Why Salespeople in China Struggle to Ask Critical Questions in International Trade

In the world of international business, effective communication is key to building strong relationships with clients and securing long-term partnerships. However, salespeople in different countries exhibit varying levels of comfort and approach when engaging with foreign customers. One fascinating aspect of international sales is the way salespeople in China navigate interactions with international clients. A recurring challenge for many Chinese salespeople is their reluctance to ask certain probing questions that could help them better understand customer needs, improve their offerings, and build stronger business relationships.

Two such questions that are often avoided in China, yet are considered essential in the global sales process, are:

1. "If you could change one thing about your current supplier, what would it be?"
2. "Thanks for your recent order. I know there are many suppliers you could have chosen. Can you tell me why you chose our company?"

While these questions might seem like straightforward ways to gain valuable feedback, Chinese salespeople often hesitate to ask them. Let's explore the reasons behind this reticence and the broader cultural context that shapes sales behaviors in China.

The Role of Cultural Norms in Sales Interactions

Chinese culture places a strong emphasis on guanxi (relationships) and maintaining face (the concept of reputation and social standing). Please refer to the article The Role of Guanxi in Chinese Business Culture https://marketingtochina.com/the-role-of-guanxi-in-chinese-business-culture/. These cultural values can influence how salespeople interact with foreign clients. Asking questions that are perceived as too direct or probing may unintentionally put a customer in an uncomfortable position, which could risk damaging the relationship.

1. Fear of Negative Feedback In China, there is often a cultural aversion to confrontation. Salespeople may be worried that asking the first question—"If you could change one thing about your current supplier, what would it be?"—might elicit criticism of the customer's existing supplier, which could create tension. The fear is that this could be seen as bad manners, or even as an insult to the customer’s judgment, leading to a loss of trust or business. Chinese salespeople might also worry that the feedback may be too negative or difficult to address, which could further complicate the relationship.
2. Concern About Overstepping Boundaries The second question—"Why did you choose our company?"—can also be challenging for Chinese salespeople to ask directly. In China, humility and modesty are highly valued, and asking for such direct feedback might be seen as self-centered or overly aggressive. Salespeople might fear appearing too eager or “pushy” by pressing for this kind of information, which could come across as a sign of insecurity or desperation. In a culture where maintaining a harmonious relationship is paramount, it can be difficult to openly seek validation.
3. Building Trust Over Time Chinese salespeople may also prefer to build trust gradually before asking such questions. In many cases, they may feel that clients need to be comfortable enough to share their opinions without prompting. In China, the process of earning a client's trust is more subtle and extended over time, rather than through direct questioning. Hence, they may refrain from asking probing questions until a stronger, more established relationship has been formed.

The Impact of Globalization and Changing Sales Dynamics

As Chinese businesses continue to expand and engage more in international trade, the sales strategies of Chinese salespeople are gradually evolving. International trade requires understanding customer preferences, addressing pain points, and being open to feedback. While Chinese salespeople’s reluctance to ask direct questions may have been rooted in traditional cultural norms, globalization is pushing for a shift in sales practices.

With increased exposure to Western sales techniques and the growing influence of global trade, Chinese salespeople are slowly becoming more accustomed to asking for honest feedback and direct answers. For instance, in countries like the United States or Europe, it is quite common for salespeople to directly ask clients about their reasons for choosing a particular supplier or what could be improved. However, this shift is happening slowly, as cultural norms in China take longer to change.

How Chinese Salespeople Can Overcome These Challenges

1. Building Emotional Intelligence To overcome the reluctance to ask challenging questions, Chinese salespeople can work on developing greater emotional intelligence. This means being aware of the emotional dynamics at play during customer interactions and knowing how to phrase questions in a way that feels natural and respectful. For example, instead of directly criticizing the competitor, a salesperson can frame the question as: “We are constantly looking to improve our services. Are there any areas where you think we could better support your needs?”
2. Fostering a Culture of Open Feedback Creating a culture where feedback is seen as a valuable tool for growth is another way to overcome the hesitation in asking for it. When salespeople are taught to view customer feedback as an opportunity to improve their products or services—rather than as a personal criticism—it becomes easier to embrace questions like "Why did you choose us?" or "How can we improve?" Encouraging clients to share their opinions in a non-judgmental setting can lead to deeper insights.
3. Learning from Global Best Practices As Chinese businesses continue to grow on the international stage, there is a growing need for Chinese salespeople to adopt global best practices in customer engagement. Attending international sales workshops, studying global case studies, and shadowing more experienced international sales professionals can help build confidence and provide useful techniques for asking tough questions. In addition, collaborating with international teams can also offer valuable insights into customer expectations and communication styles.

Salespeople in China, like their counterparts worldwide, are navigating the complexities of international trade. The hesitancy to ask certain probing questions, such as those regarding supplier relationships or the reasons behind a customer’s purchasing decision, is largely influenced by deep-rooted cultural norms centered around maintaining harmony, saving face, and avoiding confrontation. However, as Chinese businesses continue to engage with global markets, a shift toward more open, direct communication is inevitable.

Sales professionals in China can learn from global sales practices and adjust their approaches to engage more effectively with international customers. As they become more comfortable seeking honest feedback and clarifying customer preferences, they will be better equipped to offer superior products and services, foster deeper relationships, and ultimately succeed in the competitive world of international trade.