Localization isn’t just about language. It’s about understanding people, culture, and context then reflecting that in how we engage buyers. A Partner who understands APJ is how you build long-term, sustainable growth in this region.

Wingman Enablement has over 16 years of APJ experience within Software Sales and SaaS, and 9+ years of Value Based Selling, operating in diverse theaters from India to South East Asia, Japan to A/NZ delivering proven, quantifiable results. When choosing your Enablement partner, we encourage you to consider:

1. APJ Is not one market. It’s a region of markets

What works in Sydney may not be appropriate in Taipei. The way buyers make decisions in Japan is fundamentally different from how they buy in India or Singapore. Each country has its own business culture, communication style and engagement models. Wingman Enablement has experience navigating these nuances to deliver great seller, partner and customer outcomes regardless of your target audience.

2. Trust and respect are built differently in APJ

In many APJ cultures, especially in Japan, Korea, and parts of Southeast Asia, trust-building is a prerequisite to doing business. That means:

• Messaging must feel local and culturally relevant

• Reps must come across as partners, not just vendors

• Messaging that’s overly transactional or aggressive (common in Western GTM playbooks) can backfire

Localized messaging builds credibility — and credibility opens doors.

3. Localisation isn’t just translation. It’s culture, nuance, and relevance

A translated deck isn’t the same as a localized one. Local buyers expect:

• Region-specific case studies

• Use of local terminology and references

• Contextual examples that reflect their unique challenges

If your messaging sounds like it was copy-pasted from the U.S. or EMEA, buyers will tune out. Localization shows respect — and that earns you attention.

4. Competitive landscape is region-specific

Your U.S. competitors might not even be relevant in parts of APJ — and vice versa. Messaging needs to reflect local competitive pressures and differentiate based on what matters in that market. A value prop that wins in San Francisco may fall flat in Jakarta or Tokyo.

5. Regulatory and industry standards vary widely

Whether it's data privacy, procurement processes, or industry certifications — APJ buyers often have unique requirements. If your messaging doesn't address these proactively, you’re asking the buyer to do the heavy lifting. That’s friction — and in APJ, friction kills deals.

6. Local reps sell better with local tools

From a sales enablement angle, local reps perform better when equipped with:

• Localized pitch decks

• Battlecards with region-specific objections

• Relevant customer stories and proof points

• Enablement in their native language where appropriate

If we don’t give them what they need, they’ll build it themselves — inconsistently. Or worse, not at all.