Perfecting Sales Strategy for Asian Markets
User-Listening
WDHB Strategic Learning is an international firm specialized in immersive education programs for corporations and executives. WDHB was the first company to establish the concept of Learning Expeditions and create a new international learning experience for business people.
Problem/Starting Point:
"With powerful client bases established in both the United States and in Europe, WDHB was on a mission to continue expanding their influence around the world. However, having yet to achieve the types of success in Asia that had been achieved both in the United States and in Europe over the last 30+ years, WDHB was interested in doubling-down on efforts in Asia. But before doing so, the well-travelled management team from WDHB was fully aware of significant differences in culture between the West and the East that would require them to reconsider their sales tactics for a true shot at success...
Process & Solutions:
When I initially got involved with this project, my perspective on the situation was inspired by courses I had taken on the topic of Design Thinking - before spending too much time working away, I figured it would be best to take a deep look into the true source of the problem; i.e. the cultural differences and the corresponding attitudes that would motivate clients of Asian background to make the decision to eventually choose WDHB as a service provider or not. As such, I came up with the idea to conduct a series of user interviews with exactly the kind of people that WDHB hoped to acquire: Learning & Development/Senior HR decision-makers living in Asia and with significant experience working in large organizations. My responsibilities on this project included designing the interview process, researching & contacting interesting profiles, conducting user interviews & recording thought, accumulating & analysing user data, synthesis of information, and visual presentation/communication to the WDHB team.
