Cross-Cultural Selling For Dummies. Michael Soon Lee, Ralph R. Roberts, Joe Kraynak

Cross-Cultural Selling For Dummies



Download Cross-Cultural Selling For Dummies



Cross-Cultural Selling For Dummies Michael Soon Lee, Ralph R. Roberts, Joe Kraynak ebook pdf
Publisher: For Dummies
Language: English
Page: 384
ISBN: 0470377011, 9780470377017

From the Back Cover

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

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.



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