Book description
Want to reach out to multicultural customers?
Cross-Cultural Selling For Dummies
is packed with everything you need to know to tap into multicultural
markets, from establishing solid relationships to adapting your
advertising to meeting the needs of your new clientele. You'll acquire
key cross-cultural skills and build a coordinated effort that engages
all aspects of your business.
This practical, easy-to-understand guide
shows you how to measure the purchasing power of other cultures and
change the way you market to them. You'll learn how to do
multicultural research, develop a marketing campaign with wide appeal,
pick the right media, tune your materials to the market, and establish
a presence in the community. You'll find tips on identifying
generational differences with in a culture, pronouncing names
correctly, and determining customer motivation. Discover how to:
- Reach out to multicultural customers
- Develop strong relationships
- Adapt your sales presentations and techniques
- Clear language barriers
- Boost your street cred
- Present appealing financing options
- Create a foundation for long-term success
- Handle negotiations with skilled hagglers
- Recognize and overcome objections
- Adopt techniques to close the sale
- Create a strong referral base
- Avoid cultural conflicts
- Maintain a diverse sales team
You can realize the incredible untapped potential of the
multicultural market to send your sales soaring and your profits off
the charts. Cross-Cultural Selling For Dummies shows you how!
Michael Soon Lee, MBA, is a nationally recognized
expert in selling and marketing to multicultural customers. He is a
diversity consultant and speaker, an award-winning salesperson, and
the author of several books.
Ralph R. Roberts is an award-winning and internationally
acclaimed real estate agent, speaker, sales coach, consultant, and
author.
