there (through distributors, your team traveling there, etc.) or are you starting from scratch. Are you planning to keep working with the local partners or you starting your own operations Partners, local HR firms with experience in international recruitment and local sales agencies are probably the best starting points.
Once you have hired your international sales talent, you need to provide them with the proper training and support to help them succeed. You should design a comprehensive and customized training program that covers your product, value proposition, sales process, tools, and best practices. You should also include specific modules on the cultural, legal, and ethical aspects of your target market, as well as the common challenges and opportunities they may face. You should also assign them a mentor or coach who can guide them, answer their questions, and give them feedback.
It is important that the candidate is a “people person” and truly enjoys to experience and respect diverse cultures and traditions..
Effective training is crucial for international sales success. Develop a comprehensive onboarding program that covers your company’s products, sales strategies, and cultural training. Utilize e-learning platforms, webinars, and in-person workshops to deliver training. Focus on building cross-cultural communication skills and understanding regional market dynamics. Incorporate role-playing exercises and real-world scenarios to enhance practical skills. Continuous learning opportunities, such as advanced sales courses and regional market updates, help keep your team sharp and adaptable to changing market conditions. Provide platforms for an integrated approach to your different geographies to have full understanding of global strategy.
I would also add training on cross-border payments/payment systems (e.g. SWIFT, Wise), transfers, taxes/duties, etc. There will most certainly be a time when they will need to speak intelligibly about business transactions.
Training salespeople (international or local) should start from the buying side. They should completely understand the busying process and the people, process, tech and data context on the buying side, before they learn about the product, value proposition etc...
Training your international sales talent is not enough. You also need to retain them and keep them motivated and engaged. You should offer them a competitive and fair compensation package that reflects their performance, market conditions, and living expenses. You should also recognize and reward their achievements, provide them with career development opportunities, and solicit their feedback and suggestions. You should also foster a positive and collaborative team culture that values diversity, trust, and respect. You should also communicate regularly with your international sales team, celebrate their wins, and address their issues.
If you want to retain international sales talent you need to have a deep understanding of what motivates them and provide them pathways to progress within your organisation. Their opinions have to be heard and considered when making decisions in order to make the whole organisation more international in its outlook
It is imperative that you spend face time with the candidate, both one on one and with customers.. In my experience, real time feedback is best..
Retaining international sales talent is crucial for maintaining a high-performing and motivated team that can effectively drive global market expansion and long-term business success. Prioritize a holistic approach to talent retention that emphasizes professional development, employee engagement, and a supportive and inclusive work culture, fostering a resilient and empowered international sales team that can effectively navigate and capitalize on the opportunities presented by the global market expansion and international business growth.
International profile have plenty of opportunities at an international scale, this is why you need to give them interesting benefits so they won't leave and look for another better opportuny. Keep the team motivated and with challenges to have the best results.
Retaining international sales talent requires a supportive and engaging work environment, and your presence as the international sales leader. Offer the usual competitive salaries, performance-based incentives, and clear career progression paths. Foster a culture of recognition, engagement and appreciation. Provide opportunities for personal and professional growth through training, mentorship, and international assignments. Encourage work-life balance and provide support for relocation and travel needs. Gather feedback through surveys and one-on-one meetings to address concerns and improve employee satisfaction. Provide a clear understanding of how the international geographic focus relates to global corporate strategy.
To ensure that your international sales team is performing well and meeting your goals, you need to measure their results and impact. You should define clear and relevant metrics that align with your strategy, objectives, and customer needs. You should also track and analyze these metrics regularly and use them to evaluate your team's strengths, weaknesses, areas for improvement, and best practices. You should also share these metrics with your team and use them to set expectations, provide feedback, and adjust your plans.
There are “soft and hard” metrics to be defined and addressed.. They must be co-develop ed and no surprises.. I am a believer in real time feedback on the soft KPI’s, whenever possible and constructive “course correction” feedback on the hard KPI’s (numbers).. purpose is to avoid surprises..
Measuring the performance of international sales talent involves tracking key metrics and using performance reviews, no different than domestic sales geographies. Key performance indicators (KPIs) such as sales targets, revenue growth, customer acquisition, and retention rates provide quantitative data on effectiveness. Regular performance reviews, incorporating both self-assessments and manager evaluations, offer qualitative insights. Utilize CRM systems to track sales activities and customer interactions. Benchmark performance against regional and global standards to identify areas for improvement. Consistent measurement helps align individual performance with overall business goals.
Other than the obvious measurement of booking, I believe that international salespeople need to be measured on their impact to the local and general sales process (feedback and improvements)
Measuring your international sales team's performance is not enough. You also need to develop their skills and capabilities to help them grow and excel. You should provide them with ongoing learning and development opportunities that match their needs, interests, and goals. You should also encourage them to seek new challenges, explore new markets, and learn from other successful international sales professionals. You should also support their personal and professional well-being and balance, and help them cope with stress, burnout, and isolation.
Developing international sales talent is an ongoing process that requires investment in continuous learning and growth opportunities. Create personalized development plans that address individual strengths and areas for improvement. Offer advanced sales training, leadership programs, and opportunities for international exposure. Encourage mentorship and peer learning to share knowledge and best practices. Provide access to industry conferences, seminars, and networking events to broaden perspectives. Supporting the development of your sales team ensures they remain motivated, skilled, and ready to tackle new challenges.
In this area, it is important to receive feedback from customers, team members and the candidate to get a proper perspective of the situation… Mentoring is a 2 way street.. it is important to keep an open mind!
There's also no substitute to co-travel with your hire, and planning for, executing, then debriefing of the meetings as they occur. Your commitment yourself to travel internationally to do these things sets a great example for your team.
Developing International salespeople is about the delicate balance between their skills and capabilities and specific places where you can add value based on merit and proven experience.
Your international sales team is your most valuable asset in expanding your global reach and revenue. You should leverage their talent and expertise to gain a competitive edge and create a loyal customer base. You should involve them in your strategic planning and decision making, and listen to their insights, feedback, and ideas. You should also empower them to act as your brand ambassadors, advocates, and influencers in their markets. You should also connect them with other internal and external stakeholders who can support them, collaborate with them, and learn from them.
By prioritizing the strategic approaches and fostering a collaborative, inclusive, and performance-driven culture within your international sales organization, you can effectively harness the collective talent, expertise, and market insights of your sales team members, driving sustainable business growth, fostering customer loyalty, and positioning the organization for long-term success and competitive differentiation in the dynamic and evolving global marketplace. Emphasize the importance of collaboration, empowerment, and a customer-centric mindset, fostering a resilient and agile sales team that can effectively navigate and capitalize on the opportunities presented by the international business landscape.
International sales must cover 24/7 so be dispatched across time zone. Technology for hybrid work allows sales requests that come in at the end of the work day somewhere can be forwarded to other location counterparts, who can then respond to them by the start of the next working day. This way, a business can flow smoothly and seamlessly internationally.
Leverage your international sales talent by aligning their strengths with your global strategy. Utilize their regional expertise to tailor sales approaches and marketing campaigns to local markets. Encourage collaboration between international and domestic teams to share insights and strategies. Empower sales talent to take the lead on entering new markets and building relationships with key clients. Recognize and reward their contributions to driving global growth. By fully leveraging your international sales team’s capabilities, you can enhance your market presence and competitive advantage.
In my experience, it is an important part of any planning process to involve your team members.. they are close to the customer and market to provide critical information and insights!
To leverage International salespeople you need to combine and synergize your understanding and proven experience of your product and value proposition "universal truths" with their region, country, market and target customers knowledge, understanding, cultural fit, language and relationship. It takes respect, patience and diligence.