Cross-Cultural Selling For Dummies

by Soon Lee, Michael; Roberts, Ralph R.

• ISBN13: 9780470377017
• ISBN10: 0470377011
• Edition: 1st
• Format: Paperback
• Copyright: 2008-11-18
• Publisher: For Dummies

Summary

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 teamYou 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!

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.

Table of Contents

Introduction

Mastering the Multicultural Mind-Set

Expanding Your Market

Realizing the Incredible Untapped Potential of the Multicultural Market

Assessing Your Cross-Cultural Sales Readiness

Developing Cross-Cultural Competency

Multicultural Marketing and Beyond

Building a Marketing Campaign with Global Appeal

Developing a Comprehensive Program

Building Your Diversity-Friendly Place of Business

A Crash Course in Cross-Cultural Sales

Mastering the Meet and Greet

Building Rapport with Culturally Diverse Clientele

Investigating Needs and Probing for Buying Signals

Adapting Your Sales Presentation and Techniques

Closing the Sale with Diverse Clients

Negotiating with Natural-Born Hagglers

Taking Your Game to the Next Level

Tweaking Your Customer-Service Skills

Generating Word-of-Mouth Referrals

Building, Managing, and Retaining a Diverse Sales Team

The Part of Tens

Ten Myths about Customers from Other Cultures

Ten Common Stereotypes of Americans

Appendix: Culture-Specifi c Insiders Information

Index

Table of Contents provided by Publisher. All Rights Reserved.