This is often the fork in the road that can send you down the path of literally talking your way out of the sale. This is where you need to show them that you understand their need, and that you can fix it.
So, the sooner you look at your sales staff and truly evaluate their strengths and their weaknesses, the sooner you can make appropriate changes, to ensure that everyone is working at what they do BEST.
Cross cultural negotiations is about more than just how cultures close deals. What it does involve is looking at and understanding just how all of these factors that can influence the sales and negotiation process.