Global Chamber® London hosted Global Sales Strategies: Culture, Confidence & Connection, an informative, insightful and dynamic session exploring how cultural understanding, authentic engagement, and global mindset drive success in international sales.
The conversation brought together global professionals and leaders to discuss how sales practices differ across regions — and how embracing these differences can unlock growth. The globinar featured keynote speakers Corina Goetz and Carla Watt, and was expertly moderated by Zeynab Al-Khero.
Listen to the globinar recording HERE.
Event Highlights
Led by Zeynab Al-Khero, Executive Director of Global Chamber® London, the session featured Carla Watt, Founder of Watt Next Consultancy, and Corina Goetz, Founder of StarCat Consulting, who shared valuable insights on how cultural nuances shape sales communication and relationship-building across the UK, US, and GCC markets. The event details are here.
The panel explored how trust, confidence, and cultural sensitivity play vital roles in international business. Zeynab opened the discussion by emphasizing that sales success is about building human connection, not just closing deals. Carla highlighted the importance of structured training, resilience, and reframing rejection as a step closer to success. Corina shared her expertise on Middle Eastern business etiquette, particularly how patience, personal connection, and long-term relationship-building are central to doing business in the GCC region.
Takeaways
🌍 Culture drives sales success. Understanding communication styles, local customs, and relationship expectations across markets allows businesses to adapt and thrive.
💬 Authenticity builds trust. Ethical practices, genuine curiosity, and honest interactions help create strong, lasting partnerships across borders.
📊 Training and data matter. Carla encouraged companies to conduct sales audits and build structured training programs to enhance performance and confidence.
💡 Social media is a bridge. Corina discussed how tools like LinkedIn and WhatsApp serve as powerful platforms for engagement, storytelling, and community-building in different markets.
Practical Insights and Next Steps
- Carla offered to share details on her sales audit process for companies looking to improve sales performance.
- Corina offers resources on Middle Eastern business culture and etiquette for GCC market entry.
- Zeynab and Global Chamber will share upcoming Global Chamber® London events and 2026 plans.
Reflections on Global Collaboration
The discussion underscored how persistence, cultural intelligence, and community-driven learning fuel success in global business. By integrating authentic engagement with structured professional growth, leaders can build bridges across regions, strengthen professional networks, and unlock international opportunities.
Global Chamber® London continues to serve as a collaborative hub for connecting professionals who think globally and act locally — creating pathways for growth, innovation, and partnership.
Speakers:
Carla Watt - Founder of Watt Next Consultancy
A seasoned Sales Performance Partner with years of experience building, scaling, and revitalising sales teams in the UK. She specialises in helping businesses sell smarter, manage better, and keep the human element at the heart of sales. Known for transforming underperforming teams into high-performing, motivated units, Carla blends strategic process with the art of authentic conversation. She works with businesses at every stage - whether that means putting brand new teams in place or strengthening teams that are already established. Carla also brings a unique perspective on the differences between the US and UK markets - and why some approaches simply won’t land with British buyers.
Corina Goetz - the CEO of Star-CaT, a Middle Eastern Advisory, Training and Consulting company.
For more than 20 years, she has worked with Leaders from the Gulf, Royal families and business people who trust her implicitly. One of her many achievements is help a company grow from 0 clients from this region to 6 million annual turnover.
As German and non Arabic Speaker, she knows how hard it is to understand a culture that is so different to the West. Since creating Star-CaT her mission has taken her all over the world educating and assisting companies doing better business in this dynamic region that is the Gulf.
Moderator:
Zeynab Al-Khero - Executive Director, Global Chamber® London
Leading initiatives to foster international trade, foreign direct investment, and cross-border collaboration. She is the first Arab woman to lead a Global Chamber city chapter, reflecting her commitment to promoting diversity and inclusion in global business leadership.
Zeynab founded ZALK Consulting, advising organizations across the UK and GCC on market entry, growth strategy, and sustainable expansion. She connects business leaders, investors, and policymakers to create opportunities that drive growth and innovation.
A passionate advocate for women in leadership, Zeynab has collaborated with the UK Houses of Parliament and contributed to the All-Party Parliamentary Group on Women in Work, developing programs that empower women to thrive professionally while maintaining authenticity and influence. She advises organizations on creating inclusive work environments and advancing gender equity in leadership roles.
As Executive Director, Zeynab positions Global Chamber London as a platform where diverse voices can collaborate to drive meaningful change, strengthen economic ties between the UK, GCC countries, and other global markets, and facilitate opportunities for entrepreneurs and investors. Her leadership emphasizes strategic vision, operational excellence, and authentic empowerment, inspiring leaders to expand their influence while contributing to a more connected and equitable global economy.
About Global Chamber®
Global Chamber® is a diverse, innovative, and positive worldwide platform for CEOs, executives, investors, and industry leaders across 195 countries and 605+ regions. We connect businesses and leaders to opportunities that empower growth, sustainability, and global success.
🌍 Be global and UNSTOPPABLE!
Learn more at www.globalchamber.org/london
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