In recent years, the Chinese economy has grown rapidly. This has attracted businesses from around the world. However, many international companies face barriers when entering this complex market. Countries like the USA, Japan, and Germany have influenced China’s economy in many ways, yet aligning with international standards remains difficult. Therefore, understanding these barriers is crucial for winning B2B sales in China.
CJ Ng, a Sales Management consultant with over 15 years of experience, addresses these challenges in his book Winning B2B Sales in China. Through real-life examples, he shows how sales teams can navigate the complexities of China. He also emphasizes that the Chinese market isn’t as different as many believe.
Highlights
Insights from 15 Years of Experience by CJ Ng
Q: What motivated you to write this book?
A: The book was a collection of stories, either mine or from people I know, in China. I had lived in China from 2004-2020. It just so happened that I had some lull period during Covid, and I put down those stories on paper to commemorate my time there.
Q: Who is your target audience, and why did you choose them?
A: This book is for B2B salespeople. The lessons apply globally, even though the stories happened in China. It’s also for people curious about doing business in China, where local practices, like guanxi, are important.
Q: What are the primary goals you hoped to achieve with this book?
A: I wanted to clarify misconceptions like “customers only care about price” or “guanxi equals corruption.” My goal is to provide practical advice that will help readers avoid common sales mistakes. Hopefully, they will become better salespeople through these insights and ultimately win B2B sales in China.
Q: Can you summarize the key lessons you want readers to learn?
A: Some key lessons include balancing assertiveness with empathy to avoid customer pushback. Also, salespeople should qualify customers beyond just sales volume, considering payment reliability and relationship health. Building trust requires understanding customer needs and listening actively. Informed customers demand more efficiency and consider total costs, not just price. Finally, guanxi is crucial for navigating competitive bids and securing deals.
Q: What is the main takeaway you hope readers will gain from your book?
A: The main takeaway is that there are many sales pitfalls, especially in China. But there are also ethical and practical ways to navigate through them.
Q: How did you decide on the structure and format of the book?
A: The book is structured around common challenges that salespeople and sales managers face. I also organized it by theme to address pressing concerns related to winning B2B sales in China.
Q: What research or background work went into developing the content of your book?
A: The book includes my personal experiences and stories shared by workshop participants, coachees, and business partners. These stories reflect real-world scenarios that offer practical insights for readers. These real-world examples are essential.
Q: Which chapter or section is the most impactful, and why?
A: Chapter 2, “The Myths and Truths about Building Strong Relationships with Customers,” is very impactful. It explores how relationships, or guanxi, are essential, even in technical sales. Indeed, trust is the foundation of all successful business relationships. This understanding is critical for winning B2B sales in China.
Q: How do you envision your book influencing or changing its readers?
A: I hope this book helps readers become clearer in their approach to sales goals. Additionally, I want them to navigate sales more effectively and avoid mistakes. These improved strategies will be key for it.
A Sales Consultant’s Guide to Overcoming Barriers
CJ Ng’s Winning B2B Sales in China offers practical guidance for anyone selling in a challenging market. His experiences provide insights that can be applied in different industries. However, most importantly, CJ breaks down barriers and misconceptions about doing business in China.
As CJ Ng shared with NewInAsia.com, he hopes to help others succeed without falling into common traps. Whether you’re new to B2B sales or an experienced manager, his 15-year journey offers valuable lessons, particularly for those focused on winning B2B sales in China.
Highlights
Read the Chinese version here.
