Description
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
Author: Lee, Kraynak, Roberts
Publisher: John Wiley & Sons
Published: 11/01/2008
Pages: 384
Binding Type: Paperback
Weight: 1.25lbs
Size: 9.16h x 7.40w x 0.82d
ISBN13: 9780470377017
ISBN10: 0470377011
BISAC Categories:
- Business & Economics | Sales & Selling | General
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.