How to Build a Sales Force in France

You need to do more than just learn to speak French to build a strong sales force in France.

Parlez-vous français? You'll need to speak French if you plan on building a successful sales force in France. It doesn't end there. To build a strong French sales force, you will need to study French history and culture to develop a firm understanding of the social norms, customs and attitudes that drive all facets of business in this European country. It's the best way to understand your French sales team and their motivations. It's also the most effective way to keep your team happy and lead them toward success. If you don't do this, they may just grève, or strike -- a common practice in France that's very bad for business.

Things You'll Need

• French language skills (advanced)
• Knowledge of French history and culture
• Immersion in modern French culture
• Knowledge of French business
• Knowledge of your French target market

Instructions

Building a Sales Force in France

1. Become an advanced French language speaker. Learn about the country's history and its culture.

2. Travel to France and immerse yourself in modern-day culture, particularly in the areas of business.

3. Decide what you want your French sales force to do for you. Will they sit behind desks handling large accounts by phone or will they, as sales reps, be out-and-about as the face of your company to French consumers?

4. Define your sales process in France. Create or adopt a standard sales process that fits local culture and customs. Keep the language describing your process simple and constantly improve the sales process based on best practices.

5. Identify milestones that represent progress toward your goals. Determine how you will reward your French sales team for their efforts. Unlike American culture which values the effort of the individual, the French have a very different take on honoring the hard work and effort of an individual versus that of the group. Be sensitive to this cultural issue by doing some research on French attitudes towards collective and individual work.

6. Develop competitive strategies that link your company's offerings to customer needs. Develop sales training seminars that will teach your French sales force how to implement these strategies.

7. Build a firm knowledge base around the French market you are targeting and your French customers. Constantly update that knowledge base by making it a "living" document or handbook that's constantly being updated so it can serve as a resource guide for your sales force. Make sure to include demographics, regional industries and trends.

References

• "Entrepreneur.com": Build a Stellar Sales Team
• Binder Riha Associations: "Five Keys to Building a Competitive Sales Force"
• French Ministry for the Economy, Industry and Employment: Foreign Investment in France, 2009