Cross-Cultural Selling for Dummies - Paperback

by Michael Soon Lee (Author), Ralph R. Roberts (Author)

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!

Back Jacket

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

Author Biography

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.