Cross-cultural selling for dummies - Michael Soon Lee

Appeal to the multicultural market and send your sales soaring

Want to reach out to customers from other cultures? This practical, easy–to–understand guide shows you how 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.

• Adapt to multicultural markets
  measure the purchasing power of other cultures and change the way you market and sell




• Develop a marketing campaign with wide appeal
  do your research, pick the right media, tune your materials to your market, and establish a presence in the community




• Build rapport with culturally diverse clients
  identify generational differences, pronounce names correctly, and determine customer motivation




• Adapt your sales presentation and techniques
  clear language barriers, boost your street cred, and present financing options in ways that appeal to your multicultural clientele




• Close the sale
  recognize and overcome objections, handle negotiations with skilled hagglers, and head off potential buyer's remorse




• Create a foundation for long–term success
  excel at customer service, create a strong referral base, and maintain a diverse sales team

Open the book and find:

• Six steps to a multicultural mindset




• Tips for overcoming stereotypes




• Strategies for sizing up your competition




• Guidelines for building a diversity–friendly business




• Tips for adapting your product line




• Do's and don'ts for meeting and greeting




• The most common buying signals




• Culture–specific insiders information




• Strategies for generating referrals