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you receive personalised recommendations for other books you might enjoy.This level of personalised interaction makes you feel valued and understoodas a customer, enhancing your customer experience.Each of these examples contributes to the customer%u2019s overall experience.Businesses that prioritise the customer experience understand that eachinteraction counts and strive to make every touchpoint as positive andseamless as possible. The most effective way, however, is a face-to-facemeeting with a sales representative during a discussion between two peoplewho understand each other. In a sales process, the milestones below arethe guidelines for a good discussion between the client and the salesperson,in respect of both alterities.AlterityThis is a very important soft skill to increase in an international context andfor international negotiations. It is defined as %u201cthe quality or condition of beingdifferent, especially of being fundamentally different from or alien to thesense of identity of a person or cultural group%u201d. Alterity can also be translatedas otherness. When applied to international commercial relationships,alterity can be understood as the recognition and understanding of cultural,social, or economic differences between trading partners. It concernsunderstanding and respecting the %u201cotherness%u201d of business partners fromdifferent countries or regions, acknowledging their unique perspectives, andusing this understanding to build stronger, more cooperative relationships.How to manage a commercial interview with clientsHere are the steps to follow for a successful sales meeting. It is important tofollow the order of the steps and to listen carefully to what the customer hasto say. Lectures from Bild and Shaffer (2001) or Pellat (2018) could be helpfulin this regard.Preparation: before meeting the client, the salesperson has to researchthe potential needs and how the innovative product can fulfil them. Theyhave to understand the key selling points of the frugal and innovative solutionthat align with the potential customer%u2019s needs, and how the product willprovide long-term satisfaction when buying .For example, the product is an innovative, energy-efficient washingmachine. The salesperson has to understand that clients who could beinterested in this solution would be environmentally conscious individualswho would appreciate frugality and savings in the long run.Approach: this initial interaction should be polite and respectful. This is ameeting phase between people who don%u2019t know each other, so it%u2019s importantnot to frighten people by immediately talking about a major innovation or a1523 Frugal Innovations