Synopses & Reviews
Do you want to increase your sales? Why not tap the fastest-growing consumer market in the country?
According to the Selig Center for Economic Growth, the combined purchasing power of the multicultural market grew to over $2 trillion in 2007 – exceeding the annual GNP of all but the nine largest economies of the world. Yes, the marketplace has gone global, but many business owners, CEOs, and salespeople haven’t yet made the transition. As a result, they’re handing their share of this potentially lucrative market to anyone who’s smart and ambitious enough to accommodate customers from other cultures.
Don’t let your competitors chip away at your multicultural market share without a fight. By being the first in your industry to pursue the multicultural market, you have an excellent opportunity to boost your sales and your bottom line. And Cross-Cultural Selling For Dummiesshows you how.
In Cross-Cultural Selling For Dummies,diversity and sales expert Michael Soon Lee of EthnoConnect (www.EthnoConnect.com) and sales coach and speaker Ralph R. Roberts (AboutRalph.com) team up to show you how to adjust your strategies to the needs of buyers from other cultures, so you can instantly grow your market by at least a third!
Cross-Cultural Selling For Dummiesprovides practical tips and strategies showing you exactly what you need to do to appeal to clientele from different cultures:
- Assess your multicultural readiness (a self-test)
- Meet and greet prospective clients without turning them off
- Adapt your sales presentation and techniques for optimum effect
- Recognize multicultural buying signals
- Acquire closing techniques that are more effective with clients from other cultures
- Negotiate with clients who may have more experience and expertise with haggling than you do
- Build your referral base in the ethnic community
- Hone your multicultural customer service skills
- Adjust your marketing campaign to make it more appealing to clients from other cultures
- Go beyond marketing to make your entire business multicultural friendly
- Redesign your store or office to make it appeal to a broader clientele
- Adapt your product line for multicultural sales
- Assemble and manage your own multicultural sales team
- Discover commonly held myths about your own culture and others that may be holding you back
- Uncover a host of multicultural resources that can help you transition your business for other markets
Synopsis
Cross-Cultural Selling For Dummiesexamines some of the more common conflicts that arise between cultures, and how to recognize and adapt selling techniques to close the sale regardless of the customer’s background.
Synopsis
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
Synopsis
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 customersDevelop strong relationshipsAdapt your sales presentations and techniquesClear language barriersBoost your street credPresent appealing financing optionsCreate a foundation for long-term successHandle negotiations with skilled hagglersRecognize and overcome objectionsAdopt techniques to close the saleCreate a strong referral baseAvoid cultural conflictsMaintain 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
Synopsis
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!
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.
Table of Contents
Introduction.Part I: Mastering the Multicultural Mind-Set.
Chapter 1: Expanding Your Market.
Chapter 2: Realizing the Incredible Untapped Potential of the Multicultural Market.
Chapter 3: Assessing Your Cross-Cultural Sales Readiness.
Chapter 4: Developing Cross-Cultural Competency.
Part II: Multicultural Marketing and Beyond.
Chapter 5: Building a Marketing Campaign with Global Appeal.
Chapter 6: Developing a Comprehensive Program.
Chapter 7: Building Your Diversity-Friendly Place of Business.
Part III: A Crash Course in Cross-Cultural Sales.
Chapter 8: Mastering the Meet and Greet.
Chapter 9: Building Rapport with Culturally Diverse Clientele.
Chapter 10: Investigating Needs and Probing for Buying Signals.
Chapter 11: Adapting Your Sales Presentation and Techniques.
Chapter 12: Closing the Sale with Diverse Clients.
Chapter 13: Negotiating with Natural-Born Hagglers.
Part IV: Taking Your Game to the Next Level.
Chapter 14: Tweaking Your Customer-Service Skills.
Chapter 15: Generating Word-of-Mouth Referrals.
Chapter 16: Building, Managing, and Retaining a Diverse Sales Team.
Part V: The Part of Tens.
Chapter 17: Ten Myths about Customers from Other Cultures.
Chapter 18: Ten Common Stereotypes of Americans.
Appendix: Culture-Specifi c Insiders Information.
Index.