Here’s a simple yet effective story that teaches marketeers a great lesson of why it is important to know your customers and their culture on an in-depth level before proceeding to sell them something. Enjoy this!
A disappointed salesman of Coca Cola returns from his Middle East assignment. A friend asked, “Why weren’t you successful with the Arabs?”
The salesman explained: “When I got posted in the Middle East , I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem, I didn’t know how to speak Arabic. So, I planned to convey the message through three posters.
First poster: A man lying in the hot desert sand, totally exhausted and fainting.
Second poster: The man is drinking our Cola.
Third poster: Our man is now totally refreshed.
And then these posters were pasted all over the place .
“Then that should have worked!” said the friend.
“The hell it should have!?” said the salesman. “I didn’t realize that Arabs read from right to left!”
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