Lee, Michael Soon
Cross-Cultural Selling For Dummies
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!
Keywords: multicultural marketing, multicultural customers, cultural differences, diversity selling, global selling, cultural competence, ethnic customers, diverse customers, multicultural clients, selling to African Americans, selling across cultures, multicultural customer service, multicultural business etiquette, cross-cultural negotiation, , doing business across cultures, selling to minorities, ethnic selling, multicultural advertising, selling to immigrants, bilingual selling, cross-culture communication, collectivist culture, global market, minorities
- Author(s)
- Lee, Michael Soon
- Roberts, Ralph R.
- Publisher
- John Wiley and Sons, Inc.
- Publication year
- 2009
- Language
- en
- Edition
- 1
- Page amount
- 384 pages
- Category
- Economy
- Format
- Ebook
- eISBN (ePUB)
- 9780470451557
- Printed ISBN
- 9780470377017