I just got back from a trip to London where I had the chance to work closely with some of our EMEA teams and sit in on a few in-region sales conversations. Every time I travel internationally, I’m reminded how easy it is to assume alignment—when in reality, subtle cultural differences can impact everything from how we sell to how we lead.
Whether it's how direct feedback is delivered, how buyers want to be engaged, or how teams prefer to receive coaching—context matters.
And here's the thing: I’ve started using AI to help bridge that gap.
Not to automate culture, but to give me a running start when I’m stepping into unfamiliar territory. It’s made me a more prepared sales partner and a more thoughtful manager. Let me explain how.
1. Prepping for International Deals
Before joining sales calls in the UK, I used ChatGPT to help prep for tone, style, and expectations:
“What are key business culture norms to consider when selling to mid-sized UK tech companies?”
“How does decision-making typically happen in UK sales cycles?”
The results weren’t perfect, but they helped me shift my approach. I slowed down my pitch cadence, made space for reflection in the call, and paid attention to when consensus-building was more important than moving quickly. It paid off—our post-demo feedback was some of the strongest we’ve had this quarter.
2. Coaching Across Cultures
As our team grows internationally, I’ve started prompting AI for leadership insights:
“What should a U.S.-based manager keep in mind when giving constructive feedback to a UK-based team member?”
“How do perceptions of authority and collaboration vary between U.S. and UK tech teams?”
These prompts have helped me better understand where I might come across as too blunt—or too vague. In one case, I reworked a feedback conversation to focus more on shared goals and less on immediate action, and the result was a more productive dialogue.
3. Building Cultural Awareness into Team Training
I’ve also started building lightweight guides for our SE team using AI-generated inputs, such as:
- Common business etiquette by region
- How different cultures perceive “value” in a sales cycle
- How to adjust follow-up styles (direct vs. relational)
These help us avoid one-size-fits-all selling—and they’ve made us more respectful and effective partners.
AI isn’t a replacement for empathy or listening. But when used right, it’s a powerful way to enhance cross-cultural awareness in both the sales process and in how we lead.
If you’re working with international teams or selling across regions, I’d love to hear how you’re using AI (or anything else) to bridge the gap.
