The best English sales coaches in the world are mostly based in the US, according to the research organization Global Gurus.1 They have a proven track record of helping employees and companies boost their sales. Being a native English speaker isn't enough — a great coach also knows what we can all learn from the American culture of selling.
If you are a non-native English speaker, this article will help you understand why you need to learn the way Americans do business. Understanding American culture, the market and purchase behavior should be combined with speaking American English fluently.
Someone saying "I am native in English" doesn't automatically mean they can coach non-native speakers. The coach should also know how US businesses operate.
Understanding today's American customer
Selling to American customers is like dealing with the international standard of consumers: they know their rights. A few things help you understand them better.
They shop in many different ways
Americans are open to online-only retailers, discount centers and membership-only shopping. Most still prefer to shop in stores,2 but online is gaining fast.
They stick to their favorite brands
Americans are brand-conscious and loyal. They use coupons and loyalty points to save on brands they already love — but they will switch if they find the same or better quality for less.
Modern American mothers know best
Most US advertising is family- or mother-focused. Millennial mothers manage the household budget and want the best value for their money — an understandable, targetable buyer.
How to leave customers in awe
Always use your own words
Imagine someone handing you a proposal and then reading it out loud to you, word for word. Americans prefer doing business with people who explain features, benefits and advantages in their own simple words.
Personalize the approach
Treat every customer differently. Ask if you can use their first name. Ask about their preferences. Show them you're not treating them like everyone else.
Go the extra mile
"Is there anything else I can help you with?" is the simplest extra mile — and a good coach shows you how to turn those extra steps into profit.
91% of customers say they would give a referral. Only 11% of salespeople ask for one.
Word-of-mouth improves sales at almost no cost. Go the extra mile for customers, and they'll do the same for you.
What a native-speaking sales trainer does for you
English is one of the most-used languages online.3 A coach who is a native speaker and a real salesperson helps you reach more customers than ever. As the saying goes: great performers don't get there on their own.
Better results, right away
Top coaches know techniques that boost sales fast. Learn faster, apply faster, see your numbers move — and keep them there with constant coaching.
You learn to speak with native speakers
A sales coach can be your English teacher too. You pick up the accent, the jargon and the slang along the way — and you earn trust faster when you speak like an American.
Honest feedback
As American consumers themselves, they know what deserves attention. Expect straightforward corrections that improve your best practices.
New hires start strong
New team members exposed to native English from day one are ready for a competitive global market from the start of their careers.
American vs. Ukrainian business culture
Equality. American workplaces are open to everyone regardless of age, race, gender or disability, and good companies value work-life balance. Ukrainians may seem reserved at first, but they value hospitality and relationships, and often meet over meals.
Professionalism. American business people are persuasive and open to bargaining. They'll agree verbally but want paper to seal the deal. Ukrainian partners tend to recheck every part of a deal and prefer face-to-face meetings to closing over the phone.
Seizing opportunities. Americans are optimistic risk-takers. Foreign businesses can find the American market hard to enter — which is exactly where an American sales trainer helps.
Success = the best American practices, applied abroad
The highest-rated service companies in Odessa4 all have one thing in common: experience with American business culture, often with an office in the US. Companies with a foot in both countries learn the culture and bring it home to their teams. Only someone who knows both cultures can bridge the gap.
Get a sales coach now
Grant Cardone teaches that 80% of sales are made on the fifth to twelfth contact — while 48% of salespeople never follow up even once. 92% of employees say access to personal development matters to them.5
A salesperson can learn from another salesperson, but a sales trainer knows how to adapt to your learning curve. Coaching with a native English speaker gives you a global approach: better performance with American customers, and English that opens doors everywhere.
1. World's Top 30 Sales Professionals for 2020 — globalgurus.org
2. Americans prefer shopping in grocery stores to buying online — supermarketnews.com
3. Most common languages used on the internet, January 2020 — statista.com
4. Top IT Consultants in Odessa (2020) — clutch.co
5. The Impact of Professional Development — betterbuys.com