Navigating the Maze: Challenges and Solutions for Sales Cycles in ASEAN

The Association of Southeast Asian Nations (ASEAN) presents a dynamic and exciting market for businesses, boasting a growing middle class and burgeoning economies. According to SCB, the ASEAN middle class population in 2023 is around 200 million people. This is based on the definition of middle class as people who earn or spend $10–$100 per person per day. However, navigating the sales cycle in this region can be a complex endeavor compared to more streamlined Western markets.

This article delves into the key challenges that can extend sales cycles in ASEAN and explores solutions to help businesses secure deals efficiently.


Bureaucracy: Red tape and complex approval processes within government agencies and organizations can significantly delay sales. Even within private organizations, decision-making often involves multiple departments and internal approvals within organizations. This can lead to delays and frustration.

Relationship Building: Building strong relationships with potential clients takes time and effort, involving multiple meetings, social interactions, and a genuine understanding of their needs. ASEAN communication styles tend to be more indirect. Reading between the lines and understanding unspoken cues becomes crucial to avoid misunderstandings.

Economic Disparity: Sales strategies need to be adapted to the economic realities of each country. Developed nations like Singapore may have faster cycles and require a more sophisticated approach, while less developed economies may necessitate a more patient and relationship-focused strategy. Pricing strategies need to be carefully considered. While cost-consciousness is prevalent, highlighting the value proposition and long-term benefits becomes even more important.

Communication Barriers: Language barriers can create misunderstandings and hinder clear communication. Investing in translation services and culturally sensitive communication training can be invaluable. Non-verbal cues and cultural etiquette can have a significant impact on communication. Understanding these nuances fosters trust and avoids potential offense.


The complexities of the ASEAN sales cycle might seem daunting, but with the right approach, businesses can significantly improve their efficiency and secure deals. Here’s a breakdown of the solutions discussed earlier, along with real-world use cases to illustrate their effectiveness:

1. Invest in Local Partnerships

ASEAN Business Partners play a pivotal role in facilitating the expansion strategies of multiple Software as a Service (SaaS) companies, aiding them in reaching and effectively selling their products across diverse ASEAN markets. These partnerships have enabled in seamless market penetration by leveraging the insights, networks, and expertise of these regional sales channels. Through collaborative efforts, both ASEAN Business Partners and their local counterparts strive to optimize sales performance of their client and capitalize on the burgeoning opportunities within the dynamic ASEAN landscape.

With experienced personnel who have previously operated within the ASEAN region and senior executives onboard, ABP possesses the capability to adeptly navigate the bureaucratic procedures associated with software registration and approvals. This expertise translates into substantial time and resource savings for the international company, ensuring a smoother and more efficient entry into the market.

2. Focus on Long-Term Relationships

To foster long-term relationships with clients in the B2B space, scheduling regular visits with key decision-makers at their local sites is crucial. This approach allows for rapport building and trust development, which are essential for successful sales. ASEAN Business Partners has witnessed that B2B sales cycles typically require 4 to 6 months of consistent communication and relationship nurturing.

Correspondingly, as market entry consultants, we actively participate in industry events and social gatherings. This fosters a more personal connection with industry executives, association heads, and government personnel beyond formal meetings. By building these relationships, we cultivate a valuable network of contacts that can be leveraged during the sales cycle.

3. Tailor Your Sales Strategy

ABP has provided tailored sales approaches for numerous clients, such as an Indian CRM firm seeking to expand its services into Indonesia. When supporting them as an outsourced sales partner, ASEAN Business Partners took into account the following factors:

Recognizing that Indonesia boasts a larger market but is less developed compared to Singapore, the agency adapted its pricing strategy to enhance competitiveness while highlighting the long-term return on investment for Indonesian businesses.

Through research, it was found that decision-making in Indonesian companies frequently involves middle management. In response, the agency refined its sales presentations to effectively target both senior executives and middle managers.

4. Cultural Awareness Training

A Swiss Wealth Tech firm aiming to expand into Vietnam partnered with ASEAN Business Partners. ABP assisted the client by providing cross-cultural training to their technical and executive teams, ensuring they were well-versed in Vietnamese business etiquette and communication styles. This approach not only enhanced the effectiveness of the sale but also fostered stronger connections of the ABP’s client with their targeted customers. Additionally, key personnel learned basic phrases in Vietnamese to demonstrate respect and build rapport with potential customers, further facilitating successful business interactions.

ASEAN Business Partners came across another company seeking to expand into Indonesia. However, this company manufactures collagen supplements and sheet masks derived from porcine raw materials. We advised them that this could pose a significant challenge due to Indonesia’s predominantly Muslim population and religious restrictions on the consumption of pork products.


Many international businesses are hesitant to embark on market entry into the ASEAN region due to the intricate maze of challenges prevalent within sales cycles. The diverse cultural landscape, regulatory complexities, and varying levels of economic development across ASEAN member states pose significant hurdles. From navigating bureaucratic processes to understanding nuanced consumer behaviors, the path to successful market entry can seem daunting. However, strategic partnerships with local experts and meticulous market research can illuminate potential solutions, offering a roadmap to effectively navigate these challenges. By proactively addressing these obstacles, businesses can unlock the vast opportunities that the ASEAN market has to offer.

About the Author