As women play a larger role in the professional workforce of business around the world, the issue of potential gender difference becomes more important to management of the sales force. This study considers the possible cultural differences that exist among businessmen and women in three countries: France, Malaysia, and the USA. The basis for comparison was national identity, or the extent to which recognition is given to a culture's unique characteristics. Four dimensions were used to determine the extent of national identity: belief system importance, ethnocentrism, cultural homogeneity, and emphasis upon national heritage. Sales force managerial implications of these results are analyzed and greater sensitivity to male and female differences and needs emphasized.