Not really.

At first look, aluminium profiles might seem universal. A box profile is the same in the Balkan area, Germany, or Canada, right?

The same product can be welcomed in one country, questioned in another, or completely ignored somewhere else.

The difference isn’t in the material. It’s in the strategy.

Why does one way of doing business doesn’t work everywhere?

Here are 4 things that change from country to country:

1- Trust doesn’t mean the same thing everywhere

“What constitutes trust is not the same in every culture.”

Some buyers feel secure when they see test reports, certificates and a detailed contract. Others feel more comfortable after a phone call or a face-to-face conversation. In some places, sending a lot of documents shows you’re serious. In others, it feels like you don’t trust them. This small detail can decide if the conversation continues or ends.

2- Costs you can’t see on a spreadsheet

“Transaction costs explain why international trade is smaller than predicted by standard models.”

Even when price, product and quality all match, deals can still fall apart. Why? Because of the time lost in misunderstandings, doubts, delays, or different expectations. These small barriers cost money. They slow you down. And they build up fast if your strategy doesn’t match how the other side works.

3- One profile, three stories

We sell the same profile to different regions:

→ In Italy, it’s used in furniture frames (looks matter)
→ In Germany, for solar installations (certificates matter)
→ In the Balkan area, for mosquito nets (price matters)

“The same trade rules lead to different behaviours when cultural expectations differ.”

So, what do we do?

We adjust. One message won’t work for all. Each market needs its own story.

4- Different speeds, different styles

“A performance-oriented trader walks away quickly. A cooperation-oriented trader invests in long-term trust.”

In the Balkans, business often starts with a call, some back-and-forth, or even a coffee. People want to get to know
you before they buy from you. In Germany, you might have to meet the same buyer at four different fairs before they’re
ready to talk.

Both ways work. They’re just different.

Your approach has to match their rhythm, not yours.

I think one size fails fast.

There’s no such thing as a global strategy that works the same way everywhere. Trade is not just about sending offers. It’s about knowing what builds trust in each place you go.

So, the question is? Am I using their way or just repeating mine? That one question can change the game.