CQ® Sales: Use Cultural Intelligence to Reach New Markets

Cultural Intelligence

Event Overview

  • Format Virtual
  • Duration 4 hours
  • Price $475

The world of selling has changed drastically over the past decade. Not only has social media completely revolutionized the sales process, but globalization has had a dramatic effect on how much organizational and individual cultural values play a role in a seller’s ability to penetrate a new company, uncover new sales opportunities, and close a deal. In many instances, the process has become far more complex, thereby contributing to significantly longer sales cycles, smaller deal sizes, and decreased revenue.

CQ® Sales: Use Cultural Intelligence to Reach New Markets is an interactive workshop that teaches sales professionals how to leverage the cultural values of an organization, team, or decision-maker to open more sales opportunities, shorten sale cycles, and close more deals.

Using the Cultural Intelligence (CQ) model, CQ Sales draws upon research-based findings to provide strategies for selling to companies of various organizational cultures and individuals, groups, and business units of diverse cultural backgrounds. Participants leave with a personalized action plan for selling into a diversity of markets.

The workshop can be delivered virtually or in-person.


This workshop is highly experiential and includes several interactive activities to get sales professionals to apply cultural intelligence, or CQ, to the sales process. Participants practice applying cultural value differences and cultural intelligence to the fundamentals of sales and specifically to four key steps in selling: Preparation, Discovery, Pitching, and Closing.

One of the interactive aspects of this workshop that sets it apart from other programs is the CQ Sales Simulation. Throughout the workshop, participants work to understand and effectively sell to one of three fictitious organizations complete with websites, job listings, and cultural values profiles. By the end of the workshop, participants are able to take the skills they gained selling to these fictitious organizations and apply them to real-life prospects to whom they are hoping to sell.


  • Understand CQ and how it can benefit a sales professional
  • Develop an understanding of 10 cultural values and how to leverage them to conduct better sales discovery, pitching and negotiating
  • Recognize the cultural values that are most relevant to the sales process
  • Construct a strategy for selling to individuals, teams and business units with certain combinations of cultural values


  • Access to CQ Starter and MyCV e-learning courses
  • CQ Your Sales Guide (40-page guide you can reference anytime)
  • Personal Cultural Values Profile
  • Case Studies
  • CQ Sales Simulation Materials
  • Real-time feedback on your ability to sell into new markets
  • Certificate of Completion that can be shared and added to your social media accounts
  • Digital Badge to validate your accomplishments. Showcase your digital badge on your email, resume, and social media accounts!

Additional Information

Schedule & Objectives

Workshop Agenda and Objectives

CQ Sales Foundations | CQ your Sales

  • Identify pain points when selling into different cultures
  • See how CQ is proven to increase sales in different markets

CQ Sales Foundations | Understanding your Cultural Values

  • Discover what your personal and organizational values are
  • Understand how cultural values influence the sales process

CQ Sales Strategies | Step 1: PREPARE

  • Learn how to uncover a prospect’s cultural values to gather the information needed
  • Challenge: Information Gathering from culturally diverse prospects
  • Activity: CQ Sales Simulation Part I: Research your prospect

CQ Sales Strategies | Step 2: DISCOVER

  • Apply cultural intelligence to a discovery call with someone from an unfamiliar cultural context
  • Challenge: Building Rapport with culturally diverse prospects
  • Activity: CQ Sales Simulation Part II: Discovery Call Role-Play

CQ Sales Strategies | Step 3: PITCH

  • Adapt sales pitch to create value in light of the cultural differences involved.
  • Challenge: Demonstrating Value to culturally diverse prospects
  • Activity: CQ Sales Simulation Part III: Pitching Contest!

CQ Sales Strategies | Step 4: CLOSE

  • Gain strategies to negotiate successful deals with culturally-diverse prospects.
  • Challenge: Decision-Making by culturally diverse prospects
  • Activity: Developing your CQ Sales Action Plan

Complimentary Cultural Intelligence for Leaders Packet

Learn to Lead with Cultural Intelligence

Now, more than ever, companies need effective leaders at all levels of the organization. Being able to bring together and get the best out of team members from different generations, socio-economic backgrounds, ethnic roots, countries, religions, and educational backgrounds requires a Culturally Intelligent Leader.

We have a collection of Cultural Intelligence leadership articles written by social scientist, speaker, and author Dr. David Livermore.  The article topics include:

  • 5 Questions Culturally Intelligent Leaders Ask Themselves Every Day
  • Leadership Advice You Should Ignore
  • How Culturally Intelligent Leaders Make Decisions

About the Author

David Livermore, PhD (Michigan State University) is a social scientist devoted to the topics of cultural intelligence (CQ) and global leadership and the author of several award-winning books. Learn more about Dr. David Livermore by visiting his website.

To receive your complimentary CQ for Leaders Packet, please provide your email address below.

By submitting this form, you agree to receive promotional emails from The Cultural Intelligence Center (you can opt-out at any time).  We will send you an email with a link to download CQ for Leaders Packet.