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Cross-Cultural Selling For Dummies by Michael Soon Lee and Ralph R. Roberts
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!
From the Back Cover
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
About the Author
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.