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

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.

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