Going Global? Don’t Miss Localization in Your Strategy

Going Global? Don’t Miss Localization in Your Strategy

The good thing when acting in the SaaS services market is that you have global coverage. Whoever has an internet connection can reach your website to create an account or purchase your product.

The other side of the coin is that some of your prospects from foreign countries would expect and might actually need information in their local language. Even if they show interest in your products or services, 76% of consumers say they would be more likely to buy a product with information in their own language. Before going further with you, they want to find pricing that makes sense to them—preferably in the local currency. Also, you should make support services available for them if you’re willing to create a truly local experience for both customers and prospects.

Don’t miss the growth opportunity conferred by going global. Start personalizing the buying experience with localization. You’ll have a more significant impact on your prospects and an easy path to expand your business.

Why Localization Is Important for Your Business Success

As soon as your company understands the risk of losing the potential revenue from those who did not find what they are looking for on your site, you’ll start to localize your products and your customers’ buying experiences. The benefits of localization can be applied in: 

Sales and Marketing

Your marketing campaigns are more effective when you speak your customers’ language—literally. Don’t just assume your customers know your language well enough. In-language content can reduce customer churn as it helps your customers better understand your products and brand message.

Customers from different countries might have different experiences, so to remove friction, ensure all the texts and visuals are culturally appropriate for the intended audiences. Be mindful of regulations or legal requirements to know what you can or can’t do when approaching your audience. Be sure you comply with local rules like the use of personal information, cookies, or retargeting campaigns.


Localizing the pricing ensures customers understand exactly how much they are paying for your service or product. Converting the price into local currency eliminates any worries regarding conversion charges. Also, be careful in providing an accepted payment method. Enabling a locally preferred payment method has a real impact on winning your customer’s trust.


Once they’ve trusted you with their money, make sure they feel great about their investment and start experiencing value as soon as possible. The onboarding process should be accessible and aligned with local expectations. Start with translating your onboarding content and continue with adapting UX into local languages and usages, such as:

  • Data and time displays—which are different in the US vs. Europe (mm/dd/yy vs. dd/mm/yy)
  • Script displays—like left-to-right writing, which is common in Middle East countries

Support Services

Your foreign customers deserve no less. Selling internationally means you are prepared to support your customers by enabling localized self-service options like translated support documentation or FAQ materials. Also, be sure you can cover all time zones offering prompt solutions wherever they’re located.

Besides traditional contact channels (i.e., phone and email), be available on locally preferred chat tools, as your customers are most likely to consider them a very accessible option to get in touch with you. Choosing their method of communication generates better connections and increases loyalty.

Think Local, Dream Global with Sugar Market

Putting all your eggs in one basket is not a smart business decision. So, if you are serious about growing your foreign revenue, you must provide your foreign clients with the same exceptional customer experiences as you do for your native language customers.

Sugar Market is trying to support a large range of clients that span many geographic areas and thus have different preferences for how they want to experience the product. For them, Sugar’s Q4 2022 release brings in a better user experience as we are introducing different thousand separators and decimal symbols. Now you can experience Sugar Market with number formats that make sense to you.

Want to learn more about how the Sugar platform can help your business reach new performance levels? Don’t hesitate to get a demo today.

Emily Jahn
Emily Jahn Emily is the Content Marketing Manager at SugarCRM with years of experience working in the SaaS industry. Her strong suits include long-form and short-form content creation, SEO-optimized writing, and editorial planning and promotion. When she's not reading, writing, or editing, Emily enjoys everything the outside world has to offer—hiking, camping, backpacking, and most importantly, skiing!

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