"Cultural Realignment": Positioning & Messaging
How we rebooted a failed French launch by replacing fear tactics with partnership-focused messaging
The Challenge: "Ghosting" & Cultural Friction
Despite high activity, French buyers were disappearing after demos
Tone Deafness
US-style "Fear, Uncertainty, and Doubt" (FUD) messaging perceived as aggressive and arrogant
High Churn in Funnel
French buyers "ghosting" the AE after the first demo
Rigid Sales Process
The "Hard Close" approach killing relationships rather than building partnerships
The Solution: 90-Day Execution Plan
From aggressive to consultative in three phases
Shadowing & Diagnosis
Review of calls and emails. Diagnosis confirmed that the transactional "Hard Close" was alienating prospects.
Messaging Overhaul
Moving from "Fear-based" to "Partnership/Sovereignty-based" messaging. Redesigning the demo flow to be consultative rather than pitch-heavy.
"Soft Touch" Sequencing
Implementation of a value-add follow-up sequence using content and insights instead of aggressive "Just bumping this" emails.
The Deliverables: Strategy & Results
Cultural intelligence that builds relationships
Localized Playbook
"How to Sell to French CIOs" guide covering tone, etiquette, and meeting norms.
New Outreach Sequences
4 distinct email/LinkedIn sequences adapted strictly to French business culture.
Pipeline Clean-Up
Removal of "dead" leads and refocusing effort on 20 high-probability accounts.
Before vs. After
From aggressive to consultative
Before: Aggressive
- ✗Aggressive follow-ups and FUD tactics
- ✗"Ghosting" rate of 70% after demo
- ✗Team morale low due to constant rejection
After: Consultative
- Partnership-focused approach
- "Ghosting" reduced to 25%
- Pipeline value increased by $150k
"We were trying to sell in Paris like we sell in New York. It was a disaster. Badr came in and rewired our entire approach. He taught us that in France, you don't sell a product, you sell a relationship."— Head of EMEA
Struggling with Cultural Friction?
Let's adapt your sales approach to resonate with European buyers.
Different markets need different approaches. What works in one country can fail in another.