Selling Across Cultures: Argentina vs. America in Business and Sales
Imagine this: An Argentine and an American walk into a sales meeting… It sounds like the start of a joke, but if you’ve ever worked in international business, you know—it’s actually a masterclass in cultural contrast.
Understanding cultural differences is crucial when navigating business dynamics. Selling is never just about the product. It’s about how you connect, build trust, and communicate value—and that changes a lot depending on where you’re from.
These cultural differences can significantly impact negotiations and relationship building, and recognizing these cultural differences can lead to more effective communication and collaboration. Let’s break down the key differences between Argentine and American approaches to business, especially in sales:
1. Relationships vs. Efficiency
Argentina:
In Argentina, business is personal. Relationships are everything. You’re expected to get to know the person before you try to sell them anything. You might chat over coffee, talk about fútbol or politics, and only then—maybe—get to the proposal.
“¿Cómo está tu familia?” is not small talk—it’s step one of the sales cycles.
United States:
In the U.S., efficiency rules. Americans often go straight to the point: What are you selling? What problem does it solve? How much does it cost?
A sales call might start with: “Let’s jump right in.” And that’s normal.
Sales Impact:
Argentines might feel rushed or “cold-called” by American sellers. Americans might feel like Argentine sellers are taking too long to “get to the point.”
Cultural differences start with relationship building. Recognizing how to build such relationships is the key to handling these differences when selling and working across cultures.
2. Communication Style: Passion vs. Precision
Argentina:
Argentine salespeople often speak with emotion, humor, and flair. They use persuasion, stories, and charm. They might interrupt, talk fast, or express disagreement openly—it’s all part of the dance.
United States:
American communication is usually more structured and professional. Sellers aim to be clear, confident, and concise. Emotional appeals are less common—facts and benefits take the lead.
Sales Impact:
Argentines might think Americans are too stiff or “by the book.” Americans might feel overwhelmed or confused by Argentine passion if it lacks structure.
Cultural differences can impact how humor is perceived in business. Learning about such cultural differences is crucial for successful interactions.
3. Time and Urgency
The perception of time is one of the most noticeable cultural differences. These cultural differences play a crucial role in closing deals effectively.
Argentina:
Time is flexible. Deadlines? Negotiable. A “30-minute meeting” might run over if the conversation is flowing. Decisions can take time because people are cautious and consensus driven.
United States:
Time is money. Schedules are tight, and punctuality is expected. Buyers want quick responses, fast follow-up, and clear next steps.
Sales Impact:
An Argentine salesperson might appear too slow or casual. An American salesperson might seem pushy or impatient.
4. Contracts and Trust
Argentina:
Trust comes before paper. Even with contracts, a personal handshake or relationship still carries weight. Deals might evolve after signing, especially if the relationship is strong.
United States:
Trust is built through performance and contracts. Everything is written down, and any deviation from the agreement usually needs to be renegotiated formally.
Sales Impact:
Argentine sellers should be ready for detailed paperwork and less flexibility. American sellers should expect negotiation to continue even after the contract is signed.
Trust is developed differently, showcasing cultural differences in negotiation.
5. Formality and Titles
Argentina:
You can call someone “Che” in a meeting, and it’s fine. There’s often humor, sarcasm, and friendly teasing—even in serious settings. Formality drops fast once rapport is built.
United States:
Business can be more formal and structured, especially early in the relationship. First names are common, but humor or personal questions are approached with caution until there’s trust.
Sales Impact:
Argentines may come across as too casual. Americans may seem distant at first. Both sides may misread the other’s tone or intent.
Recognizing cultural differences of formality and titles will create a smoother sales process when working across cultures.
How to Sell Smarter Across These Cultures
If you’re American selling to Argentines:
- Take time to build the relationship. Have a coffee, ask personal questions, show interest in their world.
- Don’t rush the sale. Let conversations breathe.
- Be flexible. Be ready for some improvisation—even in contracts.
If you’re Argentine selling to Americans:
- Respect their time. Be punctual, keep presentations focused, and follow up quickly.
- Lead with clarity. Spell out value, features, and benefits.
- Be ready for direct feedback. It’s not rude—it’s how they move things forward.
Selling across cultures isn’t about changing who you are—it’s about knowing who your audience is.
When Argentines and Americans understand each other’s rhythm, sales become more than just transactions—they become long-term partnerships built on trust, results, and yes… maybe even a good asado someday.
A short story:
The Sales Tango: When the Pitch Starts with Espresso
It was 10:00 a.m. sharp at a tech conference in Miami.
Jake, a sales manager from Chicago, sat at the edge of a glass conference table, clicking his pen, laptop open, pitch deck ready. This was it—the big moment to align strategies and prep for the client meeting.
At 10:07, Martín walked in.
An Argentine walks in, impeccably dressed, wearing Calvin Klein cologne like it’s part of his identity, holding a tiny espresso as if it were a priceless artifact — and unbothered by the fact that the meeting started five minutes ago.
“Sorry I’m late”, Martín said with a grin. “I ran into an old friend from Mendoza—we had to talk politics for a few minutes. You know how it is.”
Jake did not know how it was. What he knew was that the clock was ticking and they were seven minutes behind. Without missing a beat, Jake jumped in:
“Okay, so the client’s pain point is clear. Here’s our solution, the pricing structure, and our proposed timeline.”
But Martín wasn’t listening yet. He was calmly pulling out a chair, unhurried.
- “Wait, wait,” Martín said. “How are you, Jake? You look like you’ve had a rough night. You sleeping okay?”
- “I’m fine. I had six hours of sleep and three coffees.”
- Martín laughed, “Oh no, loco, you need to sleep more!”
Ten minutes later, Jake had reviewed half the proposal. Martín hadn’t even opened his laptop.
“Don’t worry,” Martín said with that trademark Argentine charm. “I’ll take the client to lunch. We’ll talk about River vs. Boca, complain about traffic, maybe get into some politics. Then we seal the deal.”
Jake stared at him.
- “But… what about the deck? The numbers? The structure?”
- Martín smiled. “Jake. The real deal happens between the appetizer and the espresso. Trust me.”
Later that afternoon, Martín sent Jake a text:
“Client’s in. We’re good to go. He wants us to have dinner next week with his cousin. Abrazo!”
Jake read it twice. What just happened?
Moral of the Story:
In Argentina, closing the deal isn’t just about delivering value. It’s about building a vibe. And sometimes, the vibe closes faster than the pitch. Recognizing these cultural differences are vital to navigating the complexities of international business.
Final Thoughts on Cultural differences:
Ultimately, understanding cultural differences can lead to successful partnerships when working across cultures.
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